C&M Social Engagement Mission Matrix

Social Engagement Mission Matrix Consumer Brand Shared Values ABC ABC Acquired Values Enhance personal brand? Enhance social value of brand? Social Capital / Kudos Enhance social bonds/network? Facilitate social connections? Why Care? Why will I stop and care? Why Share? Why will I share? Activation Dependencies Easy to get involved/share? Easy to inspire involvement/sharing? Creative Mission Statement The mission statement / value proposition @ContentMotion / www.contentandmotion.co.uk 1

Social Engagement Mission Matrix / NotesA. Shared ValuesA short statement to describe how the proposed idea/activity fits within a shared worldview of both consumer attitudes and brand positioning? For example: Nike /#MakeitCount equals attitude, tools, equipment, services to enable people to deliver on their sporting / fitness ambitions in a no nonsense, determined, heroic way. From aconsumer perspective, #MakeitCount is a maxim/mindset for confidence in a personal mission, motivation, ambition, belief, etc.B. Acquired ValuesA short statement to describe how the idea/activity will enhance the individuals personal (social media) brand and, in turn, the wider value of the brand on social media. Forexample: Nike+ enables people to feel good about progressing their fitness regimes in a very public way (via sharing). Each activity/status update increases the brandsstanding as an enabler of personal fitness goals.C. Social Capital / KudosA short statement to describe how the idea/activity will enhance the individuals standing amongst his/her social network - and how the brand will facilitate this. For example:an Email Intervention enables people to look smart and help friends by introducing them to new productivity tools, as well as sharing a little humour (and being funny byassociation). Google/Gmail facilitates this by enabling the share in a simple, engaging way that places the transactional emphasis on people (encouraging them to becomeinterventionists by sharing via email and social media) rather than the brand.D. Why Care?A short statement - in first person - to describe why people should stop to care about the idea/activity (in amongst a crowded Twitter/Facebook/news/etc) stream. (See A, Band C.) For example: "I will care about this [thing] on Facebook because I care about [ABC] and it appeals to my sense of [XYZ]."E. Why Share?A short statement - in first person - to describe why people will feel compelled to share the idea/activity amongst friends. (See A, B and C.) For example: "I will share this[thing] on Facebook because it enables me to share [ABC] with/for/amongst my friends."F. Activation DependenciesA short statement to that describes how easy (or otherwise) the idea/activity will be for people to get involved with and share, coupled with a statement to describe how little(or otherwise) interaction will be required on the brands behalf to make this happen. For example: TomToms SantaNav will allow people to share their Xmas wishes via asimple Facebook status update in under two minutes. TomTom will need to activate this via Facebook advertising, PR activity and some initial community engagement - withvery little requirement for long term one-to-one interactions. (This exercise is a very quick sanity check for thinking about consumer opportunity costs and brand resourceplanning.)Creative Mission StatementBased on all of the above, a short statement (three sentences max) to summarise the overall creative campaign mission, encapsulating value proposition to both people andbrands. @ContentMotion / www.contentandmotion.co.uk 2

C&M Social Engagement Mission Matrix

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