I shared with the audience of Writer's Block Philippines' (WBP) WIRED 2.0 my personal basic framework and thought-processes on how to create a social marketing strategy for virtually any brand or business out there. Of course, it starts with the brand's meaningful truth... And how well we tell it through the platform we know as social.

1. WIRED 2.0
Social Marketing Strategy and
Implementation Workshop
Jason Cruz © 2016
jsncruz

2. BEFORE WE BEGIN
Comments, thoughts, and tags:
jsncruz
Questions?
Jason.Cruz@mccann.com
#WritersBlockPH

3. TODAY’S DISCUSSION
Why do we start with a strategy?
Where do we begin with social marketing strategies?
What are the top basic insights we need to unearth?
Who do we design experiences for?
Why are experiences important in social?
#WritersBlockPH

5. THE MOST MEMORABLE
BRANDS ARE THE ONES
THAT TELL
A MEANINGFUL TRUTH.
Image by onlyfreewallpaper.com
#WritersBlockPH

6. SOCIAL MARKETING
STRATEGIES ESSENTIALLY
HAVE THREE ELEMENTS
The interests,
attitudes, and
opinions of the
brand’s consumers
The unique world
the brand lives in,
especially on
social media
The manner in
which the brand
communicates and
converses
The social media landscape it is
currently in, and the social space it
occupies in relation to its competitors.
The forces that shape the behaviors of
its consumers – actual or potential
ones – towards the brand.
The real message the brand wants to
deliver, and how, to its audience on
social media.
#WritersBlockPH

7. THESE THREE THINGS HELP
PAVE THE WAY TO FINDING
YOUR MEANINGFUL TRUTH.
#WritersBlockPH

8. DEFINING THE BRAND’S
UNIQUE WORLD IN SOCIAL
HELPS FOCUS WHERE
MONEY, BRAINS, AND TIME
GOES.
Image by Kuster and Wildhaber Photography
#WritersBlockPH

9. SOCIAL IS A CHANNEL
WHERE BRANDS LITERALLY
SPEAK WITH INDIVIDUAL
CONSUMERS.
Image by pexels.com
#WritersBlockPH

10. AND IT’S A REAL-TIME
EXPERIENTIAL PLATFORM
OF BRAND-TO-PEOPLE
COMMUNICATION.
Image by Jason Howie
#WritersBlockPH

11. THE SOCIAL MARKETING
CHECKLIST TO GET STARTED
THE MARKET
LANDSCAPE
THE IN-DEPTH
CONSUMER PROFILE
THE PLATFORM
STRATEGY
1. What are the other
category players doing
on social media?
2. What can we do
differently?
3. Which space can we
own and why would we
be the best brand to
own this space?
1. What are the interests,
attitudes, and opinions
of our audience?
2. What do they want
from brands?
3. If we could create the
Ideal Consumer, who
would it be and why?
1. Where can we best tell
the brand story
effectively and
efficiently?
2. What sort of content
will our audience
respond positively to?
3. What will it take to
achieve our
storytelling goals?
#WritersBlockPH

12. NOT EVERYTHING THAT
CAN BE MEASURED SHOULD
BE MEASURED.
Image by pixabay.com
#WritersBlockPH

13. #WritersBlockPH
Coca-Cola “Chok” Video Link:
https://goo.gl/KqCnJ8

14. #WritersBlockPH
Grey Poupon “Society of Good Taste” Video Link:
https://goo.gl/LxVNbf

15. #WritersBlockPH
Volvo “Interception” Video Link:
https://goo.gl/wDzowO

16. SOCIAL IS A GREAT
CHANNEL, BUT IS BEST
IMPLEMENTED AS A PART
OF A WHOLE.
#WritersBlockPH

17. THANK YOU!
Social Media
jsncruz
Email
Jason.Cruz@mccann.com
#WritersBlockPH