We’re young and we’ve grown up working on the bleeding edge of social in our professional and in our personal life. In this presentation we share insights and principles that can help to give ideas more traction in the 'social' world.

1. LESSONS FROM
THE COAL FACE
mUmbrella & TCOʼs
Social Media Academy

2. #mUmTCO

3. ALL THE LEARNINGS...
EARNED OWNED
SOCIAL INSIGHTS
& BEHAVIOURS FILM / AV
PAID SHARED
ENVIRONMENTAL ANALYSIS CONNECTION
CREATE (LEAD) Channel, role, message & call-to- DIGITAL INTERACTIVE
COMPETITORS / AUDIENCE action
BUSINESS /
MARKETING Strategy Ideas Planning Execution
OBJECTIVES
BRAND ESSENCE / TOOLS / AMPLIFY (PARTNER) ASSET/CONTENT DESIGN
ASSETS / EXPERIENCE Creative Development
TCO PROPRIETARY TOOLS / BROADCAST EXPERIENCE
TYPOGRAPHY
EXPERIENCE
DIGITAL
MEASUREMENTS & INSIGHTS

4. TONIGHT
- 9 Speedy Recap Points
- The Social Media Landscape
- The lessonʼs that we have learned along the way
- 5x5 principles for helping you get the most out of social
- Ask us anything
Socialrati.com

5. SOCIAL MEDIA ERA
ENABLED AN ACCELERATED RATE & MEANS OF
CONNECTING
(to people & organisations)
#1
int
Po

6. Know your value
Satisfy your audienceʼs need to...
be informed
be entertained
be educated
be inspired
to feel valued!
right place, right time, in the best way
#2
int
Po

7. Value Exchange
SOCIAL CURRENCY
Information
?
Inspiration
Education
Entertainment
Engage
OR Engage & Share
SATISFY A SOCIAL NEED
ADMIRED
RESPECTED
CONNECTED
#3 ACCEPTED
int
http://www.psychologytoday.com/blog/communication-central/200909/the-theory-social-validation
Po
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8. Create - SOCIAL IDEAS
“a novel concept that enables a unique, participative
form of interaction between 2 or more people.”
...AND THAT GENERATES A FAVOURABLE OUTCOME/IMPRESSION
#4
int
Po http://www.markpollard.net/how-to-make-social-ideas/

9. 10 SOCIAL IDEA
THOUGHT STARTERS
http://www.thejohnnycashproject.com/
http://www.youtube.com/watch?v=_Ymkoh-vKzM
Collaboration/
Fake vs. Real Movements Cause Polarising
Crowd-source
Customisable/ Social Tensions/
Challenge Gamify Meme
Personalised Rivalry
Coke Zero In Challenge
#5
int http://www.youtube.com/watch?v=HfiClmaKcF4
Po
http://knowyourmeme.com/memes/

10. What, Where, Why?
Content Plan
CONTENT STRATEGY
AV IMAGE TEXT MICRO-TEXT
AV AV AV AV AV
IMAGE IMAGE IMAGE IMAGE IMAGE IMAGE
TEXT TEXT TEXT TEXT TEXT TEXT
MICRO-TEXT MICRO-TEXT
#6 Role - Message - Call-to-Action
oint
P

11. “How WOM Advertising Works” Nov-Dec 1966
Product [Service] Self Involvement
Involvement 25%
Sharing knowledge or opinions is
34% a way to gain attention, show
The experience is so novel connoisseurship, feel like a
and pleasurable that it must be pioneer, have inside information,
shared. seek confirmation of a person's
own judgment, or assert
superiority.
The person wants to reach out The message is so entertaining
and help to express or informative that it person is
neighbourliness, caring and compelled to share.
friendship.
20.5% 20.5%
Cause [other] Message
Involvement
7 Involvement
t# Ernst Dichter
P oin http://www.ignitesocialmedia.com/social-media-promotion/why-people-share-content/
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12. Look to exhaust the FINITE value in your Activity/Assets
MEDIA
EARNED OWNED SHARED PAID
OPTIMISED IN THE 1ST 24HRS TO 1ST WEEK Traditional
Paid Editorial Media
Partners
Brand Channels
Influencers Ambassadors
Website Incentivised views TV
ASSETS Bloggers Retail Entertainment Portals Ad Placements
&/OR Editors Portfolio of Social Networks Assets/Sponsorships Social Bookmarking power
Database Search
ACTIVITY Media Partnerships Brokers PPC
Influencer Network
#8 HIGH LOW
int
VALUE/EXCLUSIVITY OF ASSET / ACTIVITY
Po
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13. Test & Learn
#9
int
Po

14. SOCIAL MEDIA INDUSTRY
LANDSCAPE
- Strategy/Planning: Outsource/In-House
- Community Management: Outsource ----> Insource ----> In-house
- More Channels + More Connection ----> REQUIRE MORE HIGH VALUE CONTENT
- Content centric brands ----> investing in editorial/production teams
- Social Media for Brands is in Growth ---> Social Media for Business is in Early Growth
- True Social Media talent is VERY hard to find...
Socialrati.com

15. 5x5

16. 5 CHALLENGES
Getting stakeholders on the same page
Justifying investing in social media
Agencies/Outsourced consultancy
Talent search/mix
Coupling with SEO & other digital/creative services

17. 5 MISCONCEPTIONS
If you have a page they will come
It's easy to make something viral
Posting everyday is the best way to create ongoing
conversation
That every post should be responded to
If i'm interested in something, my community will be
too.

18. 5 MISTAKES
Not having a clear value proposition and role of social
Not setting up the content calendar upfront
Not having a pre-determined response plan
Not reporting and analysing the results
Failing to test and learn
BONUS: letting the intern run the accounts

19. 5 SOCIAL TRENDS TO
LOOK OUT FOR
- Mobile - usage increasing, Facebook going more mobile
- Photo - Instagram, Pinterest, Timeline, new news feed
- Animated gif - Google search, Cinemagram, The Vine
- Crowd sourcing - Thumb, Kickstarter, See Australia
- Improved advertising - Facebook, Twitter ad API, Pinterest
Socialrati.com

20. 5 BIGGEST
OPPORTUNITIES IN SOCIAL
- Get involved in mobile before
the competition - Set up social within a
- Provide true value to your
business (not agency).
connections - not many brands
This is the way of the
do this properly
future but could
- Get involved in the niche social
cannibalise agency
networks - better targeting
- Social media monitoring - too offerings so find other
many brands still aren't utilising value you can provide.
this
Socialrati.com

21. 5 Recruitment Tips
Social knowledge can be taught, you need to ensure that the right hire has
the skills required to do the role
Clearly work out what the role is and have an understanding of the skill set
required, analytical, copywriting
Test their aptitude beyond what they have read
No one is a 'social media' expert, people can have a great understanding
but as a new field that is continuously changing
Key traits to look out for: Empathetic, Organised, Adaptable, Engaging,
Keen learner
Socialrati.com

22. @TCO
Thank you

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