Create A Great Social Media Strategy | Julian Cole | Skillshare

Create A Great Social Media Strategy

Julian Cole, Head of Comms Planning at BBDO NY

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11 Lessons (1h 57m)
    • 1. Introductions to Social Media Strategy

      6:14
    • 2. Brief

      7:11
    • 3. Working out the business problem

      13:22
    • 4. Insight Mining

      5:43
    • 5. Strategy

      17:48
    • 6. Comms Framework

      12:49
    • 7. Online Seeding

      13:16
    • 8. Influencer Outreach

      16:12
    • 9. Community Management

      10:04
    • 10. Comms Framework and KPIs

      7:16
    • 11. Presenting

      6:37
27 students are watching this class

About This Class

If you are in charge of running Social Media activity for a brand/artist/start up this course if for you. I will give you the tools that you can use tomorrow. I aim to take you past the theory and give you as many action points as possible.

The course is based on my real world learnings from running Social Media Campaigns for Coca-Cola, glaceau vitamin water, Nestle, Boost Mobile, Fosters Beer, Dell Computers, Universal Music and many other top brands. I will fill you in on all the mistakes and wins that I have had along the way and how you can learn from them.

I will go through the basics of setting up goals for success and how to report for them, choosing what social media channel to use, deciding on an idea and what paid media will give you the best response for your money. I will also cover all the mistakes that I have made from creating Social Media Campaigns and make sure you do not do the same thing.

The most valuable part of the course in my opinion is when I can give you feedback on your work. I make sure to give feedback to everyone who completes the homework within 2 to 3 days.

Here is a sample of the Social Campaigns I have run Boost Mobile Textaholics, glaceau vitamin water casting call, Dell alienware,World Gold Council Ring Hunt.

The project reward will be a one on one session with Julian to go through any questions that you have about your social media idea or getting into Digital Strategy.

In October I taught my 3 week course in ‘How to become a Digital Strategist’ to 480 students. My first week lecture on ‘What is Digital Strategy’ has had over 115,000 views on Slideshare. The course was well received, here are some of my favorite endorsements.

"Great information and class! Especially helpful that everything was recorded on Hangouts posted on Youtube + Slideshare, made it easy to accommodate different schedules. Thanks for the personalized feedback!" Kelsey Page 

"Julian clearly took the time to think through his logical and creative frameworks before sharing them with the class - he definitely did not just "wing it." I also appreciated the fact that he was very active in the discussion boards, taking the time to try and respond to a large number of posts there and via Twitter - even with some 400 students. Bravo." Melody Han 

"Amazing. I learnt so much. The toolbox which you have passed on is immense. Clearly a lot of thought and energy has gone into this course and the execution has been excellent." Sarah Habib

