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Social@Ogilvy
Planning
Framework
Prepared by:
John Bell, John Stauffer, Leo Ryan
2
Our approach to planning effective,
integrated social media programs
Like any marketing or communications program, our best
work is built upon insights and an understanding of user
behaviors, technology, our client‟s business and cultural
trends. And social media is no exception.
The Social Planning Framework & Tools represent best
practice today in planning programs that include social
media, or are socially led “pure play” efforts. This is how
we use research to find insights, align an integrated
program around a core strategy and measure the results.
Why the #@&#! do I need a
so-called „social‟ way to plan?
4
92 percent of global consumers say they
trust recommendations from friends and
family above all other forms of advertising
– an increase of 18 percent since 2007.
- Nielsen Global Trust in Advertising Study 2012
5
The Social Customer
6
The Social Brand
Responsive
Committed
Trustworthy
Open
7
The Social (Media) Marketer
…instead of being integrated
around the customer journey
Too often social is called a
“channel” by marketers…
…versus focusing on earning
attention, advocacy and action
Or we obsess about creating
some content novelty to trigger
an avalanche of sharing…
…when we could be always
building a relationship
Or we are trapped in
transactional campaign thinking
8
The Social Planning Framework
Listen Know Create Drive Learn
Social &
Search Insight
Measurement
Benchmarks
Social Brand
Print
Social
Advertising
Content
Syndication Performance
Measurement
Optimization
Digital Media
Relations
Social
Experienc
e
Community
Management
Influencer
Management
Content
Activation
Optimize & Continue
9
The right questions
Create
• What insights can drive a strategy?
• What is the compelling social
experience?
• What content can use to engage users?
• How can I use community and
influencers?
• What principles of behavioral economics
should we apply?
Learn
• How is my activity meeting goals and
how can I improve on it?
• Am I driving important business goals?
• Is the program reaching KPIs?
• Is the program succeeding and how?
Drive
• How can I use different forms of
advertising to extend the reach?
• Where can I distribute content to reach
my users?
• How can I use owned, earned and paid
media?
• How else can I amplify my program?
Know
• How is my brand behaving in social
today?
• Is my content relevant and discoverable?
• Are my communities growing and highly
engaged?
• Is my brand voice consistent and clear
across my social platforms?
• What platforms will we use?
Listen
• How does the user behave in digital and
social media?
• What are customers & stakeholders
saying in social?
• What are they searching for?
• What are the digital paths users take to
goals?
Define
• What is our Business Ambition?
• How does the business make
money/achieve its goal?
• What do I need to know about
competition, channel, category,
company?
• What are the measureable
communication goals?
10
Our suite of Social Planning apps
Create LearnDrive
KnowListenDefine
Conversation Map Plus
Social Personas
Social Paths
Social Architecture
Social Brand Print
Social Experience
Principals of Social
Design
SociaLab Social Ad Plan
Conversation Impact
Dashboards
11
A quick hit research project that maps out 5 key indicators of a brand‟s social
health against 1-2 competitors
Two styles of collaboration workshops intended to bring an integrated team
together to develop strategy and the social experience based upon insights
and the principles of social design.
Three different tools for integrating social media behaviors into your existing
personas and customer profiles
A framework for good social planning and research that clearly shows where
social media can provide a brand with the most “lift”, helping to guide resource
and investment decisions
Social Brand Print
Social Lab
Social Persona
Social Path
A research report that distills actionable insights to drive strategy from social
listening across social media and social networks and mining search behavior
Conversation Map Plus
The apps and their definitions
12
A social ecosystem that clearly defines the role that various social platforms
play in engaging audiences and delivering on business objectives
Social Architecture
The social experience combines the creative idea and social design to define
how we will earn the attention, advocacy and engagement from our audiences
that actually drives business results
Social Experience
Combines social advertising, search marketing and other paid media to amplify
the social experience, extend the reach and discovery of our program
Social Ad Plan
Best practice evaluation metrics for reach, preference and action to understand
the efficacy of our programs. All displayed in dynamic dashboards
Conversation Impact
Dashboards
The apps and their definitions
13
John Bell
Global Managing Director |
Social@Ogilvy
Email. john.bell@ogilvy.com
Twitter. @jbell99
Connect with us
John Stauffer
Senior Digital Strategist |
Social@Ogilvy NA
Email. John.stauffer@ogilvy.com
Twitter. @johnstauffer
Leo Ryan
Senior Digital Strategist |
Social@Ogilvy UK
Email. Leo.ryan@ogilvy.com
Twitter. @leotwit

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Social Planning Framework

  • 2. 2 Our approach to planning effective, integrated social media programs Like any marketing or communications program, our best work is built upon insights and an understanding of user behaviors, technology, our client‟s business and cultural trends. And social media is no exception. The Social Planning Framework & Tools represent best practice today in planning programs that include social media, or are socially led “pure play” efforts. This is how we use research to find insights, align an integrated program around a core strategy and measure the results.
