A framework for building a digital campaign strategy - intended to kickstart the brainstorm process for advertising creatives

1. 2014: SOCIAL MEDIA
FORMULAS
FOR AD CREATIVES
By @BalindSieber | Digital Creative Director at ATTIK

2. PURPOSE
!
Framework for building a digital campaign
strategy - intended to kickstart the
brainstorm process for advertising
creatives
!2
PURPOSE
Social Media Formulas, by @BalindSieber

3. ABOUT THE AUTHOR,
@BalindSieber
!
I’m currently the digital creative
director at ATTIK.
!
I’m writing a book on pitching
creative ideas.
!
I’m on the internet.
!3
ABOUT THE AUTHOR
Social Media Formulas, by @BalindSieber

4. TABLE OF CONTENTS
!
!
01
ORGANIC MEDIA TACTICS
!
02
PAID MEDIA TACTICS
!
03
OUT-OF-HOME STUNTS
!
04
!4
TABLE OF CONTENTS
DIGITAL PRODUCTS
Social Media Formulas, by @BalindSieber

5. 01
• Create content
• Give people a reason to
create content
• Create interaction
• Give people a reason to
interact
!5
ORGANIC MEDIA TACTICS
ORGANIC
MEDIA
TACTICS
Social Media Formulas, by @BalindSieber

6. CREATE
CONTENT
!
Make spreadable videos (or
images) based on the theme
of your campaign
!6
ORGANIC MEDIA TACTICS | CREATE CONTENT
Social Media Formulas, by @BalindSieber

7. EXAMPLE: FOOTLOCKER’S “HELP MAURICE”
Foot Locker invented a Twitter video
series starring Maurice, a "professional
entourage member". The target was able
to watch Maurice's entire story unfold on
Twitter because Maurice was interacting
with the basketball players they already
followed.
View More: Help Maurice
!7
ORGANIC MEDIA TACTICS | CREATE CONTENT
Social Media Formulas, by @BalindSieber

8. GIVE PEOPLE A
REASON TO
CREATE
CONTENT
!
Prompt your followers to
compete, by making videos
(or images) based on the
theme of your campaign
!8
ORGANIC MEDIA TACTICS | GIVE PEOPLE A REASON TO CREATE CONTENT
Social Media Formulas, by @BalindSieber

9. EXAMPLE: URBAN HILTON’S “PAY WITH A SELFIE”
Following the announcement of the word
“selfie”, beating out “twerking" as word of
year — fashion retailer Urban Hilton
posed a simple question to their
audience: how much do you think your
selfie is worth?
!
For one day only, Urban Hilton allowed its
customers to contribute toward their
purchase, with a selfie from within one of
their stores.
Read About: Pay with a Selfie
!9
ORGANIC MEDIA TACTICS | GIVE PEOPLE A REASON TO CREATE CONTENT
Social Media Formulas, by @BalindSieber

10. CREATE
INTERACTION
!
Engage followers by
providing them with value
!10
ORGANIC MEDIA TACTICS | CREATE INTERACTION
Social Media Formulas, by @BalindSieber

11. EXAMPLE: MAC & CHEESE’S “MAC & JINX”
"Mac & Jinx," as it was known, sought two
people who were tweeting something
with the phrase "mac & cheese" in it at the
same time. Once those pairs were
identified, Kraft sent both a link. The first
one to click on the link and give Kraft
their address, got 5 free boxes of Mac &
Cheese — plus a t-shirt.
Read About: Mac & Jinx
!11
ORGANIC MEDIA TACTICS | CREATE INTERACTION
Social Media Formulas, by @BalindSieber

12. GIVE PEOPLE A
REASON TO
INTERACT
!
Prompt followers to express
themselves and support
one another
!12
ORGANIC MEDIA TACTICS | GIVE PEOPLE A REASON TO INTERACT
Social Media Formulas, by @BalindSieber

13. EXAMPLE: DOCTOR OZ “YOU FEEL WALL”
The “You Feel Wall” is a multi-platform
experience that empowers fans of the Dr
OZ show to share their feelings and
support one another, thereby
encouraging personal wellness through
connection and community. Additionally,
the site generates powerful content that
can be leveraged in the actual show and
across social media platforms like Twitter
and Facebook.
View More: You Feel Wall
!13
ORGANIC MEDIA TACTICS | GIVE PEOPLE A REASON TO INTERACT
Social Media Formulas, by @BalindSieber

14. TAKEAWAY: Choose a
formula and elaborate with
additional layers of
complexity
!14
ORGANIC MEDIA TACTICS
Social Media Formulas, by @BalindSieber

15. 02
• Use influencers
• Use content seeders
!15
PAID MEDIA TACTICS
PAID
MEDIA
TACTICS
Social Media Formulas, by @BalindSieber

16. USE
INFLUENCERS
!
Provide influencers of your
target with a creative brief
with which to make content
for their followers
!16
PAID MEDIA TACTICS | USE INFLUENCERS
Social Media Formulas, by @BalindSieber

