2014: Social Media Formulas for Ad creatives

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A framework for building a digital campaign strategy - intended to kickstart the brainstorm process for advertising creatives

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2014: Social Media Formulas for Ad creatives

  1. 1. 2014: SOCIAL MEDIA FORMULAS FOR AD CREATIVES By @BalindSieber | Digital Creative Director at ATTIK
  2. 2. PURPOSE ! Framework for building a digital campaign strategy - intended to kickstart the brainstorm process for advertising creatives !2 PURPOSE Social Media Formulas, by @BalindSieber
  3. 3. ABOUT THE AUTHOR, @BalindSieber ! I’m currently the digital creative director at ATTIK. ! I’m writing a book on pitching creative ideas. ! I’m on the internet. !3 ABOUT THE AUTHOR Social Media Formulas, by @BalindSieber
  4. 4. TABLE OF CONTENTS ! ! 01 ORGANIC MEDIA TACTICS ! 02 PAID MEDIA TACTICS ! 03 OUT-OF-HOME STUNTS ! 04 !4 TABLE OF CONTENTS DIGITAL PRODUCTS Social Media Formulas, by @BalindSieber
  5. 5. 01 • Create content • Give people a reason to create content • Create interaction • Give people a reason to interact !5 ORGANIC MEDIA TACTICS ORGANIC MEDIA TACTICS Social Media Formulas, by @BalindSieber
  6. 6. CREATE CONTENT ! Make spreadable videos (or images) based on the theme of your campaign !6 ORGANIC MEDIA TACTICS | CREATE CONTENT Social Media Formulas, by @BalindSieber
  7. 7. EXAMPLE: FOOTLOCKER’S “HELP MAURICE” Foot Locker invented a Twitter video series starring Maurice, a "professional entourage member". The target was able to watch Maurice's entire story unfold on Twitter because Maurice was interacting with the basketball players they already followed. View More: Help Maurice !7 ORGANIC MEDIA TACTICS | CREATE CONTENT Social Media Formulas, by @BalindSieber
  8. 8. GIVE PEOPLE A REASON TO CREATE CONTENT ! Prompt your followers to compete, by making videos (or images) based on the theme of your campaign !8 ORGANIC MEDIA TACTICS | GIVE PEOPLE A REASON TO CREATE CONTENT Social Media Formulas, by @BalindSieber
  9. 9. EXAMPLE: URBAN HILTON’S “PAY WITH A SELFIE” Following the announcement of the word “selfie”, beating out “twerking" as word of year — fashion retailer Urban Hilton posed a simple question to their audience: how much do you think your selfie is worth? ! For one day only, Urban Hilton allowed its customers to contribute toward their purchase, with a selfie from within one of their stores. Read About: Pay with a Selfie !9 ORGANIC MEDIA TACTICS | GIVE PEOPLE A REASON TO CREATE CONTENT Social Media Formulas, by @BalindSieber
  10. 10. CREATE INTERACTION ! Engage followers by providing them with value !10 ORGANIC MEDIA TACTICS | CREATE INTERACTION Social Media Formulas, by @BalindSieber
  11. 11. EXAMPLE: MAC & CHEESE’S “MAC & JINX” "Mac & Jinx," as it was known, sought two people who were tweeting something with the phrase "mac & cheese" in it at the same time. Once those pairs were identified, Kraft sent both a link. The first one to click on the link and give Kraft their address, got 5 free boxes of Mac & Cheese — plus a t-shirt. Read About: Mac & Jinx !11 ORGANIC MEDIA TACTICS | CREATE INTERACTION Social Media Formulas, by @BalindSieber
  12. 12. GIVE PEOPLE A REASON TO INTERACT ! Prompt followers to express themselves and support one another !12 ORGANIC MEDIA TACTICS | GIVE PEOPLE A REASON TO INTERACT Social Media Formulas, by @BalindSieber
  13. 13. EXAMPLE: DOCTOR OZ “YOU FEEL WALL” The “You Feel Wall” is a multi-platform experience that empowers fans of the Dr OZ show to share their feelings and support one another, thereby encouraging personal wellness through connection and community. Additionally, the site generates powerful content that can be leveraged in the actual show and across social media platforms like Twitter and Facebook. View More: You Feel Wall !13 ORGANIC MEDIA TACTICS | GIVE PEOPLE A REASON TO INTERACT Social Media Formulas, by @BalindSieber
  14. 14. TAKEAWAY: Choose a formula and elaborate with additional layers of complexity !14 ORGANIC MEDIA TACTICS Social Media Formulas, by @BalindSieber
  15. 15. 02 • Use influencers • Use content seeders !15 PAID MEDIA TACTICS PAID MEDIA TACTICS Social Media Formulas, by @BalindSieber
  16. 16. USE INFLUENCERS ! Provide influencers of your target with a creative brief with which to make content for their followers !16 PAID MEDIA TACTICS | USE INFLUENCERS Social Media Formulas, by @BalindSieber
