planning for social media
Post on 21-Oct-2014
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Planning For Social Media
Neil Major, Strategy Director (@neilmajor) and Matt Butler, Junior Planner (@mattbutler07),
Yomego
About this session
Two parts…
• What is strategy and planning?
• How does it apply to social media agencies?
What is planning?
In 1968 planning was born in the UK
Stephen King (JWT) and Stanley Pollit (BMP) are the ancestors of account planning
Aims “It aimed to expose and dismantle stifling and unhelpful research methodologies.
It devoted itself to developing a real and rounded understanding of the consumer, rather than simply selecting and polishing selling propositions.
It sought to place thinking about the response of the consumer at the heart of strategic and creative thinking.
It shifted the focus of advertising development from finding ways of selling people stuff, to finding ways of making stuff buyable.
And it placed the quest for effectiveness above all other agendas, both internal and external (it was strategic)”*
*Reclaiming Planning’s Radicalism, Martin Weigel, Planning Director W+K, 2014 http://martinweigel.org/2014/04/22/reclaiming-plannings-radicalism/
3 definitions of traditional account planning
"The account planner is that member of the agency's team who is the expert, through background, training, experience, and attitudes, at working with information and getting it used - not just marketing research but all the information available to help solve a client's advertising problems.” - Stanley Pollitt
"Planners are involved and integrated in the creation of marketing strategy and ads. Their responsibility is to bring the consumer to the forefront of the process and to inspire the team to work with the consumer in mind. The planner has a point of view about the consumer and is not shy about expressing it." - Fortini-Campbell
“The account planner: the customer’s representative within the agency.”- Drayton Bird
What makes a good strategy?• Able to evolve• Able to cope with uncertainty• Doesn’t fall apart in extremes• Makes resources go further (generates power)• Provides insight into conflicts/blocks• Other stakeholders are complementary to its objectives
(shared ideal)
Process in account planning
Receive Brief from client
Carry out research related to
consumer and brief
Write creative brief and
present to creative team
Process in account planning
Rationalise advertising
and messaging to
client
Pre-test ads following
clients approval
Evaluate success of campaign
Yomego’s planning process
There’s a lot here. Let’s take a look at how this means that the way we approach planning differs from a traditional advertising agency
We’re not an ad agency
What does planning mean for us?
We certainly have no shortage ofinformation to process
Where we differ
We don’t have creative teams
(copywriter and designer)
We are creative as an agency….we do have designers though
Where we differ
Media types are not defined – and may not even be media
Digital work is often unique, bespoke and new
Where we differ
We don’t have to just focus on the end user. We have to think about how we reach them(propogation)
Our planning frameworkNetworks
Brand User
All three must be takeninto account
1. Brand success criteria
Something the client can contribute in – be a valid part of the conversation
2. User success criteria
The activity has to be something that the user will want to interact with (and ideally share) and be something that alters their relationship with the brand in positive
3. Network success criteriaThe activity needs to be both technologically appropriate for the media and also something that will be welcomed by the community there
… We can’t just buy our way in
What’s missing?
What is an insight?Lots of definitions. Here’s mine.
“Information that can be leveraged to strategic effect (effectiveness)”
…Three types
Something new
Something old, used in a new way
Things combined in unexpected ways
New things
Brand Pebble Watch
User Selfie
Network Facebook Connect
Criteria Examples
Old things, new ways
Brand Pabst Blue Ribbon
User Planking
Network Hashtags
Criteria Examples
Unexpected combinations
Brand Diet Coke/Mentos
User Steampunk
Network Mashups
Criteria Examples
The brief is where these end up
…and hopefully lead to effectiveplanning (and creativity)
Recent successfulcampaign for Tefal(for full campaign details get in touch)
Thank You!
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