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What is a social strategy?

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This is a ~20 slide intro to social strategy that I created for junior strategists here at Havas Chicago.

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What is a social strategy?

  1. 1. intro to social strategy (in ~20 slides)
  2. 2. let’s get one thing straight. When we talk about “social” at Havas, we usually mean one of three things: “social first” brand brand communications that are informed by social behavior * because we believe social behavior is good signal for what’s culturally relevant social strategy creative strategy for social assignment a brand’s approach to how it behaves in social specifically how this brand can bring a specific message to life in social
  3. 3. let’s talk about this one today. “social first” brand brand communications that are informed by social behavior * because we believe social behavior is good signal for what’s culturally relevant social strategy creative strategy for social assignment a brand’s approach to how it behaves in social specifically how this brand can bring a specific message to life in social
  4. 4. what is a social strategy?
  5. 5. what is a social strategy?
  6. 6. what strategy is not. a goal a fact a tactic a KPI an insight
  7. 7. what strategy is not. a goal a fact a tactic a KPI an insight (you need all of these to define a strategy, but a strategy they are not)
  8. 8. what strategy is. (chart-stealing)
  9. 9. what strategy is. the best way to get from here to there
  10. 10. what a comms strategy is. the best way to get from how they think about us now to how we want them to think about us
  11. 11. what a social strategy is. the best way to get from how they think about us now to how we want them to think about us (via social channels)
  12. 12. what as social strategy is. how people are talking about our brand now (if at all)? how do we want them to be talking about us? how can social channels to uniquely help us accomplish this?
  13. 13. your strategy’s gotta have five-ish things. a goal an interesting, fun brand truth a real social insight your brand can participate in + what we’re gonna do to make your brand worth talking about what we’re gonna use to make that happen how we’re gonna prove we’re affecting the goal something that social is good at achieving... - changing how people talk about your brand now - building cred with a specific passion-group (e.g. AA teen gamers) - reaching “media ghosts” (e.g. cord cutters, teens) - making a campaign relevant through real-time - making a campaign participatory - etc. insights a social approach tactics KPIs
  14. 14. your strategy’s gotta have five-ish things. a goal an interesting, fun brand truth a real social insight your brand can participate in + what we’re gonna do to make your brand worth talking about what we’re gonna use to make that happen insights a social approach tactics KPIs where most teams spend 90% of their time thinking about the part that usually gets neglected something that social is good at achieving... - changing how people talk about your brand now - building cred with a specific passion-group (e.g. AA teen gamers) - reaching “media ghosts” (e.g. cord cutters, teens) - making a campaign relevant through real-time - making a campaign participatory - etc. how we’re gonna prove we’re affecting the goal
  15. 15. wendy’s a goal brand truth: Wendy’s food is “better than anyone expects from a fast food joint” + serve up content and engagement about our food with unexpected attitude. community engagement sentiment of branded conversation earned media impressions create the perception that wendy’s is in a class above from all the other fast food joints insights a social approach tactics KPIs social insight: the internet is full of jokes having a laugh at how delicious and terrible fast food is
  16. 16. denny’s a goal brand truth: the Denny’s booth is where friends, family, and strangers come together for real, fun conversations + Extend the experience of the Denny’s booth into social by embracing weirdness of meme-culture organic twitter engagement lift in number of brand mentions make denny’s top of mind when late-night cravings are most likely to strike insights a social approach tactics KPIs social insight: social has captured the weirdness of diner talk in the form of “meme language”
  17. 17. bleacher report a goal brand truth: realizes sports culture is bigger than sports + pop culture through the eyes of a sports fan organic instagram app downloads social follower count shares get you to skip the sports channels and go right to B/R for what’s happening in sports insights a social approach tactics KPIs social insight: in the era of the social media water cooler, we don’t talk about the plays; we talk about everything that happens around it
  18. 18. the social strategy “eye test” Q: are we clear about what problem we’re trying to use social to solve? Q: are we basing our approach on real conversations we’re seeing our target audience have in social (not the ones we hope they’re having)? Q: are we participating in something, instead of just telling people about something? Q: do we know what success looks like? Q: can our creative team easily imagine dozens of ways to bring this to life? Q: is our approach bigger than just one tactic?
  19. 19. one more thing. watch this video. it’s about the future.
  20. 20. ok bye

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