YOU DON’T
NEED A
SOCIAL
MEDIA
STRATEGY
THIS DECK WAS PRESENTED AT THE
        140 CHARACTERS CONFERENCE IN
        WASHINGTON DC ON 6/17/10. IT WAS
        WRITT...
I’m an American, but work in Vancouver, so here’s a shout-out to all the
               Canadians in the audience at #140c...
I’m an ad guy, a marketer, a suit — but also a mega-nerd, one of the
 first bloggers (see above) and podcasters. I’ve seen...
2004-2009 WAS A RIOT, AN
              EXPERIMENT, A FUN CULTURAL
              EXPERIENCE.


IT’S BEEN A   WE MARVELLED A...
In the early days of the social web, we joined Flickr
                      meetups…
                                     ...
We attended Ignite, TechLive, Facebook Developer Garages. Wrote blog
       posts in podcasting lounges at social media co...
We marvelled at (and endlessly played) the “Did You Know” video.



                                                      ...
And we watched as Justine talked about her iPhone bill from
                         AT&T.

                              ...
WE WATCHED OPRAH, ASHTON,
LARRY KING AND CNN POUNCE ON
TWITTER.

WE STOPPED RANTING THAT IT
WAS “ABOUT A DIALOGUE” AND
STA...
WE DON’T
NEED NO
STEENKING
SOCIAL
MEDIA
STRATEGY.   11
THAT’S LIKE A


CELL
PHONE
STRATEGY.
                12
A FREEWAY
STRATEGY.
            13
BECAUSE
SOCIAL
AIN’T NO
BOLT-ON
PUBLISHING
PLATFORM.    14
AND IF
YOU’RE IN
MKTG/PR,
            15
SOCIAL
SHOULD BE
WOVEN INTO
EVERYTHING.
EVERYTHING.
              16
My job is to
OUR GOALS:    think past mere
             communication.
                 To get my

INTERACT.          clie...
IN OTHER WORDS:


ENGAGEMENT.
INFLUENCE.
ACTIVATION.
Rather than a “social media strategy,” we need an Engagement Strategy...
REIMAGINING OUR APPROACH




    STUDY/
     PLAN       LISTEN    PUBLISH    ENGAGE      INFLUENCE     ACTIVATE


    Too ...
36,053
PEOPLE WHO COMMITTED TO LEAVING
FACEBOOK ON “QUIT FACEBOOK DAY” (MAY 31)

NEW USERS WHO JOINED THAT DAY ANYWAY


79...
We’ve seen
            incredible success

DDB IS     for our clients using
                 a blend of
              trad...
Our Radar DDB Cultivation Team engaged with consumers in character, on
Twitter, Facebook, YouTube and elsewhere. Visitors ...
Through the social sites, Salty could come to life and engage with
consumers, who would use their influence to forward, fa...
Even teenagers surfing
ChatRoulette were stunned
 to find they were chatting
    with salt and pepper
 shakers, instead of...
We got traditional press as well as lots of blogger pickup, and our
 cultivation team engaged with these bloggers to stret...
We encouraged user-generated content. Consumers started uploading videos
   of their kids interacting with the salt and pe...
They even put together photo shoots featuring their culinary dishes, along
                          with Salty and Pep.
And pasta art submissions prove that activation CAN defeat time starvation!
                     So how did the campaign d...
6,000 FACEBOOK FANS

              400,000+ VIDEO VIEWS

              1,000 TWITTER FOLLOWERS

              18,000 SALTY...
BRANDED SITE
                                                                                                             ...
SUMMARY
POINTS



          33
PROPONENTS: WE
NEED TO TALK
MORE ABOUT
END BUSINESS
GOALS THAN
SOCIAL MEDIA
                 34
COMMUNICATORS:
PLAN YOUR
TRADITIONAL AND
SOCIAL TOGETHER
  Too many marketers are looking at social as an add-on. They hir...
SO USE
TRADITIONAL TO
START AND/OR
SUPERCHARGE A
SOCIAL
CONVERSATION
                 36
AND USE SOCIAL TO
REVERBERATE AND
AMPLIFY MARKET
IMPACT WHEN THE
CAMPAIGN IS NO
LONGER RUNNING.
                    37
BECAUSE STRONG
CREATIVE,
INTEGRATED
ACROSS BOTH
TRADITIONAL AND
SOCIAL MEDIA, WILL
MOVE THE NEEDLE.     38
AND THAT,
MY FRIENDS, IS A
GOOD STRATEGY.

                   39
MUCHAS
GRACIAS.
ERIC WEAVER
DDB CANADA
@WEAVE
+1 604 640 4350
You Don't Need a Social Media Strategy (Washington DC Edition)
You Don't Need a Social Media Strategy (Washington DC Edition)
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You Don't Need a Social Media Strategy (Washington DC Edition)

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WASHINGTON, DC, USA - June 17, 2010 - Presentation for Jeff Pulver's 140 Characters Conference (#140conf).

