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An approach to ‘Social Centric’ planning
Alastair Cotterill, @acotterillDhiren Shingadia, @numetrick83
Unless you’re listening you won’t know where the party’s at
or if you’re even invited
get this right first, then..
product, product, product
Provide the appropriate ‘choice architecture’
Like framing and amplifying any positive sentiment towards the brand
6
Be honest and open to criticism, turning the negatives into positives
Or taking things on board
Provide reasons for people to want to discuss your brand in a positive way
8
Respond to the current public mood, emotion and conversations
and embrace the places where people are spending their time
Ideas people love to share
Begin with:
Make them entertaining, useful orsupport something that people genuinely care about
Add something of REAL value to EARN
time with people
Put a social idea at the heart of your plans
Organize your comms around it
providing different ways for people to get involved
This isn’t just about blogs or social networks, everything is becoming connected and ‘social’
including perhaps the biggest game changer of them all…
Because being part of the conversation helps you to
become more VISIBLE here
Why is this important?
…especially when you take this
and add it to this
and this
19
And that drives CONVERSION*
*The Influenced: Social Media, Search and the Interplay of Consideration and Consumption, GroupM and comScore 2009
‘Social Centric’ planning =
Consideration + Conversion
Thanks
Alastair Cotterill, @acotterillDhiren Shingadia, @numetrick83
Photo props to:
Slide 2 - mosmi on FlickrSlide 3 - chicagobooth.edu Slide 7 - lenisebrothers.comSlide 15 - Gabriela Camerotti on FlickrSlide 19 - donsutherland1 on Flickr