What Party Planners Know About Social Media

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Social strategy likened to party planning presented by Jason Rockwood, Director of Social Strategy, Tribal DDB New York.

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What Party Planners Know About Social Media

  1. 1. WHAT PARTY PLANNERSKNOW ABOUT SOCIAL MEDIA
  2. 2. GEO-TARGETING MEDIA BUDGET OPEN GRAPH INTEGRATION SOCIAL MEDIA STRATEGY GAMIFICATION CONTENT STRATEGY ANALYTICS VIRAL BUZZ MODERATION GUIDELINES BIG IDEASCOMMUNITY MANAGEMENT IT SOUNDS SO CONFUSING! CROSS-PLATFORM INTEGRATION OPTIMIZATION CAMPAIGN INTEGRATION 2
  3. 3. SOCIAL STRATEGY IS NO MORE CHALLENGING THAN PARTY PLANNING. 3
  4. 4. THE SOCIAL PROCESS: LISTEN. UNDERSTAND. PARTICIPATE. MEASURE. 4
  5. 5. THE PARTY PROCESS: PLAN. PREPARE. PARTY. PERFECT. 5
  6. 6. PLAN. 6
  7. 7. PLANPREPARE Identify your businessPARTYPERFECT objective.Choose a theme. SOCIAL PROCESS Listen Understand Participate Measure 7
  8. 8. PLANPREPARE Use your strategy andPARTY planning teams to thinkPERFECT ahead.What kind of party is SOCIAL PROCESSthis? Business? ListenCocktail? Formal? Understand Participate Measure 8
  9. 9. PLANPREPAREPARTY Identify your targetPERFECT demographic.Who will we invite? SOCIAL PROCESSWho do we want to Listenparty with us? Understand Participate Measure 9
  10. 10. PLANPREPARE Understand your brandPARTYPERFECT reputation with your target audience.Do I have permission SOCIAL PROCESSto play here? Will the Listencool kids come? Understand Participate Measure 10
  11. 11. PREPARE. 11
  12. 12. PLANPREPARE Use your creative andPARTY planning teams to makePERFECT “Big Ideas” that draw interest and publicity.What will make this SOCIAL PROCESSparty fun? Listen Understand Participate Measure 12
  13. 13. PLANPREPARE Exclusivity createsPARTY desire. Don’t bePERFECT desperate for party-goers.Is this an inclusive or SOCIAL PROCESSexclusive party? Listen Understand Participate Measure 13
  14. 14. PLANPREPARE Use the excitement ofPARTY celebrities and experts toPERFECT generate interest and attendance.Who will be our SOCIAL PROCESSguest(s) of honor? Listen Understand Participate Measure 14
  15. 15. PLANPREPARE Choose a channelPARTY strategy that makes sensePERFECT for your unique needs and desired outcomes.Choose your venues. SOCIAL PROCESS Listen Understand Participate Measure 15
  16. 16. PLANPREPARE Gamification-of-PARTY everything is everywhere.PERFECT Understand it as a social phenomenon.What kind of Party SOCIAL PROCESSGames will we play? Listen Understand Participate Measure 16
  17. 17. PLANPREPARE “Viral buzz” is great, butPARTY you can’t guarantee it.PERFECT Always have a media plan in place for social strategy.How will people find SOCIAL PROCESSout about our party? Listen Understand Participate Measure 17
  18. 18. PLANPREPARE People love free stuff. BePARTY prepared to offerPERFECT promotional items, coupons, and discounts.What kind of party SOCIAL PROCESSfavors will we give Listenaway? Understand Participate Measure 18
  19. 19. PLANPREPARE Use your creative teamsPARTY to generate the rightPERFECT visual atmosphere.Decorate SOCIAL PROCESSAccordingly. Listen Understand Participate Measure 19
  20. 20. PLANPREPARE Cross-channel integrationPARTY between social sites andPERFECT your destination web will ensure sharing and scale.Play well with others. SOCIAL PROCESS Listen Understand Participate Measure 20
  21. 21. PLANPREPARE Don’t think about doingPARTY social media withoutPERFECT planning (budget and time) for mobile strategy.Put a party in your SOCIAL PROCESSpocket. Listen Understand Participate Measure 21
  22. 22. PARTY. 22
  23. 23. PLANPREPARE Take time upfront toPARTY create a moderation planPERFECT for negative comments and other problems.Look out for unruly SOCIAL PROCESSguests. Listen Understand Participate Measure 23
  24. 24. PLANPREPARE Utilize real-time listeningPARTY tools in order to hearPERFECT what is immediately being discussed.Make sure your SOCIAL PROCESSguests are having a Listengood time. Understand Participate Measure 24
  25. 25. PLANPREPARE Use the Three T’s toPARTY balance your contentPERFECT strategy:Tips,Talking, and Triage.Keep the SOCIAL PROCESSconversation Listenbalanced. Understand Participate Measure 25
  26. 26. PLANPREPARE Do not over-promotePARTY your brand. Talk toPERFECT others and engage them to discover who they are.Don’t talk about SOCIAL PROCESSyourself too much. Listen Understand Participate Measure 26
  27. 27. PLANPREPARE Brand consistency isPARTY important; adjust acrossPERFECT channels, but don’t forget what you stand for.Don’t act weird just SOCIAL PROCESSbecause you’re at a Listenparty. Understand Participate Measure 27
  28. 28. PLANPREPARE Your brand is not thePARTY center of attention. WorkPERFECT to help users connect and share with one another.A good host helps SOCIAL PROCESSguests meet other Listenguests they may find Understandinteresting. Participate Measure 28
  29. 29. PERFECT. 29
  30. 30. PLANPREPARE Use social listening toolsPARTY that analyze historic dataPERFECT to determine sentiment and conversation themes.How will we know if SOCIAL PROCESSpeople had a good Listentime? Understand Participate Measure 30
  31. 31. PLANPREPARE Take listening data andPARTY work with your plannersPERFECT and creatives to identify areas of improvement.Identify ways to do it SOCIAL PROCESSbetter next time. Listen Understand Participate Measure 31
  32. 32. PLANPREPARE The biggest obstacles toPARTY social media are oftenPERFECT internal ones: legal, technical, and political.Take steps today to SOCIAL PROCESSprepare for future Listenparties. Understand Participate Measure 32
  33. 33. THANK YOU 33

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