eaca summer school
DESCRIPTION
For the students attending EACA summer schoolTRANSCRIPT
• 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
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