wired 2.0 - social marketing strategies and implementations

WIRED 2.0 Social Marketing Strategy and

Implementation Workshop

Jason Cruz © 2016 jsncruz

BEFORE WE BEGIN

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jsncruz

Questions?

Jason.Cruz@mccann.com

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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?

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THE MOST MEMORABLE BRANDS ARE THE ONES

THAT TELL A MEANINGFUL TRUTH.

Image by onlyfreewallpaper.com

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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.

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

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DEFINING THE BRAND’S UNIQUE WORLD IN SOCIAL

HELPS FOCUS WHERE MONEY, BRAINS, AND TIME

GOES.

Image by Kuster and Wildhaber Photography

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SOCIAL IS A CHANNEL WHERE BRANDS LITERALLY SPEAK WITH INDIVIDUAL

CONSUMERS.

Image by pexels.com

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AND IT’S A REAL-TIME EXPERIENTIAL PLATFORM

OF BRAND-TO-PEOPLE COMMUNICATION.

Image by Jason Howie

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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?

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NOT EVERYTHING THAT CAN BE MEASURED SHOULD

BE MEASURED.

Image by pixabay.com

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

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

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

SOCIAL IS A GREAT CHANNEL, BUT IS BEST

IMPLEMENTED AS A PART OF A WHOLE.

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THANK YOU!

Social Media

jsncruz

Email

Jason.Cruz@mccann.com

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