Sms timisoara 2011

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Prezentare SMS Timisoara, oct 2011

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Sms timisoara 2011

  1. 1. planning social media bogdana butnar. timisoara octombrie 2011
  2. 2. <ul><ul><li>w hat is planning? </li></ul></ul><ul><ul><li>w hy do we need it? </li></ul></ul><ul><ul><li>w hat’s not working with social media planning? </li></ul></ul><ul><ul><li>c an we fix it? </li></ul></ul><ul><ul><li>h ow? </li></ul></ul>
  3. 3. <ul><li>w e plan for a media instead of planning for results </li></ul>
  4. 4. classical media planning fixed/rationed/one-sided reach/frequency touch-point / contextual
  5. 5. transmedia planning <ul><li>different pieces of the message in different media </li></ul><ul><li>adapting media to the message </li></ul><ul><li>storytelling </li></ul><ul><li>brand focused </li></ul><ul><li>media independent </li></ul>
  6. 6. n ow we have social media planning
  7. 7. <ul><li>a lot of talk about listen, interact, respond, transparency etc … </li></ul><ul><li>w hich if done right will turn you into a social media success </li></ul>
  8. 8. b ut your purpose is not to become a social media darling
  9. 9. p eople do not perceive or interact with media independently
  10. 10. <ul><li>media is a system </li></ul>
  11. 11. http://www.slideshare.net/jbeltowska/systems-thinking-lessons-from-the-fifth-discipline-fieldbook-by-senge-kleiker-roberts-ross-and-smith FROM http://undercurrent.com/
  12. 12. http://www.slideshare.net/jbeltowska/systems-thinking-lessons-from-the-fifth-discipline-fieldbook-by-senge-kleiker-roberts-ross-and-smith FROM http://undercurrent.com/
  13. 13. we think of media planning like this message
  14. 14. we also create media micro systems of social media Message for media 1 Message for media 2 Message for media 3
  15. 15. c onsider this route <ul><li>you see a huge ooh saying “what the fuck?” </li></ul><ul><li>what do you do next? </li></ul><ul><li>mobile </li></ul><ul><li>take a pic with your phone post it on a sn </li></ul><ul><li>social network </li></ul><ul><li>what happens next? </li></ul><ul><li>it gets spread around and people search </li></ul><ul><li>search </li></ul><ul><li>what happens next? you click on a website </li></ul><ul><li>website </li></ul><ul><li>what do you see there? a movie + an address </li></ul><ul><li>you watch a movie and decide to visit the location </li></ul><ul><li>you drive and see street signs on your way to </li></ul><ul><li>visit a shop </li></ul><ul><li>system interference – you see the street signs before you get to your computer, there are indoor posters in the tube, you get a flyer </li></ul>
  16. 16. <ul><li>the nature of systems […] relies on the parts inter-operating and effecting each other dynamically.  </li></ul><ul><li>changes in any one part of the system don't simply make the system more complex, they change the system itself </li></ul><ul><li>[faris yakob] </li></ul>“
  17. 17. media planning should work like this bit of message bit of message bit of message
  18. 18. <ul><li>p lan your media strategy so as to obtain a reaction which will make the person move on to the next part of the message and eventually to your business </li></ul>
  19. 19. facts <ul><li>y our social media objectives are your marketing objectives </li></ul><ul><li>m etrics for success in social media are business metrics not social media metrics – learn to translate them  </li></ul><ul><li>s et metrics, it’ s easy  </li></ul><ul><li>e valuate level of budget and involvement: they are not directly proportional to media’s conversion power  </li></ul><ul><li>t alk to your offline colleagues </li></ul><ul><li>t his is NOT integration, that means all media have to do what one decides </li></ul><ul><li>t his is media serving its purpose </li></ul>
  20. 20. Your target audience Share of blogosphere Share of social networks Share of search Share of display Level of commitment/time/budget Level of commitment/time/budget Level of commitment/time/budget Level of commitment/time/budget
  21. 21. final thoughts <ul><li>t his is not integration – it’s business focus </li></ul><ul><li>t his is not media planning – it’ s business planning </li></ul><ul><li>t his is not a game </li></ul>

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