17. EXAMPLE: YOUTUBE CELEBRITY FREDDIEW
A typical YouTube video released by
FreddieW gets between 5-10 million
views. If your brand campaign aligns with
his followers (for a fee) he will natively
incorporate your messaging into one of
his sketches.
View More: FreddieW
!17
PAID MEDIA TACTICS | USE INFLUENCERS
Social Media Formulas, by @BalindSieber

18. USE CONTENT
SEEDERS
!
Hire a vendor that provides
peer-to-peer sharing with
influencers
!18
PAID MEDIA TACTICS | USE CONTENT SEEDERS
Social Media Formulas, by @BalindSieber

19. EXAMPLE: KINDLING MEDIA
A company like Kindling Media will use
their proprietary algorithm to search a
database of over 12 million social
media destinations in order to identify
the blogs and influencers most likely
to watch and share your content with
their audiences. Your content is posted in
a way that organically integrates into
their editorial content, not around it.
View More: Kindling Media
!19
PAID MEDIA TACTICS | USE CONTENT SEEDERS
Social Media Formulas, by @BalindSieber

20. TAKEAWAY: Provide
online celebrities with
content, or ideas for their
content
!20
PAID MEDIA TACTICS
Social Media Formulas, by @BalindSieber

21. 03
• Digital within outdoor
context
• Social powered outdoor
!21
OUT-OF-HOME STUNTS
OUT-OFHOME
STUNTS
Social Media Formulas, by @BalindSieber

22. DIGITAL
WITHIN
OUTDOOR
CONTEXT
!
Recreate a real world
version of something digital
!22
OUT-OF-HOME STUNTS | DIGITAL WITHIN OUTDOOR CONTEXT
Social Media Formulas, by @BalindSieber

23. EXAMPLE: CARIBOU COFFEE’S LIVING PINTEREST BOARD
To promote their recently introduced
Real Inspiration Blend, Caribou Coffee
launched a five-story Pinterest board in
the Mall of America. Fans could get their
photos on the interactive board by
tagging their Instagram and Twitter
photos with #CaribouInspires.
View More: Living Pinterest Board
!23
OUT-OF-HOME STUNTS | DIGITAL WITHIN OUTDOOR CONTEXT
Social Media Formulas, by @BalindSieber

24. SOCIAL
POWERED
OUTDOOR
!
Provide value in the real
world that is powered by
social media
!24
OUT-OF-HOME STUNTS | SOCIAL POWERED OUTDOOR
Social Media Formulas, by @BalindSieber

25. EXAMPLE: GRENATAPET’S FOURSQUARE-ENABLED BILLBOARD
Pet food brand GranataPet rigged a
billboard so that if a person checked in on
Foursquare, near the billboard — it would
dispense some of the company's dog food.
View More: Foursquare-Enabled Billboard
!25
OUT-OF-HOME STUNTS | SOCIAL POWERED OUTDOOR
Social Media Formulas, by @BalindSieber

26. TAKEAWAY: Get press
exposure by providing the
unexpected
!26
OUT-OF-HOME STUNTS
Social Media Formulas, by @BalindSieber

27. 04
• Design a destination
• Build an application
!27
DIGITAL PRODUCTS
DIGITAL
PRODUCTS
Social Media Formulas, by @BalindSieber

28. DESIGN A
DESTINATION
!
Provide a place where
people can consume your
content
!28
DIGITAL PRODUCTS | DESIGN A DESTINATION
Social Media Formulas, by @BalindSieber

29. EXAMPLE: UFC 20TH ANNIVERSARY WEBSITE
An online experience that highlights the
moments that revolutionized the fight
business. The site allows fans to dive
deeper into what makes the league so
special — an entire section is dedicated to
celebrating the community that is largely
responsible for the league's success.
View More: UFC 20th Anniversary
!29
DIGITAL PRODUCTS | DESIGN A DESTINATION
Social Media Formulas, by @BalindSieber

30. BUILD AN
APPLICATION
!
Make an app that provides
value for your consumer —
not your brand
!30
DIGITAL PRODUCTS | BUILD AN APPLICATION
Social Media Formulas, by @BalindSieber

31. EXAMPLE: HELLY HANSEN’S FIRST POWDER ALARM APP
A must have app for Snowboarders and
Skiiers. Set it before you goto sleep, with
the app checking all night long for
weather reports of powder — if it snows
all night you’ll be the first up to claim
those fresh tracks.
View More: First Powder Alarm App
!31
DIGITAL PRODUCTS | BUILD AN APPLICATION
Social Media Formulas, by @BalindSieber

32. TAKEAWAY: Provide value
for your target by giving
them something useful
!32
DIGITAL PRODUCTS
Social Media Formulas, by @BalindSieber

33. THAT’S IT
!
It's not enough to sell
the client on your
message — you need
to sell them on how
you're going to get
your message out
there
!33
THAT’S IT
Social Media Formulas, by @BalindSieber

34. SHARING IS CARING
LIKE IF YOU LIKE LIKING STUFF
By @BalindSieber | Digital Creative Director at ATTIK