PAY WITH A TWEET - RECEIVE A 20% DISCOUNT WHEN YOU TWEET ABOUT THE COURSE

Transcripts

1. Introductions to Social Media Strategy: - and hello and welcome to the first, - uh, - kind of chapter of the gods creating a great social media strategy. - Um, - so, - so happy that you've kind of decided to take my sculpture class. - It's awesome news on, - and I'm really excited about teaching this class. - It will be over the next two weeks, - and I've got just little modules that you can listen to in your own time. - So the fist kind of idea of social media strategies that I thought I'd kind of tried to - break it down for you guys into seats Easy steps that I go through with every brief to - creating campaign. - Uh, - these six steps kind of fiercely. - You receive a brief and then you interrogate it to make sure it's right. - The next stages insights, - mining. - Then you come up with the strategy, - then from they come up with the technical insights, - the social idea incomes framework from the U of the you wait. - Um, - the idea come up with the KP eyes and budget and then present the campaign. - Um, - now I thought that it's kind of confusing, - and sometimes you gonna forget that. - So I thought the best analogy for creating this strategy. - A social media strategy is, - I guess, - organizing a trip. - Andi, - I'll show you how this actually makes sense. - So when you kind of organizing and triple kind of using example of the kind of a trip I - made up trip that I'll be going on so just hopefully follow along with the date owns and - like you enjoy it. - So in terms of the first stick, - we said it's kind of receiving a briefing, - interrogating it. - And I guess this step is kind of like your, - um, - your point. - We stay when you're about to take a trip. - Why be going on a trip and what do you want to kind of get out of it? - So for mine, - this is also known. - That's kind of the why you going is also known as the kind of problem. - And so, - for May, - that's maybe I haven't seen the world, - and I really want the world. - That's ah kind of problem for me. - So what do you actually want to get out of it on? - What's the goal? - What will achieve this? - It's visiting 24 countries in 12 months will help me solve that problem, - So thats the goal that we've set up there. - So knowing noise to details, - what are then go on doing is kind of like researching, - um, - about traveling and everything. - Um, - that goes along with traveling and working out how I can actually reach this goal of 24 - countries in 12 months. - So the inside might be that kind of world. - Travel is kind of really expensive. - And I don't actually have that much money. - Just maybe I just finished uni and, - um, - yeah, - I don't have enough money to do it. - So what then happens? - Is there the insights? - That's kind of a key core insight that's gonna inform this strategy. - So the strategy is, - I like to call it is the how we're going to actually do that on. - So the strategy for my traveling trip might be travel on the shoestring budget trip, - Which is kind of, - uh, - if anyone knows, - that's kind of shoe strings, - the backpacker word for kind of troubling, - really shaped kind of, - um eating the cheapest mules, - staying in the cheapest photos. - And so that kind of insight has informed general direction that we're going kind of a - shoestring budget. - From there, - the strategy. - Then you come up with kind of your our social idea, - and this is kind of informed once again by insights about the strategy. - So the 1st 1 kind of a tactical insight might be Asia is the cheapest country to travel to - . - So knowing that that will inform kind of the social idea, - which is a big idea, - and that might be travel Asia. - So that's what I'm actually going to do. - The communications framework. - That's what you'd kind of say is your itinerary. - It's all the little steps in there, - um, - kind of like, - how are we gonna get there? - What? - I tells we're going to stay at more countries that we're gonna visit and all the little - details. - The final one is kind of very weight. - The Cape ers and budgets make sure we can do this. - So that would be making sure you put the right amount of money and kind of bring a budget - allocation per day. - So the budget allocation for days like those milestones you're sitting, - which could also known as you're kind of key performance indicators. - Andi budgets. - Obviously, - the money we've got, - um, - then the last step is obviously presenting the campaign. - So presenting is kind of like when you've got to explain, - explain it t appearance. - I'd say, - you know, - you got all the details in there. - Everything that you've done is kind of bundled into one nice little package. - You might not go into every single little detail, - but you've got the overall picture there, - and if they do ask you questions, - you can't go into further detail. - So that kind of explains those seeks steps that make up a great social strategy and then - the steps that you need to go through and kind of over the next two weeks, - we're gonna be going into specific date l about every single one of those little steps and - I'll be giving you Kinston tips about how you should kind of go through these steps and - processes that I use. - So I'm pretty excited about it and, - uh, - looking forward to having you guys on. - So click on the next video about the brave, - and we'll talk about that then country by 2. Brief : - Hi, - guys. - Welcome back. - The first chapter is about receiving a brief and interrogating. - So let's get into it. - Um, - So, - uh, - first step that you get is in kind of a future or a process for completing campaign is - receiving the brief. - Um, - in business, - this can come in many forms from, - you know, - you get those emails from family, - friends or whoever kind of saying I heard you do social media, - can you do it for my cut me? - That's kind of the informal email way of getting it. - And then sometimes you get a very formal brief that might be in your agencies formats or, - um, - the company that you're going from, - So, - uh, - over all of these, - it doesn't really matter which way you get it. - There's just kind of four key things in this. - What I call like an intention for work or a brief on that. - You need me to work out what your strategy is. - I'm gonna take a minute now just to explain what is strategy. - So, - in terms of strategy, - the definition that I like to use that's evolved a little from the last time I talked this - class. - Barry's strategy is a plan of action based on the information at hand for attaining it. - A goal with your limited resource is Ah, - so I guess on easy answers. - This is that, - you know, - strategy occurs when there's not a strike. - Our solution, - The thing about it is, - is if you can answer the problem straightaway on, - Do you know the answer straightaway? - You don't need strategy strategies only needed when the solution isn't possible. - When your resource is that you currently own, - cannot directly answer the problem. - So in the brief or this intention for work, - there's two really important things that we need to feel that definition of a strategy. - It is. - What is the goal of this activity? - And what are the limited resource is that that you have and have made it unable to kind of - execute this strategies, - execute the solution to the problem straight away. - So as I was saying, - the four key elements of a brave and out of whether it's a male or whether that's the full - brief that you definitely need is what is the business problem that you're trying to sort - of, - uh, - what is the goal off that activities and then what is the budget and the timing? - And those last two really kind of about the limited resource is that you've got. - So when I talk about what is the business problem? - It's what is the biggest barrier to success for that company at the moment. - Um, - and the interesting thing with this is the dull kind of is the answer to that business - problem. - So how they're actually gonna the kind of final solution of what we want to change and - where we want to get to. - So what I see is kind of the most common state with social media strategy is that we jumped - to the solution first. - Andi think it could be a massive problem. - And I guess the best analogy that are, - or the best kind of example of this that I can give is from my first big failure. - Um, - so when I started in social media, - my first client was in. - It was an established clothing brands in Australia. - I created a Facebook page for them and ran their Facebook ads, - and it was an absolute smash. - It I got so many fans for them had this engaged community also, - I got absolutely no fans through the door in that on that Facebook page, - and I was kind of left wondering what the bloody hell had I done row. - And it wasn't too. - In a couple of years later, - when I really started to understand what strategy was about that I realized that was always - a glaringly big problem with what I've done. - Um, - the business problem between an established clothing brand on a new movie were completely - different. - Uh, - so, - you know, - with the movie, - it was all about trying to get new people in to see the movie where with the established - plaything brand, - all they needed to do was connect the dots and find fans. - So, - um, - you really need to make sure that you start with whatever the massive business problem is - for that company, - not social media. - So I kind of back to the strategy when we're talking about against strategies. - A plan of action based on the information at hand for obtaining go with your limited - resource is so there were really talking about that goal. - You know, - the business problem, - and then the goal for where you want to get to and it's weak. - The kind of limited resource is that you've got out on hand. - So what are our limited resource centres? - Well, - one is differently. - Time. - How much time do you have to execute a plan? - There's, - you know, - three things that always say There's three things that kind of going to the triangle of - creativity. - It's time, - money and time, - money and creativity. - It's like if you've either got a lot of time on DNO money on and you can be creative or - you've got like, - uh, - no money on and lots of time. - So the other one is budget. - Um, - you really need to make sure and embrace that you get a budget. - A to least kind of a rough ballpark. - Can't tell you how many times I've taken on the client and done a messy presentation. - Put 1000 hours of time in for them to turn around and say, - We're not spending that much money. - That's impossible. - That's a bit of a joke that you come back with that answer and it's really embarrassing. - And it's just frustrating because you waste so much time, - so always make sure you get a rough ballpark in that number. - So once again, - the four key elements that we need the business problem. - The what is the goal? - The budget and timing. - So now, - knowing all that information, - it's really good. - But sometimes, - you know, - I don't know that budget don't know their timing. - But if you kind of small business sometimes or anyone, - clients don't actually know what their business problem is, - and you need to help them find out what that is. - And so, - in the next chapter, - I'll take you through how you actually identify businesses. - Problem on go are do you? 3. Working out the business problem: - So in the last chapter, - we went over what the brief is on the four key elements that you need in a brief two of - those elements elements were the business problem and the goal. - Before you can actually reach the goal, - you need to know what the actual problem is that you're trying to solve. - So this chapter's gonna go into detail on working out the business crackle. - So as I was saying, - sometimes a client will not know their business problem, - so you need to help them find Help them find it. - So the first thing is, - you need to ask. - The question is what's stopping this company from being more successful? - Uh, - success in business is usually somehow related to sales. - So you need to kind of look at kind of the marketing funnel because I think the marketing - funnel, - especially in communications, - which is the business wearing the marking funnel, - can really help identify at what step you need on the business needs to kind of be fixed or - needs the most attention. - So anyone who's studied marking before will know this are marking funnel of kind of you go - from awareness of a product to interest in it to evaluating it, - to trying it to adopting it. - And that marketing funnel has been around for years. - Have in the world of social media, - I feel like it's a little