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#mUmtco
Social Media Startup


     Welcome
     mUmbrella & TCOʼs
    Social Media Academy
Facebook      YouTube                          Twitter


                                                              What gave us the likes, shares and comments?

            3.2 million engaged
                                                              Coke Zero
            fans | followers | subscribers                    Optimising Video SEO to drive over 1 million incremental views of
                                                              content

                                                              like | comment | share

                                                              UNCLE TOBYS Swim Kids
                                                              95,000 reactions to a FB post, demonstrating affiliation with
           15,000 Posts/Responses                             sponsorship assets

           Averaging 40 questions per day                     like | comment | share


                                                              Allenʼs
                                                              Used SM to spread the CCI across the nation- 1 million smiles

                                                              like | comment | share
           Updated 83 communities
                                                              Pure Blonde
                                                              Now the number 1 Alcohol band in Australia on Facebook

                                                              like | comment | share
           Across 7 categories
           FMCG, Retail, Travel and Leisure, Alcohol
                                                              Boost Mobile
           Entertainment, Not-For-Profit, Telecommunications   Facebook now Boost Mobileʼs key CRM channel
                                                              like | comment | share


                                                              National Geographic
           Uploaded 100ʼs videos                              Listening and optimising based on real time conversations

           upwards of 20 million views                        like | comment | share
LAST TIME...




This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
SOCIAL PLANNING PROCESS
                                                                                                                                                             EARNED                 OWNED
                                       SOCIAL INSIGHTS
                                        & BEHAVIOURS                                                                                                                                                                            FILM / AV
                                                                                                                                                                   PAID               SHARED


                            ENVIRONMENTAL ANALYSIS                                                                                                                  CONNECTION
                                                                                                          CREATE (LEAD)                                        Channel, role, message                               DIGITAL INTERACTIVE
                            COMPETITORS / AUDIENCE
                                                                                                                                                                  & call-to-action


                BUSINESS /
                MARKETING                                    Strategy                                                    Ideas                                            Planning                                             Execution
                OBJECTIVES


                            BRAND ESSENCE / TOOLS /                                                   AMPLIFY (PARTNER)                                         ASSET/CONTENT                                                    DESIGN
                              ASSETS / EXPERIENCE                                                                                                               Creative Development


                                    TCO PROPRIETARY                                                                                                        BROADCAST              EXPERIENCE
                                                                                                                                                                                                                           TYPOGRAPHY
                                   TOOLS /EXPERIENCE
                                                                                                                                                                          DIGITAL




                                                                                                               MEASUREMENTS & INSIGHTS

This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
5 STEPS TO MAKE A START


SOCIAL MEDIA PROPOSITION (YOUR NICHE / OFFER / WHY)

SOCIAL INSIGHTS & BEHAVIOUR (WHO LOVES YOU AND WHY)

ROLE OF PLATFORM (WHAT CHANNELS FEEL RIGHT)

SOCIAL D.N.A (WHAT CAN WE CHAT ABOUT)

TOOLS TO PLAY WITH


 This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
BY THE END OF TODAY...




This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
Brand:
  Unlocking social potential                                                                                                                                                   Name:

  SOCIAL MEDIA PROPOSITION (YOUR NICHE / OFFER / WHY)                                                                                                                                     SOCIAL INSIGHTS & BEHAVIOUR (WHO LOVES YOU AND WHY)

                                                                                                                                                                             Who are my main customers (gender, age, income, location)?
 How does my product or service deliver?

                                                                                                                                                                             What do they do online (behaviour: sharing, liking, questions, comments)?
 Why does my product or service make a difference to people?

                                                                                                                                                                             What is their mindset and how do they interact with people/friends and family?
 What dream am I ultimately selling?

                                                                                                                                                                             What insights can I summarise from all the above and how can I use these to communicate a relevant message all fans
                                                                                                                                                                             get value from?




  ROLE OF PLATFORM (WHAT CHANNELS FEEL RIGHT)                                                                                                                                          SOCIAL D.N.A (WHAT CAN WE CHAT ABOUT)


 What are the conversations happening (Facebook, Linkedin, Twitter, Pinterest etc… check you might be surprised)                                                             What interests cutovers about your brand… the benefit it gives them?

 Based on your social media proposition and brand which environments feel right?                                                                                             How does your brand character (social media proposition) allow you to comment on relevant cultural/topical themes?

 What are your competitors doing?                                                                                                                                            Do you have on-Facebook events across the year to talk about?

 What is the role for your brand in each of these channels?                                                                                                                  Do you have offline-Facebook events across the year to talk about?

 What value can your brand bring to the table in each of these environments?




  TOOLS                                                                                                                                                                             POINTS TO DISCUSS FURTHER




                                                                                                                                                                                               Contact carly.o@theconscience.org to redeem your complimentary session


This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
SOCIAL MEDIA PROPOSITION (YOUR
NICHE / OFFER / WHY)




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TOOL: THE GOLDEN CIRCLE

              SIMON SINEK:

              HOW GREAT LEADERS
              INSPIRE ACTION




http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
But first a little something...




