A Social Media engagement planning tool for brands. It's all about creating missions. For further reading, see: http://www.contentandmotion.co.uk/blog/the-facebooks-what-people-want-and-why-some-brands-fail/

1. Social Engagement Mission Matrix
Consumer Brand
Shared Values ABC ABC
Acquired Values Enhance personal brand? Enhance social value of brand?
Social Capital / Kudos Enhance social bonds/network? Facilitate social connections?
Why Care? Why will I stop and care?
Why Share? Why will I share?
Activation Dependencies Easy to get involved/share? Easy to inspire involvement/sharing?
Creative Mission Statement The mission statement / value proposition
@ContentMotion / www.contentandmotion.co.uk 1

2. Social Engagement Mission Matrix / Notes
A. Shared Values
A short statement to describe how the proposed idea/activity fits within a shared worldview of both consumer attitudes and brand positioning? For example: Nike /
#MakeitCount equals attitude, tools, equipment, services to enable people to deliver on their sporting / fitness ambitions in a no nonsense, determined, heroic way. From a
consumer perspective, #MakeitCount is a maxim/mindset for confidence in a personal mission, motivation, ambition, belief, etc.
B. Acquired Values
A short statement to describe how the idea/activity will enhance the individual's personal (social media) brand and, in turn, the wider value of the brand on social media. For
example: Nike+ enables people to feel good about progressing their fitness regimes in a very public way (via sharing). Each activity/status update increases the brand's
standing as an enabler of personal fitness goals.
C. Social Capital / Kudos
A short statement to describe how the idea/activity will enhance the individual's standing amongst his/her social network - and how the brand will facilitate this. For example:
an Email Intervention enables people to look smart and help friends by introducing them to new productivity tools, as well as sharing a little humour (and being funny by
association). Google/Gmail facilitates this by enabling the share in a simple, engaging way that places the transactional emphasis on people (encouraging them to become
'interventionists' by sharing via email and social media) rather than the brand.
D. Why Care?
A short statement - in first person - to describe why people should stop to care about the idea/activity (in amongst a crowded Twitter/Facebook/news/etc) stream. (See A, B
and C.) For example: "I will care about this [thing] on Facebook because I care about [ABC] and it appeals to my sense of [XYZ]."
E. Why Share?
A short statement - in first person - to describe why people will feel compelled to share the idea/activity amongst friends. (See A, B and C.) For example: "I will share this
[thing] on Facebook because it enables me to share [ABC] with/for/amongst my friends."
F. Activation Dependencies
A short statement to that describes how easy (or otherwise) the idea/activity will be for people to get involved with and share, coupled with a statement to describe how little
(or otherwise) interaction will be required on the brand's behalf to make this happen. For example: TomTom's SantaNav will allow people to share their Xmas wishes via a
simple Facebook status update in under two minutes. TomTom will need to activate this via Facebook advertising, PR activity and some initial community engagement - with
very little requirement for long term one-to-one interactions. (This exercise is a very quick sanity check for thinking about consumer 'opportunity costs' and brand resource
planning.)
Creative Mission Statement
Based on all of the above, a short statement (three sentences max) to summarise the overall creative campaign mission, encapsulating value proposition to both people and
brands.
@ContentMotion / www.contentandmotion.co.uk 2