The document provides an overview of social ideas and their importance in marketing. It defines a social idea as a novel concept that enables unique participative interaction between two or more people and generates a favorable outcome. It discusses why social ideas are important given that humans are social and there is a lot of advertising noise. The planning process for social ideas is outlined, including insights, objectives, strategy, creation/amplification, and measurement. Ten thought starters for social ideas are presented, such as fake vs real, customization, memes, gamification, causes, movements, polarization, collaboration, social tensions, and challenges. The importance of each in driving conversation is discussed. Homework involves coming up with a 3D social idea to sell

1. MUMBRELLA/TCO
Social Media
Academy
#TCOSocialideas

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. 2D Ideas

4. Sell me this pen!

5. 2D IDEAS

6. 2D IDEAS
Inform/Entertain
Brand/product

7. A wise man once said...
Tell me, I’ll forget
Show me, I’ll remember
Involve me, I’ll understand
- Confucius

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. It’s about conversation!

10. Everything should drive conversation
http://www.slideshare.net/eskim

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. WHY IS THIS IMPORTANT?

13. Humans are social
beings.
...SOCIAL IDEAS ALIGN WITH INTRINSIC HUMAN QUALITIES.

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. 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. Word of Mouth

17. Everything should drive conversation
http://www.slideshare.net/eskim

18. Engage people around their
passions, not your products

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. 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. WHAT DOES THE
PLANNING PROCESS
LOOK LIKE?

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. 3D Social Ideas

24. SOCIAL 3D IDEAS

25. SOCIAL 3D IDEAS
Inform/Entertain
o
v
In
/
ve
l
a
p
ti
r
ip
c
te
a
Brand/product

26. Now, really sell me this pen.

27. 10 Social Idea Thought Starters

28. Fake vs Real

29. Fake vs Real
Why does this create
conversation?

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. Customised/Personalised
Why does this create
conversation?

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. Meme
Why does this create
conversation?

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. Gamification
Why does this create
participation?

36. Cause
A principle, aim, or movement to
which one is committed and which
one is prepared to defend or
advocate.

37. Cause
Why does this create
conversation?

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. Movement
Why does this create
conversation?

40. Polarising

41. Polarising
Why does this create
conversation?

42. Collaboration/Crowdsourcing

43. Collaboration/Crowdsourcing
Why does this create
conversation?

44. Social Tensions/Existing Rivalries

45. Social Tensions/Existing Rivalries
Why does this create
conversation?

46. Challenge

47. Challenge
Why does this create
conversation?

48. Recap: 10 Social Idea
Thought Starters
Fake vs Real
Movement
Customisation
Polarising
Meme
Collaboration
Gamify
Social
Tensions/
Existing
Rivalries
Cause
Challenge

49. Watch outs
Overt vs. Covert
Back it up!
Risk Plan

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. Homework

52. Homework
• Come up with a 3D social idea to sell Cruskits
• Key messaging should be around less carbs than
bread

53. Follow us!
• TCO - @TCO
• Matt Chisholm - @chizm123
• mUmbrella - @mumbrella