Mumbrella social media presentation social ideas final

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Mumbrella social media presentation social ideas final

  1. 1. MUMBRELLA/TCO Social Media Academy #TCOSocialideas
  2. 2. Today, we will: 1. Define a social idea 2. Talk about why they are important 3. Look at the planning process 4. Talk about the difference between a social idea vs. one that is not 5. Explore ten social idea thought starters 6. Homework
  3. 3. 2D Ideas
  4. 4. Sell me this pen!
  5. 5. 2D IDEAS
  6. 6. 2D IDEAS Inform/Entertain Brand/product
  7. 7. A wise man once said... Tell me, I’ll forget Show me, I’ll remember Involve me, I’ll understand - Confucius
  8. 8. Creative vs. Social Conventional Creative and Ideation process... isn’t necessarily social How do I get this message across to this consumer? Ideas need to be ‘social by design’ How do i get an audience involved to share an idea?
  9. 9. It’s about conversation!
  10. 10. Everything should drive conversation http://www.slideshare.net/eskim
  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
  12. 12. WHY IS THIS IMPORTANT?
  13. 13. Humans are social beings. ...SOCIAL IDEAS ALIGN WITH INTRINSIC HUMAN QUALITIES.
  14. 14. People are exposed to between 3,000 20,000 advertising messages each day. Yankelvich Research ...IF YOUR IDEA DOES NOT INSPIRE INTERACTION BETWEEN PEOPLE, IT WILL LIKELY GET LOST IN ALL OF THE NOISE.
  15. 15. We are more connected than ever. ...SOCIAL IDEAS LIVE BETWEEN PEOPLE NOT NETWORKS. IT IS BECAUSE OF OUR CONNECTEDNESS THAT THESE NETWORKS ARE POWERFUL AMPLIFIERS.
  16. 16. Word of Mouth
  17. 17. Everything should drive conversation http://www.slideshare.net/eskim
  18. 18. Engage people around their passions, not your products
  19. 19. The brands that drive the most favourable conversations are the brands that will achieve the most favourable financial outcomes. http://www.slideshare.net/eskim
  20. 20. Social is a behaviour, not a channel Social ideas ≠ social media Social media (as we know it) simply enables socialisation behaviours & conversation to move further, faster.
  21. 21. WHAT DOES THE PLANNING PROCESS LOOK LIKE?
  22. 22. SOCIAL INSIGHTS & BEHAVIOURS EARNED PAID ENVIRONMENTAL ANALYSIS COMPETITORS / AUDIENCE BUSINESS / MARKETING OBJECTIVES STATEGY BRAND ESSENCE / TOOLS / ASSETS / EXPERIENCE CREATE (LEAD) Ideas AMPLIFY (PARTNER) OWNED SHARED CONNECTION Channel, role, message & call-to-action Planning ASSET/CONTENT Creative Development BROADCAST TCO PROPRIETARY TOOLS /EXPERIENCE EXPERIENCE DIGITAL MEASUREMENTS & INSIGHTS FILM / AV DIGITAL INTERACTIVE EXECUTION DESIGN TYPOGRAPHY
  23. 23. 3D Social Ideas
  24. 24. SOCIAL 3D IDEAS
  25. 25. SOCIAL 3D IDEAS Inform/Entertain o v In / ve l a p ti r ip c te a Brand/product
  26. 26. Now, really sell me this pen.
  27. 27. 10 Social Idea Thought Starters
  28. 28. Fake vs Real
  29. 29. Fake vs Real Why does this create conversation?
  30. 30. Customised/Personalised When we create things, we want to share it. We are proud to display our sense of creativity. Consumers also want to be seen as individuals. They want to stand out from the pack. In this context, the creative process/ personalisation should relate to the communication idea or truth.
  31. 31. Customised/Personalised Why does this create conversation?
  32. 32. Meme An element of a culture or system of behaviour passed from one individual to another by imitation or other nongenetic means. An image, video, piece of text, etc., typically humorous in nature, that is copied and spread rapidly by Internet users, often with slight variations.
  33. 33. Meme Why does this create conversation?
  34. 34. Gamification The application of typical elements of game playing (e.g. point scoring, competition with others, rules of play) to other areas of activity, typically as an online marketing technique to encourage engagement with a product or service. "Gamification is exciting because it promises to make the hard stuff in life fun"
  35. 35. Gamification Why does this create participation?
  36. 36. Cause A principle, aim, or movement to which one is committed and which one is prepared to defend or advocate.
  37. 37. Cause Why does this create conversation?
  38. 38. Movement Challenge people to consider their point of view on a specific topic and encourage them to share it with their peer set.
  39. 39. Movement Why does this create conversation?
  40. 40. Polarising
  41. 41. Polarising Why does this create conversation?
  42. 42. Collaboration/Crowdsourcing
  43. 43. Collaboration/Crowdsourcing Why does this create conversation?
  44. 44. Social Tensions/Existing Rivalries
  45. 45. Social Tensions/Existing Rivalries Why does this create conversation?
  46. 46. Challenge
  47. 47. Challenge Why does this create conversation?
  48. 48. Recap: 10 Social Idea Thought Starters Fake vs Real Movement Customisation Polarising Meme Collaboration Gamify Social Tensions/ Existing Rivalries Cause Challenge
  49. 49. Watch outs Overt vs. Covert Back it up! Risk Plan
  50. 50. Think this: • What’s at the heart of the brand/product offering? • How are people already discussing this? • What are we giving/offering our audience? • What are we asking people to do? • How do we know they’ll do it? • How do we ensure the brand is not lost?
  51. 51. Homework
  52. 52. Homework • Come up with a 3D social idea to sell Cruskits • Key messaging should be around less carbs than bread
  53. 53. Follow us! • TCO - @TCO • Matt Chisholm - @chizm123 • mUmbrella - @mumbrella

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