This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
ALLENS SOCIAL MEDIA PROPOSITION


Why: We exist to make more smiles
between people

How: Through every interaction with our
brand or product we transform moments
into playful connection’s between friends and                                                                                   WHAT                          HOW                           WHY
family, that spark smiles
What: Allen’s make smiles with their range of
lollies




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SOCIAL VALUE PROPOSITION (YOUR NICHE /
OFFER / WHY)

Q “HOW DOES MY PRODUCT OR SERVICE DELIVER ON ITS PROMISE?”



Q “WHY DOES MY PRODUCT OR SERVICE MAKE A DIFFERENCE TO PEOPLE?”



Q “WHAT DREAM AM I SELLING ULTIMATELY?”



   This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
SOCIAL INSIGHTS & BEHAVIOUR (WHO
INTERACTS WITH YOU?)




This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
ALLENS: SMILE MAKERS




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TOOL: LADDER OF PARTICIPATION
YOUR SOCIAL FOLLOWING IS MADE UP OF:


FANS THAT LOVE YOU SO MUCH THEY POST
PICTURES, WRITE COMMENTS AND UPDATE BLOGS
WITH CONTENT ABOUT YOUR PRODUCT OR THEM
ENJOYING YOUR PRODUCT OR SERVICE


FANS THAT ARE LESS KEEN BUT BUY YOUR
PRODUCT SOMETIMES


PEOPLE IN THE MARKET FOR YOUR PRODUCT OR
SERVICE BUT DON’T REALLY KNOW ABOUT YOU OR
WHETHER YOU DELIVER TO THEIR NEEDS




This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
SOCIAL INSIGHTS & BEHAVIOUR




                                                                                                                                                    CREATORS: People that love lollies & love making
                                                                                                                                                    people smile


                                                                                                                                                                                     COLLECTORS: Families that like making
                                                                                                                                                                                     more of their family occasions & look for
                                                                                                                                                                                     inspiration to do this

                                                                                                                                                                                                        SPECTATORS Families with
                                                                                                                                                                                                        kids




This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
SOCIAL INSIGHTS & BEHAVIOUR (WHO
LOVES YOU AND WHY)

Q “WHO ARE MY MAIN CUSTOMERS (GENDER, AGE, INCOME, LOCATION)?”



Q “WHAT DO THEYMINDSET AND(BEHAVIOUR: SHARING, LIKING, QUESTIONS,FRIENDS AND FAMILY?”
  “WHAT IS THEIR
                 DO ONLINE
                           HOW DO THEY INTERACT WITH PEOPLE /
                                                                  COMMENTS)?”




Q “WHATFROM?” CAN I SUMMARISE FROM THE ABOVE AND HOW CAN I USE THESE TO COMMUNICATE A RELEVANT MESSAGE ALL FANS WILL GET
  VALUE
        INSIGHTS




   This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
ROLE OF PLATFORM (WHAT CHANNELS
FEEL RIGHT)




This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
TOOL: BROWSING
                                                                                                                                            Connected Network                                                                      Connected Community Hub
                                           Publish / Direct / Transact
                                                                                                                                          Alert / Inform / Educate /
                                          Inform / Engage / Educate /                                                                                                                                                              Entertain / Inform / Connect
                                                                                                                                                   Outreach
                                               Entertain / Inspire
                                                                                                                                      Open Forum / Credible Mass /                                                                  Good for Insights / CRM /
                                             Discovery & Research                                                                           key influencers                                                                            loyalists / advocacy

                                                                                                                                         Micro-text 140 Characters                                                                       Moving goal posts
                                         Compelling reason to revisit




                                          Connected Community Hub                                                                                 Publishing                                                                                 Aggregator


                                          Entertain / Inform / Connect                                                                  Engage / Inform / Educate                                                                        Engage / Entertain


                                       Niche interests Media / Fashion                                                                          Great for SEO                                                                          visually cool & trendy


                                           Relatively low penetration                                                                       Needs commitment                                                                          supplementary & niche




                                               Creation / Community                                                                        House Video Content                                                                               Aggregator

                                           Inspire / Entertain / Engage                                                               Inform / Entertain / Educate                                                                   Inspire / Engage / Inform

                                              Aggregration / Filtering                                                                 Shareable / Familiar / Data                                                                          Customizable

                                        Relies heavily on fresh frequent                                                                 Poorly executed / not a
                                                    content                                                                                   destination                                                                                  Non broadcast




This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
ROLE OF PLATFORM (WHAT CHANNELS
FEEL RIGHT)

Q “WHERE ARE THE CONVERSATIONS HAPPENING ((FACEBOOK, LINKEDIN,TWITTER, PINTEREST ETC... CHECK,YOU MIGHT BE SURPRISED)?”



Q “BASED ARE YOUR SOCIAL MEDIA PROPOSITION AND BRAND,WHICH ENVIRONMENTS FEEL RIGHT (FACEBOOK, LINKEDIN,TWITTER... ETC)?”
  “WHAT
         ON
             YOUR COMPETITORS DOING?”




Q “WHAT VALUE ROLEYOURYOUR BRAND INTO THEOF THESE EACH OF THESE ENVIRONMENTS?”
  “WHAT
        IS THE
               CAN
                   FOR
                       BRAND BRING
                                    EACH
                                         TABLE IN
                                                  CHANNELS?”




