Social Ideas: mUmBRELLA and TCO Social Media Academy

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A presentation that explores the creation & planning of a specific Social Idea that harnesses owned & shared media to earn its own media! This will be useful to help understand how to plan & use tactical social media activities to gain awareness of your brand / business activities.

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Social Ideas: mUmBRELLA and TCO Social Media Academy

  1. 1. SocialIdeas
  2. 2. Recap on sessions so far Week 1 Week 2 Week 3
  3. 3. Social Ideas Welcome mUmbrella & TCOʼsSocial Media Academy
  4. 4. 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 actionBUSINESS /MARKETING Strategy Ideas Planning ExecutionOBJECTIVES BRAND ESSENCE / TOOLS / AMPLIFY (PARTNER) ASSET/CONTENT DESIGN ASSETS / EXPERIENCE Creative Development TCO PROPRIETARY TOOLS / BROADCAST EXPERIENCE TYPOGRAPHY EXPERIENCE DIGITAL MEASUREMENTS & INSIGHTS
  5. 5. 2 Dimensional IdeasInform /Entertain Brand/Product
  6. 6. Creative Vs. SocialDiscover Feel Do Conventional Creative & Ideas need to be ʻsocial by Ideation process... isnʼt designʼ necessarily socialPRESENCE PROFILE PARTICIPATION ʻHow do I getBRAND AWARENESS this message AFFINITY ʻHow do I get BRAND INTERACTION BRAND an audience across to this consumer?ʼ involved to share an idea?ʼImpressions – View – Reach – Sentiment – Anecdotal Reactions – Shares – Likes –Frequency Comments – Duration Media Creative Participative
  7. 7. A PROVERB A wise man once said... Tell me, Iʼll forget Show me, Iʼll remember Involve me, Iʼll understand Confucius
  8. 8. Ideas that inspire participation
  9. 9. SOCIAL IDEAS [3D Ideas]Inform /Entertain te ipa ar tic & P o lve Inv Brand/Product
  10. 10. BRANDS & BUSINESShttp://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2012-Reports/global-trust-in-advertising-2012.pdf
  11. 11. 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/
  12. 12. 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%.”
  13. 13. Case Study ConnectionsInsight 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 Teensare boredom andunoriginality.” http://workingthree.com/w3-strategy/how-sharpie-is-making-its-mark-on-social-media/
  14. 14. Case Study Connections
  15. 15. 10 SOCIAL IDEATHOUGHT STARTERS
  16. 16. #1 10 SOCIAL IDEA THOUGHT STARTERS Fake vs. Real Movements
  17. 17. #2 10 SOCIAL IDEA THOUGHT STARTERS Customisable/ Personalised Movements
  18. 18. #3 10 SOCIAL IDEA THOUGHT STARTERS Movement Movements
  19. 19. #4 10 SOCIAL IDEA THOUGHT STARTERS Challenges Movements
  20. 20. #5 10 SOCIAL IDEA THOUGHT STARTERS Cause Movements
  21. 21. #6 10 SOCIAL IDEA THOUGHT STARTERS Gamify Movements
  22. 22. #7 10 SOCIAL IDEA THOUGHT STARTERS Polarising Movements
  23. 23. #8 10 SOCIAL IDEA THOUGHT STARTERS Meme Movements
  24. 24. #9 10 SOCIAL IDEA THOUGHT STARTERS Collaboration / Crowd Sourcing Movements
  25. 25. #1010 SOCIAL IDEA THOUGHT STARTERS Social Tensions / Existing Rivalries Movements
  26. 26. 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/
  27. 27. FAIL WARNING!OVERT Vs. COVERT Back it up! Risk Plan
  28. 28. Key things to think aboutWhatʼs 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?
  29. 29. Have a go...
  30. 30. Tom Phillips @victom TCO @TCO#mUmTCO
  31. 31. TCO Standard Terms 01: Appointment and Terms. The Client appoints TCO Pty Ltd ABN 69 125 933 637 (ʻTCOʼ) as consultant to provide the services set out in each estimate agreed between TCO and the Client (ʻServicesʼ). 02: Services. In consideration of the payment of the fees set out in an estimate or as agreed between TCO and client p-lus GST (ʻFeesʼ) TCO will provide the Services. TCO will abide by any reasonable directions given by the Client with respect to the manner of delivery of the Services. 03: Fees. TCO will provide a tax invoice to the Client for the Fees according to the payments set out in an estimate or if no estimate as agreed between TCO and Client. Fees payable 60% of estimate on engagement and prior to commencement of work and remainder is payable on delivery of the product of the Services provided under this Agreement. TCO shall be entitled to charge interest at the rate of 2% p.a. calculated daily on any overdue Fees. The Fees may be reviewed by TCO if the scope of the project changes and the Client will be given notice of any increase in the Fees. 04: Expenses. In addition to the Fees the Client will reimburse TCO the actual costs of disbursements reasonably incurred by TCO in carrying out the Services. Expenses are subject to prior approval by the Client. 