2:17PM February 26 2010
What can a 2 year old teach us about social brand strategy?
Yesterday, had a cracking day in the company of some people interested in social media. Here are the bits of the story I told about the role creativity has to play in creating brand strategies that excite!
Chapter 1: Meet Benjamin Buckley – What can a 2 year old teach us about social media strategy? Well, quite a lot actually.
1. Life is augmented – not about platform or technology – real and virtual environments are combined.
2. Wireless, but connected.
3. Blended and seem-less brand experiences.
4. Content moves between media – portable and sharable.
5. Content has value – utility, entertainment, personal value, information and monetary.
6. Things have to be worth doing!
Chapter 2: Where do social ideas come from?
1. It’s not blank paper we fear, but blank screens.
2. We live in a three screen nation.
3. Was your brand built for a pixel world?
4. Our advice? – focus on people by doing an engagement brief – be better creators by telling better stories.
5. Lovingly borrowed from Chip and Dan Heath – Made to stick: be masters of exclusion, generate interest and curiosity that lasts, explain things in concrete ways, let people test ideas, make someone feel something about your content and multiply stories through exciting story telling.
6. The barriers? tools are limited, budgets run out and we don’t focus on what is in it for me.
Chapter 3:
1. Active listening is about finding out what people care about and is more than tracking and measuring ROI.
2. John Carver (policy governance guru) reminds us that it is better to measure less of the right stuff, than all of the wrong stuff.
Chapter 4:
1. Appropriate social behaviours come from being compelling, true, authentic and transparent.
Chapter 5:
1. Win-win relationships happen when you understand people better.
2. Results are not what you might expect in social spaces.
3. People love content about them.
