The document provides an overview and recap of social media academy sessions so far. It discusses key concepts like social planning processes, earned vs owned vs paid media, brand essence and assets, and measurements and insights. It also provides examples of 2D vs 3D ideas, and how brands can create social ideas that enable participative interactions between people and generate favorable outcomes for the brand. Case studies of how brands like Sharpie have successfully used social media are also summarized.

1. Social
Ideas

3. Recap on sessions so far
Week 1 Week 2 Week 3

4. Social Ideas
Welcome
mUmbrella & TCOʼs
Social Media Academy

5. SOCIAL PLANNING
PROCESS
EARNED OWNED
SOCIAL INSIGHTS
& BEHAVIOURS FILM / AV
PAID SHARED
ENVIRONMENTAL ANALYSIS CONNECTION
CREATE (LEAD) Channel, role, message & call-to- DIGITAL INTERACTIVE
COMPETITORS / AUDIENCE action
BUSINESS /
MARKETING Strategy Ideas Planning Execution
OBJECTIVES
BRAND ESSENCE / TOOLS / AMPLIFY (PARTNER) ASSET/CONTENT DESIGN
ASSETS / EXPERIENCE Creative Development
TCO PROPRIETARY TOOLS / BROADCAST EXPERIENCE
TYPOGRAPHY
EXPERIENCE
DIGITAL
MEASUREMENTS & INSIGHTS

6. 2 Dimensional Ideas
Inform /
Entertain
Brand/Product

7. Creative Vs. Social
Discover Feel Do
Conventional Creative &
Ideas need to be ʻsocial by
Ideation process... isnʼt
designʼ
necessarily social
PRESENCE PROFILE PARTICIPATION
ʻHow do I get
BRAND AWARENESS this message AFFINITY ʻHow do I get BRAND INTERACTION
BRAND an audience
across to this consumer?ʼ involved to share an idea?ʼ
Impressions – View – Reach – Sentiment – Anecdotal Reactions – Shares – Likes –
Frequency Comments – Duration
Media Creative Participative

8. A PROVERB
A wise man once said...
Tell me, Iʼll forget
Show me, Iʼll remember
Involve me, Iʼll understand
Confucius

9. Ideas that inspire participation

10. SOCIAL IDEAS
[3D Ideas]
Inform /
Entertain
te
ipa
ar tic
& P
o lve
Inv
Brand/Product

11. BRANDS & BUSINESS
http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2012-Reports/global-trust-in-advertising-2012.pdf

12. SOCIAL IDEA
“a novel concept that enables a unique, participative
form of interaction between 2 or more people.”
...AND THAT GENERATES A FAVOURABLE OUTCOME/IMPRESSION
http://www.markpollard.net/how-to-make-social-ideas/

13. HOW DO YOU SELL IT?
The Results
“Sharpie managed its social media
platforms with courage and skill in
2012 and managed to generate a 5%
lift in market share as a result, ending
up with a total of 89%.”

14. Case Study
Connections
Insight Strategy Social Idea
“Teen behaviour shifts so Awaken &
quickly; their biggest Grab a Sharpie &
enemies in the social space
acknowledge the
Start Something... Content
creativity within Teens
are boredom and
unoriginality.”
http://workingthree.com/w3-strategy/how-sharpie-is-making-its-mark-on-social-media/

15. Case Study
Connections

16. 10 SOCIAL IDEA
THOUGHT STARTERS

17. #1 10 SOCIAL IDEA
THOUGHT STARTERS
Fake vs. Real
Movements

18. #2 10 SOCIAL IDEA
THOUGHT STARTERS
Customisable/
Personalised
Movements

19. #3 10 SOCIAL IDEA
THOUGHT STARTERS
Movement
Movements

20. #4 10 SOCIAL IDEA
THOUGHT STARTERS
Challenges
Movements

21. #5 10 SOCIAL IDEA
THOUGHT STARTERS
Cause
Movements

22. #6 10 SOCIAL IDEA
THOUGHT STARTERS
Gamify
Movements

23. #7 10 SOCIAL IDEA
THOUGHT STARTERS
Polarising
Movements

24. #8 10 SOCIAL IDEA
THOUGHT STARTERS
Meme
Movements

25. #9 10 SOCIAL IDEA
THOUGHT STARTERS
Collaboration /
Crowd Sourcing
Movements

26. #1010 SOCIAL IDEA
THOUGHT STARTERS
Social Tensions /
Existing Rivalries
Movements

27. 10 SOCIAL IDEA
THOUGHT STARTERS
http://www.thejohnnycashproject.com/
http://www.youtube.com/watch?v=_Ymkoh-vKzM
Collaboration/
Fake vs. Real Movements Cause Polarising
Crowd-source
Customisable/ Social Tensions/
Challenge Gamify Meme
Personalised Rivalry
Coke Zero In Challenge
http://www.youtube.com/watch?v=HfiClmaKcF4
http://knowyourmeme.com/memes/

28. FAIL WARNING!
OVERT Vs. COVERT Back it up! Risk Plan

29. Key things to think about
Whatʼs at the heart of the brand/product offering?
What are we giving to them & asking people to do?
How do we know theyʼll do it?
How do we ensure the brand is not lost?
What are we asking people to do?

30. Have a go...

31. Tom Phillips
@victom
TCO
@TCO
#mUmTCO

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