05: Intellectual Property. Intellectual Property contributed by Client will remain owned by Client. Upon completion of the Services and final payment of all Fees TCO agrees to provide a royalty free perpetual license to the Client of all intellectual property rights created by TCO in connection with the provision of the Services for use by the Client for the purposes of the Project. TCO shall retain all Masters, rushes and other preparatory material and client (or third parties) will not be entitled to such originals, although client may request duplicate Masters to be provided at additional fees. Third party intellectual property will remain owned by such third parties, and Client appoints TCO as agent to procure any use of third party intellectual property in relation to the Project. 06: Assistance. The Client will give TCO, its employees and contractors all assistance reasonably requested by TCO to enable TCO to carry out the Services. 07: Employees. The Client will not, from the date of this Agreement to twelve months after completion of the provision of services by TCO, solicit, employ or contract any employee or contractor of TCO. The Client agrees that if it employs or engages any person directly, contrary to this clause it shall be liable to pay to TCO liquidated damages in a once off amount equal to 30% of such personʼs annual salary or annualised contracted amount (if a contractor) at the time of departing TCO even if they have been employed or contracted by another organisation after departing TCO and prior to being engaged or employed by the Client.This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
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  33. 33. TCO Standard Terms 12: Termination. Either Party may terminate this agreement by giving the other Party thirty (30) days written notice, or the parties may mutually agree in writing to a shorter notice period. This agreement will automatically terminate if: the Client enters into an arrangement or composition with creditors; an application is made for the appointment of a liquidator, controller, administrator, official manager, receiver and manager or similar officer or any of them is appointed; an event happens which would allow a court to wind the Client up; the Client ceases to carry on business or is unable to pay its debts; or the Client materially breaches this agreement and does not remedy the breach with fourteen (14) days of receiving notice from TCO to rectify the breach or the breach is incapable of being remedied. 13: If this agreement is terminated for any reason the Client shall immediately pay to TCO any part of the Fees which has accrued prior to the termination but has not been paid, including works performed but not yet invoiced. Upon payment TCO shall deliver to the Client all books, records, plans, papers, models and information of any kind relating to the Services which are the property of the Client. 14: The proper law of this agreement is the law of New South Wales. The parties submit to the jurisdiction of courts in New South Wales. 15: Definitions. In this agreement, capitalised words shall have the meanings ascribed to them in the Schedule unless the context otherwise requires. Headings and bold print have been included for ease of reference. This agreement shall not be construed or interpreted by reference to such headings, sub-headings, bold print or capitals. 16: The Client does not need to sign these terms to accept them, and instructing TCO to continue work will be deemed acceptance of these terms. 17: This agreement contains the entire agreement between the parties and supersedes all previous correspondence and negotiations concerning the Services. This agreement is the primary agreement between the parties in relation to the Services and will be paramount to any terms attached to any purchase order, service request or other engagement terms provided to TCO whether before or after the execution of this agreement by either party. This agreement may only be varied by TCO executing a document explicitly using the words ʻThis agreement varies TCOʼs Standard Termsʼ.This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.

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