   This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
SOCIAL D.N.A (WHAT CAN WE CHAT
ABOUT)




This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
TOOL: SOCIAL D.N.A

                                                                                                                     BRAND COMMS DNA
                                                                                                                            NIKE #MAKEITCOUNT



                                                                                          Brand, Product,                                           Social, Cultural,
                                                                                           Functionality                                                Topical
                                                                                       Talk to functionality and                                 Social by design, relevant
                                                                                      occasions for product use                                         and current




                                                                                               On Platform                                               Off Platform
                                                                                          Drive participation for
                                                                                                                                                 Drive participation for off
                                                                                           promotions / digital
                                                                                                                                                  platform activity (e.g.
                                                                                           interactive activity
                                                                                                                                                Grassroots, The Academy)




This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
SOCIAL D.N.A (WHAT CAN WE CHAT ABOUT)
                          BRAND, PRODUCT, FUCNTIONALITY                                                                                                                                 SOCIAL, CULTURAL, TOPICAL

Q “WHAT INTERESTS CUSTOMERS ABOUT YOUR BRAND...THE
  BENEFIT IT GIVES THEM RIGHT?”                                                                                                               Q “HOW DOES YOUR BRAND CHARACTER (SOCIAL MEDIA CULTURAL/
                                                                                                                                                PROPOSITION) ALLOW YOU TO COMMENT ON RELEVANT
                                                                                                                                                         TOPICAL THEMES?”




                                                ON PLATFORM                                                                                                                                           OFF PLATFORM

Q “DO YOU HAVE ON-FACEBOOK EVENTSCOMMUNITY)? TO TALK
  ABOUT (GIVING VALUE BACK TO YOUR
                                   ACROSS THE YEAR
                                                                                                                                              Q “DO YOUVALUE BACK TO YOUR COMMUNITY)?YEAR TO TALK ABOUT
                                                                                                                                                (GIVING
                                                                                                                                                        HAVE OFFLINE EVENTS ACROSS THE




   This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
TOOLS TO PLAY WITH




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TOOL: GOOGLE ANALYTICS
WHAT IT IS:
A FREE, EASY TO USE TRACKING TOOL THAT LETS YOU SEE EXACTLY WHAT IS HAPPENING ON YOUR WEBSITE AND
WHAT IS DRIVING PEOPLE THERE


HOMEWORK
TO SEE IF YOU HAVE IT ALREADY SET UP BY EITHER ASKING I.T. OR
GOING TO YOUR HOME PAGE, RIGHT CLICKING, SELECTING ʻVIEW
PAGE SOURCEʼ AND SCROLL TO THE BOTTOM OF THE HTML LOOKING
FOR THIS RIGHT AT THE BOTTOM

"google-analytics.com/ga.js

IF IT IS THERE, GREAT, IF NOT GET SET UP!
*YOUʼLL NEED A GOOGLE ACCOUNT BTW



IF YOU ARE SET UP, HAVE A PLAY AND READ SOME OF THIS

http://www.google.com.au/analytics/learn/setupchecklist.html




 This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
TOOLS: FACEBOOK INSIGHTS
WHAT IT IS:
A BACKEND TOOL THAT HELPS YOU GAGUE THE PERFORMANCE OF YOUR FACEBOOK PAGES AND PAGE ACTIVITY


HOMEWORK
IF YOU HAVE A FACEBOOK PAGE GO HERE (SEE ALL):

IN THE NEXT SESSION WE WILL BE COVERING THIS TOOL IN DETAIL BUT WE
ENCOURAGE YOU TO HAVE A BROWSE AROUND THIS TOOL TO FAMILIARISE
YOURSELF PRIOR (IT’LL HELP)

IF YOU ARE SET UP, HAVE A PLAY AND READ SOME OF THIS (LOTS OF INFO)

https://www.facebook.com/help/search/?q=insights




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AND LASTLY...




 This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
Brand:
  Unlocking social potential                                                                                                                                                   Name:

  SOCIAL MEDIA PROPOSITION (YOUR NICHE / OFFER / WHY)                                                                                                                                     SOCIAL INSIGHTS & BEHAVIOUR (WHO LOVES YOU AND WHY)

                                                                                                                                                                             Who are my main customers (gender, age, income, location)?
 How does my product or service deliver?

                                                                                                                                                                             What do they do online (behaviour: sharing, liking, questions, comments)?
 Why does my product or service make a difference to people?

                                                                                                                                                                             What is their mindset and how do they interact with people/friends and family?
 What dream am I ultimately selling?



                                                                                          DON’T FORGET TO FILL THIS IN!                                                      What insights can I summarise from all the above and how can I use these to communicate a relevant message all fans
                                                                                                                                                                             get value from?




  ROLE OF PLATFORM (WHAT CHANNELS FEEL RIGHT)

                                                                                                              SCAN & SEND IT TO:
                                                                                                                                                                                       SOCIAL D.N.A (WHAT CAN WE CHAT ABOUT)




                                                                                                            carly.o@theconscience.org
 What are the conversations happening (Facebook, Linkedin, Twitter, Pinterest etc… check you might be surprised)                                                             What interests cutovers about your brand… the benefit it gives them?

 Based on your social media proposition and brand which environments feel right?                                                                                             How does your brand character (social media proposition) allow you to comment on relevant cultural/topical themes?

