How to sell creative ideas with Social Media?
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A 5-step methodology to help you sell creative ideas to clients, investors or partners, from a wider context analysis with social journeys, to a dynamic customer journey. The deck also introduces some SEO tools which are relevant for online conversations monitoring and some case studies from brands like Perrier, Converse or Salesforce
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How to sell creative ideas with Social Media?
- 2. //About.me Owner/ MD French Ideas, a digital boutique agency based in London @lilzeon Former Head of Social Media Marketing @ ERS, a media group Former Head of 360° Digital Influence @ Ogilvy Public Relations SocialMediaToday advisory panel member ESCP MMK advisory board member Blogger & part-time photographer laurent@french-ideas.com © Laurent Francois
- 3. Billions of creative ideas are launched every day… © Laurent Francois
- 5. …and it‟s going even faster with Social Media http://www.behance.net/gallery/Fast-Oil/4065111 © Laurent Francois
- 7. A technological change which follows & endeavours a cultural change 2008 2011 © Laurent Francois
- 9. Demonstration 1: Ford “We are not looking at this to ask how we can get teens to buy a car versus an iPhone. Instead, the car has to become more than just a car. It has to become an experience.” Venkatesh Prasad, senior technical leader of open innovation at Ford. © Laurent Francois
- 10. Demonstration 2: Puerto Rico © Laurent Francois
- 11. A brief definition of what Social Media is about.. Social Media: formerly define as « people talking to other people through a technology » But quickly a failure in this definition: – Some topics cannot be discussed through blog posts or tweets – Some consequences of conversations are not explicit for the citizens, but can influence their choices, thus – Development of Open Graph Social Media could now be « individuals X » interacting with « individuals Y », consciously or not – Weak links can now be figured out through affinities instead of « friends » – Best examples: when you « check-in » in a place: you don‟t know the people who were in the place, but their tips can influence you © Laurent Francois
- 13. Our choices are more and more « socialized »: it‟s no longer « You » looking for information, it‟s « them » shaping to a certain extent your own path Roughly, Social Media Marketing is becoming the marketing at all © Laurent Francois
- 14. There’s a very intense competition among ideas http://www.behance.net/gallery/Budweiser-Gift-Card-Generator/283004 It’s true in any business or project: we all want a critical mass of users © Laurent Francois
- 16. The Brief © Laurent Francois
- 17. Goals A methodology to better analyze and sell your creative ideas A long-term approach on how to reach critical masses of users / consumers to make your creative ideas live and grow © Laurent Francois
- 18. “Dash off your “the purpose of a work” You don‟t have time to (Natalie Rastoin, French business is to serve a customer who creates customers" reach perfection communication legend, Ogilvy) (Razorfish VP Shiv Singh) You need to find tips and tricks to get the recos the other guys won‟t achieve © Laurent Francois
- 19. A methodology to better analyze and sell your creative ideas http://www.behance.net/gallery/Get-Ready-For-A-Job-Interview/436767# © Laurent Francois
- 20. The basics “It can only begin to have value when it’s an idea + execution. Till then, it’s still just an idea. When you combine an idea + great team + execution, it can start to have potential but the real value remains zero, until it gets tested/evaluated by real customers. That’s when you can start to estimate the real potential of “the whole package” again not the idea alone” Valto Loikkanen © Laurent Francois
- 21. The 5-step approach http://www.behance.net/gallery/Back-To-Childhood/3245595 (because there‟s always a methodology thus) © Laurent Francois
- 22. Why a 5-step methodology? Because 5 is cool Because there are standards in the industry you‟re trying to enter Because we‟re not yourself so we need to figure out what you mean Because it‟s a great way to clarify your ideas and your elevator pitch © Laurent Francois
