eaca summer school

• The Social Media Revolution

The Social Media Revolution

Workshop at EACA Summer SchoolJuly 8, 2010

Take away• A basic introduction to social media• An understanding of what a social media strategy

looks like• Practical experience of some of the tools• The Big Question – what to sell to an ignorant

client?

The old way

• If you want to communicate with lots of people you take one message and launch it so lots of people can see it

The new way• Spaces where people can talk to each other and share

stuff• Attract small numbers of people but over a longer

period of time

Putting fireworks in bonfires isn’t

a great idea

Traditional media Social media

Its different

Where we are at right now Where we need to be

What do you think social media is?

Social mediais not

Nor is it ...

Social media is not

Nor is it ...

Social media is not

Nor is it ...

Social media is not

Nor is it ...

Social media is not

Nor is it ...

or anythingwith a logo

like this

“Social media is not about blogging, or wikis, or RSS or any of that sort of

stuff. It’s about how you use listening and coalescing the

conversations that are going on to inform everything you are doing...

“...It powers the fundamentals of the business – it changes everything”

There is no point in...

A Strategy

There is no point in...

A Strategy

There is no point in...

A Strategy

In the same way as ...

A Strategy

In the same way as ...

A Strategy

In the same way as ...

A Strategy

Understand the principlesSeparation

Information Means of distribution

A brief history of information

A brief history of information

Welcome to the post-Gutenberg World

Mass information distribution costs nothing

Everyone has the tools

Content has been liberated

Answers to a problem which no longer exists

Marketing = the art of reduction

Advertising man

Web designer

A 30 second, one-to-many mass message

The King of MarketingThe Brand Proposition

The Campaign

The end of the brand proposition and a return to

the world of storytelling

More on this later ...

Traditional media and marketing

The world of social media

KINDER SurpriseAgency Brief

Prepared by: Kinder Category, LuxembourgFor: EACA International Summer School, 2010

WarningThis is a one-to-many mass

message briefIt gives little direction to help a social media

approach

What’s going on out there?

Not a world of information

It’s a world of connection and action

The challenge:Get the connected

crowd to support what you do, rather than replace what you do

It’s about how you use listening and coalescing the conversations

that are going on

A social media strategy

CONVERSATION

CONTENT

COMMUNITY

We like what you do

We don’t like what you do

Who are you, what do you do

Here’s how to make it better

Conversation

• Its the conversation ‘they’ want to have with you (or are already having about you) • In the places / spaces they want to have it

Practical session 1Is there anything out there?

The Task

• Research and report back on what is going on in the Kinder digital space (and the kids and chocolate space and mums/play space)

• Tools / places to consider:– Socialmention.com– Whostalkin.com– Google search– Wikipedia– Tag spaces in YouTube / Flickr

The conversation issue

• There is a lot of interesting stuff going on – but none of it linked to the current target consumer

• The toys and the ritual around reveal are The Thing

• None of the Kinder marketing activities have achieved any visibility in this space

• No one is telling the Kinder story

Show the client some charts

Show the client some charts

Content

How we used to do it

An ad is an answer to a question that no-one ever asked

A question with a million$ answer• I work at the top of a large office block• I have a commute to work• I like to combine my commute with some

grocery shopping and a visit to the library• I love waterslides

Is there any way it might be possible to combine these activities?

A creative director speaks

“Err – its a metaphor for how having a Barclaycard allows you to glide through life and err... transactions”

Content warehouse• Tells people what you are up to• Contains the answers to all the

questions a customer might have• Brings your story to life

Content hub: a digital launch pad

Content hub examples

Community• It usually better to support communities

consumers have already built• Think very carefully before you build

your own• If you do – keep it small and focused• Never rent space in someone else’s

community

The Big Question

The client will want a car that drives on the waterWhat do you do?

Building and telling the Kinder Story

Creating buzz about the latest campaign

If the car is sexy enough, the client won’t notice the leaks

“Maximising engagement at the first point of digital contact”

(The strategy equivalent of sexy car that floats)

• Create content that supports the creative campaign idea

• Monitor, respond to and stimulate the conversation that is taking place

Marmite - example of content that supports a campaign

Lush – example of creating conversation

Practical session 2Telling the story

The Task

Come up with some content ideas that:1.Bring the Kinder Story to life2.Answer the questions people have about

Kinder3.Support whatever creative ideas you may

have developed so farWork out the basic infrastructure you will need

to spread this content

Good Luck!

• The Social Media Revolution

The Social Media Revolution