bit outdated. - So this is kind of the modern marketing funnel, - and it's definitely kind of position, - more towards kind of digital and social media. - I'm here and that's this model that Mooney came up with, - which has got a number of steps in the journey, - but still very closely tied to the traditional marketing funnel. - So you've got the steps of searching Discovery, - which is very much your awareness stage. - You've got the assessing state, - which is your consideration you by and intense human connect, - which is very much your kind of adoption s. - I'm gonna go into a little bit of detail specific data about these different steps. - So the kind of barriers in awareness is, - you know, - if we're answering questions like are people having a hard time finding the brand? - Then that's definitely a search problem. - If discoveries the problem, - which is do enough people know about the brand, - then that's where we're definitely trying. - Teoh, - concentrate our if it's on Uh, - you know, - for non extent of new businesses, - discoveries what they're really trying to do here. - The next stage of kind of the consideration stage of kind of assessing is easier enough - information to help people make the decision to buy a product. - And our people being influenced is Is that what they're considering? - Are they friends saying it's good? - Are they reading great things on about it? - Online on This is all in that kind of assessing stage, - and that's kind of that consideration. - The last stage is kind of the loyalty in front of the adoption stage, - So connecting thesis is are a number of people buying the product but not advocating it. - So do you have a lot of customers? - But for some reason, - they're not helping you share put the word out there and then consuming is the kind of lost - opportunities here in the consumption on to make other people aware of the product. - So this is really kind of looking at two stages, - really, - like repurchase is quite big here, - and also kind of word of mouth through your existing base use. - Also be so once again what we're trying to do. - Hughes. - We need to work out. - Where is your barriers to success? - Where do we want a home in and spend our first marketing dollar so back to kind of fact, - my fashion example In my art, - they would move the example. - This will help show how incredibly wrong we were with those two examples on where we should - have been concentrating. - So with the new movie promotion, - if we really think about this, - any new movie, - their goal will differently. - Probably be around discovering and assessing. - So movie premieres, - you know, - market marketing budgets from you movies, - generally a liquor before the first release of the movie. - So you're never really marketing it in kind of a week for a week. - Five of the movie being out. - It's all about that first week of sales, - and that's how they work out how Maney assumes there'll be distributed in. - So you're doing all the pre print and the promotion before anyone's even seen the movie. - So for me, - this on the stage for the new movie that I was working on was definitely very fine. - This kind of discover stage and the assessing stage we needed to get his many people to - discover this new brand, - and we needed to get enough buzz and a buzz that's a shocking would never use that word. - If you hear me using it again, - please Bloody told me this. - It's horrible. - No, - the word I was trying to please was, - um, - are people having favorable opinions? - Is the kind of conversation quite positive about the brand online? - So that was definitely where I should have been concentrated on. - When we think about it, - a Facebook page is quite the opposite. - You know, - you any lack of brand on Facebook once you have consumed the product and you like yet love - what they're about? - Love these products. - I want to learn more about them. - And that was why the connect stage was so good for this for this clothing brand, - because you see kind of right here what the clothing brand was trying to do was really - trying toe get a loyal customer base who would continue to buy the product. - So they're really concentrating on kind of connecting their consumers and making sure that - that consume more and more. - So you see there, - once we're started to like think about the business problem on we can see that they quite - different businesses and problems. - The interesting thing that I've learned over time is that there's actually some really - common brand problems, - and especially in digital, - we can work this out. - This is kind of just a working hypothesis that I'm actually looking to, - and I actually used the foot kind building, - uh, - great. - Forgotten some. - It's hard to products that we have. - So, - you know, - this was a model that they came up with Foote, - Cone Building, - which is actually in that agency is. - Well, - I'm about the quadrant of different types of products. - You've got four main types of prospects. - They are the kind of higher involvement products at that make you think that I'm sorry. - I'll explain these high and low involvement. - So high involvement product is usually, - um, - one that you spend a lot of money on. - Spend a lot of time kind of researching or kind of involving yourself in Laure involvement - products that kind of you every day product that you're buying all the time so he can see - like closed space pins. - You know, - that's the stuff you have to buy every day. - The higher involvement products like ones like a cock. - Is your spending a lot of money on a year researching a little about it, - a camera? - You raise it in years, - you know you're interested in it, - then the other quadrant is the think and feel project. - So is this product you're selling a really rational decision that people are really kind of - thinking about, - so you can see that kind of like financial information. - It's very much kind of a rational decision. - You know, - you want all the stats in the all the numbers to really back up your decision. - The other side of that is the feeling products and their ones where you have it's more like - an emotional attachment. - So up here you can kind of see the perfumes definitely in that feeling. - You know, - it's very much like a fuel brand, - and that's, - you know, - there's not much science behind it. - You're not reading what ingredients here in new perfume. - You're just buying it for aesthetic, - and I guess a lot of advertising. - What they really try to do is push towards the feeling products because that's when you can - start charging bigger margins for on building kind of get brands three that. - But these four projects actually make a really good on really good assessment of where the - brand problems are. - They tend to be at first glance, - quite a quite soon line. - You see the same briefs kind of coming up over and over again. - So for the kind of high involvement thinking products, - that was kind of our example, - there was kind of like Chase Bank. - This is all about kind of like searching for information and assessing that information. - So you want to make sure all the informations are no pickles websites. - People are giving good critics of it. - There's reviews, - and this is how people are kind of coming to the decision about those problems. - So off the bat, - if you don't know anything more about about the I'm Brandel bit kind of peace, - this problem, - you can have a bit of a guest inside that probably being that searching assessed stage with - a high involvement feeling product. - So, - for instance, - brands like BMW, - it's definitely in the assess stage. - But this is more about conferring, - so this is more about the look and feel and having other people say that's an amazing - product, - and the opinions of other people influences you. - And, - um, - this is more in that kind of influencing. - Uh, - um kind of having influences influence your decision and giving real rich emotion. - Teoh brands. - So you can imagine here for a product, - uh, - more kind of. - Yet, - like BMW, - it's more about having a beautiful website. - And you know all the information still there, - like information made, - but really kind of giving people an experience that they combined to in the lowest low - cogent of law involvement and feeling. - You've got brands like Coca Cola on where they're really trying to concentrate on kind of - repurchasing. - So they really want to try to drive as many people, - perchance trying to drive loyalty amongst that pig balls purchases of Coca Cola. - So they're trying to increase the number of drinks with people half. - And so you can see here, - this is all about kind of creating brand love and kind of connecting and contribute - connecting in consuming experiences because, - you know, - it's all done up front. - The awareness existence, - Really, - that's just connecting with the brand and getting people to consume more and more. - You know, - coca colors, - brilliant example. - Like not many people are interested. - Well, - not many people are interested in the specific details. - Information about Coca Cola now that's kind of changed recently with, - you know, - corn syrup. - It'll that. - But on the general, - you don't need too much information. - So you know a lot of kind of consumer packaged goods. - And you know, - there's a number of analogy acronyms that always get wrong, - but the's runs. - You'll notice that they'll never really have big like website presences. - So brand like you know, - you know, - the Coca Cola's and the axe and the sneakers of the world. - Then never, - really, - um, - you know, - massive websites. - It's not like they're spending investing the same amount of money in a website as say, - you know, - holiday brand or being W or Chase Bank accounts. - You know those ones. - Information is really important we're here. - It's about kind of the feeling, - so that will be investing more money in social as opposed to, - um, - kind of websites and kind of getting the information across on with new brands. - I think I was just talking about these. - You can nearly always bet that the stage they'll be most interested in is the discovery - face and getting people to know them know about them and the brand. - So godless. - With congratulations, - we've kind of named that first step of receiving a brave. - We definitely know what information we want in that brief. - Um, - when Now, - Kind of gonna go onto the next stage, - which is? - Insights, - Money, - yeah. 4. Insight Mining: - Hi, - guys. - Uh, - congratulations. - Chapter one, - all gone Proof. - You know it. - You know how to get business problems. - Now we're into chapter toe. - Ah, - once again, - insight mining a great little chapter here. - We've got, - uh, - you know, - one of the most exciting and parts of I think being a strategist and one of the parts of - people love the best inside mining. - I've kind of defined insight mining into two types of insights on you've got the brief now - and you kind of know what it looks like you're looking for and these insights and and - broken up into tube two categories. - There's a strategy informing insides. - And there's the idea informing insides. - So let's think about our trip that we talked about in the first lecture. - You know, - insights. - Informing the strategy there were traveling was really expensive. - So we came up with the strategy trouble on a shoestring budget. - The tactical insights on informed the idea. - So there was like, - Asia is a cheap country to travel through. - So travel through Asia was would be guide to you. - Um and I guess, - insight mining. - It's kind of all about asking the right questions because, - you know, - I'll show you in a minute. - I'm gonna link to the Insight Mining toolbox or the digital strategy toolbox that I am that - I created on that one goes through 17 of the best tools you can use on, - I guess, - with any brief, - you know, - you can get so much information. - But the good strategist and the great strategist, - I think, - know what questions they're really looking for. - Teoh Answer. - Um, - so what I kind of say is that you you really want to go in with a hypotheses and try to - find the data to test it? - So let's kind of go back to an example the clothing brand exempt that I was talking about, - you know, - the problem for there might be They've identified that there's low awareness of the new - Rangers from loyal customers. - So once again, - in that kind of connecting stage, - they wanna make sure they're connecting. - So the Brent that I'm working on it let's set state Blini a clothing brand, - and their goal is to get customers to know about quarterly new ranges. - And maybe they've got being site that, - like there's, - um, - some business