This document outlines an approach to "Social Centric" planning for marketing and communications. It recommends listening to social conversations to understand trends, embracing social platforms where people spend time, and adding real value through ideas people want to share. The goal is to start conversations that increase brand visibility and drive consideration and conversion. Everything is becoming more social, so a social idea should be at the heart of plans, with communications organized around it to engage people in different ways.

1. An approach to ‘Social Centric’ planningAlastair Cotterill, @acotterillDhirenShingadia, @numetrick83

2. Unless you’re listening you won’t know where the party’s ator if you’re even invited

3. product, product, productget this right first, then..

4. Provide the appropriate ‘choice architecture’

5. Like framing and amplifying any positive sentiment towards the brand

6. 6Or taking things on boardBe honest and open to criticism, turning the negativesinto positives

7. Provide reasons for people to want to discuss your brand in a positive way

8. 8Respond to the current public mood, emotion and conversations

9. and embrace the places where people are spending their time

10. Begin with:Ideas people love to share

11. Make them entertaining, useful orsupport something that people genuinely care about

12. Add something of REAL value to EARN time with people

13. Put a social idea at the heart of your plans

14. Organize your commsaround it providing different ways for people to get involved

15. This isn’t just about blogs or social networks, everything is becoming connected and ‘social’including perhaps the biggest game changer of them all…

17. Why is this important?Because being part of the conversation helps you to become more VISIBLEhere

18. …especially when you take thisand add it to this and this

19. 19And that drives CONVERSION**The Influenced: Social Media, Search and the Interplay of Consideration and Consumption, GroupM and comScore 2009

20. ‘Social Centric’ planning = Consideration + ConversionPhoto props to:Slide 2 - mosmi on FlickrSlide 3 - chicagobooth.edu Slide 7 - lenisebrothers.comSlide 15 - Gabriela Camerotti on FlickrSlide 19 - donsutherland1on FlickrThanksAlastair Cotterill, @acotterillDhirenShingadia, @numetrick83