- 23. Rational Context Analysis Convictions Directions Irrational Strategic approach Operations © Laurent Francois
- 24. Rational Context Analysis Convictions Directions Strategic approach Irrational Operations © Laurent Francois
- 25. Context Analysis 1 © Laurent Francois
- 26. Why spending so much time on context analysis is worth it Because it‟s your only pure rational work Because your audience can deny an opinion, but can‟t destroy a fact Because it‟s now more accessible to consult a wide diversity of conversations on a specific topic or product Because if you don‟t, your opponents do © Laurent Francois
- 27. « it‟s not a negociation, it‟s an argument » © Laurent Francois
- 28. A digital context which shapes new « moments of truth » © Laurent Francois
- 30. Toolbox to use: the Social Journey methodology © Laurent Francois
- 31. So alright, there are classics which are good PESTEL…SWOT…benchmarks… You already know it (and it‟s always cool to start with tools that are used by any marketer, think about a cup of coffee before starting a meeting: it‟s NICE) © Laurent Francois
- 32. BUT © Laurent Francois
- 33. The social context has changed © Laurent Francois
- 34. A bit of theory Brands are now playing in a « reputational democracy » field “As Obama says, we are the ones we’ve been waiting for (…). In other words, we need fewer old leaders, and more love” David Weinberger For ages, leadership was based on managing scarcity Now, leadership is based on managing abundant clusters © Laurent Francois
- 35. Consequences for brand management The value of a brand is based on its reputation The true shareholders of a brand are its consumers themselves Brands, to improve their value, need to allow their consumers to grow the whole reputation It‟s all about aggregation! © Laurent Francois
- 36. 'We've always wanted to build relationships with our drinkers. It started with talking to people on our packaging, inviting them to call the 'Bananaphone' and meeting them at events we put on. It naturally extended into digital and social media as the channels evolved.” Joe McEwan, communities manager, at Innocent, #1 Social Brands 100, (Headstream) © Laurent Francois
- 37. How to find the relevant clusters © Laurent Francois
- 38. Finding unexpected habits and usages: understanding what feed cultures © Laurent Francois
- 39. Short paths Insiders‟ feedbacks – “The value of an idea lies in the using of it” Thomas Edison – Call someone who should know (journalists?bloggers?): they have strong ties with specific interests History! History! History! – Something you‟re trying to achieve may have already happened ages ago INTERNATIONAL – It‟s a failure not to analyze carefully what‟s rising at the worldwide level. iTunes is worldwide. © Laurent Francois
- 40. Social tools © Laurent Francois
- 41. Identify your allies © Laurent Francois
- 42. Tips & tricks Social Media monitoring is a kind of loop: test, pull, test, pull, analyze You first need to get the diverse games rules people use when talk about a specific topic Once you have the very first elements of culture, you can dive among influential hubs and better get the context in which you‟re trying to enter © Laurent Francois
- 43. Media plan tools Getting the profiles of people who read social spaces you think it‟s worth monitoring and discovering complementary sources © Laurent Francois
- 44. SEO tools Understand the words people use when they talk about a specific topic, and how they mash them with other fields of interests © Laurent Francois
- 47. Social Media Visuals monitoring © Laurent Francois
- 50. Transforming insights into daily value Cultural First influential insights spaces Daily alerts Semantics equations for professional monitoring solutions © Laurent Francois
- 51. YEAH YOU‟VE MADE IT http://www.behance.net/gallery/INSTANT-ROCKSTAR-brochures/1930707 © Laurent Francois
- 52. Convictions 2 http://www.behance.net/gallery/Marriage-Proposal/1232681 © Laurent Francois
- 53. They must be facts-based: no one cares about your opinion (for the moment), a lot of people care for your brained-content thus Convictions must be affirmative, not negative © Laurent Francois
- 54. The Nail Art Case Study © Laurent Francois
- 56. Directions 3 © Laurent Francois