insights that show once customers do know about a new range, - then more likely to spend. - So say that that all that information is kind of given up. - Tow us now. - What will you have to do is really tune the goal into a question so the question could bay - . - How can inform the customer base about the court early ranges that Captain Ugo about this. - See how it's now half question, - and that is what strategy is. - At the end of the day, - it's the hound. - I'm going to reach this place. - Um, - so you can see already this should be opening up a number of questions for you around - Insite mining. - And that's around kind of the brand, - the consumer and kind of competitors. - And here, - So the brand question might be had a state Lenny currently talk to their fans. - So you really want to kind of get an in depth and understanding of what? - What is the activity that they're currently doing and has it working and not working isn't - working. - How could it work better? - Um, - then you want to kind of look at insights around the consumer. - So one thing is, - is you really want to get a detailed understanding of their consumption habits where the - people get information about the new Rangers. - So the people that do how they getting that information, - how they kind of by saintly the product and when does information coming to that? - And also you could also just do a testing of the actual goal in the business problems. - So is a question might be. - Do people not purchase again because they don't know about the product? - Is this the underlying underlying problem and gold that they found is that rough? - And then you kind of look at the competitors as well. - So it's like, - How do other brands communicate? - So it's all about the question. - So before you go into, - uh, - any kind of digging into the data going with, - like, - you know, - CS six questions that you really want to answer and then go trying to find, - like, - report? - Or is it actually going through Google trends or a number of other different areas? - So I prepared this. - I'm calling the Hawkins venues, - uh, - where it's like 17 of the best insight mining tools to use. - So going through that, - have a read of it. - Get familiar with all the tools. - Sam, - If you've got any questions asking the discussion, - but yet that's a fantastic resource. - They're so guys that Step two, - we're well on the way here. - We have knocked over the 1st 2 and we've got one area left for this week, - which is strategy, - which I will be talking that next. - Thanks. 5. Strategy: - Welcome back for Chapter three eso. - The last chapter we went through was in sight. - Mining. - Uh, - so we've received the brief. - We know what the goal and the problem is. - And now we've done our first a lot of insight mining with the questions that hypothesis - questions we asked. - Then we went through. - I shook on three the toolbox and had a look at the different tools that you can use their. - So now we're on Teoh, - What is strategy? - So the short answer for what is strategies? - How are you going to reach your goal? - The the big one there is the hat on. - The long answer is that strategy is the plan of action based on the information at hand for - obtaining ago with your limited resource is, - um that feels very wordy and on complex. - But hopefully by the end of this presentation, - you should feel really confident with all the words that are in there and really understand - what I'm talking about. - Eso. - Let's break this little one ban. - The first bit strategy is a plan of action. - So, - um, - with that plan, - the plan of action needs to be really broad on detailed. - So It's not talking about the specific, - um, - smaller parts, - but it needs to be really broad and could be based on a number of activity happening in - social media. - This is even Mawr important because platforms are changing all the time, - so you need to be agnostic of the platform. - So if it says Facebook anywhere in your strategy line, - it's probably not a strategy because you've gone and talked about a specific channel there - . - So make sure that it's, - you know, - it feels really weird to say this, - But be on detail be be the broad broadvision. - A lot of people say a strategy is kind of like your North star, - you know, - no matter where you are, - if you're lost, - you know, - it just followed. - You don't follow the North Star and kind of use that is you guiding point. - It's not talking about any directions. - It's not saying go list and then right and then that it's like simply undated out full of - an answer. - So that's the same weak on strategy. - Ah, - strategy is based on the information and hat we have all the information at hand via in - starts mining and, - you know, - we all make we do all this stuff kind of subconsciously. - We always make strategies with that, - even knowing that we're doing it and it's always based on information in hand. - The thing about great strategies is that you're basing it on the right places. - Information you're asking those right questions in the hypothesis and, - um, - in the inside morning is bringing up the most pivotal and important facts that actually - make sure that you can get to that goal. - So here it's really kind of as are saying, - what is the most important insight to the goal? - And how are we going to bait the kind of business problem of? - Of course. - So, - yeah, - strategy is answering a goal, - and that's kind of what we want to do, - and, - you know, - as we were saying in the first, - but we made sure that the goal was answering on the business problem, - so we know that there's a really good strong connect, - but between what we're trying to do, - the business problem to the goal, - to the strategy. - So it's kind of the strategy is once again it's the house of how are we going to get to the - go on if you can remember that that's the most importantly. - Just think strategy. - That's the how question. - So as I was saying, - you kind of turned the goal into a question and answer. - It s so how you going to reach the goal? - So, - for example, - I'll give on example for this kind of school, - Schickele said. - Battle and the strategy that I had behind that. - So, - you know, - the business problem for May was that the social media course market is flooded with a - number of options. - Aziz, - you guys would have known. - You've probably heard about a social media course on from a number of sources and, - uh, - different classes. - And for some reason you have to choose mine. - So if we look back at our kind of class consumer journey, - we can see where the problem is. - You know, - the the problem isn't about kind of I'm searching for because, - you know there's a number of courses are discovering it. - I really felt that the problem was seen kind of assessing, - so it's ever on his head of social media close, - But most people shooting out when they get to this stage you've heard. - Of course you can. - I get whatever, - Uh, - I'll do another one or I don't need that. - So the goal was really for me to get people to consider my course over the others. - And that's what I really wanted to do. - Just at least getting you considering the course on DSO when we turn that goal. - Now, - this is when we do that flip into the house. - So it's like you turn it into that question. - How can I get people to consider my cross over others? - So he kind of had a room, - think about it and look different insights about the social media courses, - what people are taking, - and what I realized was people are really skeptical of. - You know, - what we call the social media guru is the people who say they're experts in this stuff, - and, - you know, - there's a lot of if there's a feeling that there's a lot of snake oil salesman, - we don't really trust them. - So must strategy was to kind of make sure I could establish myself my position as a trusted - source on social media marketing. - So I needed to make sure that people in this course really felt like they could trust me. - and that I was doing some good stuff. - So you can see he now that I've got the strategy in place. - Um, - you can say that Social offers a number of channels to validate your credibility s so you - can see that it's a real strong role here and four strategy on day. - And this is coming through in, - you know, - we were talking about before the two types of insights that we've got. - We had that strategic inside of people, - not trusting the gurus on now with a tactical insight, - which is social offering a number of credibility sources for me. - So, - um, - the kind of tactics that I went this kind of really helped me focus my energies on what the - real problem waas with this course and how I could get the most people in. - So what I did was, - you know, - I did a guest blood post on social media on did you Day, - which is an industry block which I felt would give me more credibility in the market. - I did, - on the slide share presentations on the digital strategy toolbox Onda quote that showing a - bit of my knowledge or are upfront would help me get this kind of help Validate my - positioning as kind of an established source. - My copy. - If you read the kind of introduction, - um, - Teoh this course, - you read it and it's very much focused on the actual activities that I've done in this in - terms of social media and really trying to hammer home my experience and the learnings from - my experience, - I also kind of connected all my social media accounts to these sites. - People could see what I've done, - you know, - my link, - Deena Katz. - There you can see what I'm writing on Twitter and all those kind of sources at validity and - credibility. - To me, - it's not like I'm some sham stories come from nowhere. - You know, - the recommendations helped as well. - And then, - you know, - the credibility and trusting. - I kind of put a video up there to make sure that it felt like you were talking to an actual - person on and, - you know, - you could see me and hopefully that all isn't some creepy dokey car salesman. - So you conceal the tactics that they really lettering up to that one strategy so you can - see here strategy, - strategy, - really? - Can I can help give you a direction on what to do. - So a Z part of this promotion for this course one thing I did was I ran true Twitter rats - on and here, - the to your ads. - The 1st 1 was Check out My God, - to creating a great social media campaign at school share course school shirt at a discount - code, - tweet for $5. - Then the other one was more about talking about lessons from my experience working on Coca - Cola Axe and next leg. - Now I did these through promoted tweets, - so those were going Teoh people's feet on. - I think, - you know, - they worked quite successfully. - I know a few couple of students in this course came from those tweets, - so that's fantastic news. - But the main thing here is which one for you is on strategy here out of the I am day, - which one d feels better on strategy. - And if you said bay, - you are completely correct. - Uh, - you know this thesis positioning? - Uh, - he's reiterating that trusted source. - I'm talking about the work that I've actually done. - The first one's really talking about more of it says technique, - you know, - giving a discount before I start the base section that they add actually, - out performed the first at which was fantastic because I think it shows that it's kind of, - um, - it's on strategy and in it, - And it also kind of validates my thinking that it's the trusted source that people want if - you know, - if the first campaign it. - That's kind of like if people feel, - you know, - the strategy for that would be a something around, - like people feel like courses are too expensive for, - You know, - the price is a barrier. - However, - that wasn't my strategy for this course. - So you can. - So having a really, - really strong strategy can be really right in your guidance for creative and really kind of - giving you a strong positioning on what you actually want and what's gonna be good for a - court, - uh, - good for your campaign. - So a number of times, - you know, - I'll get stuck with not stuff. - I'll get a number of kind of creative ideas come back from the greatest, - and if I don't have a really strong strategy and they don't really understand what the - grief was and what strategy we're trying to go to, - they would go off in a kind of wild tangents, - come up with cool ideas that are kind of exciting and interesting. - But they won't be really single minded about what we're trying to do here. - So if you have a strong strategies than you, - really going to get through to a really great idea, - really are great ideas that you communicate what you really need to. - I'm Assad. - No