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Eaca summer school


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For the students attending EACA summer school

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Eaca summer school

  1. 1. <ul><li>The Social Media Revolution </li></ul>The Social Media Revolution Workshop at EACA Summer School July 8, 2010
  2. 2. Take away <ul><li>A basic introduction to social media </li></ul><ul><li>An understanding of what a social media strategy looks like </li></ul><ul><li>Practical experience of some of the tools </li></ul><ul><li>The Big Question – what to sell to an ignorant client? </li></ul>
  3. 4. The old way <ul><li>If you want to communicate with lots of people you take one message and launch it so lots of people can see it </li></ul>
  4. 5. The new way <ul><li>Spaces where people can talk to each other and share stuff </li></ul><ul><li>Attract small numbers of people but over a longer period of time </li></ul>
  5. 6. Putting fireworks in bonfires isn’t a great idea
  6. 7. Its different Traditional media Social media
  7. 8. Where we are at right now Where we need to be
  8. 9. What do you think social media is?
  9. 10. Social media is not
  10. 11. Nor is it ...
  11. 12. Social media is not Nor is it ...
  12. 13. Social media is not Nor is it ...
  13. 14. Social media is not Nor is it ...
  14. 15. Social media is not Nor is it ...
  15. 16. or anything with a logo like this
  16. 17. “ Social media is not about blogging, or wikis, or RSS or any of that sort of stuff. It’s about how you use listening and coalescing the conversations that are going on to inform everything you are doing... “ ...It powers the fundamentals of the business – it changes everything”
  17. 18. There is no point in... A Strategy
  18. 19. There is no point in... A Strategy
  19. 20. There is no point in... A Strategy
  20. 21. In the same way as ... A Strategy
  21. 22. In the same way as ... A Strategy
  22. 23. In the same way as ... A Strategy
  23. 24. Understand the principles Separation Information Means of distribution
  24. 25. A brief history of information
  25. 26. A brief history of information
  26. 32. Welcome to the post-Gutenberg World Mass information distribution costs nothing Everyone has the tools Content has been liberated
  27. 33. Answers to a problem which no longer exists
  28. 34. Marketing = the art of reduction Advertising man Web designer A 30 second, one-to-many mass message
  29. 35. The King of Marketing The Brand Proposition The Campaign
  30. 37. The end of the brand proposition and a return to the world of storytelling More on this later ...
  31. 38. Traditional media and marketing
  32. 39. The world of social media
  33. 40. KINDER Surprise Agency Brief Prepared by: Kinder Category, Luxembourg For: EACA International Summer School, 2010 Warning This is a one-to-many mass message brief It gives little direction to help a social media approach
  34. 41. What’s going on out there?
  35. 42. Not a world of information It’s a world of connection and action
  36. 43. The challenge: Get the connected crowd to support what you do, rather than replace what you do
  37. 44. It’s about how you use listening and coalescing the conversations that are going on
  38. 45. A social media strategy We like what you do We don’t like what you do Who are you, what do you do Here’s how to make it better CONVERSATION CONTENT COMMUNITY
  39. 46. Conversation <ul><li>Its the conversation ‘they’ want to have with you (or are already having about you) </li></ul><ul><li>In the places / spaces they want to have it </li></ul>
  40. 50. Practical session 1 Is there anything out there?
  41. 52. The Task <ul><li>Research and report back on what is going on in the Kinder digital space (and the kids and chocolate space and mums/play space) </li></ul><ul><li>Tools / places to consider: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Google search </li></ul></ul><ul><ul><li>Wikipedia </li></ul></ul><ul><ul><li>Tag spaces in YouTube / Flickr </li></ul></ul>
  42. 53. The conversation issue <ul><li>There is a lot of interesting stuff going on – but none of it linked to the current target consumer </li></ul><ul><li>The toys and the ritual around reveal are The Thing </li></ul><ul><li>None of the Kinder marketing activities have achieved any visibility in this space </li></ul><ul><li>No one is telling the Kinder story </li></ul>
  43. 54. Show the client some charts
  44. 55. Show the client some charts
  45. 56. Content How we used to do it
  46. 58. An ad is an answer to a question that no-one ever asked
  47. 59. A question with a million$ answer <ul><li>I work at the top of a large office block </li></ul><ul><li>I have a commute to work </li></ul><ul><li>I like to combine my commute with some grocery shopping and a visit to the library </li></ul><ul><li>I love waterslides </li></ul><ul><li>Is there any way it might be possible to combine these activities? </li></ul>
  48. 61. A creative director speaks <ul><li>“ Err – its a metaphor for how having a Barclaycard allows you to glide through life and err... transactions” </li></ul>
  49. 62. Content warehouse <ul><li>Tells people what you are up to </li></ul><ul><li>Contains the answers to all the questions a customer might have </li></ul><ul><li>Brings your story to life </li></ul>
  50. 63. Content hub: a digital launch pad
  51. 65. Content hub examples
  52. 66. Community <ul><li>It usually better to support communities consumers have already built </li></ul><ul><li>Think very carefully before you build your own </li></ul><ul><li>If you do – keep it small and focused </li></ul><ul><li>Never rent space in someone else’s community </li></ul>
  53. 70. The Big Question The client will want a car that drives on the water What do you do?
  54. 71. Building and telling the Kinder Story Creating buzz about the latest campaign
  55. 72. If the car is sexy enough, the client won’t notice the leaks
  56. 73. “ Maximising engagement at the first point of digital contact” (The strategy equivalent of sexy car that floats)
  57. 74. <ul><li>Create content that supports the creative campaign idea </li></ul><ul><li>Monitor, respond to and stimulate the conversation that is taking place </li></ul>
  58. 75. Marmite - example of content that supports a campaign
  59. 76. Lush – example of creating conversation
  60. 83. Practical session 2 Telling the story
  61. 84. The Task <ul><li>Come up with some content ideas that: </li></ul><ul><li>Bring the Kinder Story to life </li></ul><ul><li>Answer the questions people have about Kinder </li></ul><ul><li>Support whatever creative ideas you may have developed so far </li></ul><ul><li>Work out the basic infrastructure you will need to spread this content </li></ul>
  62. 85. Good Luck!
  63. 86. <ul><li>The Social Media Revolution </li></ul>The Social Media Revolution