Social Media Planning - Not Marketing Jim
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Good ‘Social Media planning’ isn’t Marketing at all. Or, more to the point, the campaigns and content that work best aren’t Marketing with a capital ‘M.’ They’re support pieces, tools, widgets, and direct conversations with customers – things that genuinely HELP people or provide interest other than ‘Oh WOW, isn’t that wonderful / funny / creative / thought provoking.’
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Social Media Planning - Not Marketing Jim
- 1. Social Media Planning Um, Not Marketing Jim... It’s ‘Informed Creativity’ February 2010 roger@contentandmotion.com http://twitter.com/rogerwarner http://twitter.com/contentmotion http://www.contentandmotion.co.uk Don’t Panic! 1
- 2. About ‘Viral’ & ‘Creative’ • AKA the anti-Gladwell theory • A virus is also an illness • Our goal is to gain strong, frictionless distribution of brand messages • ...by targeting those ‘influencers’ most likely to pass messages onwards • This is more about strong tactics than radical ‘creatives’ • Most importantly, research is king • We need: • Strong understanding of the target channels: Twitter, etc • Strong understanding of publishing platforms: Wordpress, Disqus, tubemogul. etc • Strong understanding of our audience targets and their ‘Social’ behaviour • Strong understanding of content, topics and trends • Then we implement our ideas • This is a far more cost effective way of working than boardroom ‘ideation’, sunk creative costs (e.g. natty videos / pretty straplines) and crossing our fingers, spray and pray! (i.e. the potential ‘illness’ of a poorly researched, but brilliantly ‘creative’ campaign) Don’t Panic! 2
- 3. Not Marketing, Jim... 1: Report and Analytics 2: Planning Recommendations 4: Publishing and Engaging 3: Content (YouTube, blog, etc) no creative yes! twaddle analytics! Don’t Panic! 3
- 4. Notes… Good ʻSocial Media planningʼ isnʼt Marketing at all. Or, more to the point, the campaigns and content that work best arenʼt Marketing with a capital ʻM.ʼ Theyʼre support pieces, tools, widgets, and direct conversations with customers – things that genuinely HELP people or provide interest other than ʻOh WOW, isnʼt that wonderful / funny / creative / thought provoking.ʼ Don’t Panic! 4
- 5. C&M Leadership Team… Roger Warner, MD Team Director Strategy, Planning, Consulting desk: 01273 486 418 mob: 07921 777 933 roger@contentandmotion.com http://www.contentandmotion.co.uk/about/ people/roger-warner/ Michael Wilkins, Head Analyst Rowan Stanfield, Strategy and Creative Analytics, Tools, Reporting Content and Implementation (ex-iCrossing, SEO expert) (Creative, Community & PR expert) desk: 01273 478 278 desk: 01273 486 439 mob: 07707 552 672 mob: 07961 938 575 michael@contentandmotion.com rowan@contentandmotion.com http://www.contentandmotion.co.uk/about/people/ http://www.contentandmotion.co.uk/about/people/ michael-wilkins-social-media-analyst-uk/ rowan-stanfield-online-pr-consultant-uk/ Don’t Panic! 5