A perspective on a reusable method for developing content and campaign strategy for social media. You'll see not only innovative ways of doing social research on an audience, but how to organize tactics against a storytelling structure to make sure that everyone in your network can participate and become a part of your brand community. This method has built social brands like Taco Bell, Discover, KFC, Tombstone Pizza, and numerous other brands across industries.

1. DHLB
SOCIALIST
MOVEMENT

2. Behavioral
Content
Strategy
Building strong communities that scale

3. 3
We all start
with endless
opportunity
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4. Then, we face the blank page.
It’s not easy to build from here.

5. 55
This is why marketers can’t have nice things

6. People need more
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7. 7
Be the setting for
peoples’ relationships

8. Brands need to
support networks of people
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9. How do we empower
brand and agency teams
make smart decisions?

10. Listen
Invite
Reward
Celebrate#SMSsummit #BCS @mleis @Digitas_Health

11. Listen
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12. #SMSsummit #BCS @mleis @Digitas_Health

13. Conversation Volume
Network Connectivity
How People Represent
Themselves
What Platforms They’re On
What They Are Talking About
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14. 14
Social technologies are contexts for behavior
Social Networks Social Bookmarks
Finding people
with similar
personality traits,
and strengthening
friendships with
content
Finding or curating
content and then
finding people
through that
content
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15. #SMSsummit #BCS @mleis @Digitas_Health

16. 1616

17. BFFs and Less:
How People Make Decisions Together
Sources: Paul Stevens, Jennifer Cozzette. Simple Icons
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18. 18
Who likes Lap-band? Individuals

19. #SMSsummit #BCS @mleis @Digitas_Health

20. 20

21. Likes from the Omnipod community

22. The single best way:
ASK
THEM
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23. #SMSsummit #BCS @mleis @Digitas_Health

24. Invite
Reward
Celebrate

25. Beginning
Middle
End

26. Television:
Extreme Conflict and Disappointment
Act 1 Act 2
Conflict
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27. Soap Operas:
Slow and Steady
Year 1 Year 2 Year 3
Conflict
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28. Movies:
Hope and achievement
Act 1 Act 2 Act 3
Conflict
Achievement
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29. 2929
Traditional Models Drive Metrics, Not Behavior
Surprise Party
Launch on an unsuspecting
public and sustain buzz
Movie Premiere
Tease information
until a big launch
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30. 3030
Start with traditional Narrative Structure
We’ve always structured information dissemination and learning this way
Act 1:
Introduction
Act 2:
Conflict/clues
Act 3:
Resolution
Who are the characters,
what are their goals
How will they be achieved?
What stands in our hero’s path
to achievement? How does
that journey unfold?
Our hero takes that final step
to achieve their ultimate goal.
Climax!
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31. Write the
end first, and
start as close
to the end as
possible.

32. 3232
Make the audience the hero
Act 3:
Resolution
Our hero takes that final
step to achieve their
ultimate goal.
Climax
TV Spot Launch End
The desired behavioral
outcome
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34. 34
Add the participation inequality law
1% create
9% rate, comment, share
90% watch the 10% and imitate that behavior
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35. 3535
Integrated behaviors path
Invite Reward Celebrate
Influencers to create on
behalf of the brand
The best behaviors
through commenting,
voting, sharing
The audience by giving
people ways to
consume content to
imitate behavior
1% 9% 90%
Influencers
create
awareness
Advocates
rate, vote,
share
Brand
event
Provide ways
to easily
consume
social proof
#SMSsummit #BCS @mleis @Digitas_Health

38. 3838

39. 3939
Listento understand who cares about the brand in social, and
inform every medium with those insights.

40. 4040
Invite
our most influential audience members to
publicly advocate for the brand.

41. 4141
Reward
our influencers and as many audience
members as possible to model product use
and positive, brand-building behaviors.

42. 4242
Celebratethe whole audience by giving them surprises
and amplifying their voices in traditional
channels.
TIMES SQUARESUNSET STRIP
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43. 4343
RESULTS:
From our first day of the prelaunch tweet-off, metrics leapt
exponentially.
• Broke the Twitter record for campaign engagement at 18%
• Increased Facebook fan acquisition velocity 207%
• Raised positive sentiment for this embattled brand from 74%
to 95%.
• Our most absurd success: a 12,793% increase in product
conversation.
Bottom line: selling 100 million DLT in 10 weeks.
McDonalds sold 100 million burgers in 18 years.
#SMSsummit #BCS @mleis @Digitas_Health

44. 4444
Integrated behaviors path
Invite Reward Celebrate
Influencers to create on
behalf of the brand
The best behaviors
through commenting,
voting, sharing
The audience by giving
people ways to
consume content to
imitate behavior
1% 9% 90%
Midnight
launch event
Blogger
outreach
Tweet-off
RT contest
Tweet-off
Winner
Facebook
sponsored
event
invites
Exclusive
content
QR
scan
Posts in
Times
Square
and sunset
strip
Augmente
d reality:
posts on
cups
Follow the
truck to
the winner
Promoted
Trend
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45. Not Everyone Has
A Massive Budget
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46. 4646
Behavior: CF Teen takes Enzymes with meals everyday for one week.
Invite! Reward! Celebrate!
Introduce the topic and ask
influencers for involvement!
Praise feedback (commenting,
sharing).!
Share the fan photos, and create
opportunities to consume content
to imitate behavior (Potential for a
reward?)!
Behavioral
Change!
!
Identify and reach out to
influencers asking them how they
remember to take their enzymes.
Thank the influencers and use their
suggestions to challenge fans to try it.
Ask them to share their enzyme
photos with hashtag. ! Showcase the community
achievements and reward fans
who remained adherent with
shout outs on social profiles. !
#SMSsummit #BCS @mleis @Digitas_Health

47. No One Wants To See
Your Underwear
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49. Listen To How People Make Decisions
Invite People To Create
Reward With Recognition
Celebrate Your Network
Thank you!
@mleis
@Digitas_Health