This document outlines a content strategy for social media. It recommends first listening to target audiences and identifying influencers. Then planning and creating relevant social objects like tools, widgets, apps, and videos. Distribution involves releasing content to early adopters and key influencers and using paid media. Measurement tracks key performance indicators and reactions, allowing the content to evolve over time. Channels should be integrated digitally and content can activate audiences across owned, earned, and paid platforms to achieve viral reach.
Spring Creek Group is a Seattle-based social marketing agency that helps organizations of all sizes increase awareness, build relationships, and drive growth through online engagement. Our core offerings include strategic planning, analytics, research, community management, influencer outreach, campaign creation, application development, and digital design.
Since our founding in 2006, we’ve worked with some of the world’s leading brands, including Microsoft, HTC, Best Buy, and U.S. Bank, as well as in partnership with a portfolio of best-of-breed digital agencies and technology platform providers. Spring Creek Group operates as a subsidiary of the Mediabrands Audience Platform division of Interpublic Group.
Jumping into Social Media without a proper plan accompanied by Valuable, Useful and Usable content might be useless. Follow a Step-by-Step approach and Win.
Spring Creek Group is a Seattle-based social marketing agency that helps organizations of all sizes increase awareness, build relationships, and drive growth through online engagement. Our core offerings include strategic planning, analytics, research, community management, influencer outreach, campaign creation, application development, and digital design.
Since our founding in 2006, we’ve worked with some of the world’s leading brands, including Microsoft, HTC, Best Buy, and U.S. Bank, as well as in partnership with a portfolio of best-of-breed digital agencies and technology platform providers. Spring Creek Group operates as a subsidiary of the Mediabrands Audience Platform division of Interpublic Group.
Jumping into Social Media without a proper plan accompanied by Valuable, Useful and Usable content might be useless. Follow a Step-by-Step approach and Win.
Social Media and New Media Workshop (FSI) PY363 - Day 1Eric Schwartzman
The third day of the Social Media and New Media Workshop, which I developed for the US Dept. of State's Foreign Service Institute, and taught on July 17, 2009.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled From Wired to the Airwaves: Migrating Online Creative to TV (& beyond). The presentation discusses the importance of providing human connection and authentic happiness in marketing. Presenters were Rob Cartwright, Senior Research Manager of The Coca-Cola Company and Paul McClean, Senior Vice President of Millward Brown Atlanta.
Social Media for Communication 101 is an introduction program for employees who have zero, basic knowledge on Social Media and how to use available tools for communication.
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Many of these campaigns were created by Havas Sports & Entertainment Miami, or agencies across our network (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Manuel Reis, and Jez Jowett, our Global Head of Social Media and Digital, also known as @Jezmond.
We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
Manuel Reis
Managing Director
Manuel.Reis@havas-se.com
http://www.havas-se.com
http://www.facebook.com/havas.se
http://www.twitter.com/havas_se_
We wish you all very Happy Holidays and a wonderful 2012 and look forward to featuring your campaigns next year.
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Some of campaigns were created by Havas Sports & Entertainment Russia, or agencies across our network (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Ivan Sisnyov and Jez Jowett, our Global Head of Social Media and Digital, also known as @Jezmond.
We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
CONTACT INFO
Ivan Sisnyov
Executive Director
CONTACT EMAIL ivan.sisnyov@havas-se.ru
Social Media and New Media Workshop (FSI) PY363 - Day 1Eric Schwartzman
The third day of the Social Media and New Media Workshop, which I developed for the US Dept. of State's Foreign Service Institute, and taught on July 17, 2009.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled From Wired to the Airwaves: Migrating Online Creative to TV (& beyond). The presentation discusses the importance of providing human connection and authentic happiness in marketing. Presenters were Rob Cartwright, Senior Research Manager of The Coca-Cola Company and Paul McClean, Senior Vice President of Millward Brown Atlanta.
Social Media for Communication 101 is an introduction program for employees who have zero, basic knowledge on Social Media and how to use available tools for communication.
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Many of these campaigns were created by Havas Sports & Entertainment Miami, or agencies across our network (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Manuel Reis, and Jez Jowett, our Global Head of Social Media and Digital, also known as @Jezmond.