Audiences: marketers, advertisers, strategists.

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You Don't Need a Social Media Strategy (Washington DC Edition)

  1. 1. YOU DON’T NEED A SOCIAL MEDIA STRATEGY
  2. 2. THIS DECK WAS PRESENTED AT THE 140 CHARACTERS CONFERENCE IN WASHINGTON DC ON 6/17/10. IT WAS WRITTEN FOR A TEN-MINUTE “LIGHTNING TALK” FORMAT. IT WAS CREATED IN RESPONSE TO ABOUT MYRIAD PUNDITS CONTINUING TO THIS GUSH OVER SOCIAL MEDIA AS A SUPER-SPECIAL SPECIALTY AREA. PRESO SOCIAL MEDIA MARKETING IS FAR PAST THE EXPERIMENTATION AND “SHINY NEW OBJECT” PHASES. TIME TO STOP GUSHING, START THINKING ABOUT INTEGRATION, AND START SHOWING RESULTS. 2
  3. 3. I’m an American, but work in Vancouver, so here’s a shout-out to all the Canadians in the audience at #140conf! IM IN YER COUNTREE, STEELIN UR HELTHCAREZ 3
  4. 4. I’m an ad guy, a marketer, a suit — but also a mega-nerd, one of the first bloggers (see above) and podcasters. I’ve seen the web move from experimental to commercial to search to social. i.e., I’m not predisposed to either social or traditional media. I’m fortunate that I’ve been able to explore marketing innovations to see which trends and tools have legs — or don’t — for my clients. 4
  5. 5. 2004-2009 WAS A RIOT, AN EXPERIMENT, A FUN CULTURAL EXPERIENCE. IT’S BEEN A WE MARVELLED AS OUR TWEETS SCROLLED BY AT SXSW. FUN FIVE WE SIGNED UP FOR JAIKU, POWNCE YEARS, AND TWITTER. HASN’T IT? USTREAM, KYTE AND JUSTIN.TV. SNAPVINE, TROTTR AND UTTERLI. IN SHORT, WE TRIED EVERYTHING. 5
  6. 6. In the early days of the social web, we joined Flickr meetups… 6
  7. 7. We attended Ignite, TechLive, Facebook Developer Garages. Wrote blog posts in podcasting lounges at social media conferences. 7
  8. 8. We marvelled at (and endlessly played) the “Did You Know” video. 8
  9. 9. And we watched as Justine talked about her iPhone bill from AT&T. 9
  10. 10. WE WATCHED OPRAH, ASHTON, LARRY KING AND CNN POUNCE ON TWITTER. WE STOPPED RANTING THAT IT WAS “ABOUT A DIALOGUE” AND STARTED TALKING ABOUT CO- CREATION, CROWDSOURCING AND UNPAID ARMIES. AND THEN PEOPLE STARTED TALKING ABOUT THE NEED FOR A SOCIAL MEDIA STRATEGY. 10
  11. 11. WE DON’T NEED NO STEENKING SOCIAL MEDIA STRATEGY. 11
  12. 12. THAT’S LIKE A CELL PHONE STRATEGY. 12
  13. 13. A FREEWAY STRATEGY. 13
  14. 14. BECAUSE SOCIAL AIN’T NO BOLT-ON PUBLISHING PLATFORM. 14
  15. 15. AND IF YOU’RE IN MKTG/PR, 15
  16. 16. SOCIAL SHOULD BE WOVEN INTO EVERYTHING. EVERYTHING. 16
  17. 17. My job is to OUR GOALS: think past mere communication. To get my INTERACT. clients’ customers to interact with our SHARE. content. To share it with their friends. To get them off GET OFF their asses and get them to DO something. Join a loyalty club. YOUR ASS. Show up at a company event. Choose us at retail. 17
  18. 18. IN OTHER WORDS: ENGAGEMENT. INFLUENCE. ACTIVATION. Rather than a “social media strategy,” we need an Engagement Strategy. An Influence Strategy. An Activation Strategy. Focused around our clients’ end business goals, not media specialties! Srsly. 18
  19. 19. REIMAGINING OUR APPROACH STUDY/ PLAN LISTEN PUBLISH ENGAGE INFLUENCE ACTIVATE Too many companies approach social from a Publishing mindset. We recommend rethinking marketing using a MIX of traditional and social, in the context of Engagement, Influence & Activation. An activated customer spends more, shares more and cares more. It’s a harder creative challenge but a better one. CREATIVE CHALLENGE REVENUE POTENTIAL
  20. 20. 36,053 PEOPLE WHO COMMITTED TO LEAVING FACEBOOK ON “QUIT FACEBOOK DAY” (MAY 31) NEW USERS WHO JOINED THAT DAY ANYWAY 794,000 (GIVE OR TAKE A FEW THOUSAND) HUMOROUS ASIDE: On May 31, 2010, 36,000 people were activated to quit Facebook. Ironically, that same day, another 794,000 were activated to join Facebook anyway. 20
