2014: SOCIAL MEDIA

FORMULAS

By @BalindSieber | Digital Creative Director at ATTIK

FOR AD CREATIVES

PURPOSE !

Framework for building a digital campaign strategy - intended to kickstart the brainstorm process for advertising creatives

Social Media Formulas, by @BalindSieber!2 PURPOSE

ABOUT THE AUTHOR,

@BalindSieber !

I’m currently the digital creative director at ATTIK. !

I’m writing a book on pitching creative ideas. !

I’m on the internet.

Social Media Formulas, by @BalindSieber!3 ABOUT THE AUTHOR

TABLE OF CONTENTS !

!

01 ORGANIC MEDIA TACTICS !

02 PAID MEDIA TACTICS !

03 OUT-OF-HOME STUNTS !

04 DIGITAL PRODUCTS

!4 TABLE OF CONTENTS Social Media Formulas, by @BalindSieber

ORGANIC MEDIA TACTICS

• Create content • Give people a reason to

create content • Create interaction • Give people a reason to

interact

01

Social Media Formulas, by @BalindSieber!5 ORGANIC MEDIA TACTICS

CREATE CONTENT !

Make spreadable videos (or images) based on the theme of your campaign

!6 ORGANIC MEDIA TACTICS | CREATE CONTENT Social Media Formulas, by @BalindSieber

Foot Locker invented a Twitter video series starring Maurice, a "professional entourage member". The target was able to watch Maurice's entire story unfold on Twitter because Maurice was interacting with the basketball players they already followed.

EXAMPLE: FOOTLOCKER’S “HELP MAURICE”

View More: Help Maurice

!7 ORGANIC MEDIA TACTICS | CREATE CONTENT Social Media Formulas, by @BalindSieber

GIVE PEOPLE A REASON TO CREATE CONTENT !

Prompt your followers to compete, by making videos (or images) based on the theme of your campaign

!8 ORGANIC MEDIA TACTICS | GIVE PEOPLE A REASON TO CREATE CONTENT Social Media Formulas, by @BalindSieber

Following the announcement of the word “selfie”, beating out “twerking" as word of year — fashion retailer Urban Hilton posed a simple question to their audience: how much do you think your selfie is worth? !For one day only, Urban Hilton allowed its customers to contribute toward their purchase, with a selfie from within one of their stores.

EXAMPLE: URBAN HILTON’S “PAY WITH A SELFIE”

Read About: Pay with a Selfie

!9 ORGANIC MEDIA TACTICS | GIVE PEOPLE A REASON TO CREATE CONTENT Social Media Formulas, by @BalindSieber

CREATE INTERACTION !

Engage followers by providing them with value

!10 ORGANIC MEDIA TACTICS | CREATE INTERACTION Social Media Formulas, by @BalindSieber

"Mac & Jinx," as it was known, sought two people who were tweeting something with the phrase "mac & cheese" in it at the same time. Once those pairs were identified, Kraft sent both a link. The first one to click on the link and give Kraft their address, got 5 free boxes of Mac & Cheese — plus a t-shirt.

EXAMPLE: MAC & CHEESE’S “MAC & JINX”

Read About: Mac & Jinx

!11 ORGANIC MEDIA TACTICS | CREATE INTERACTION Social Media Formulas, by @BalindSieber

GIVE PEOPLE A REASON TO INTERACT !

Prompt followers to express themselves and support one another

!12 ORGANIC MEDIA TACTICS | GIVE PEOPLE A REASON TO INTERACT Social Media Formulas, by @BalindSieber

The “You Feel Wall” is a multi-platform experience that empowers fans of the Dr OZ show to share their feelings and support one another, thereby encouraging personal wellness through connection and community. Additionally, the site generates powerful content that can be leveraged in the actual show and across social media platforms like Twitter and Facebook.

EXAMPLE: DOCTOR OZ “YOU FEEL WALL”

View More: You Feel Wall

!13 ORGANIC MEDIA TACTICS | GIVE PEOPLE A REASON TO INTERACT Social Media Formulas, by @BalindSieber

TAKEAWAY: Choose a formula and elaborate with additional layers of complexity

!14 ORGANIC MEDIA TACTICS Social Media Formulas, by @BalindSieber

PAID MEDIA TACTICS

• Use influencers • Use content seeders

02

!15 PAID MEDIA TACTICS Social Media Formulas, by @BalindSieber

USE INFLUENCERS !

Provide influencers of your target with a creative brief with which to make content for their followers

!16 PAID MEDIA TACTICS | USE INFLUENCERS Social Media Formulas, by @BalindSieber

A typical YouTube video released by FreddieW gets between 5-10 million views. If your brand campaign aligns with his followers (for a fee) he will natively incorporate your messaging into one of his sketches.

