Social Media

Module I: CREATING SOCIAL-READY WORK

Updated: Nov. 1, 2011

Social media has exploded over the last several years and is responsible for amplifying existing and creating new human behaviours. Brands with inherently human personalities have flourished, while others have struggled to find their voice that brings them closer to their communities. SocialWork is our global approach to planning,creating and executing toplevel work that connects with people in their social ecosystems. If we think of traditional paid advertising as a brand’s insight-driven “message”, then we should be thinking of social as the experience that flows from the same insight. It’s much more than repurposing creative for social channels. We need to show our clients how their brand should connect and engage inthe always-on virtual and physical social spaces.

ABOUT SOCIAL WORK

SocialWork is the alchemy of four disciplines:

Understanding how people use the space and what they are saying:

What’s meaningful to people. What connects. What they do, experience, share in social spaces:

What, when, how and with whom people talk in the social spaces:

How we encourage people to discover ourcontent/conversations:

We generate compelling commercial ideas that are loved and often talked about amongst consumers. SocialWork provides a framework to improve the chances that consumers will talk about our ideas and enhance the consumer-brand conversation when it happens. By preparing for it during the planning and ideation stage, BBDO/Proximity can lead and impact this conversation anddrive even more love for our brands. This guide will provide the roadmap for strategic planners, beahvioral planners, engagement planners, digital strategists and/or account leads to ensure social is an integral part of our creative briefs and resulting ideas for our clients. It’s important to remember that SocialWork is an organic process that blurs the lines as much internally as it does in theonline world. Planners and creatives must collaborate before, during and after the brief to ensure the Insights, Content, Conversation and Amplification are delivering the best possible experience for our clients and the people they are trying to connect with. This guide is aimed at ensuring the Content phase of SocialWork is fully realized in situations where social will be integrated within abroader brand assignment and not for a specific and/or tactical request for social media tactics. There are four phases to creating social-ready work: 1. Insights (see SocialWork Insights Guide) 2. Probing the client for social DNA 3. Informing the briefing 4. Collaborating with creative

STRATEGIC PLANNER’S GUIDE

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QUESTIONS FOR THE CLIENT

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Has your brand used socialmedia in the past? Does your brand have a domestic or global governance structure in place for social media? Are there existing social media guidelines? Do you have internal staff or other agencies managing any parts of your existing social footprint? What business or brand expectations do you expect social to deliver? What value would you want from your audiences in the social channels and viceversa? What conversation would you like to start between your brand and your consumer? If the consumer initiated the conversation, what would it be about?

INSIGHTS

1. Use Radian6 or other social listening tool to understand how the brand or product is perceived in current online conversations (See Radian6 guide)

• Radian6 will allow you to extract the following insights:

SAMPLE INSIGHTS– Share-of-voice vs competitive brands – Volume of mentions – Sentiment – Trends in category/brand discussions – Verbatims from Twitter & Blogs

• Often times brands may have had some experience with social media channels. • Exploring current experience with our clients will uncover any biases, expectations, global guidelines, listening reports, regional activations or other information...