- 57. They must appear obvious after your context analysis and the establishment of your own directions It helps you get some « back-up »: you promise to work on a specific ground, not on another one. It helps you determine your scope of work, and also to which extent you‟re involved © Laurent Francois
- 58. Strategic approach 4 © Laurent Francois
- 59. One or two lines, and that‟s all It sums up your value proposition and the pitch of the story you sell It must be UNIQUE, and all the next slides must support it © Laurent Francois
- 60. Give an overall vision of the programme Because it‟s one of the only slide your client will keep on his/her desk Because it demonstrates the whole coherence of your reco It‟s a way to shape the next slides, too! © Laurent Francois
- 61. Examples of Social Journeys © Laurent Francois
- 62. http://www.joycehostyn.com/blog/2010/03/22/visualizing-the-customer-experience-using-customer-experience-journey-maps/ © Laurent Francois
- 68. A long-term approach on how to reach critical masses of users / consumers to make your creative ideas live and grow 5 Operations © Laurent Francois
- 69. "The fastest way to spread your product is by distributing it on a platform using APIs, not MBAs” Andrew Chen http://andrewchenblog.com/about/ © Laurent Francois
- 70. HE’S DAMN RIGHT © Laurent Francois
- 71. Social feeding strategy http://bradfrostweb.com/blog/mobile/focused- creation-ubiquitous-distribution/ © Laurent Francois
- 72. But you first need to know who you are http://blogs.hbr.org/cs/2012/04/transformational_entrepreneurs.html © Laurent Francois
- 74. An agile organization © Laurent Francois
- 75. http://www.slideshare.net/PatsMcDonald/where- inspiration-comes-from © Laurent Francois
- 76. …because you‟re not alone to grow your business or idea Remember the « shareholders of your reputation »? Yes, they‟re now ACTIVE and you‟re in DEMAND! © Laurent Francois
- 77. Analogy with Wordpress http://www.slideshare.net/naokomc/wordcamp-seoul-2012 © Laurent Francois
- 78. Social reputation sharing tools Hootsuite: messaging, following, analyzing © Laurent Francois
- 79. Support activity #1 Social Design “Social Design is a way of thinking about product design that puts social experiences at the core. Create these social experiences with the features available on Facebook Platform” © Laurent Francois
- 81. http://www.bjfogg.com/fbm_files/page4_1.pdf // persuasive design by BJ Fogg Pleasure/pain, hope/fear social acceptance/rejection as new persuasive design (Fogg) Therefore a need for triggers © Laurent Francois
- 83. It‟s not only digital thinking Danielle Pecora © Laurent Francois
- 85. Support activity #2 narratives “Tetris does not have a story. Whichever way you cook it. Neither does Angry Birds. Nor Pong. But all have narratives” Tim Whirledge http://whirledgital.com/2012/05/25/games-tv- players-viewers-agency-mechanics-content- headache/ © Laurent Francois
- 87. “the narrative is often not written in the „story‟ that is presented on-screen. It is not dictated by the author/ screen writer/ director like it is in TV content. For example, „tension‟ created by a game, is often created in the players head.” © Laurent Francois
- 89. Value proposition “Instead of relentlessly demanding more consumer attention, treat the attention you do win as precious. Then ask yourself a simple question of any new marketing efforts: is this campaign/email/microsite/print ad/etc. going to reduce the cognitive overload consumers feel as they shop my category? If the answer is "no" or "not sure," go back to the drawing board. When it comes to interacting with your customers, more isn't better.” Karen Freeman, Patrick Spenner and Anna Bird © Laurent Francois
- 90. Support activity #3 Metrics “Sometimes I find another world inside my mind When I realise the crazy things we do It makes me feel ashamed to be alive It makes me wanna run away and hide It's all about the money It's all about the dum dum didudumdum I don't think it's funny to see us fade away It's all about the money It's all about the dum dum didudumdum And I think we got it all wrong anyway” Meja © Laurent Francois
- 91. http://www.slideshare.net/PatsMcDonald/where- inspiration-comes-from © Laurent Francois
- 92. Thank you! © Laurent Francois