 What are your competitors doing?                                                                                                                                            Do you have on-Facebook events across the year to talk about?

 What is the role for your brand in each of these channels?                                                                                                                  Do you have offline-Facebook events across the year to talk about?

 What value can your brand bring to the table in each of these environments?
                                                                                                                and we can have a chat ;)
  TOOLS                                                                                                                                                                             POINTS TO DISCUSS FURTHER




                                                                                                                                                                                               Contact carly.o@theconscience.org to redeem your complimentary session


This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
Clare Robson
@thespicetales

 Alex Weetch
 @weetchus

 Tom Phillips
  @victom

  Thank you
TCO Standard Terms

      01: Appointment and Terms. The Client appoints TCO Pty Ltd ABN 69 125 933 637 (ʻTCOʼ) as consultant to provide the services set out in each estimate agreed between TCO and the Client (ʻServicesʼ).


      02: Services. In consideration of the payment of the fees set out in an estimate or as agreed between TCO and client p-lus GST (ʻFeesʼ) TCO will provide the Services. TCO will abide by any reasonable directions
      given by the Client with respect to the manner of delivery of the Services.


      03: Fees. TCO will provide a tax invoice to the Client for the Fees according to the payments set out in an estimate or if no estimate as agreed between TCO and Client. Fees payable 60% of estimate on
      engagement and prior to commencement of work and remainder is payable on delivery of the product of the Services provided under this Agreement. TCO shall be entitled to charge interest at the rate of 2% p.a.
      calculated daily on any overdue Fees. The Fees may be reviewed by TCO if the scope of the project changes and the Client will be given notice of any increase in the Fees.


      04: Expenses. In addition to the Fees the Client will reimburse TCO the actual costs of disbursements reasonably incurred by TCO in carrying out the Services. Expenses are subject to prior approval by the Client.


      05: Intellectual Property. Intellectual Property contributed by Client will remain owned by Client. Upon completion of the Services and final payment of all Fees TCO agrees to provide a royalty free perpetual license
      to the Client of all intellectual property rights created by TCO in connection with the provision of the Services for use by the Client for the purposes of the Project. TCO shall retain all Masters, rushes and other
      preparatory material and client (or third parties) will not be entitled to such originals, although client may request duplicate Masters to be provided at additional fees. Third party intellectual property will remain owned
      by such third parties, and Client appoints TCO as agent to procure any use of third party intellectual property in relation to the Project.


      06: Assistance. The Client will give TCO, its employees and contractors all assistance reasonably requested by TCO to enable TCO to carry out the Services.


      07: Employees. The Client will not, from the date of this Agreement to twelve months after completion of the provision of services by TCO, solicit, employ or contract any employee or contractor of TCO. The Client
      agrees that if it employs or engages any person directly, contrary to this clause it shall be liable to pay to TCO liquidated damages in a once off amount equal to 30% of such personʼs annual salary or annualised
      contracted amount (if a contractor) at the time of departing TCO even if they have been employed or contracted by another organisation after departing TCO and prior to being engaged or employed by the Client.




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TCO Standard Terms

      08: Confidentiality. Each party shall treat as confidential all information which comes into its possession, pursuant to or as a result of or in the performance of this Agreement, whether such information relates to the
      business, sales, marketing or technical operations of the other Party or the clientele of the other Party or otherwise. Neither Party shall, without the written permission of the other, disclose such confidential information
      to a third party.


      09: Warranties. Except as set out herein all implied conditions, warranties and rights are excluded from this Agreement. Where the Trade Practices Act 1974 or other laws imply conditions or warranties or give other
      rights in respect of this Agreement, TCOʼs liability for any breach of such a condition, warranty or right will (but only to the extent permitted by law) be limited:


      (a) in the case of goods supplied, to the replacement or repair of the goods or the supply of equivalent goods, the payment of the cost of repairing or replacing the goods or of acquiring equivalent goods;
      (b) in the case of services supplied, to the supplying of the services again or the payment of the reasonable cost of having the services supplied again.


      10: Liability. TCO will not be liable to the Client or any persons claiming under it in contract, tort or otherwise for or in respect of any direct, indirect, or consequential loss, damage, expense or injury suffered by the
      Client or any other person arising out of or relating to this Agreement or any delay, non‑performance or error in information supplied to the Client by TCO in connection with this Agreement or any services provided.
      Without limiting the foregoing, TCO shall have no liability for circumstances beyond its control, including without limitation fire, theft, strike, lockout, force majeure, act of god, or act of terror.


      11: Cancellation. In the event that Client cancels an event at which the Services are to be performed by TCO then TCO shall be entitled to charge the Client, as a genuine pre-estimate of TCOʼs loss, the greater of the
      percentage of the Fees set out in the table below, and the amount of the budget relevant to the Services performed by TCO to the point of cancellation:




       Notice period                                     Minimum % Fees

       24 hours or less                                  50%

       48 Hours or less                                  35%

       Greater than 48 Hours                             25%




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TCO Standard Terms

      12: Termination. Either Party may terminate this agreement by giving the other Party thirty (30) days written notice, or the parties may mutually agree in writing to a shorter notice period. This agreement will
      automatically terminate if: the Client enters into an arrangement or composition with creditors; an application is made for the appointment of a liquidator, controller, administrator, official manager, receiver and manager
      or similar officer or any of them is appointed; an event happens which would allow a court to wind the Client up; the Client ceases to carry on business or is unable to pay its debts; or the Client materially breaches this
      agreement and does not remedy the breach with fourteen (14) days of receiving notice from TCO to rectify the breach or the breach is incapable of being remedied.


