What Party Planners Know About Social Media
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WHAT PARTY PLANNERS KNOW ABOUT SOCIAL MEDIA
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Social strategy likened to party planning presented by Jason Rockwood, Director of Social Strategy, Tribal DDB New York.
Transcript of What Party Planners Know About Social Media
WHAT PARTY PLANNERS KNOW ABOUT SOCIAL MEDIA
IT SOUNDS SO CONFUSING!
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SOCIAL MEDIA STRATEGY
ANALYTICS
OPEN GRAPH INTEGRATION
CONTENT STRATEGY
COMMUNITY MANAGEMENT
MODERATION GUIDELINESVIRAL BUZZ
CROSS-PLATFORM INTEGRATION
GEO-TARGETING
OPTIMIZATION
MEDIA BUDGET
CAMPAIGN INTEGRATION
BIG IDEAS
GAMIFICATION
SOCIAL STRATEGY IS NO MORE CHALLENGING THAN PARTY
PLANNING.
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THE SOCIAL PROCESS:LISTEN.
UNDERSTAND.PARTICIPATE.
MEASURE.
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THE PARTY PROCESS:PLAN.
PREPARE.PARTY.
PERFECT.
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PLAN.
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Choose a theme.
Identify your business objective.
SOCIAL PROCESS
PLANPREPAREPARTYPERFECT
Listen
Understand
Participate
Measure
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What kind of party is this? Business? Cocktail? Formal?
Use your strategy and planning teams to think ahead.
PLANPREPAREPARTYPERFECT
Listen
Understand
Participate
Measure
SOCIAL PROCESS
9
Who will we invite? Who do we want to party with us?
Identify your target demographic.
PLANPREPAREPARTYPERFECT
Listen
Understand
Participate
Measure
SOCIAL PROCESS
10
Do I have permission to play here? Will the cool kids come?
Understand your brand reputation with your target audience.
PLANPREPAREPARTYPERFECT
Listen
Understand
Participate
Measure
SOCIAL PROCESS
PREPARE.
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What will make this party fun?
Use your creative and planning teams to make “Big Ideas” that draw interest and publicity.
PLANPREPAREPARTYPERFECT
Listen
Understand
Participate
Measure
SOCIAL PROCESS
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Is this an inclusive or exclusive party?
Exclusivity creates desire. Don’t be desperate for party-goers.
PLANPREPAREPARTYPERFECT
Listen
Understand
Participate
Measure
SOCIAL PROCESS
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Who will be our guest(s) of honor?
Use the excitement of celebrities and experts to generate interest and attendance.
PLANPREPAREPARTYPERFECT
Listen
Understand
Participate
Measure
SOCIAL PROCESS
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Choose your venues.
Choose a channel strategy that makes sense for your unique needs and desired outcomes.
PLANPREPAREPARTYPERFECT
Listen
Understand
Participate
Measure
SOCIAL PROCESS
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What kind of Party Games will we play?
Gamification-of-everything is everywhere. Understand it as a social phenomenon.
PLANPREPAREPARTYPERFECT
Listen
Understand
Participate
Measure
SOCIAL PROCESS
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How will people find out about our party?
“Viral buzz” is great, but you can’t guarantee it. Always have a media plan in place for social strategy.
PLANPREPAREPARTYPERFECT
Listen
Understand
Participate
Measure
SOCIAL PROCESS
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What kind of party favors will we give away?
People love free stuff. Be prepared to offer promotional items, coupons, and discounts.
PLANPREPAREPARTYPERFECT
Listen
Understand
Participate
Measure
SOCIAL PROCESS
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Decorate Accordingly.
Use your creative teams to generate the right visual atmosphere.
PLANPREPAREPARTYPERFECT
Listen
Understand
Participate
Measure
SOCIAL PROCESS
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Play well with others.
Cross-channel integration between social sites and your destination web will ensure sharing and scale.
PLANPREPAREPARTYPERFECT
Listen
Understand
Participate
Measure
SOCIAL PROCESS
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Put a party in your pocket.
Don’t think about doing social media without planning (budget and time) for mobile strategy.
PLANPREPAREPARTYPERFECT
Listen
Understand
Participate
Measure
SOCIAL PROCESS
PARTY.
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Look out for unruly guests.
Take time upfront to create a moderation plan for negative comments and other problems.
PLANPREPAREPARTYPERFECT
Listen
Understand
Participate
Measure
SOCIAL PROCESS
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Make sure your guests are having a good time.
Utilize real-time listening tools in order to hear what is immediately being discussed.
PLANPREPAREPARTYPERFECT
Listen
Understand
Participate
Measure
SOCIAL PROCESS
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Keep the conversation balanced.
Use the Three T’s to balance your content strategy: Tips, Talking, and Triage.
PLANPREPAREPARTYPERFECT
Listen
Understand
Participate
Measure
SOCIAL PROCESS
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Don’t talk about yourself too much.
Do not over-promote your brand. Talk to others and engage them to discover who they are.
PLANPREPAREPARTYPERFECT
Listen
Understand
Participate
Measure
SOCIAL PROCESS
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Don’t act weird just because you’re at a party.
Brand consistency is important; adjust across channels, but don’t forget what you stand for.
PLANPREPAREPARTYPERFECT
Listen
Understand
Participate
Measure
SOCIAL PROCESS
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A good host helps guests meet other guests they may find interesting.
Your brand is not the center of attention. Work to help users connect and share with one another.
PLANPREPAREPARTYPERFECT
Listen
Understand
Participate
Measure
SOCIAL PROCESS
PERFECT.
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How will we know if people had a good time?
Use social listening tools that analyze historic data to determine sentiment and conversation themes.
PLANPREPAREPARTYPERFECT
Listen
Understand
Participate
Measure
SOCIAL PROCESS
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Identify ways to do it better next time.
Take listening data and work with your planners and creatives to identify areas of improvement.
PLANPREPAREPARTYPERFECT
Listen
Understand
Participate
Measure
SOCIAL PROCESS
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Take steps today to prepare for future parties.
The biggest obstacles to social media are often internal ones: legal, technical, and political.
PLANPREPAREPARTYPERFECT
Listen
Understand
Participate
Measure
SOCIAL PROCESS
THANK YOU
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