Twitter. - After extremely successful, - there's a really low cost per click of 10 cents. - I was bloody analyzed. - This this is, - uh, - yeah, - I think at the moment there's a lot of inventory on Twitter and not many people doing - advertising. - So if you got a brand and 50 strategy, - uh, - definitely do it, - I'll be I'll be talking a lot more about the actual tools on different techniques in next - week's class is. - So don't worry if I feel like I needed to get these foundations of, - um, - digital and strategy in place before I went into the tactics of the whole course. - So don't worry. - A lot of that kind of those real good great little tips, - like using Twitter ads, - will be coming up in the next week and I'll be showing you how you can cross that out and - everything. - So I thought I'd give you a real kind of business example here. - So I've actually got a case study video for this which is attached for World Gold Council. - So the example years Well, - gold counselor is the kind of body for gold. - They're in the business of making sure more gold because being boss and in particular gold - wedding brands, - wedding rings. - So the business problem for them was that they have actually seen a massive decrease in the - amount of people that are buying gold Roots on one of those factors is that the actual - process for weddings is actually going up. - However, - the process for wedding rings eyes going down. - And so people with deep prioritizing winning bends to other activities so they like the the - flowers more X. - The flowers are more important on the tables. - I want to get a better event. - And so what we really needed to do was, - you know, - get people to see the show you once again in a wedding band like this is a very important - decision. - Eso The goal was if we could get people to see the value in the wedding bent. - They're going to spend more money. - And the kind of gold wedding band is at the top tiers of kind of expensive bends. - And they're being buying Mogo gold rings. - So we had a very clear goal. - He get people to see the value in a wedding that Andi knew that that would then increase - the size. - So once again, - we change that to into a how question How are we going to get people to see the value in - wedding bands? - So three interesting insight we got here were that people, - though you'd rings most when they lost them. - So for people who had a wedding ring and they felt that they lost them, - that was one of the Biest. - They just really dreaded this occasion and made them on extremely kind of see the value of - how important this renews. - And one of the things we noticed was that people felt compassion. - Even if you didn't lose your wedding band, - you knew how important wedding bands were When it's someone close to you lost awaiting that - so out our strategy was highlight the value long term customers put on a wedding room. - So if we could show how important it was to people who have wedding bands So people who are - about to buy them, - that's going to make them reconsider where they put the wedding bankers, - they'll start to see what this must be really important. - Um ah, - really important decision and must be really valuable. - Uh, - pace if people are kind of reacting like this. - So that was at a kind of strategy. - Sorry. - Um said the tactical insight here was social media offers a great vehicle to tell an - emotional and long story. - You can really cook your friends in, - um, - to a story through social media. - So what we did is we created the lost gold rink on hunt. - And so what it waas was it was kind of a story that was told through a number of different - social channels and and offline as well, - about a woman that lost her goal, - agree and was hunting for back. - And so we started kicked off the campaign with a billboard in Times Square, - where she lost her. - Um, - and then people had to find information online about where the winning re waas. - And so you can see that was choose kind of engaging. - This kind of young people are thinking about buying a waiting room and telling her story - and trying to show how much, - um Hampel and it was and what lengths she was going to. - So you can see the kind of do down to the strategy, - uh, - Duke down from the business problem to the goal to the teen sites. - Straight strategic insight to this strategy to the idea technical insight to the social - idea. - I'm here and have a look at the case study video. - So once again, - ask yourself, - Dizzy Center how they are going to reach the goal. - That is the kind of main question that we ask all the time. - So just turn that goal into a how question on and that will be your strategy strategy line - . - Or however you write that sorry for more information on strategy, - definitely check out my what is digital strategy debt. - Um, - and that's it for this week in next week's course, - we're gonna go through the comes framework on. - Then I'm gonna give you specific executions and how you cross them out and how you build - them. - So we're gonna go through online saving influence. - Outrage Joseph. - Also known as bold rat, - rich and community managements. - And, - uh, - yeah, - we've got that most models to look forward to next week. - So on hanging there on, - please do the quiz so that we should be up on. - But that would be the homework. - Ah, - for this week. - Thanks. - How so, - Teething. 6. Comms Framework: - Welcome back. - Hi. - Welcome back for week two of, - um, - the US guide to creating a great social media strategy on so in way too. - We're gonna go more through kind of the executions and kind of credit comes frameworks and - kind of creating an idea now and crafting it properly. - As a social media strategist. - You You know, - the first week we're really looking into the kind of coming up with this strategy. - Looking at you go your business problem, - then you're inside, - and then your strategy. - And now we're looking at the second half where this is the actual kind of mate of the idea - . - So the first chapter will be going through his executions and comes frameworks so intensive - communication and kind of all communication that we do. - It's broken up into two main areas. - You've got your channel of communication and your message that you're trying Teoh trying to - deliver. - So, - you know, - right now, - this'd is the message on delivering is the Social media course. - The channel I'm using is, - um ah, - Google hangouts or a YouTube video. - Uh, - for everything can be broken up into these two parts in the advertising we break these up - into two categories. - Being the media and the creative idea. - And it's quite interesting now with advertising agencies. - They're broken up into these two areas. - You've got you media agencies who look after all the booking of the media and then the - creative agencies who look at creating three campaign and that the creative that will run - in those media placements in social media we got this is broken up into kind of two areas, - calling it the kind of platform, - all the platforms and the social idea. - So, - for instance, - the Glasser Glasser, - Bottom Order three casting coal Facebook application that we had the platform there was the - Facebook page on the social idea was to create a casting call. - So I've got a case day that I will link Teoh that shows this whole kind of the whole - campaign how we run that through Facebook and how it was the The social part of that was - the casting call and getting people to come the face of glass oh, - vitamin water and then being on the billboard. - So that's had that campaign, - uh, - being broken up into the two parts in terms of, - uh, - today, - you know last week, - I kind of gave you some indications of the problems that come up for different types of - brands. - You know, - we looked at the X CB for kind building on great there, - and we realized that certain brands will will tend to have the same kind of problems weak - wait in, - week out. - So kind of Coca Cola is all about creating kind of brand love and engagement, - whereas Chase Bank was all about more kind of putting enough information out there. - Now we've got some kind of with media as well. - We've got a few of these kind of short cuts or similar problems. - It just seemed to kind of kick popping up time in time over and were true both through in - this chapter. - So, - you know, - uh, - as I was saying, - kind of every channel in social media has its strengths and weaknesses. - And the most important parties is that you understand those strengths and weaknesses and - are able to kind of advise your client or for yourself on what channels that you should be - using in these thoughts. - Uh, - so just to kind of take it back one step and I'm sure a lot of people are quite familiar - with this. - But this are three general types of media that we talked about paid and own media. - So paid media is referred to his kind of content that you buy the placements for, - and this is kind of what we know advertising to bay. - This is online. - This is coming for your banner ads, - or maybe even social ads between Facebook and other other kind of channels, - such as Twitter. - Ads are linked. - The Nats onda also kind of viral video seeding falls under this. - So this is anywhere where you're buying the media to be to kind of deliver your message on - bond. - It's kind of a very important part. - A lot of people think this getting to social media because I think it's free on it's cheap - , - and that's kind of quite wrong. - The paid media part of social media is really, - really important and important that you get your head around it. - Um, - the second area is owned. - Media, - which is communications, - are produced by 1/3 party that the brand does not control. - So this is kind of like stuff that you have kind of bloggers talking about. - You might be a Yelp review. - It might be someone passing on your kind of video. - So, - you know, - if you got a little pasta long effect, - that's your end, - maybe a potential then the last area is your own media, - and this is where you've got a direct connection between the consumer and the brand or - yourself. - So this includes things like your Facebook page, - your Twitter, - a email list which are kind of really important, - and any anywhere where you're not paying 1/3 party for the access toe. - Um, - speak to your consumers, - and I think this is what most people think about when they think about social media. - However, - it's important to get a grip of all three. - And now you have been happy on about this older, - modern consumer journey Ferg last week, - and it pops up again. - It's just such a bloody good model, - like I really love it. - And it you can actually say some very kind of interesting trends happen here with the media - breakup. - So as I was talking about, - you know, - you paid earned a known media. - What we actually tend to see is that paid media tends to appear right up but this front - area now there's opportunities for earned media toe have this effect as well, - and also only yet. - But we're really sink aid play important part in kind of search and discover earn maybe - about displaying a really important part in front of the assessment of ah brand. - And then the own media is really at that back end where you connecting into assuming with - your client. - So in terms of the cave media solutions, - one that comes up to mind very quickly is kind of that search on. - So when Pickler proactively searching out your brand, - they usually stop it into Google. - Google AdWords is the model that we use here to kind of answer that problem. - So if if you know your business problem is around, - making sure that you're up there in search of the solution is Google AdWords or also kind - of search engine optimization? - Um, - on the other hand, - the online see if Pitt you want people to discover your brand, - which is I'm seeing a lot of people. - This is what they're really after is kind of creating blowing out awareness on stage. - Well, - this is all about kind of kind of online seeding or social ads. - So this old helps to get awareness for the activity that you're doing. - So, - uh, - I'm actually going to go into detail about how you set up online seeding and how you - actually do that I've had. - There's a few things that I've shared on social ads in the required ratings that you should - very you should check out. - But, - you know, - this is the main thing. - I think the thing that's quite frustrating, - it's a lot of people think I'm just do social media because it's free and what they're - trying to do. - At the same time, - he's get to this first stage of being discovered and in creating kind of that viral - awareness of their Brandel or their idea. - And at that stage, - the majority