Social strategy likened to party planning presented by Jason Rockwood, Director of Social Strategy, Tribal DDB New York.

1. WHAT PARTY PLANNERS
KNOW ABOUT SOCIAL MEDIA

2. GEO-TARGETING
MEDIA BUDGET OPEN GRAPH INTEGRATION
SOCIAL MEDIA STRATEGY
GAMIFICATION
CONTENT STRATEGY ANALYTICS
VIRAL BUZZ
MODERATION GUIDELINES
BIG IDEAS
COMMUNITY MANAGEMENT IT SOUNDS SO CONFUSING!
CROSS-PLATFORM INTEGRATION
OPTIMIZATION CAMPAIGN INTEGRATION
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3. SOCIAL STRATEGY IS NO MORE
CHALLENGING THAN PARTY
PLANNING.
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4. THE SOCIAL PROCESS:
LISTEN.
UNDERSTAND.
PARTICIPATE.
MEASURE.
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5. THE PARTY PROCESS:
PLAN.
PREPARE.
PARTY.
PERFECT.
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6. PLAN.
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7. PLAN
PREPARE Identify your business
PARTY
PERFECT objective.
Choose a theme. SOCIAL PROCESS
Listen
Understand
Participate
Measure
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8. PLAN
PREPARE Use your strategy and
PARTY planning teams to think
PERFECT
ahead.
What kind of party is SOCIAL PROCESS
this? Business? Listen
Cocktail? Formal? Understand
Participate
Measure
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9. PLAN
PREPARE
PARTY Identify your target
PERFECT demographic.
Who will we invite? SOCIAL PROCESS
Who do we want to Listen
party with us? Understand
Participate
Measure
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10. PLAN
PREPARE Understand your brand
PARTY
PERFECT reputation with your
target audience.
Do I have permission SOCIAL PROCESS
to play here? Will the Listen
cool kids come? Understand
Participate
Measure
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11. PREPARE.
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12. PLAN
PREPARE Use your creative and
PARTY planning teams to make
PERFECT “Big Ideas” that draw
interest and publicity.
What will make this SOCIAL PROCESS
party fun? Listen
Understand
Participate
Measure
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13. PLAN
PREPARE Exclusivity creates
PARTY desire. Don’t be
PERFECT desperate for party-goers.
Is this an inclusive or SOCIAL PROCESS
exclusive party? Listen
Understand
Participate
Measure
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14. PLAN
PREPARE Use the excitement of
PARTY celebrities and experts to
PERFECT generate interest and
attendance.
Who will be our SOCIAL PROCESS
guest(s) of honor? Listen
Understand
Participate
Measure
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15. PLAN
PREPARE Choose a channel
PARTY strategy that makes sense
PERFECT for your unique needs
and desired outcomes.
Choose your venues. SOCIAL PROCESS
Listen
Understand
Participate
Measure
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16. PLAN
PREPARE Gamification-of-
PARTY everything is everywhere.
PERFECT Understand it as a social
phenomenon.
What kind of Party SOCIAL PROCESS
Games will we play? Listen
Understand
Participate
Measure
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17. PLAN
PREPARE “Viral buzz” is great, but
PARTY you can’t guarantee it.
PERFECT Always have a media plan
in place for social strategy.
How will people find SOCIAL PROCESS
out about our party? Listen
Understand
Participate
Measure
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18. PLAN
PREPARE People love free stuff. Be
PARTY prepared to offer
PERFECT promotional items,
coupons, and discounts.
What kind of party SOCIAL PROCESS
favors will we give Listen
away? Understand
Participate
Measure
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19. PLAN
PREPARE Use your creative teams
PARTY to generate the right
PERFECT visual atmosphere.
Decorate SOCIAL PROCESS
Accordingly. Listen
Understand
Participate
Measure
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20. PLAN
PREPARE Cross-channel integration
PARTY between social sites and
PERFECT your destination web will
ensure sharing and scale.
Play well with others. SOCIAL PROCESS
Listen
Understand
Participate
Measure
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21. PLAN
PREPARE Don’t think about doing
PARTY social media without
PERFECT planning (budget and
time) for mobile strategy.
Put a party in your SOCIAL PROCESS
pocket. Listen
Understand
Participate
Measure
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22. PARTY.
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23. PLAN
PREPARE Take time upfront to
PARTY create a moderation plan
PERFECT for negative comments
and other problems.
Look out for unruly SOCIAL PROCESS
guests. Listen
Understand
Participate
Measure
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24. PLAN
PREPARE Utilize real-time listening
PARTY tools in order to hear
PERFECT what is immediately being
discussed.
Make sure your SOCIAL PROCESS
guests are having a Listen
good time. Understand
Participate
Measure
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25. PLAN
PREPARE Use the Three T’s to
PARTY balance your content
PERFECT strategy:Tips,Talking, and
Triage.
Keep the SOCIAL PROCESS
conversation Listen
balanced. Understand
Participate
Measure
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26. PLAN
PREPARE Do not over-promote
PARTY your brand. Talk to
PERFECT others and engage them
to discover who they are.
Don’t talk about SOCIAL PROCESS
yourself too much. Listen
Understand
Participate
Measure
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27. PLAN
PREPARE Brand consistency is
PARTY important; adjust across
PERFECT channels, but don’t forget
what you stand for.
Don’t act weird just SOCIAL PROCESS
because you’re at a Listen
party. Understand
Participate
Measure
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28. PLAN
PREPARE Your brand is not the
PARTY center of attention. Work
PERFECT to help users connect and
share with one another.
A good host helps SOCIAL PROCESS
guests meet other Listen
guests they may find Understand
interesting. Participate
Measure
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29. PERFECT.
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30. PLAN
PREPARE Use social listening tools
PARTY that analyze historic data
PERFECT to determine sentiment
and conversation themes.
How will we know if SOCIAL PROCESS
people had a good Listen
time? Understand
Participate
Measure
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31. PLAN
PREPARE Take listening data and
PARTY work with your planners
PERFECT and creatives to identify
areas of improvement.
Identify ways to do it SOCIAL PROCESS
better next time. Listen
Understand
Participate
Measure
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32. PLAN
PREPARE The biggest obstacles to
PARTY social media are often
PERFECT internal ones: legal,
technical, and political.
Take steps today to SOCIAL PROCESS
prepare for future Listen
parties. Understand
Participate
Measure
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33. THANK YOU
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