  • 3. Why the #@&#! do I need a so-called „social‟ way to plan?
  • 4. 4 92 percent of global consumers say they trust recommendations from friends and family above all other forms of advertising – an increase of 18 percent since 2007. - Nielsen Global Trust in Advertising Study 2012
  • 7. 7 The Social (Media) Marketer …instead of being integrated around the customer journey Too often social is called a “channel” by marketers… …versus focusing on earning attention, advocacy and action Or we obsess about creating some content novelty to trigger an avalanche of sharing… …when we could be always building a relationship Or we are trapped in transactional campaign thinking
  • 8. 8 The Social Planning Framework Listen Know Create Drive Learn Social & Search Insight Measurement Benchmarks Social Brand Print Social Advertising Content Syndication Performance Measurement Optimization Digital Media Relations Social Experienc e Community Management Influencer Management Content Activation Optimize & Continue
  • 9. 9 The right questions Create • What insights can drive a strategy? • What is the compelling social experience? • What content can use to engage users? • How can I use community and influencers? • What principles of behavioral economics should we apply? Learn • How is my activity meeting goals and how can I improve on it? • Am I driving important business goals? • Is the program reaching KPIs? • Is the program succeeding and how? Drive • How can I use different forms of advertising to extend the reach? • Where can I distribute content to reach my users? • How can I use owned, earned and paid media? • How else can I amplify my program? Know • How is my brand behaving in social today? • Is my content relevant and discoverable? • Are my communities growing and highly engaged? • Is my brand voice consistent and clear across my social platforms? • What platforms will we use? Listen • How does the user behave in digital and social media? • What are customers & stakeholders saying in social? • What are they searching for? • What are the digital paths users take to goals? Define • What is our Business Ambition? • How does the business make money/achieve its goal? • What do I need to know about competition, channel, category, company? • What are the measureable communication goals?
  • 10. 10 Our suite of Social Planning apps Create LearnDrive KnowListenDefine Conversation Map Plus Social Personas Social Paths Social Architecture Social Brand Print Social Experience Principals of Social Design SociaLab Social Ad Plan Conversation Impact Dashboards
  • 11. 11 A quick hit research project that maps out 5 key indicators of a brand‟s social health against 1-2 competitors Two styles of collaboration workshops intended to bring an integrated team together to develop strategy and the social experience based upon insights and the principles of social design. Three different tools for integrating social media behaviors into your existing personas and customer profiles A framework for good social planning and research that clearly shows where social media can provide a brand with the most “lift”, helping to guide resource and investment decisions Social Brand Print Social Lab Social Persona Social Path A research report that distills actionable insights to drive strategy from social listening across social media and social networks and mining search behavior Conversation Map Plus The apps and their definitions
  • 12. 12 A social ecosystem that clearly defines the role that various social platforms play in engaging audiences and delivering on business objectives Social Architecture The social experience combines the creative idea and social design to define how we will earn the attention, advocacy and engagement from our audiences that actually drives business results Social Experience Combines social advertising, search marketing and other paid media to amplify the social experience, extend the reach and discovery of our program Social Ad Plan Best practice evaluation metrics for reach, preference and action to understand the efficacy of our programs. All displayed in dynamic dashboards Conversation Impact Dashboards The apps and their definitions
  • 13. 13 John Bell Global Managing Director | Social@Ogilvy Email. john.bell@ogilvy.com Twitter. @jbell99 Connect with us John Stauffer Senior Digital Strategist | Social@Ogilvy NA Email. John.stauffer@ogilvy.com Twitter. @johnstauffer Leo Ryan Senior Digital Strategist | Social@Ogilvy UK Email. Leo.ryan@ogilvy.com Twitter. @leotwit