of what you need to do is actually paid media. - So you know, - there's examples of other things, - you know, - creating bar which you talking about earn bigger. - But for the majority of cases, - you really need to pay money. - If you're in this early stage and invest in this early stage, - the next area that will be looking at is kind of like earned media solutions and this is - remembering that assessment stage where you're trying to give people enough information and - so they know about the brand. - Or maybe your transit influence people and make your brand saying cool us. - So you've got kind of two things in social kind of the first bain influence average. - So this is when you can get bloggers or whoever it is to cover your content on and we're - gonna I'm gonna go into specific detail, - a whole chapter on influence outrage, - how you set out how you pay for that, - how you charge that on then the other is kind of long form content, - which is giving the users enough information. - And so this is sometimes information that's on your page on the breath bent. - Or maybe it's videos about what you're going to be doing. - Eso that's kind of where earned media solutions feeding. - Then the last one is under Vania Solutions. - Once again, - I said, - this is the most popular on. - This is where you're trying Teoh trying Teoh credit connection with your brand. - So this is when you're sitting up your Facebook page or you Twitter. - And the important thing about this is to remember if we kind of go back to that movie - example. - You need a number of customers kind of going through that kind of the consumer journey and - getting all the way to buying your product before you can start building this kind of big - reach of people who will be connecting with your brand. - So in terms of the investment in time And you know, - a lot of people say Social Media is all about the long term and being there all the time. - Well, - yeah, - that's half of the situation on the other STA. - Hafeez these one time campaign tune Using social to Craig, - you know you're paid, - maybe, - and you learn to make your opportunities. - The other is the ongoing, - which is connecting with your consumer and and kind of getting them to but by over and over - again, - or consume your product over and over again. - So that's kind of the break up between the two, - uh, - similarly to the media. - Being certain touch the media, - always playing a role in determining where your problem is. - The same is said to be true about creative shortcuts. - Now three credits short cuts similar in terms of the break up the 1st 1 here up there. - Top. - When you're in the U paid media, - this is all the back reading kind of brand and product awareness. - So it's really finding What's that cut through message, - that single minded proposition that's really going to get consumers excited. - The second area, - which is your earned media, - is kind of the assessment stage, - and this is where you giving people the reason to believe. - So this is kind of feeling at people with facts. - Or maybe it's, - you know, - influencing them through. - I'm certain people writing about your product, - and then the last stage is really at that kind of advocacy and reap repurchase. - So you see a lot here of kind of new product releases or keeping people up to date with - sales or anything else that's happening. - And so it's definitely broken up into these three killers in terms of, - um, - what were you saying? - A look in terms of the messaging, - What is the credit messaging at these stages? - So that's, - um, - kind of wraps up the brief execution of, - uh, - what areas were gonna be concentrating on, - and also kind of the media and credit short cuts that you sing in a love of problems. - Eso Next chapter. - We're gonna be going through seeding on one city, - then influence at Rich then our community management. - Uh, - okay, - right. 7. Online Seeding: - Hi, - guys. - Welcome back to Chapter five. - Unlined stating. - In the previous chapter, - we went through kind of the short cuts. - This one's really gonna be going into detail about how you set up online stating what it is - and how it actually works. - Let's get into it. - Um, - so online seeding is really that creating kind of what I say. - It's kind of like mass awareness of a product in a short amount of time. - Uh, - the large majority of kind of borrowed videos used this formula to make sure that they that - their video and idea gets the initial push to be seeing by the masses and what you really - want here is a really kind of fast hit of activity. - You know, - the old kind of slow burn approach to borrow videos and, - you know, - slowly getting it out into the community doesn't actually exist. - It's really about kind of getting that first hard here on day. - As I was saying, - this is very much a paid media, - um, - seeing where you've got to actually invest money and if you're if you're, - I guess plants or company saying that they don't have any money and they've got zero budget - for marketing than you just need to really question it and make it really strong cases to - why you do need to invest money if they're kind of hiring. - You have obviously got some money because they're putting some phase there, - so you need to find some money somehow. - But in terms of our mind seeding and kind of influence outrage, - the quality and views can range. - Ah, - lot. - And I'm gonna be really going through the different types of media that you can run. - So this three steps to running an online seeding campaign, - the 1st 1 is choosing the right media mix. - The second will be working out of your reach targets and then optimizing the media as it - comes through. - So in terms of the traffic options, - the 1st 1 that you see quite a lot is, - um, - I think, - run of network and so run of network. - He's really suggesting to kind of a lot of people kind of online Publishers who sell their - advertising will sell kind of select spots on bond for different amounts of money, - so you might have, - um, - a number of brands in your catalogue, - which could be you know. - Let's say, - for instance, - that there's a publisher who's got look, - not a number of kind of online, - um, - sites that they're stepping advertising to. - So they've got, - you know, - a deejay magazine digest website, - Um, - you know, - men's health site, - and then they've got a site about lampshades. - Now, - what might happen is, - you know, - the advertising on that mince health side is really expensive. - The one on lampshades, - they just can't sell any of that inventory. - So what I'll say is that they run do a run of network, - which means I'll sell all the advertising space that they don't sell on the land side. - The deejay saw it. - And the men cell site and the they'll say that that's your run of network. - And so, - um, - this model works like that. - They're trying. - It's kind of like a fire sale on inventory, - but you don't really get to choose where your message is heard. - So you're not really getting very targeted views here, - but what it does do is it drives a really large amount of traffic, - um, - on your content in a short amount of time and for a number of sites. - This contribute Leo rhythm to put you on their front page. - So something like YouTube on this is gonna work really well, - because you get onto the front page if you jubal the most viewed for that. - And I know there's a number of other websites that work in this signal affection. - So some examples of these sides are startek at engage and find ology. - You know that there's a big warning with this is that the view qualities is tends to be - quite low, - and the advertising they're sending it is not that great. - So it's not really that advisable. - You kind of getting a right of like, - uh, - between likes Ray since and probably, - like, - 10 cents care of you. - Um, - the next area is kind of incentive based networks. - And so this is people who kind of sun up to surveys or social kind of place. - Social gaming, - um, - played social games online like Farmville on what happens here is that they who served on - Dad to these people and then they get more money in the game or they get real money if - they're on an online database. - So the whole thing about this is that it can be really good because you can target your - demographic a bit closer, - ensuring that the traffics from Australia or wherever country you are. - You might also want to do some demographic stuff. - So that's the strength of it, - the weaknesses that people may not be consuming the message they make flick it that they - don't actually watch it. - So that's kind of the summer that that kind of media. - So some examples are like unruly media in Australia. - Pure profile is an online database on service. - The next site is social kind of book marking sites or social ad sides, - and these kind of, - um so service sites where you can start running advertising so thick kind of strength about - this is they can drive a large number of use in a really short amount of time. - The price tends to be a little bit more expensive on these, - but on sites like Stumble Upon kind of the favorite for this type of advertising stumble - ponds of social book marking sites, - andan, - they just serve up these different types of content people. - Other examples that kind of read it do so. - Service ads buzzfeed, - Facebook, - Twitter have ads now and linked in. - And so you know, - these old, - different types of media. - And the interesting thing it for May was that I I used these for discourse, - and some of you may have even come through on the advertising that I ran for this course. - So I ran ads on Facebook's um linked in and Twitter, - And, - um, - the message was actually quite interesting. - Just looking at the results of all that. - The most effective was differently. - Twitter, - which had a really high click to read, - and I ended up getting, - I think, - was around 10 cents her person coming through to the school, - Chiesa and the With with Twitter. - The only problem with that was it's very I don't really have much information on the - demographic, - so you can't really get to, - uh, - true narrating on who you're actually focusing on. - So I got all a couple of people who were likewise the sad things wise, - he's been served to me. - I don't follow you, - and there's also a number of people who just don't understand that Twitter has got - advertised, - so that kind of was surprised about that. - But yet there's a range, - and you just really make to kind of start testing out with small amounts of budget so you - can spend $10 on Facebook or readyto stumble upon and kind of say the results to your words - up. - The next area is if you've got a video. - Is YouTube true views? - So this is where u two will offer you. - Hey, - pay for people to watch the video so this might be a pre roll or it might be just an ad - down the bottom on this could be really targeted kids. - They've got really good demographic information on her. - They got the witness to this is that it's, - ah, - high cost for YouTube views in comparison to all the other major. - What's talking about? - I think you know it really depends, - but you could be playing anywhere between, - like 30 cents to a dollar 50 for a view which is quite large when you compare it to the - other mediums that we're talking about YouTube sponsored stars. - So a number of the stars on YouTube will actually plug your content. - They usually charge a lot of money for this, - though, - but you usually get quite engaged audience who will click through your videos so they tend - to judge anything upwards of $10,000 to like $50,000 there's lunch costs obviously - associated with this. - But if you're looking to kind of get are kind of more subscribers or really quality views - thesis differently one of the best ways to go about it. - And so really, - you need to have a really hard think about what a what's the goal of this activity and then - trying toe workout sitting up kind of makes cell spreadsheet of uh, - each of the different media's ad suggests kind of running a little kind of test budget in - all of these channels so that you can start working out how many people will be coming - through for your video for the money that you'll be investing in those channels? - Uh, - then you work out how much how many people you're going to get there and through that, - and you can kind of start to get a predictive number of how many views that you expect to - get. - So I used to be out of work out my cost per click rapes and then have give the client an - estimation of how many views that were kind of almost like guaranteed to get on that - content. - So you might be out of say, - you know, - uh, - $5000 we can get you 100,000 views