Good ‘Social Media planning’ isn’t Marketing at all. Or, more to the point, the campaigns and content that work best aren’t Marketing with a capital ‘M.’ They’re support pieces, tools, widgets, and direct conversations with customers – things that genuinely HELP people or provide interest other than ‘Oh WOW, isn’t that wonderful / funny / creative / thought provoking.’

1. Social Media Planning
Um, Not Marketing Jim...
It’s ‘Informed Creativity’
February 2010
roger@contentandmotion.com
http://twitter.com/rogerwarner
http://twitter.com/contentmotion
http://www.contentandmotion.co.uk
Don’t Panic!
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2. About ‘Viral’ & ‘Creative’
• AKA the anti-Gladwell theory
• A virus is also an illness
• Our goal is to gain strong, frictionless distribution of brand messages
• ...by targeting those ‘influencers’ most likely to pass messages onwards
• This is more about strong tactics than radical ‘creatives’
• Most importantly, research is king
• We need:
• Strong understanding of the target channels: Twitter, etc
• Strong understanding of publishing platforms: Wordpress, Disqus, tubemogul. etc
• Strong understanding of our audience targets and their ‘Social’ behaviour
• Strong understanding of content, topics and trends
• Then we implement our ideas
• This is a far more cost effective way of working than boardroom ‘ideation’, sunk creative
costs (e.g. natty videos / pretty straplines) and crossing our fingers, spray and pray!
(i.e. the potential ‘illness’ of a poorly researched, but brilliantly ‘creative’ campaign)
Don’t Panic!
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3. Not Marketing, Jim...
1: Report and Analytics 2: Planning Recommendations
4: Publishing and Engaging 3: Content (YouTube, blog, etc)
no creative yes!
twaddle analytics!
Don’t Panic!
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4. Notes…
Good ʻSocial Media planningʼ isnʼt
Marketing at all. Or, more to the point, the
campaigns and content that work best
arenʼt Marketing with a capital ʻM.ʼ Theyʼre
support pieces, tools, widgets, and direct
conversations with customers – things that
genuinely HELP people or provide interest
other than ʻOh WOW, isnʼt that wonderful /
funny / creative / thought provoking.ʼ
Don’t Panic!
4

5. C&M Leadership Team…
Roger Warner, MD
Team Director
Strategy, Planning, Consulting
desk: 01273 486 418
mob: 07921 777 933
roger@contentandmotion.com
http://www.contentandmotion.co.uk/about/
people/roger-warner/
Michael Wilkins, Head Analyst Rowan Stanfield, Strategy and Creative
Analytics, Tools, Reporting Content and Implementation
(ex-iCrossing, SEO expert) (Creative, Community & PR expert)
desk: 01273 478 278 desk: 01273 486 439
mob: 07707 552 672 mob: 07961 938 575
michael@contentandmotion.com rowan@contentandmotion.com
http://www.contentandmotion.co.uk/about/people/ http://www.contentandmotion.co.uk/about/people/
michael-wilkins-social-media-analyst-uk/ rowan-stanfield-online-pr-consultant-uk/
Don’t Panic!
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