      13: If this agreement is terminated for any reason the Client shall immediately pay to TCO any part of the Fees which has accrued prior to the termination but has not been paid, including works performed but not yet
      invoiced. Upon payment TCO shall deliver to the Client all books, records, plans, papers, models and information of any kind relating to the Services which are the property of the Client.


      14: The proper law of this agreement is the law of New South Wales. The parties submit to the jurisdiction of courts in New South Wales.


      15: Definitions. In this agreement, capitalised words shall have the meanings ascribed to them in the Schedule unless the context otherwise requires. Headings and bold print have been included for ease of
      reference. This agreement shall not be construed or interpreted by reference to such headings, sub-headings, bold print or capitals.


      16: The Client does not need to sign these terms to accept them, and instructing TCO to continue work will be deemed acceptance of these terms.


      17: This agreement contains the entire agreement between the parties and supersedes all previous correspondence and negotiations concerning the Services. This agreement is the primary agreement between the
      parties in relation to the Services and will be paramount to any terms attached to any purchase order, service request or other engagement terms provided to TCO whether before or after the execution of this
      agreement by either party. This agreement may only be varied by TCO executing a document explicitly using the words ʻThis agreement varies TCOʼs Standard Termsʼ.




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Social Media startup: mUmBRELLA and TCO Social Media

