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

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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

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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