Your SlideShare is downloading. ×
0
Social Media Planning
Um, Not Marketing Jim...
It’s ‘Informed Creativity’
 February 2010


 roger@contentandmotion.com
 ht...
About ‘Viral’ & ‘Creative’
•   AKA the anti-Gladwell theory
•   A virus is also an illness
•   Our goal is to gain strong,...
Not Marketing, Jim...
  1: Report and Analytics                    2: Planning Recommendations



 4: Publishing and Engag...
Notes…
Good ʻSocial Media planningʼ isnʼt
Marketing at all. Or, more to the point, the
campaigns and content that work bes...
C&M Leadership Team…
                                                       Roger Warner, MD
                             ...
Upcoming SlideShare
Loading in...5
×

Social Media Planning - Not Marketing Jim

725

Published on

Good ‘Social Media planning’ isn’t Marketing at all. Or, more to the point, the campaigns and content that work best aren’t Marketing with a capital ‘M.’ They’re support pieces, tools, widgets, and direct conversations with customers – things that genuinely HELP people or provide interest other than ‘Oh WOW, isn’t that wonderful / funny / creative / thought provoking.’

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
725
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Social Media Planning - Not Marketing Jim"

  1. 1. Social Media Planning Um, Not Marketing Jim... It’s ‘Informed Creativity’ February 2010 roger@contentandmotion.com http://twitter.com/rogerwarner http://twitter.com/contentmotion http://www.contentandmotion.co.uk Don’t Panic! 1
  2. 2. About ‘Viral’ & ‘Creative’ • AKA the anti-Gladwell theory • A virus is also an illness • Our goal is to gain strong, frictionless distribution of brand messages • ...by targeting those ‘influencers’ most likely to pass messages onwards • This is more about strong tactics than radical ‘creatives’ • Most importantly, research is king • We need: • Strong understanding of the target channels: Twitter, etc • Strong understanding of publishing platforms: Wordpress, Disqus, tubemogul. etc • Strong understanding of our audience targets and their ‘Social’ behaviour • Strong understanding of content, topics and trends • Then we implement our ideas • This is a far more cost effective way of working than boardroom ‘ideation’, sunk creative costs (e.g. natty videos / pretty straplines) and crossing our fingers, spray and pray! (i.e. the potential ‘illness’ of a poorly researched, but brilliantly ‘creative’ campaign) Don’t Panic! 2
  3. 3. Not Marketing, Jim... 1: Report and Analytics 2: Planning Recommendations 4: Publishing and Engaging 3: Content (YouTube, blog, etc) no creative yes! twaddle analytics! Don’t Panic! 3
  4. 4. Notes… Good ʻSocial Media planningʼ isnʼt Marketing at all. Or, more to the point, the campaigns and content that work best arenʼt Marketing with a capital ʻM.ʼ Theyʼre support pieces, tools, widgets, and direct conversations with customers – things that genuinely HELP people or provide interest other than ʻOh WOW, isnʼt that wonderful / funny / creative / thought provoking.ʼ Don’t Panic! 4
  5. 5. C&M Leadership Team… Roger Warner, MD Team Director Strategy, Planning, Consulting desk: 01273 486 418 mob: 07921 777 933 roger@contentandmotion.com http://www.contentandmotion.co.uk/about/ people/roger-warner/ Michael Wilkins, Head Analyst Rowan Stanfield, Strategy and Creative Analytics, Tools, Reporting Content and Implementation (ex-iCrossing, SEO expert) (Creative, Community & PR expert) desk: 01273 478 278 desk: 01273 486 439 mob: 07707 552 672 mob: 07961 938 575 michael@contentandmotion.com rowan@contentandmotion.com http://www.contentandmotion.co.uk/about/people/ http://www.contentandmotion.co.uk/about/people/ michael-wilkins-social-media-analyst-uk/ rowan-stanfield-online-pr-consultant-uk/ Don’t Panic! 5
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×