  • 2. Social Media Startup Welcome mUmbrella & TCOʼs Social Media Academy
  • 3. Facebook YouTube Twitter What gave us the likes, shares and comments? 3.2 million engaged Coke Zero fans | followers | subscribers Optimising Video SEO to drive over 1 million incremental views of content like | comment | share UNCLE TOBYS Swim Kids 95,000 reactions to a FB post, demonstrating affiliation with 15,000 Posts/Responses sponsorship assets Averaging 40 questions per day like | comment | share Allenʼs Used SM to spread the CCI across the nation- 1 million smiles like | comment | share Updated 83 communities Pure Blonde Now the number 1 Alcohol band in Australia on Facebook like | comment | share Across 7 categories FMCG, Retail, Travel and Leisure, Alcohol Boost Mobile Entertainment, Not-For-Profit, Telecommunications Facebook now Boost Mobileʼs key CRM channel like | comment | share National Geographic Uploaded 100ʼs videos Listening and optimising based on real time conversations upwards of 20 million views like | comment | share
  • 4. LAST TIME... This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 5. SOCIAL PLANNING PROCESS EARNED OWNED SOCIAL INSIGHTS & BEHAVIOURS FILM / AV PAID SHARED ENVIRONMENTAL ANALYSIS CONNECTION CREATE (LEAD) Channel, role, message DIGITAL INTERACTIVE COMPETITORS / AUDIENCE & call-to-action BUSINESS / MARKETING Strategy Ideas Planning Execution OBJECTIVES BRAND ESSENCE / TOOLS / AMPLIFY (PARTNER) ASSET/CONTENT DESIGN ASSETS / EXPERIENCE Creative Development TCO PROPRIETARY BROADCAST EXPERIENCE TYPOGRAPHY TOOLS /EXPERIENCE DIGITAL MEASUREMENTS & INSIGHTS This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 6. 5 STEPS TO MAKE A START SOCIAL MEDIA PROPOSITION (YOUR NICHE / OFFER / WHY) SOCIAL INSIGHTS & BEHAVIOUR (WHO LOVES YOU AND WHY) ROLE OF PLATFORM (WHAT CHANNELS FEEL RIGHT) SOCIAL D.N.A (WHAT CAN WE CHAT ABOUT) TOOLS TO PLAY WITH This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 7. BY THE END OF TODAY... This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 8. Brand: Unlocking social potential Name: SOCIAL MEDIA PROPOSITION (YOUR NICHE / OFFER / WHY) SOCIAL INSIGHTS & BEHAVIOUR (WHO LOVES YOU AND WHY) Who are my main customers (gender, age, income, location)? How does my product or service deliver? What do they do online (behaviour: sharing, liking, questions, comments)? Why does my product or service make a difference to people? What is their mindset and how do they interact with people/friends and family? What dream am I ultimately selling? What insights can I summarise from all the above and how can I use these to communicate a relevant message all fans get value from? ROLE OF PLATFORM (WHAT CHANNELS FEEL RIGHT) SOCIAL D.N.A (WHAT CAN WE CHAT ABOUT) What are the conversations happening (Facebook, Linkedin, Twitter, Pinterest etc… check you might be surprised) What interests cutovers about your brand… the benefit it gives them? Based on your social media proposition and brand which environments feel right? How does your brand character (social media proposition) allow you to comment on relevant cultural/topical themes? What are your competitors doing? Do you have on-Facebook events across the year to talk about? What is the role for your brand in each of these channels? Do you have offline-Facebook events across the year to talk about? What value can your brand bring to the table in each of these environments? TOOLS POINTS TO DISCUSS FURTHER Contact carly.o@theconscience.org to redeem your complimentary session This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 9. SOCIAL MEDIA PROPOSITION (YOUR NICHE / OFFER / WHY) This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 10. TOOL: THE GOLDEN CIRCLE SIMON SINEK: HOW GREAT LEADERS INSPIRE ACTION http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 11. But first a little something... This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 12. ALLENS SOCIAL MEDIA PROPOSITION Why: We exist to make more smiles between people How: Through every interaction with our brand or product we transform moments into playful connection’s between friends and WHAT HOW WHY family, that spark smiles What: Allen’s make smiles with their range of lollies This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 13. SOCIAL VALUE PROPOSITION (YOUR NICHE / OFFER / WHY) Q “HOW DOES MY PRODUCT OR SERVICE DELIVER ON ITS PROMISE?” Q “WHY DOES MY PRODUCT OR SERVICE MAKE A DIFFERENCE TO PEOPLE?” Q “WHAT DREAM AM I SELLING ULTIMATELY?” This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 14. SOCIAL INSIGHTS & BEHAVIOUR (WHO INTERACTS WITH YOU?) This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 15. ALLENS: SMILE MAKERS This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 16. TOOL: LADDER OF PARTICIPATION YOUR SOCIAL FOLLOWING IS MADE UP OF: FANS THAT LOVE YOU SO MUCH THEY POST PICTURES, WRITE COMMENTS AND UPDATE BLOGS WITH CONTENT ABOUT YOUR PRODUCT OR THEM ENJOYING YOUR PRODUCT OR SERVICE FANS THAT ARE LESS KEEN BUT BUY YOUR PRODUCT SOMETIMES PEOPLE IN THE MARKET FOR YOUR PRODUCT OR SERVICE BUT DON’T REALLY KNOW ABOUT YOU OR WHETHER YOU DELIVER TO THEIR NEEDS This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 17. SOCIAL INSIGHTS & BEHAVIOUR CREATORS: People that love lollies & love making people smile COLLECTORS: Families that like making more of their family occasions & look for inspiration to do this SPECTATORS Families with kids This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 18. SOCIAL INSIGHTS & BEHAVIOUR (WHO LOVES YOU AND WHY) Q “WHO ARE MY MAIN CUSTOMERS (GENDER, AGE, INCOME, LOCATION)?” Q “WHAT DO THEYMINDSET AND(BEHAVIOUR: SHARING, LIKING, QUESTIONS,FRIENDS AND FAMILY?” “WHAT IS THEIR DO ONLINE HOW DO THEY INTERACT WITH PEOPLE / COMMENTS)?” Q “WHATFROM?” CAN I SUMMARISE FROM THE ABOVE AND HOW CAN I USE THESE TO COMMUNICATE A RELEVANT MESSAGE ALL FANS WILL GET VALUE INSIGHTS This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 19. ROLE OF PLATFORM (WHAT CHANNELS FEEL RIGHT) This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 20. TOOL: BROWSING Connected Network Connected Community Hub Publish / Direct / Transact Alert / Inform / Educate / Inform / Engage / Educate / Entertain / Inform / Connect Outreach Entertain / Inspire Open Forum / Credible Mass / Good for Insights / CRM / Discovery & Research key influencers loyalists / advocacy Micro-text 140 Characters Moving goal posts Compelling reason to revisit Connected Community Hub Publishing Aggregator Entertain / Inform / Connect