and this is how it's gonna be broken up now with that. - And when you're charging for this kind of activity to a client, - it's important to also remember to judge for your your hours on how much you work on this - campaign. - So put in the hours you need to be sent to the client and come up, - formulate this, - are working with vendors and then coming back. - A lot of media companies also take kind of a scrape on the top, - so they'll take 10% on immediate that they trade. - So you could also work it that way as well, - if you want. - Um, - as I was saying, - this is all about awareness like that should be the goal of your activity. - If it's to create awareness about something, - then that's what you're going to be getting. - You know, - it's gonna be harder to get into those some of those stronger kid metrics such as like, - if you're trying to get Facebook likes from this activity, - it's probably not gonna happen for a new brand because no one knows about your brand, - and that's not what the activity is going to do it. - So you really need to make sure that you've got the right goals in place on. - So remember to kind of sit the target of how many views that you'll get. - If you got any questions about this, - be afraid to ask me. - I always when presenting kind of these online stating, - I always like to give the client to options of the different types of traffic that they - want Teoh reach so you might have two options at different prices at getting different - types of use. - And I think the most important thing with unlined seating is that you very clear and open - with the clients about what type of use you getting and the value of those views. - So as long as you can be really have that kind of upfront client conversation, - I think unlined seating is a really good option. - One kind of side point on on a kind of these abuse and stuff is there's actually an - interesting thing happening at the moment where a lot of publishing sites are starting Teoh - open up their referral traffic. - So the analytics, - the back end analytics, - you ship it all, - always done this where you could kind of see via where the views were coming from. - Two recent examples of that is buzz fade in slide. - Shit. - So what you can actually do is go along Teoh videos and see where all the traffic is coming - . - I'm actually gonna create a report on this exact topic about kind of almost the science of - a viral video. - But if you're doing this for yourself, - the interesting thing to do here is to go along to videos or toe content on either. - Either they thought and work out. - What sites did they target or what's likes Did they get traffic from and how much traffic - didn't actually generate for them? - And that's a really good opening into the next chapter, - which is gonna be all on what kind of influence? - Outreach. - So once you've got those sites, - those least insights that they targeted and got a lot of views from you can start tailoring - your content to them. - Okay, - Thanks. - Catch you in the next chapter. 8. Influencer Outreach: - um, - welcome back, - Teoh. - Chapter six. - Influencer outreach In analysis. - Thistle's kind of really nice Segway from the first trip that that we did, - which I mean the first chapter on these tactics that we did, - which was kind of online saving. - I think a great campaign will always have based two elements, - um, - of online seating and kind of your influence in the analysis or outreach in them. - In the last chapter, - we're talking about referral sources and working out what sites should be be targeting to - get people. - I'm talking about your product so influenced. - So average is about getting kind of online influence. - Also, - people who have a lot of cloud. - So, - um, - a kind of respected online to talk about your product. - Yeah, - I think that's a shitty did definition than I really could chip better one ums. - I'm sorry. - I'm kind of using the same word like influencer and influences of yet sorry and online - where Batic explanation, - but hopefully going through this year and get a better idea of what I'm actually buddy - talking about, - um so, - in terms of steps in influence average, - you know there's four steps here on in this process that I go through, - and that is kind of the identification and measuring on the influences, - presenting to the clients, - contacting those influences and then evaluating. - You know, - there's lots of type of influence of outreaches. - Um, - I think the two main variables here, - the peak on the platform. - So you know, - there's a number of topics that people could be influences on from, - you know, - maybe it's be too bloody, - uh, - you know, - hair straightness to floor polish. - You know, - the area of interest for use is finding out what your brands about what topic it is to some - brands. - It's really easy. - So if it's like you know, - you've got, - uh, - you know, - a beer, - for example with your Newcastle beer, - then you're trying really influences or kind of a booting. - Be trying to find the beer influences online. - However, - if it's like lampshades, - maybe it's more about, - you know, - finding interior design blog's and then other times it can be even a bit harder. - It's not on the actual topic that they're talking about, - but it's on the demographic. - So if you're kind of a brand like a boy, - brand like monster energy or, - you know, - Red bull. - There'll be certain sites that you really want to be kind of indexing on and on out - reaching, - too. - So maybe you're trying to find influences in Reddit who concentrate on guys stuff. - So it depends on the topic or the demographic and then on the platform. - So you know these influences on every platform you've got. - Instagram influences who people are reaching out to YouTube lobby on the list. - Kind of goes on and not. - Let's kind of look specifically at blogger outrage on Ben. - You can kind of use a lot of the same tactics to get Teoh, - um, - others intensive blogger outrage. - How Voice Start A booking kind of outreach campaign is simply googling for at least of the - top locus on that area. - So say that Ive got thesis lamp shade that I'm trying to advertise for one, - and I'm really looking for Interior Design Blog's. - So what I'll Do is old stop eating like top 50 interior design blobs in America. - If I'm in America is or you know, - the 50 best influence Interior Design blog's kind of looking at those kind of least of - words or just topping in like interior design and saying Who comes up in those Google - searchers? - And so what you'll start to do is, - um, - you probably crack on toe one or two Interior design blog's. - Then what you try to do is really look at who are they talking to other Bloods or who is in - that bloodless role that used to be always a classic one. - You could get one of those blogger out bloggers, - and then they would uncover kind of a realm of all these others because they all linked to - each other and all kind of talk to each other. - So if you can start trying toe kind of work out, - who's in that list and who's in that area, - it's also good to look at, - you know, - talking in the name of your brand on saying What floor is there talking about it and then - also your contended his brands. - That's always helps. - So for when I had dosh wallets, - which was a wallet company, - I looked at, - you know, - they're all about getting into men. - Stars magazines are really Hello, - sorry. - So I looked at who was tearing at dash wallets and then the name of the three different - competitive prints and that really kind of gives you who's out there in the landscape. - So once you've kind of got you, - least there's kind of five K measures of influence that I use. - So the first is traffic. - So it's like how many people visit that site on per day. - So what I use here is on the compare or Alexa Onda. - Look at that map monthly traffic members. - So I went through this in the insights money. - I took it that digital strategy toolbox. - So have a look at that again. - But here you like looking at compare. - So Thrillist is Ah, - you know, - one that I like men style. - So here you can see that they have 132,000 unique visitors months. - Eso I could keep that information the next. - He's about engagement. - So you really want to look about? - Have many people are actually engaging with the content. - So sometimes you get sites. - It will be ranked really highly in traffic, - but they'll get no people like engaging with them. - And maybe that's a reason, - like they've got a strong other part of their website like an e commerce or, - you know, - the female section um, - he's really popular, - but no one looks at the men's stuff, - so if you start looking at the comments, - you can start working out who's kind of influential. - So what I do is I look at the top of the last month's worth of comments and then kind of - create an average for that. - So it's like he conceal a flesh. - She's a famous Blaga fashion blood A. - She's got 77 comments. - Another one you to look at is how many times that I getting should through Facebook and - Twitter. - That's something a lot of these bloggers will start having on their lists. - The next area you look at his brand relevance. - So this is more of a subjective on score. - You're looking at. - What is is there a good fit between your brand or what the brand wants to be perceived as - and that site so you might have a site that's kind of really highly trafficked, - but the audience just might be a little bit wrong if you're trying to be an aspirational - brand, - and this is a big common, - you know, - uh, - good, - nor kind of what trashy Then you probably don't want to be in that. - So you kind of get that A brand relevance score out of 10. - The last area is social rates. - Actually, - I don't know if it's lost. - This could be fourth or fifth anyway. - Now, - this is looking at how big is their own social channels? - So you're looking at how big other on Facebook or Twitter eso Once they've got your message - , - how many people can they kind of reach with it? - And so this is kind of quite important as well say, - here we see this is a brand that I did for dosh wallets. - This next is a nail fashion one that about 7000 followers. - I did have one last one here. - This is the consumer interest and that this is how much interest is there, - uh, - for these content providers. - So what use here is the good trends once again, - a system that we use for ah, - for the digital strategy toolbox. - It's hokey. - And Ted up again. - He is how we do it. - So we look at I've got four terms here, - which is all about, - uh, - men's kind of entertainment and arts. - And so what I've done here thes air dosh roll it's on. - I've got those four terms, - those four blobs and plotted them so you can see here. - There's a lot of interest for on this next, - compared to the other three sets. - So you give them a score as well. - So what I do is I compiled along this information into s spread shape. - So just captured all that information. - You put it all in there. - And then what you do is, - um you kind of categorize it. - And I kind of have kind of the Alexa ranking there. - The blood comments and the relevance writing for this one, - you don't have to use all five of them. - Could. - Sometimes it can be a bit time consuming, - but what you do is you put them all out there and then you give them, - um, - you try toe given the indexing school. - So you them out of 10. - I usually give it out of 10 so every brand will have a school between 11 to 10 for all - those kind of measures, - Then kind of the next stage is you've got all those, - except you've got that Excel spreadsheet and all that information. - But for the for the actual uh, - for the actual client, - you don't want to kind of bogged them down into detail. - So here is an example. - You know of the presentation. - I've got that kind of just the fight the three schools here of following traffic and - relevance and then just a little bit of information on what that blog's about and kind of a - screen cap of that Plug it here. - This is like a mummy blogger. - So see how that's like taking all that information. - But you're trying to really make it into a really nice, - easy to consume way for the client. - So what, - then happens is you should give a range of them saying, - Hey, - these are the 10 bloggers were thinking about reaching on, - you know, - eyes, - This list of 10 all right with you? - Yep. - Signed off. - Awesome. - So what you now do is on start content in the blogger. - You know, - there's a number of different ways that you can contact the blood up of these is my kind of - structure. - So this is one that I took for kind of boots brand that all stern called joy bits. - And so what I did