I consider this my "strategy cheat sheet." This is a compilation of 12 list/acronyms that have been useful as “thinking frames." It has helped me to clarify, to provide focus and in general, to ensure thoroughness of thinking when developing communications strategies - be it for general communications or specific to areas such as content and digital marketing.

1. By Alex Goh,
Associate Strategic Planning Director,
M&C Saatchi, Kuala Lumpur.
12 Powerful
List & Acronyms
For Marketing
& Advertising

2. What are these for?
• These 12 list/acronyms are incredibly useful as “thinking
frames”
• Use these to clarify, to provide focus and in general, to
ensure comprehensiveness of thinking.
• This document is not meant to “teach” (you will notice the
lack of details in the subsequent slides) – consider this as
a strategic “road sign”, made with the intention of pointing
you in the direction that may be useful to you.
• Every slide is accompanied by a “✚✚” icon – that points
you to a link or a search field – from which you can get
more information.

3. [Credit and for more details, search for: “8 types of fun”]
✚✚
Image credit: https://www.flickr.com/photos/nes--still-the-best/
#1: TYPES OF FUN
• Sensation (sense-pleasure)
• Fantasy (make believe)
• Narrative (drama)
• Challenge (obstacle course)
• Fellowship (social framework)
• Discovery (uncharted territory)
• Expression (self-discovery)
• Submission (mindless fun)
✚✚

4. #2: SOCIAL MEDIA PHASES
1. Connect
2. Engage
3. Influence
4. Integrate
[Credit and for more details, go to: http://bit.ly/PJD3Af]
Image credit: https://www.flickr.com/photos/kowitz/
✚✚

5. #3: WHY PEOPLE SPREAD IDEAS?
• Laughter
• Inspiration
• Cuteness
• Originality
• Shock
• Surprise (Discovery)
• Nostalgia
[Credit and for more details, search for: “Why People Spread Ideas”]
Image credit: https://www.flickr.com/photos/niklaswikstrom/
✚✚

6. a. Once upon a time, there was…
b. Every day…
c. One day…
d. Because of that…
e. Because of that…
f. Until finally…
[Credit and for more details, search for: “Pixar 22 rules of storytelling”]
Image credit: https://www.flickr.com/photos/longtailworld/
#4: STORYTELLING: STRUCTURE
✚✚

7. • Overcoming the monster: David vs. Goliath
• Rebirth: Story of renewal
• Quest: On a mission
• Journey & Return: Transformation through travel/experience
• Rags to riches: Rise to prominence
• Tragedy: Dark side of humans, shock tactics
• Comedy: Makes people laugh
[Credit and for more details, go to: http://bit.ly/1c3HQ7y]
#5: STORYTELLING: STORY TYPES
✚✚

8. Defining your target audience –
get on the same P.A.G.E:
• Personas
• Affinity
• Goals
• Environment
[Credit and for more details, go to: http://bit.ly/1kF7KQD]
Image credit: https://www.flickr.com/photos/historian77/
✚✚
#6: COMMUNICATIONS CONTEXT:
TARGET AUDIENCE

9. What people want:
• Status
• Access
• Power
• Stuff
[Credit and for more details, search for: “SAPS Gabe Zichermann”
Image credit: https://www.flickr.com/photos/laughing_girl/
#7: DESIGNING REWARD SYSTEMS
✚✚

10. (A) TYPE
• Do new behaviour
• Do familiar behavior
• Increase behavior intensity
• Decrease behavior intensity
• Stop existing behaviour
(B) DURATION
• One time
• For a period of time
• From now on
[Credit and for more details, search for: “BJ Fogg Behavior Grid”]
Image credit: https://www.flickr.com/photos/nathangibbs/
✚✚
X
#8: BEHAVIOUR CHANGE OBJECTIVES

11. The “trinity” of ingredients for
behaviour change to happen:
Motivation + Ability + Trigger
[Credit and for more details, go to: http://www.behaviormodel.org]
Image credit: https://www.flickr.com/photos/uheartme/
✚✚
#9: BEHAVIOR CHANGE FUNDAMENTALS

12. Image credit: https://www.flickr.com/photos/eric-mcconnaughay/
[Credit and for more details, go to: http://www.behaviormodel.org/triggers.html]✚✚
When someone is already
motivated and well-able to do
the action you seek,
sometimes, all that’s needed
is a well-timed/placed trigger:
#10: ON TRIGGERING ACTION
• Facilitate: Make it easier
• Spark: Inspire behaviour change
• Signal: Identify appropriate time to
perform behaviour

13. • Time
• Money
• Physical effort
• Mental effort
• Social deviance (out-of-the-norm)
• Non-routine (disrupts existing
routine)
[Credit and for more details, go to: http://www.behaviormodel.org/ability.html]
#11: FACTORS AFFECTING ABILITY
✚✚
If you wish to get someone to
act, are you making the action
you seek, easy to do?

14. Habits are formed through a cycle of actions –
from (A) to (D), and back to (A):
A. Trigger
B. Action
C. Variable Reward
D. Commitment
[Credit and for more details, go to: http://bit.ly/1hk1tIJ]
Image credit: https://www.flickr.com/photos/nik_werner/
#12: FORMING HABITS
✚✚

15. Now, go be the
best version of you.
By Alex Goh,
Associate Strategic Planning Director,
M&C Saatchi, Kuala Lumpur.
alex.goh@mcsaatchi.com.my
12 Powerful
List & Acronyms
For Marketing
& Advertising