  21. 21. We’ve seen incredible success DDB IS for our clients using a blend of traditional and social media. FOCUSING EXAMPLE: DDB Canada was asked to build a ON A traditional media campaign for Knorr’s Sidekicks® BLENDED low-sodium packaged meal product. We created a APPROACH character, Salty, who was no longer needed at the dinner table. 21
  22. 22. Once we had started the conversation through traditional media, we then brought Salty to life through social. 22
  23. 23. Our Radar DDB Cultivation Team engaged with consumers in character, on Twitter, Facebook, YouTube and elsewhere. Visitors were encouraged (and activated) to participate with Salty through activities like photo contests. 23
  24. 24. Through the social sites, Salty could come to life and engage with consumers, who would use their influence to forward, fan and like him. 24
  25. 25. Even teenagers surfing ChatRoulette were stunned to find they were chatting with salt and pepper shakers, instead of some random shirtless dude. Surprise! 25
  26. 26. We got traditional press as well as lots of blogger pickup, and our cultivation team engaged with these bloggers to stretch our reach and influence further. Let’s take a look at another traditional commercial that followed after the initial Salty creative.
  27. 27. We encouraged user-generated content. Consumers started uploading videos of their kids interacting with the salt and pepper shakers, some getting thousands of views.
  28. 28. People enthusiastically submitted photos in our photo contests. And then shared those photos with friends.
  29. 29. They even put together photo shoots featuring their culinary dishes, along with Salty and Pep.
  30. 30. And pasta art submissions prove that activation CAN defeat time starvation! So how did the campaign do?
  31. 31. 6,000 FACEBOOK FANS 400,000+ VIDEO VIEWS 1,000 TWITTER FOLLOWERS 18,000 SALTY & PEP SHAKERS WE MOVED SOLD OUT IN FIRST 25 DAYS THE NEEDLE. HIGHEST WEBSITE TRAFFIC EVER SIDEKICKS SALES ROSE BY 10% SIDEKICKS SURPASSED UNCLE BEN’S AS #1 BRAND IN MEAL ACCOMPANIMENTS 31
  32. 32. BRANDED SITE EXTERNAL MKTG-MANAGED PRESENCE EXTERNAL THIRD-PARTY SITE Integrated Traditional/Social Marketing Mix TRADITIONAL MEDIA/PR TOPICAL COMMUNITIES: IP, HELPFUL TIPS D E T E R M I N AT I O N E V A L U A T I O N / C O M P A R I S O N A W A R E N E S S PRODUCT LAUNCH MICROSITE P U R C H A S E S T O R Y T E L L I N HELPFUL G RECIPE L O Y A L T Y SEO RESOURCES EVENTS DOT-COM SITE S COMMENTS COMPANY BLOG (IP) ONLINE SAMPLING FACEBOOK E-COMMERCE FAN PAGE N E E D PARTNER ONLINE YOUTUBE CHANNEL: STORYTELLING, IP PRINT EXTERNAL BLOGS: IP, TIPS OUTDOOR PR SAMPLING PGMS Blended, integrated efforts WORK. It takes a lot more effort, cost and brand interactions to move consumers through the funnel these days. So why not RETAIL grease the skids using a mix of traditional and social content? 32
  33. 33. SUMMARY POINTS 33
  34. 34. PROPONENTS: WE NEED TO TALK MORE ABOUT END BUSINESS GOALS THAN SOCIAL MEDIA 34
  35. 35. COMMUNICATORS: PLAN YOUR TRADITIONAL AND SOCIAL TOGETHER Too many marketers are looking at social as an add-on. They hire social media enthusiasts with no traditional experience to handle their social efforts, resulting in marginal market response. Your traditional and social media efforts should be planned together. By experienced strategists. Using impactful creative work. 35
  36. 36. SO USE TRADITIONAL TO START AND/OR SUPERCHARGE A SOCIAL CONVERSATION 36
  37. 37. AND USE SOCIAL TO REVERBERATE AND AMPLIFY MARKET IMPACT WHEN THE CAMPAIGN IS NO LONGER RUNNING. 37
  38. 38. BECAUSE STRONG CREATIVE, INTEGRATED ACROSS BOTH TRADITIONAL AND SOCIAL MEDIA, WILL MOVE THE NEEDLE. 38
  39. 39. AND THAT, MY FRIENDS, IS A GOOD STRATEGY. 39
  40. 40. MUCHAS GRACIAS. ERIC WEAVER DDB CANADA @WEAVE +1 604 640 4350

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