Reactive Social - Strategies To Action In 45 Minutes

MASTER CLASS:
REACTIVE SOCIAL - STRATEGIES TO
ACTION IN 45 MINUTES
#SMWsyd SPONSORED BY: #SMWstrategy

APOLOGIES
I made a mistake naming this presentation.
#SMWsyd #SMWstrategy

PRO
REAL TIME
^
REACTIVE SOCIAL - STRATEGIES TO
ACTION IN 45 MINUTES
#SMWsyd SPONSORED BY: #SMWstrategy

THE WINS

THE LOSSES

SO HOW DO WE WIN?

WHAT ARE THE ELEMENTS REQUIRED?
Strategy Content
Outcomes/
Measurement

STRATEGY
• The intersection
of your purpose
and the
audience’s
problem
• The things your
brand/product
loves and
stands up for in
public
• Your place in
society
• You need this,
real bad
• How you are
going to turn
that all into
communications
Social
Purpose
Promise
Voice Values

PURPOSE
UTILITY | VALUE

PURPOSE
UENTTERILTAIINTMEYNT | RVEPRAESLENUTAETION
Provide entertainment that represents the diverse needs of America’s fringes.

PURPOSE
How to use the purpose in real time?
Picking the right situations
Setting your approach
Creating the frameworks for your creative

PROMISE
“A 'no' does not hide anything, but a 'yes' very
easily becomes a deception.”
― Søren Kierkegaard

PROMISE
PURPOSE
USER NEED/
PROBLEM
PROMISE

EXAMPLE
PURPOSE:
Provide entertainment
that represents the
diverse needs of
Americans
USER NEED/
PROBLEM:
Lack of intelligent adult
television programming
PROMISE:
HBO will provide all
sorts of Americans with
engaging unique
television programs

PROMISE
How to use the promise in real time?
Deciding the role of your content
Format of your reply
Building relevance for the audience.

VALUES
SOCIALIZING YOUR BRAND VALUES
Investigate how your brand values give benefits to the
audience
Break down brand values and make them actionable in
conversation
Identify actions that personify those values, emulate those
actions.

VALUES
How to use the values in real time?
Context for action, channel choice
Our attitude toward event
Emotional parts of creative decisions

VOICE
BE SPECIFIC

VOICE
How to use the voice in real time?
Dictates creative
Creates the resonance with audience

CONTENT &
DELIVERY

LISTENING

EXHAUSTIVE LISTS
Scenarios
Celebrities
Creative
Influencers
Team
Partners
Everything…..
Anything that could be an opportunity

NRL EXAMPLE
PRE PLANNED RESPONDING TO USERS
PRE DURING POST PRE DURING POST
facebook.com/nswblues
-Badge Pictures
- Player Cards
- Locker Room
- Quotes
- Memes
- Team Walkout
- Anthem team photo
- Injury Updates
- Controversial Calls (Bias)
- Try (Player)
- Major Plays
- Score Update
- Injuries
- Mascots
- Hot Player stats
- Score
- Coach Comment
- Man of the Match
- Statistics
- Next Game Talk
- Buy Tickets
- Match Report
- Team Highlight
- Links to show your support images
- Links to Blues win by # points
- Gee Up posts responding to Go Blues
- Agree/disagree
- Unique Image with Jersey
- Unique image with Newspaper
- Incorperate comment into image
- Incorperate player mentioned into image
Fav comment of the night, best comment (Likes)
facebook.com/queenslandmaroons
-Badge Pictures
- Player Cards
- Locker Room
- Quotes
- Memes
- Team Walkout
- Anthem team photo
- Injury Updates
- Controversial Calls (Bias)
- Try (Player)
- Major Plays
- Score Update
- Injuries
- Mascots
- Hot Player stats
- Score
- Coach Comment
- Man of the Match
- Statistics
- Next Game Talk
- Buy Tickets
- Match Report
- Team Highlight
- Links to show your support images
- Links Maroons win by # points
- Gee Up posts responding to Go Maroons
- Agree/disagree
facebook.com/nationalrugbyleague
- Facts
- History
- Face Offs
- Announcement of activity
- #tag CTA
- Falcon and Bobcat in the Dressing Room
- Major Calls
- Video Ref
- Statistics
- Substitutions
- Score Updates
- Half Time player Stats
- Player on report post
- Score
- Game Changing Moments
- Questions to Fans
- Statistics
- Next Game Talk
- Buy Tickets
- Infographs
- Match Report
- Game Highlight
- Injury Updates
- responding to questions
- text resposes
- Agree/disagree

CONTENT FRAMEWORK
Create an excel that lists
out ALL creative assets
Group by form (e.g.
background, type, logo etc)
Arrange creative assets in
folders accordingly
ITERATE ITERATE
ITERATE

FRAMEWORK IN ACTION

RESOURCE AND TIME MANAGEMENT
RESPONSE TEAM
@footyfan404:
Go Maroons! We’ll
claim 8 in a row tonight!
#origin
CATCHER
Posi ve
Feedback and Opportuni es
Influence: High Influence: low
DESIGNER APPROVER

COMMUNITY
MANAGER
PLAY BY PAY TEAM
DESIGNER
CREATIVE
POOL
Image

COMMUNITY
MANAGER
POST
POST

MEASUREMENT
Set
Objectives
Create
Benchmarks
Measure
KPI
IN THIS ORDER

OBJECTIVES AND SENSITIVITIES
Strategy Content
Outcomes/
Measurement

TOP 5 DONTS
1. Do ‘random’ stuff
2. Try to go viral.
3. Suddenly become funny
4. Go in un-prepared and expect results
5. Invest resource you don’t have

TOP 5 DOS
1. Have a solid Social Purpose
2. Understand what you want to give the
audience.
3. Have a clear voice that represents you
4. List everything!!!
5. Reduce, Reuse, Recycle

THANKS
www.evilcorporateadvertising.com

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