  17. 17. EXAMPLE: YOUTUBE CELEBRITY FREDDIEW A typical YouTube video released by FreddieW gets between 5-10 million views. If your brand campaign aligns with his followers (for a fee) he will natively incorporate your messaging into one of his sketches. View More: FreddieW !17 PAID MEDIA TACTICS | USE INFLUENCERS Social Media Formulas, by @BalindSieber
  18. 18. USE CONTENT SEEDERS ! Hire a vendor that provides peer-to-peer sharing with influencers !18 PAID MEDIA TACTICS | USE CONTENT SEEDERS Social Media Formulas, by @BalindSieber
  19. 19. EXAMPLE: KINDLING MEDIA A company like Kindling Media will use their proprietary algorithm to search a database of over 12 million social media destinations in order to identify the blogs and influencers most likely to watch and share your content with their audiences. Your content is posted in a way that organically integrates into their editorial content, not around it. View More: Kindling Media !19 PAID MEDIA TACTICS | USE CONTENT SEEDERS Social Media Formulas, by @BalindSieber
  20. 20. TAKEAWAY: Provide online celebrities with content, or ideas for their content !20 PAID MEDIA TACTICS Social Media Formulas, by @BalindSieber
  21. 21. 03 • Digital within outdoor context • Social powered outdoor !21 OUT-OF-HOME STUNTS OUT-OFHOME STUNTS Social Media Formulas, by @BalindSieber
  22. 22. DIGITAL WITHIN OUTDOOR CONTEXT ! Recreate a real world version of something digital !22 OUT-OF-HOME STUNTS | DIGITAL WITHIN OUTDOOR CONTEXT Social Media Formulas, by @BalindSieber
  23. 23. EXAMPLE: CARIBOU COFFEE’S LIVING PINTEREST BOARD To promote their recently introduced Real Inspiration Blend, Caribou Coffee launched a five-story Pinterest board in the Mall of America. Fans could get their photos on the interactive board by tagging their Instagram and Twitter photos with #CaribouInspires. View More: Living Pinterest Board !23 OUT-OF-HOME STUNTS | DIGITAL WITHIN OUTDOOR CONTEXT Social Media Formulas, by @BalindSieber
  24. 24. SOCIAL POWERED OUTDOOR ! Provide value in the real world that is powered by social media !24 OUT-OF-HOME STUNTS | SOCIAL POWERED OUTDOOR Social Media Formulas, by @BalindSieber
  25. 25. EXAMPLE: GRENATAPET’S FOURSQUARE-ENABLED BILLBOARD Pet food brand GranataPet rigged a billboard so that if a person checked in on Foursquare, near the billboard — it would dispense some of the company's dog food. View More: Foursquare-Enabled Billboard !25 OUT-OF-HOME STUNTS | SOCIAL POWERED OUTDOOR Social Media Formulas, by @BalindSieber
  26. 26. TAKEAWAY: Get press exposure by providing the unexpected !26 OUT-OF-HOME STUNTS Social Media Formulas, by @BalindSieber
  27. 27. 04 • Design a destination • Build an application !27 DIGITAL PRODUCTS DIGITAL PRODUCTS Social Media Formulas, by @BalindSieber
  28. 28. DESIGN A DESTINATION ! Provide a place where people can consume your content !28 DIGITAL PRODUCTS | DESIGN A DESTINATION Social Media Formulas, by @BalindSieber
  29. 29. EXAMPLE: UFC 20TH ANNIVERSARY WEBSITE An online experience that highlights the moments that revolutionized the fight business. The site allows fans to dive deeper into what makes the league so special — an entire section is dedicated to celebrating the community that is largely responsible for the league's success. View More: UFC 20th Anniversary !29 DIGITAL PRODUCTS | DESIGN A DESTINATION Social Media Formulas, by @BalindSieber
  30. 30. BUILD AN APPLICATION ! Make an app that provides value for your consumer — not your brand !30 DIGITAL PRODUCTS | BUILD AN APPLICATION Social Media Formulas, by @BalindSieber
  31. 31. EXAMPLE: HELLY HANSEN’S FIRST POWDER ALARM APP A must have app for Snowboarders and Skiiers. Set it before you goto sleep, with the app checking all night long for weather reports of powder — if it snows all night you’ll be the first up to claim those fresh tracks. View More: First Powder Alarm App !31 DIGITAL PRODUCTS | BUILD AN APPLICATION Social Media Formulas, by @BalindSieber
  32. 32. TAKEAWAY: Provide value for your target by giving them something useful !32 DIGITAL PRODUCTS Social Media Formulas, by @BalindSieber
  33. 33. THAT’S IT ! It's not enough to sell the client on your message — you need to sell them on how you're going to get your message out there !33 THAT’S IT Social Media Formulas, by @BalindSieber
  34. 34. SHARING IS CARING LIKE IF YOU LIKE LIKING STUFF By @BalindSieber | Digital Creative Director at ATTIK

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