We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
Manuel Reis
Managing Director
Manuel.Reis@havas-se.com
http://www.havas-se.com
http://www.facebook.com/havas.se
http://www.twitter.com/havas_se_
We wish you all very Happy Holidays and a wonderful 2012 and look forward to featuring your campaigns next year.
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Some of campaigns were created by Havas Sports & Entertainment Russia, or agencies across our network (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Ivan Sisnyov and Jez Jowett, our Global Head of Social Media and Digital, also known as @Jezmond.
We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
CONTACT INFO
Ivan Sisnyov
Executive Director
CONTACT EMAIL ivan.sisnyov@havas-se.ru
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Many of these campaigns were created by Havas Sports & Entertainment Chile, or agencies across our network (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Rainer Grob, and Jez Jowett, our Global Head of Social Media and Digital, also known as @Jezmond.
We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
Rainer Grob
Managing Director, Havas Sports & Entertainment Chile
rainer.grob@havas-se.com
http://www.havas-se.cl
http://www.facebook.com/havas.se
http://www.twitter.com/havas_se_
We wish you all very Happy Holidays and a wonderful 2012 and look forward to featuring your campaigns next year.
A keynote presentation given in London at the Fanographie conference on the topic of trends and predictions for 2012 in sports and entertainment.
The presentation looked at where we have come from, to where we will be going, particularly in this Olympic year.
A presentation given at the IAB Poland event in May 2012 on the theme of how to adapt to change, especially in the digital era. This presentation shares insights from Havas Sports and Entertainment, gained from our network of 30+ offices in more than 22 countries. The presentation highlights the need to continually evolve and be agile, to face the changing digital world and connected consumer. The presentation was given by Jez Jowett, Global VP Digital & Social Media.
INTEGRATED MARKETING - GETTING IT RIGHTHnyB Untangle
Social Media Strategy & Delivery for Business. HnyB Untangle – A Specialist Social Branding and Promotion Company delivering Social Branding, Social Advertising, Social Marketing and Social PR solutions.
HnyB Untangle is an agency fuelled by passion to create brands which are loved by people and is driven by smart thinking.
HnyB Untangle engage Social Branding opportunities with innovative solutions crafted to produce measurable results.
HnyB Untangle's brand of creative strategic solutions are defined by our people, our processes, our network and exhaustive experience of our team.
Social Intelligence a case for Bunnings HardwareiGo2 Pty Ltd
This overview shows why organisations like Bunnings (B2C) must Listen and build their own communities to engage and support customers.
Not to mention the kids planking in their stores.
Social media, emerging platforms and online advertisingMarketingatBahrain
Boye Balogun - Regional Director, Head of Digital MENA; Mindshare presented Social Media, Emerging Platforms And Online Advertising at Social Media Masters Forum 2012 in Bahrain. www.socialmediamasters.me
Havas Sports & Entertainment's predictions of the hottest 2013 trends to keep an eye on and selection of the most memorable, innovative and successful campaigns of 2012.
In the summer of 2011 Havas Sports & Entertainment led a comprehensive onsite and online study looking at fans' attitudes towards brands with respect to their involvement with music festivals across Europe.
One of the largest of its kind, completed at six major festivals across six countries and involving 2,244 surveys, the study explored who music festival goers are, their leisure habits and media consumption, as well as their attitude towards and interaction with brands at festivals.
The outcome of the study has given us some really interesting insights and statistics, notably that music fans believe that sponsors improve the festival experience. Festival goers appreciate brand involvement, and actively take part in their activations And so, sponsor brands that master the art of brand engagement to create activations that really involve music fans make the festival experience even better.
We had to condense three months of research into these, so if you want to find out more about what matters most to festival goers and how brands bring festivals to life, please contact christopher.rapaport@havas-se.com
Cette compilation rassemble les opérations que nous avons aimées en 2011 autour des différents leviers de communication que sont les médias sociaux, les relations publiques, l’évènementiel, le brand content, la guérilla marketing, le street marketing ou l’activation de partenariats.
Quelques-unes de ces campagnes ont été réalisées par Havas Sports & Entertainment France, ou des agences de notre réseau (à travers nos 30 bureaux dans 20 pays). Mais beaucoup d’entres elles sont le fruit d'autres agences dont nous avons apprécié les travaux inspirants et novateurs. Nous encourageons et reconnaissons les grandes idées de n'importe où et de n'importe qui.