Engage / Inform / Educate Engage / Entertain Niche interests Media / Fashion Great for SEO visually cool & trendy Relatively low penetration Needs commitment supplementary & niche Creation / Community House Video Content Aggregator Inspire / Entertain / Engage Inform / Entertain / Educate Inspire / Engage / Inform Aggregration / Filtering Shareable / Familiar / Data Customizable Relies heavily on fresh frequent Poorly executed / not a content destination Non broadcast This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 21. ROLE OF PLATFORM (WHAT CHANNELS FEEL RIGHT) Q “WHERE ARE THE CONVERSATIONS HAPPENING ((FACEBOOK, LINKEDIN,TWITTER, PINTEREST ETC... CHECK,YOU MIGHT BE SURPRISED)?” Q “BASED ARE YOUR SOCIAL MEDIA PROPOSITION AND BRAND,WHICH ENVIRONMENTS FEEL RIGHT (FACEBOOK, LINKEDIN,TWITTER... ETC)?” “WHAT ON YOUR COMPETITORS DOING?” Q “WHAT VALUE ROLEYOURYOUR BRAND INTO THEOF THESE EACH OF THESE ENVIRONMENTS?” “WHAT IS THE CAN FOR BRAND BRING EACH TABLE IN CHANNELS?” This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 22. SOCIAL D.N.A (WHAT CAN WE CHAT ABOUT) This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 23. TOOL: SOCIAL D.N.A BRAND COMMS DNA NIKE #MAKEITCOUNT Brand, Product, Social, Cultural, Functionality Topical Talk to functionality and Social by design, relevant occasions for product use and current On Platform Off Platform Drive participation for Drive participation for off promotions / digital platform activity (e.g. interactive activity Grassroots, The Academy) This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 24. SOCIAL D.N.A (WHAT CAN WE CHAT ABOUT) BRAND, PRODUCT, FUCNTIONALITY SOCIAL, CULTURAL, TOPICAL Q “WHAT INTERESTS CUSTOMERS ABOUT YOUR BRAND...THE BENEFIT IT GIVES THEM RIGHT?” Q “HOW DOES YOUR BRAND CHARACTER (SOCIAL MEDIA CULTURAL/ PROPOSITION) ALLOW YOU TO COMMENT ON RELEVANT TOPICAL THEMES?” ON PLATFORM OFF PLATFORM Q “DO YOU HAVE ON-FACEBOOK EVENTSCOMMUNITY)? TO TALK ABOUT (GIVING VALUE BACK TO YOUR ACROSS THE YEAR Q “DO YOUVALUE BACK TO YOUR COMMUNITY)?YEAR TO TALK ABOUT (GIVING HAVE OFFLINE EVENTS ACROSS THE This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 25. TOOLS TO PLAY WITH This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 26. TOOL: GOOGLE ANALYTICS WHAT IT IS: A FREE, EASY TO USE TRACKING TOOL THAT LETS YOU SEE EXACTLY WHAT IS HAPPENING ON YOUR WEBSITE AND WHAT IS DRIVING PEOPLE THERE HOMEWORK TO SEE IF YOU HAVE IT ALREADY SET UP BY EITHER ASKING I.T. OR GOING TO YOUR HOME PAGE, RIGHT CLICKING, SELECTING ʻVIEW PAGE SOURCEʼ AND SCROLL TO THE BOTTOM OF THE HTML LOOKING FOR THIS RIGHT AT THE BOTTOM "google-analytics.com/ga.js IF IT IS THERE, GREAT, IF NOT GET SET UP! *YOUʼLL NEED A GOOGLE ACCOUNT BTW IF YOU ARE SET UP, HAVE A PLAY AND READ SOME OF THIS http://www.google.com.au/analytics/learn/setupchecklist.html This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 27. TOOLS: FACEBOOK INSIGHTS WHAT IT IS: A BACKEND TOOL THAT HELPS YOU GAGUE THE PERFORMANCE OF YOUR FACEBOOK PAGES AND PAGE ACTIVITY HOMEWORK IF YOU HAVE A FACEBOOK PAGE GO HERE (SEE ALL): IN THE NEXT SESSION WE WILL BE COVERING THIS TOOL IN DETAIL BUT WE ENCOURAGE YOU TO HAVE A BROWSE AROUND THIS TOOL TO FAMILIARISE YOURSELF PRIOR (IT’LL HELP) IF YOU ARE SET UP, HAVE A PLAY AND READ SOME OF THIS (LOTS OF INFO) https://www.facebook.com/help/search/?q=insights This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 28. AND LASTLY... This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 29. Brand: Unlocking social potential Name: SOCIAL MEDIA PROPOSITION (YOUR NICHE / OFFER / WHY) SOCIAL INSIGHTS & BEHAVIOUR (WHO LOVES YOU AND WHY) Who are my main customers (gender, age, income, location)? How does my product or service deliver? What do they do online (behaviour: sharing, liking, questions, comments)? Why does my product or service make a difference to people? What is their mindset and how do they interact with people/friends and family? What dream am I ultimately selling? DON’T FORGET TO FILL THIS IN! What insights can I summarise from all the above and how can I use these to communicate a relevant message all fans get value from? ROLE OF PLATFORM (WHAT CHANNELS FEEL RIGHT) SCAN & SEND IT TO: SOCIAL D.N.A (WHAT CAN WE CHAT ABOUT) carly.o@theconscience.org What are the conversations happening (Facebook, Linkedin, Twitter, Pinterest etc… check you might be surprised) What interests cutovers about your brand… the benefit it gives them? Based on your social media proposition and brand which environments feel right? How does your brand character (social media proposition) allow you to comment on relevant cultural/topical themes? What are your competitors doing? Do you have on-Facebook events across the year to talk about? What is the role for your brand in each of these channels? Do you have offline-Facebook events across the year to talk about? What value can your brand bring to the table in each of these environments? and we can have a chat ;) TOOLS POINTS TO DISCUSS FURTHER Contact carly.o@theconscience.org to redeem your complimentary session This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 30. Clare Robson @thespicetales Alex Weetch @weetchus Tom Phillips @victom Thank you
  • 31. TCO Standard Terms 01: Appointment and Terms. The Client appoints TCO Pty Ltd ABN 69 125 933 637 (ʻTCOʼ) as consultant to provide the services set out in each estimate agreed between TCO and the Client (ʻServicesʼ). 02: Services. In consideration of the payment of the fees set out in an estimate or as agreed between TCO and client p-lus GST (ʻFeesʼ) TCO will provide the Services. TCO will abide by any reasonable directions given by the Client with respect to the manner of delivery of the Services. 03: Fees. TCO will provide a tax invoice to the Client for the Fees according to the payments set out in an estimate or if no estimate as agreed between TCO and Client. Fees payable 60% of estimate on engagement and prior to commencement of work and remainder is payable on delivery of the product of the Services provided under this Agreement. TCO shall be entitled to charge interest at the rate of 2% p.a. calculated daily on any overdue Fees. The Fees may be reviewed by TCO if the scope of the project changes and the Client will be given notice of any increase in the Fees. 04: Expenses. In addition to the Fees the Client will reimburse TCO the actual costs of disbursements reasonably incurred by TCO in carrying out the Services. Expenses are subject to prior approval by the Client. 