EXAMPLE: YOUTUBE CELEBRITY FREDDIEW

View More: FreddieW

!17 PAID MEDIA TACTICS | USE INFLUENCERS Social Media Formulas, by @BalindSieber

USE CONTENT SEEDERS !

Hire a vendor that provides peer-to-peer sharing with influencers

!18 PAID MEDIA TACTICS | USE CONTENT SEEDERS Social Media Formulas, by @BalindSieber

A company like Kindling Media will use their proprietary algorithm to search a database of over 12 million social media destinations in order to identify the blogs and influencers most likely to watch and share your content with their audiences. Your content is posted in a way that organically integrates into their editorial content, not around it.

EXAMPLE: KINDLING MEDIA

View More: Kindling Media

!19 PAID MEDIA TACTICS | USE CONTENT SEEDERS Social Media Formulas, by @BalindSieber

TAKEAWAY: Provide online celebrities with content, or ideas for their content

!20 PAID MEDIA TACTICS Social Media Formulas, by @BalindSieber

OUT-OF-HOME STUNTS

• Digital within outdoor context

• Social powered outdoor

03

!21 OUT-OF-HOME STUNTS Social Media Formulas, by @BalindSieber

DIGITAL WITHIN OUTDOOR CONTEXT !

Recreate a real world version of something digital

!22 OUT-OF-HOME STUNTS | DIGITAL WITHIN OUTDOOR CONTEXT Social Media Formulas, by @BalindSieber

To promote their recently introduced Real Inspiration Blend, Caribou Coffee launched a five-story Pinterest board in the Mall of America. Fans could get their photos on the interactive board by tagging their Instagram and Twitter photos with #CaribouInspires.

EXAMPLE: CARIBOU COFFEE’S LIVING PINTEREST BOARD

View More: Living Pinterest Board

!23 OUT-OF-HOME STUNTS | DIGITAL WITHIN OUTDOOR CONTEXT Social Media Formulas, by @BalindSieber

SOCIAL POWERED OUTDOOR !

Provide value in the real world that is powered by social media

!24 OUT-OF-HOME STUNTS | SOCIAL POWERED OUTDOOR Social Media Formulas, by @BalindSieber

Pet food brand GranataPet rigged a billboard so that if a person checked in on Foursquare, near the billboard — it would dispense some of the company's dog food.

EXAMPLE: GRENATAPET’S FOURSQUARE-ENABLED BILLBOARD

View More: Foursquare-Enabled Billboard

!25 OUT-OF-HOME STUNTS | SOCIAL POWERED OUTDOOR Social Media Formulas, by @BalindSieber

TAKEAWAY: Get press exposure by providing the unexpected

!26 OUT-OF-HOME STUNTS Social Media Formulas, by @BalindSieber

DIGITAL PRODUCTS

• Design a destination • Build an application

04

!27 DIGITAL PRODUCTS Social Media Formulas, by @BalindSieber

DESIGN A DESTINATION !

Provide a place where people can consume your content

!28 DIGITAL PRODUCTS | DESIGN A DESTINATION Social Media Formulas, by @BalindSieber

An online experience that highlights the moments that revolutionized the fight business. The site allows fans to dive deeper into what makes the league so special — an entire section is dedicated to celebrating the community that is largely responsible for the league's success.

EXAMPLE: UFC 20TH ANNIVERSARY WEBSITE

View More: UFC 20th Anniversary

!29 DIGITAL PRODUCTS | DESIGN A DESTINATION Social Media Formulas, by @BalindSieber

BUILD AN APPLICATION !

Make an app that provides value for your consumer — not your brand

!30 DIGITAL PRODUCTS | BUILD AN APPLICATION Social Media Formulas, by @BalindSieber

A must have app for Snowboarders and Skiiers. Set it before you goto sleep, with the app checking all night long for weather reports of powder — if it snows all night you’ll be the first up to claim those fresh tracks.

EXAMPLE: HELLY HANSEN’S FIRST POWDER ALARM APP

View More: First Powder Alarm App

!31 DIGITAL PRODUCTS | BUILD AN APPLICATION Social Media Formulas, by @BalindSieber

TAKEAWAY: Provide value for your target by giving them something useful

!32 DIGITAL PRODUCTS Social Media Formulas, by @BalindSieber

THAT’S IT !

It's not enough to sell the client on your message — you need to sell them on how you're going to get your message out there

!33 THAT’S IT Social Media Formulas, by @BalindSieber

SHARING IS CARING LIKE IF YOU LIKE LIKING STUFF

By @BalindSieber | Digital Creative Director at ATTIK