For the students attending EACA summer school

6. Putting fireworks in bonfires isn’t a great idea

7. Its different Traditional media Social media

8. Where we are at right now Where we need to be

9. What do you think social media is?

10. Social media is not

11. Nor is it ...

12. Social media is not Nor is it ...

13. Social media is not Nor is it ...

14. Social media is not Nor is it ...

15. Social media is not Nor is it ...

16. or anything with a logo like this

17. “ Social media is not about blogging, or wikis, or RSS or any of that sort of stuff. It’s about how you use listening and coalescing the conversations that are going on to inform everything you are doing... “ ...It powers the fundamentals of the business – it changes everything”

18. There is no point in... A Strategy

19. There is no point in... A Strategy

20. There is no point in... A Strategy

21. In the same way as ... A Strategy

22. In the same way as ... A Strategy

23. In the same way as ... A Strategy

24. Understand the principles Separation Information Means of distribution

25. A brief history of information

26. A brief history of information

32. Welcome to the post-Gutenberg World Mass information distribution costs nothing Everyone has the tools Content has been liberated

33. Answers to a problem which no longer exists

34. Marketing = the art of reduction Advertising man Web designer A 30 second, one-to-many mass message

35. The King of Marketing The Brand Proposition The Campaign

37. The end of the brand proposition and a return to the world of storytelling More on this later ...

38. Traditional media and marketing

39. The world of social media

40. KINDER Surprise Agency Brief Prepared by: Kinder Category, Luxembourg For: EACA International Summer School, 2010 Warning This is a one-to-many mass message brief It gives little direction to help a social media approach

41. What’s going on out there?

42. Not a world of information It’s a world of connection and action

43. The challenge: Get the connected crowd to support what you do, rather than replace what you do

44. It’s about how you use listening and coalescing the conversations that are going on

45. A social media strategy We like what you do We don’t like what you do Who are you, what do you do Here’s how to make it better CONVERSATION CONTENT COMMUNITY

50. Practical session 1 Is there anything out there?

54. Show the client some charts

55. Show the client some charts

56. Content How we used to do it

58. An ad is an answer to a question that no-one ever asked

63. Content hub: a digital launch pad

65. Content hub examples

70. The Big Question The client will want a car that drives on the water What do you do?

71. Building and telling the Kinder Story Creating buzz about the latest campaign

72. If the car is sexy enough, the client won’t notice the leaks

73. “ Maximising engagement at the first point of digital contact” (The strategy equivalent of sexy car that floats)

75. Marmite - example of content that supports a campaign

76. Lush – example of creating conversation

83. Practical session 2 Telling the story

85. Good Luck!