Ce document rassemble également certaines de nos prévisions de tendances pour l'année 2012 suggérées par Frédéric Saint-Sardos, Head of Social Media and Digital France (@f2s), Jez Jowett, Global Head of Social Media and Digital (@Jezmond) et le planning stratégique d’Havas Sports & Entertainment.
Nous espérons que vous trouverez ce document inspirant et que son contenu vous permettra d’identifier de nouvelles opportunités.
Frederic Saint Sardos
Head of Social Media and Digital
frederic.saint-sardos@havas-se.com
Caroline Le Moal
Directrice du Développement
caroline.le-moal@havas-se.com
Pierre de la Ville-Baugé
Directeur de la communication
pierre.vb@havas-se.com
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Many of these campaigns were created by Havas Sports & Entertainment China, or agencies across our network (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Coralie LATCHOUMANE and Jez Jowett, our Global Head of Social Media and Digital, also known as @Jezmond.
We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
Coralie LATCHOUMANE – Account Director
coralie.latchoumane@havas-se.com
http://www.havas-se.cn
http://www.facebook.com/havas.se
http://www.twitter.com/havas_se_
We wish you all a wonderful 2012 and look forward to featuring your campaigns this year.
Una revisión de los mejores casos de 2011 en las redes sociales, Relaciones Públicas, experiencial, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Muchas de estas campañas fueron creadas por Havas Sports & Entertainment España, o por agencias de nuestra red (30 oficinas en 20 países). Algunas de estas campañas fueron creadas por otras agencias de marketing a las que reconocemos haber producido un trabajo inspirador e innovador. Animamos y reconocemos las grandes ideas sin importar de quiénes sean o de dónde vengan.
Este documento también contiene algunas de nuestra predicciones para 2012 sobre Relaciones Públicas, branded content, marketing experiencial , plataformas digitales y redes sociales. Estas predicciones han sido recopiladas por Paula Rodríguez Navia y Jez Jowett, nuestro Director Global de Redes Sociales y Digital, también conocido como @Jezmond.
Esperamos que encontréis nuestro resumen de 2011 y nuestras predicciones de 2012 inspiradoras y estimulantes. Esperamos que disfrutéis de estas ideas y os puedan inducir a pensar. Si quieres ser inspirado personalmente, por favor contacta con:
Carlos Gracia Herreiz
Director General HS&E España
Carlos.gracia@havas-se.com
http://www.havas-se.es
http://www.facebook.com/havas.se
http://www.twitter.com/havas_se_
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Many of these campaigns were created by Havas Sports & Entertainment agencies across our network (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Valeria Herzer (our Global Strategic Planner) and Jez Jowett, our Global Head of Social Media and Digital, also known as @Jezmond.
We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
Valentina Candeloro
Global Marketing Manager
valentina.candeloro@havas-se.com
Jez Jowett
Global Digital Director
jez.jowett@havas-se.com
Valeria Herzer
Global Strategic Planner
valeria.herzer@havas-se.com
http://www.havas-se.com
http://www.facebook.com/havas.se
http://www.twitter.com/havas_se_
We wish you all very Happy Holidays and a wonderful 2012 and look forward to featuring your campaigns next year.
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Many of these campaigns were created by Havas Sports & Entertainment Germany. Many of these were created by our sister agencies across Europe and the rest of the world (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Alban Dechelotte (our Creative Director for Germany) and Jez Jowett, our global head of Social Media and Digital, also known as @Jezmond.
We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
Alban Dechelotte - Creative & Managing Director
Direct Tel: (+49) 69 60 32 92 382 - alban.dechelotte@havas-se.com
HEDDERICHSTR. 49 - Office Tel: (+49) 69 60 32 92 0 - www.havas-se.com
http://www.havas-se.de
http://www.facebook.com/havasse.de
http://www.twitter.com/havas_se_de
We wish you all a happy Xmas and a wonderful 2012, and look forward to featuring your campaigns next year.
Highlights from our recent study on the Top 2011 Summer European Music Festivals- you can check out the Infographic as well, on out Facebook- www.facebook.com/havas.se or website www.havas-se.com
2. CONTENT CONTEXT
“Social media is the best way to reach your most influential
customers, and the only way to reach your most cynical ones.”
