Sms timisoara 2011

planning social media bogdana butnar. timisoara octombrie 2011

w hat is planning?
w hy do we need it?
w hat’s not working with social media planning?
c an we fix it?
h ow?

w e plan for a media instead of planning for results

classical media planning fixed/rationed/one-sided reach/frequency touch-point / contextual

transmedia planning
different pieces of the message in different media
adapting media to the message
storytelling
brand focused
media independent

n ow we have social media planning

a lot of talk about listen, interact, respond, transparency etc …
w hich if done right will turn you into a social media success

b ut your purpose is not to become a social media darling

p eople do not perceive or interact with media independently

media is a system

http://www.slideshare.net/jbeltowska/systems-thinking-lessons-from-the-fifth-discipline-fieldbook-by-senge-kleiker-roberts-ross-and-smith FROM http://undercurrent.com/

we think of media planning like this message

we also create media micro systems of social media Message for media 1 Message for media 2 Message for media 3

c onsider this route
you see a huge ooh saying “what the fuck?”
what do you do next?
mobile
take a pic with your phone post it on a sn
social network
what happens next?
it gets spread around and people search
search
what happens next? you click on a website
website
what do you see there? a movie + an address
you watch a movie and decide to visit the location
you drive and see street signs on your way to
visit a shop
system interference – you see the street signs before you get to your computer, there are indoor posters in the tube, you get a flyer

the nature of systems […] relies on the parts inter-operating and effecting each other dynamically.
changes in any one part of the system don't simply make the system more complex, they change the system itself
[faris yakob]
“

media planning should work like this bit of message bit of message bit of message

p lan your media strategy so as to obtain a reaction which will make the person move on to the next part of the message and eventually to your business

facts
y our social media objectives are your marketing objectives
m etrics for success in social media are business metrics not social media metrics – learn to translate them 
s et metrics, it’ s easy 
e valuate level of budget and involvement: they are not directly proportional to media’s conversion power 
t alk to your offline colleagues
t his is NOT integration, that means all media have to do what one decides
t his is media serving its purpose

Your target audience Share of blogosphere Share of social networks Share of search Share of display Level of commitment/time/budget Level of commitment/time/budget Level of commitment/time/budget Level of commitment/time/budget

final thoughts
t his is not integration – it’s business focus
t his is not media planning – it’ s business planning
t his is not a game

Sms timisoara 2011

by Bogdana Butnar on Oct 16, 2011

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