wired 2.0 - social marketing strategies and implementations
TRANSCRIPT
WIRED 2.0 Social Marketing Strategy and
Implementation Workshop
Jason Cruz © 2016 jsncruz
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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