2. Today, we will:
1. Define a social idea
2. Talk about why they are important
3. Look at the planning process
4. Talk about the difference between
a social idea vs. one that is not
5. Explore ten social idea thought starters
6. Homework
7. A wise man once said...
Tell me, I’ll forget
Show me, I’ll remember
Involve me, I’ll understand
- Confucius
8. Creative vs. Social
Conventional Creative and
Ideation process...
isn’t necessarily social
How do I get this
message
across to this consumer?
Ideas need to be
‘social by design’
How do i get an audience
involved to share an idea?
11. SOCIAL IDEA
A novel concept that
enables a unique,
participative form of
interaction between 2
or more people.
...AND THAT GENERATES A FAVOURABLE OUTCOME/IMPRESSION
14. People are exposed
to between 3,000 20,000 advertising
messages each day.
Yankelvich Research
...IF YOUR IDEA DOES NOT INSPIRE INTERACTION BETWEEN
PEOPLE, IT WILL LIKELY GET LOST IN ALL OF THE NOISE.
15. We are more
connected than
ever.
...SOCIAL IDEAS LIVE BETWEEN PEOPLE NOT NETWORKS. IT IS
BECAUSE OF OUR CONNECTEDNESS THAT THESE NETWORKS ARE
POWERFUL AMPLIFIERS.
19. The brands that drive the most
favourable conversations are the
brands that will achieve the most
favourable financial outcomes.
http://www.slideshare.net/eskim
20. Social is a behaviour, not a channel
Social ideas ≠ social media
Social media (as we know it) simply enables
socialisation behaviours & conversation to move
further, faster.
30. Customised/Personalised
When we create things, we want to
share it. We are proud to display our
sense of creativity.
Consumers also want to be seen as
individuals. They want to stand out
from the pack.
In this context, the creative process/
personalisation should relate to the
communication idea or truth.
32. Meme
An element of a culture or system of
behaviour passed from one individual
to another by imitation or other nongenetic means.
An image, video, piece of text, etc.,
typically humorous in nature, that is
copied and spread rapidly by Internet
users, often with slight variations.
34. Gamification
The application of typical elements of
game playing (e.g. point scoring,
competition with others, rules of play)
to other areas of activity, typically as
an online marketing technique to
encourage engagement with a product
or service.
"Gamification is exciting because it
promises to make the hard stuff in life
fun"
48. Recap: 10 Social Idea
Thought Starters
Fake vs Real
Movement
Customisation
Polarising
Meme
Collaboration
Gamify
Social
Tensions/
Existing
Rivalries
Cause
Challenge
50. Think this:
• What’s at the heart of the brand/product offering?
• How are people already discussing this?
• What are we giving/offering our audience?
• What are we asking people to do?
• How do we know they’ll do it?
• How do we ensure the brand is not lost?