This was from July last year, but had this in Evernote, along with a bunch of other course and workshop notes I’ve been taking, so I thought I might share them rather than keep them locked away, rotting in Evernote for eternity.
Hope they are of some use for someone out there. :)
Above the line = brand
Below the line = behaviour/relationship development
Matching luggage = through the line integration
Big idea must be media neutral
Creative teams need to be able to think of an idea that works across all platforms, not just traditional TV & Radio
“What we lose in control, we gain in brand engagement”
Content on demand
Personal content —> Niches of the longtail
Encouraging, not controlling online conversation
Negative comment said by consumer online – company pauses, first action is to plan the response and check with management and stakeholders, also to see if a brand advocate sticks up for the company, or if other people agree with the negative comment.
“Viral is not a brief, it’s a bonus”
“A commitment, not a campaign”
3 C’s – Content, communication, conversation
Bough + owned = earned
Prequel video ads on ninemsn etc, selector before = 25% abandon website
with selector = 10% abandon website
Community Managers – own role. Not client or agency, journalists can do though. New role within an agency.
Internal social communication sites
– Social Text
– Social Cast
– Social Mention
Check your brand positioning stands for something meaningful.
Facebook plugins/social plugins on sites – comment/like on page without leaving site, live twitter feed. Facebook advertising – can measure demographics without paying