DCH Downloads

Socialising the Brand:Social Content

October 2010

dch.co.uk@DCH_Agency

Why are we doing this?

• Recently a number of our clients have expressed an eagerness to enter the social space

• Rather than just “give them a Twitter”, we’ve developed a strategic framework for developing social content as part of DCH’s Socialising the Brand programme.

• In this open era, we wanted to share the work and for it to be collaborated on

• This is version 1.0, released October 2010

• Please share it and let us know your thoughts

@nicholasrgill

We believe social media is just stuffSocialised brands can be contagious

• Socialised brands deliver cohesive experiences around the brand

• Delivered through content that’s sticky, slippy and contagious– Information,

entertainment, utility, monetary

• It is about attraction, not interruption

• It amplifies the combined power of all brand activities

Source: Infographic Mike Philips, eatsleepsocial.com, @imjustmike

Where do I start?Your social media content is born from your business and brand DNA & understanding your consumers.

Brand

Consumer Business

It’s about meaningful engagement

Community

Brand

Consumer

Be relevantAdd valueFacilitate

ShareableSociable

Topical

AuthenticOpen

Transparent

This doesn’t happen at the click of a button(or just setting up social profiles)

And you’ll probably find you need to move through the gears

Contemplation

Pilot/Trial

Transition

Strategic

And it takes a combination of your “Everyday engagement” being amplified by impact campaigns

Eng

agem

ent

/ re

latio

nshi

ps

Time

Impact campaign

Everyday engagement

Source: Raak wewillraakyou.com @wewillraakyou

And this is how you do it

Creation, deployment &

active management

Objectives & impact

Tactics & themes

Ongoing active

analytics(dial up what

works, stop what doesn’t)

Plan your content using the social content spreadsheet• Brand guidance• Objectives• High level content planned by social currency

type & expected results• Detailed monthly plans

Document available as a Google Document Downloadhttps://spreadsheets.google.com/ccc?key=0AsveKD-DbznmdHZlUGVqbXBLenp4MnZ0aEMxSTZob1E&hl=en&authkey=CL_Vue4E

Or as a spreadsheet like it’s meant to look, download form the box.net sharing stuff sidebar at Nick’s bloghttp://bluurb.wordpress.com/

Or just email ngill@dch.co.uk for a copy

dch.co.uk@DCH_Agency