05: Intellectual Property. Intellectual Property contributed by Client will remain owned by Client. Upon completion of the Services and final payment of all Fees TCO agrees to provide a royalty free perpetual license to the Client of all intellectual property rights created by TCO in connection with the provision of the Services for use by the Client for the purposes of the Project. TCO shall retain all Masters, rushes and other preparatory material and client (or third parties) will not be entitled to such originals, although client may request duplicate Masters to be provided at additional fees. Third party intellectual property will remain owned by such third parties, and Client appoints TCO as agent to procure any use of third party intellectual property in relation to the Project. 06: Assistance. The Client will give TCO, its employees and contractors all assistance reasonably requested by TCO to enable TCO to carry out the Services. 07: Employees. The Client will not, from the date of this Agreement to twelve months after completion of the provision of services by TCO, solicit, employ or contract any employee or contractor of TCO. The Client agrees that if it employs or engages any person directly, contrary to this clause it shall be liable to pay to TCO liquidated damages in a once off amount equal to 30% of such personʼs annual salary or annualised contracted amount (if a contractor) at the time of departing TCO even if they have been employed or contracted by another organisation after departing TCO and prior to being engaged or employed by the Client. This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 32. TCO Standard Terms 08: Confidentiality. Each party shall treat as confidential all information which comes into its possession, pursuant to or as a result of or in the performance of this Agreement, whether such information relates to the business, sales, marketing or technical operations of the other Party or the clientele of the other Party or otherwise. Neither Party shall, without the written permission of the other, disclose such confidential information to a third party. 09: Warranties. Except as set out herein all implied conditions, warranties and rights are excluded from this Agreement. Where the Trade Practices Act 1974 or other laws imply conditions or warranties or give other rights in respect of this Agreement, TCOʼs liability for any breach of such a condition, warranty or right will (but only to the extent permitted by law) be limited: (a) in the case of goods supplied, to the replacement or repair of the goods or the supply of equivalent goods, the payment of the cost of repairing or replacing the goods or of acquiring equivalent goods; (b) in the case of services supplied, to the supplying of the services again or the payment of the reasonable cost of having the services supplied again. 10: Liability. TCO will not be liable to the Client or any persons claiming under it in contract, tort or otherwise for or in respect of any direct, indirect, or consequential loss, damage, expense or injury suffered by the Client or any other person arising out of or relating to this Agreement or any delay, non‑performance or error in information supplied to the Client by TCO in connection with this Agreement or any services provided. Without limiting the foregoing, TCO shall have no liability for circumstances beyond its control, including without limitation fire, theft, strike, lockout, force majeure, act of god, or act of terror. 11: Cancellation. In the event that Client cancels an event at which the Services are to be performed by TCO then TCO shall be entitled to charge the Client, as a genuine pre-estimate of TCOʼs loss, the greater of the percentage of the Fees set out in the table below, and the amount of the budget relevant to the Services performed by TCO to the point of cancellation: Notice period Minimum % Fees 24 hours or less 50% 48 Hours or less 35% Greater than 48 Hours 25% This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  • 33. TCO Standard Terms 12: Termination. Either Party may terminate this agreement by giving the other Party thirty (30) days written notice, or the parties may mutually agree in writing to a shorter notice period. This agreement will automatically terminate if: the Client enters into an arrangement or composition with creditors; an application is made for the appointment of a liquidator, controller, administrator, official manager, receiver and manager or similar officer or any of them is appointed; an event happens which would allow a court to wind the Client up; the Client ceases to carry on business or is unable to pay its debts; or the Client materially breaches this agreement and does not remedy the breach with fourteen (14) days of receiving notice from TCO to rectify the breach or the breach is incapable of being remedied. 13: If this agreement is terminated for any reason the Client shall immediately pay to TCO any part of the Fees which has accrued prior to the termination but has not been paid, including works performed but not yet invoiced. Upon payment TCO shall deliver to the Client all books, records, plans, papers, models and information of any kind relating to the Services which are the property of the Client. 14: The proper law of this agreement is the law of New South Wales. The parties submit to the jurisdiction of courts in New South Wales. 15: Definitions. In this agreement, capitalised words shall have the meanings ascribed to them in the Schedule unless the context otherwise requires. Headings and bold print have been included for ease of reference. This agreement shall not be construed or interpreted by reference to such headings, sub-headings, bold print or capitals. 16: The Client does not need to sign these terms to accept them, and instructing TCO to continue work will be deemed acceptance of these terms. 17: This agreement contains the entire agreement between the parties and supersedes all previous correspondence and negotiations concerning the Services. This agreement is the primary agreement between the parties in relation to the Services and will be paramount to any terms attached to any purchase order, service request or other engagement terms provided to TCO whether before or after the execution of this agreement by either party. This agreement may only be varied by TCO executing a document explicitly using the words ʻThis agreement varies TCOʼs Standard Termsʼ. This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.