Michael Troiano, Principal Holland-Mark
• Consumers do not truly engage with brands through social media
• They do however engage with brands’ content and brands’ activities
• Content generates:
– A desirable environment for our messages
– Interaction, Engagement, Fame, Feedback
– Our entry into the largest medium on earth
3. CREATING A CONTENT STRATEGY
LISTEN PLAN & CREATE DISTRIBUTION MEASURE, REACT,
RESPOND
LISTEN TO WHAT SEGMENT
AUDIENCES INTO CREATE
THE TARGET RELEVENT AND ENGAGE VIA TRIBES PREFERRED PLATFORMS TRACK RESULTS (MONITOR
AUDEINCES ARE TRIBES (WITH
INTERESTING AND OPTIMISE).
DOING IN REAL INFLUENCER)
SOCIAL OBJECT
WITH MULTIPLE INTERFACES REACT AND RESPOND TO
WEB (INC SOCIAL WITH COMMON
PURPOSE (CURRENCY) COMMENTS.
ARENA)
involve AND EVOLVE.
Use paid for
Tools, media to
Social networks stimulate and
Tribe 1 widgets & & content spread
apps portals
Enable, Track results,
encourage, optimize,
optimize for monitor, react
Video & and respond
Tribe 2 content sharing Online ads,
Mobile &
video sharing search, promo
sites Social
networks,
communities,
Ideas & forums, blogs,
Tribe 3 events Websites UGC, niche
& e-mail sites
4. 1. LISTEN
• Chief Listener, monitoring tools, dashboard & f2f groups
• Content and conversation auditing
• Identifying shouts and whispers, with index system
• Influencer analysis and touch points
• Qualative and quantative metrics
• What conversations have we started?
• What conversations should we join?
• How do we track these against objectives?
“A great speaker must first be a great listener”
5. 2. PLAN AND CREATE
• Development of strategy with insights and objectives
• Creation of social objects / currency
Branded utilities: tools, widgets, apps
Rich media: video, gaming, content
Interactions: Experiential, events, ideation (LABS)
• Content creation with viral and shareable functionality
• Tracking and analysis integrated into social objects
6. 3. DISTRIBUTION
• Content development for digital touch points
• Owned media (ie HMC sites)
• Shared media (ie SN’s and content sharing platforms)
• Paid media (sites and partners)
• Distribution schedule
• Content released to early adopters and key influencers
• Content created with incentives for viral distribution
• Paid media amplifies reach and builds upon early adoption
7. 4. MEASURE, REACT, RESPOND
• Measure
• KPI’s set in planning stage with benchmarks
• Real time tracking and analysis of qual & quant performance
• React
• Community adoption, reactions and comments
• External factors (environment, competitors, influencers)
• Respond
• Evolution of content, iterations and on-going development
• Repetition of content creation cycle
8. CHANNELS
• All channels are digital or have a digital component
• All content can be activated digitally
• There should be no barriers between channels- digital unites
• Likewise, there should be no absolute commitment to specific
platforms
9. AMPLIFICATION
VODAFONE ‘CHASE THE DREAM’ CASE STUDY
Radio Promotion
TV Paid media
Paid media Print
Outdoor Paid media
Paid media
Media
Partnership Above the Line
Digital Vodafone F1
Outdoor Below the line
Paid media
CRM
own media
Display
paid media
Dealer Promotion
Video / YT own media
own & paid
media
Dealer Event
Mobile own media
paid media
SEO & Consumer Event
SEM Paid media
Digital (inc. social) paid media
SN’s (Twitter) Applications
own media SN’s Own & paid media
Social (inc
(Facebook)
Own & paid experiential)
media
Social (inc F2F)
10. VIDEO CONTENT (INC AFP)
Video REMOVED
Viral clips (5.3m), Behind the Scenes (4.8m), Web chats (3.5m), Short films (70m)
2.8 x more effective than 30”TVC in communicating brand message
13. KEY LEARNINGS
1. Content integration across all channels
2. Real time responsiveness
3. Efficient ‘viral’ reach of content
4. Content fuels conversations. Content and conversations build
communities.
5. Communities achieve awareness and engagement, creating
leads for consideration and acquisition.