The document discusses the shift from traditional one-way media to social media, where people can connect and share information. It notes that social media is about listening to conversations and using that information. The rest of the document provides guidance on developing a social media strategy, including understanding the current conversations around a topic, creating engaging content to support conversations, and supporting but not controlling existing communities. It emphasizes using social media to tell a brand's story and engage people rather than simply broadcast messages.

1. The Social Media Revolution The Social Media Revolution Workshop at EACA Summer School July 8, 2010

2. Take away A basic introduction to social media An understanding of what a social media strategy looks like Practical experience of some of the tools The Big Question – what to sell to an ignorant client?

4. The old way If you want to communicate with lots of people you take one message and launch it so lots of people can see it

5. The new way Spaces where people can talk to each other and share stuff Attract small numbers of people but over a longer period of time

6. Putting fireworks in bonfires isn’t a great idea

7. Its different Traditional media Social media

8. Where we are at right now Where we need to be

9. What do you think social media is?

10. Social media is not

11. Nor is it ...

12. Social media is not Nor is it ...

13. Social media is not Nor is it ...

14. Social media is not Nor is it ...

15. Social media is not Nor is it ...

16. or anything with a logo like this

17. “ Social media is not about blogging, or wikis, or RSS or any of that sort of stuff. It’s about how you use listening and coalescing the conversations that are going on to inform everything you are doing... “ ...It powers the fundamentals of the business – it changes everything”

18. There is no point in... A Strategy

19. There is no point in... A Strategy

20. There is no point in... A Strategy

21. In the same way as ... A Strategy

22. In the same way as ... A Strategy

23. In the same way as ... A Strategy

24. Understand the principles Separation Information Means of distribution

25. A brief history of information

26. A brief history of information

32. Welcome to the post-Gutenberg World Mass information distribution costs nothing Everyone has the tools Content has been liberated

33. Answers to a problem which no longer exists

34. Marketing = the art of reduction Advertising man Web designer A 30 second, one-to-many mass message

35. The King of Marketing The Brand Proposition The Campaign

37. The end of the brand proposition and a return to the world of storytelling More on this later ...

38. Traditional media and marketing

39. The world of social media

40. KINDER Surprise Agency Brief Prepared by: Kinder Category, Luxembourg For: EACA International Summer School, 2010 Warning This is a one-to-many mass message brief It gives little direction to help a social media approach

41. What’s going on out there?

42. Not a world of information It’s a world of connection and action

43. The challenge: Get the connected crowd to support what you do, rather than replace what you do

44. It’s about how you use listening and coalescing the conversations that are going on

45. A social media strategy We like what you do We don’t like what you do Who are you, what do you do Here’s how to make it better CONVERSATION CONTENT COMMUNITY

46. Conversation Its the conversation ‘they’ want to have with you (or are already having about you) In the places / spaces they want to have it

50. Practical session 1 Is there anything out there?

52. The Task Research and report back on what is going on in the Kinder digital space (and the kids and chocolate space and mums/play space) Tools / places to consider: Socialmention.com Whostalkin.com Google search Wikipedia Tag spaces in YouTube / Flickr

53. The conversation issue There is a lot of interesting stuff going on – but none of it linked to the current target consumer The toys and the ritual around reveal are The Thing None of the Kinder marketing activities have achieved any visibility in this space No one is telling the Kinder story

54. Show the client some charts

55. Show the client some charts

56. Content How we used to do it

58. An ad is an answer to a question that no-one ever asked

59. A question with a million$ answer I work at the top of a large office block I have a commute to work I like to combine my commute with some grocery shopping and a visit to the library I love waterslides Is there any way it might be possible to combine these activities?

61. A creative director speaks “ Err – its a metaphor for how having a Barclaycard allows you to glide through life and err... transactions”

62. Content warehouse Tells people what you are up to Contains the answers to all the questions a customer might have Brings your story to life

63. Content hub: a digital launch pad

65. Content hub examples

66. Community It usually better to support communities consumers have already built Think very carefully before you build your own If you do – keep it small and focused Never rent space in someone else’s community

70. The Big Question The client will want a car that drives on the water What do you do?

71. Building and telling the Kinder Story Creating buzz about the latest campaign

72. If the car is sexy enough, the client won’t notice the leaks

73. “ Maximising engagement at the first point of digital contact” (The strategy equivalent of sexy car that floats)

74. Create content that supports the creative campaign idea Monitor, respond to and stimulate the conversation that is taking place

75. Marmite - example of content that supports a campaign

76. Lush – example of creating conversation

83. Practical session 2 Telling the story

84. The Task Come up with some content ideas that: Bring the Kinder Story to life Answer the questions people have about Kinder Support whatever creative ideas you may have developed so far Work out the basic infrastructure you will need to spread this content

85. Good Luck!

86. The Social Media Revolution The Social Media Revolution