is really finding out their name and then showing that you're kind of - understand. - Ah, - you know who who the brand is. - So here are, - you know, - gone. - I'm working on behalf of your boots. - In Australia. - They're big fence started heart. - So showing kind of acknowledging that you know, - the site. - And this isn't just a massive coal at I've also done the subject line that job boots, - Australian blogger outrage program really kind of direct. - So they know it's not Spare me. - They feel like I really, - you know, - try toe nail up the personal feel of it on Ben. - I've kind of got the offering off the boats really strong there the call to action of what - we want And then kind of I put my contact details to kind of really make it feel like, - uh, - you know, - they can contact me if they need to. - Um and this usually gets quite a good response. - They're So what will happen as I usually like with Jiro boots I had, - you know, - the five bloggers that were really keen on they took the They kind of responded in kind of - really fast time to my emails. - And then I sent them at the product with measuring the influence you need to have Google - analytics set up on the site you're pointing to. - So, - um, - what? - What's good here is you should see how many people are coming through from those different - sources. - If it's an eight, - comments like you can even go and put tags on the kind of the buying pages to work out. - How many people actually converting them in terms of the Google Alert also set up for the - brand, - so you can actually see when sons writing about that You don't have to be checking all the - time. - So I set up for job boots, - and then it reminds me when someone starts talking about the brand from So, - um, - here is kind of the referral sites. - As I was talking about, - you can see who's bring the trafficking. - The other good thing to look at is the duration of these people's views. - It are they staying for a long time or just kind of quickly kind of flicking through um, - from there. - This is, - I think, - for website I did l degrees and you can see kind of gothamist brought in, - um, - you know, - 758 people through traffic and people was staying for 20 seconds. - Um, - you hear just That's kind of how I kind of sit up my blogger outrage program, - I guess, - um, - some interesting things that I've kind of learned along the way that kind of small will - influence a big. - So as I was talking about for dosh wallets, - I did some outrage for them and we reached out to kind of awesome meteor. - I'd say men's fashion and culture blowers, - eso decide, - lost of a minor picked it up. - And what? - The interesting thing is, - is that a lot of these mid tier sized blog's we'll also influence the bigger one. - So they brought about Dodge Bullets, - lasted a minute, - and then Kanye West actually picked it up on his blog's and Colorado, - which brought a surge of traffic. - So it's great if you can start analyzing who picks ups whose traffic I've seen that happen - to with a man up like an art project. - I did it got picked up by Gothamist, - which is like just a local bog, - and then that got triggered the New York Post to pick that up because that's their source - of new said, - always read that as well. - The other thing is, - you can't always control what people say here or right about your blawg. - You pretty much unless you're paying them a lot of money, - you won't be out of control the messaging. - So for one, - here are your boots. - Was the book manufacturer manufacturing? - You can want it. - They kind of reason to believe in kind of competitive advantage was that the boot was - measured two feet your calf size, - and so we sent them out to a number of Australian bloggers. - And Nefesh, - which was one of the sites, - accepted the blogger at Rich. - But then when she actually kind of came around to shooting it and putting it on a log, - if you can see in the picture here, - she kind of had the boots not even on now, - kind of like she had unzipped them. - And Andre were just kind of sitting grand Teoh like legs and obviously not showing off the - main feature of the product. - So in terms of charging for blogger outreach, - the first thing about it is it's a bloody, - timely process. - You got to get a list of bloggers signed off by client need to get in touch with the the - blogger, - Get it? - Drip the dresses if you send something absolute and negotiating. - So on average odd South spend at least 10 hours per Blaga that writes about the content. - So if you're charging for this service, - you can do kind of an alley alley, - right? - And so what I usually do is break that up in terms of, - like, - How much time? - Less than isolating the influences, - liaison and midshipman at the end. - And they can stay what your time and how much time it is going into each step. - Obviously, - I don't know what you will be charging is an hourly right with its $50 whether it's 100 or - whether it's, - you know, - $150 of that kind. - Imagine anyone charging $150. - But actually, - if you're an agency, - you probably do it. - But yeah, - if you're just by yourself. - That's kind of how I charge on out this kind of back to t. - I hope that helps if you've got any questions asking the discussion 9. Community Management: - Hi. - Welcome back. - Now we're going todo on to chapter seven of kind of ongoing Community Management Tower. - We charge that So as I was saying, - like, - advertising, - Yeah, - it's made up of creative, - familiar, - but communicated. - Now you mean mentioned is made up of creative media as well. - But there's also a response, - and it's these three areas that community members from the made up. - So I'm gonna go into detail about the three different pillars of community management and - how you do them and have you charge them. - So in terms of creative, - that's all that kind of coming out with the content strategy. - And I guess the key for this is what are the key pillars you want to be speaking about as - you brand? - Um, - you know, - I usually do this by kind of coming up with kind of a kind of brandy and a all kind of - different content Bulus that you want to be speaking about. - So for a brand, - it's usually you want to balance it between updates. - We sure about the brand and what kind of news about what the brand's doing. - But then you also one other kind of do it a back kind of cultural kind of celebrating - topical events without the paper. - They tend to be kind of some of the killers. - So maybe you're trying to get show that you're interested in a certain area. - So if you're kind of like Red Bull, - maybe it's like you say that one of your brand in a pure pillars is Ural about kind of - space. - And any new news about kind of space or something that's coming up, - that will be what you're speaking about, - a new kind of work out from there. - So you want to create engaging content. - There are three amazing reads on this specific topic that you have to read. - I don't go into too much detail about kind of on creative and had how you do it, - because these once have really kind of covered it quite well, - so linked to them. - But they are soaps, - creative dummy's Guide to creating kind of brand pages, - and they've got some great ideas here about how to get people engaged with your page. - Same with Dan Zarella. - He's scientists got of how to get more likes coming since years, - and then the last one is Digeo shows Facebook super example on that they've got there. - And these three are all resource. - Is that Aaron? - Your resource is page, - but if you kind of go from there, - they'll be a good example of what you need. - So in terms of how I do that, - then kind of come up with what my four pillars of information are. - And then what I'll do is actually going to kind of the actual copy that I'll have for those - four different pillars. - So you want to come that cannot with a number of kind of ideas. - And one of the things is to look at kind of like a calendar of how long you'll be running - the page for how many updates you were doing a week and then working out certain cultural - events that will be happening around on. - Ben, - what you want to be doing is coming up with the update and then plotting them into kind of - an Excel spreadsheet. - So here it might be kind of a number of the different updates that you want to go out with - , - or and and kind of the creative that you want to go out with and then make it easy for the - kind of cup client to sign off on this work. - So just be aware, - the information there, - um, - the next area of interest is kind of community. - Uh uh, - community mentioned, - maybe, - or or Facebook ads or Twitter ads for that. - That reason So he kind of Facebook ads? - A. - Really, - I can't stress this enough. - The key to success for every Facebook on campaign that Les stopping involved in on the idea - of kind of, - you know, - content that will get shared and people to share your content. - It's just malarkey. - It won't happen as fasters if you buy Facebook ads. - And I think the great definition from kind of analogy for maize. - Oh, - I don't even know if it's analogy, - but what diseases, - he said. - There's a number people probably out there who like your page, - but they don't know you've got a Facebook. - I mean, - like your brand, - but they don't know you've got a Facebook page. - So you're through Facebook ads. - You're just making them aware of that page. - You from work out Most advertising key performance metrics from Facebook advertising. - So what? - I mean, - here is a Facebook advertising, - especially if you're going to be any management become the backbone off your case except s - measures. - And in your bench, - Max, - which is what happens here, - is, - you know, - at the bottom of any of you're kind of meat kind of goals will always be a Hamiti. - Fans do you have and, - uh, - with that number The number of fans that you have will also influence the number of - comments and lots that you have and then the amount of people writing on the wall So this - will it unite the number of fans you have direct directly correlates with the amount of - engagement that you'll have on your page. - So it's really important. - So this into a have to guard for Facebook ads Choir is a great kind of person on this topic - of our Facebook ads and all the different types of ads that you can do and how they - actually work on, - you know, - community management responses, - the kind of the last area and one of the things that I always do she to begin with, - used to create kind of community god lights. - So when you are monitoring activity and Neutering of comments, - you kind of got you kind of can. - So an example here is you know, - I like working with color straight that one of the first things we did was set up, - um, - set up their house rules. - So these kind of no one can kind of swear on the page or there's no racist comments. - So what this means is when you remove sounds comment and they say, - How you bloody censoring us? - So you can't believe you to remove comments you can just directly to the house guidelines, - house rules. - And then there's no kind of ifs or buts of why you removed the content or on any problem - there. - Um, - you know, - in terms of the moderation labels that I had, - there was kind of to levels that I would always do. - The first would be a kind of the removal of comments. - And then the other one is the kind of line ball comments where they're either asking a - question or it's really close and you need to go to the client on, - you know, - as I was saying, - you remove the comments firstly, - that go against the, - uh, - brand God look up the community guidelines. - But then the 2nd 1 What you need to do is kind of take, - I guess what we used to do is take screen, - grabs off the comments, - and then you write your suggestive response. - And that's something that you can send over to the client, - Um, - can daily or weekly, - depending on how I take daily so you can kind of respond to comments and once maybe the - brands got trusting you. - Maybe don't just let you respond in your own time, - but it depends on the client. - So in terms of community mentioned haven't gone into that much data because I really feel - that there's enough information on online about it and, - you know, - the the kind of resources that appointed you to have the best tips and tricks. - But really the secret to Facebook on community mention a community mansion on any platform - is advertising its plain and simply learn how to do Facebook ads and how to do them really - well. - And you'll grow your fan base. - And, - um, - you know, - you learn from the engagement you do. - The other thing is, - is that you really do learn on learn as you go. - You learn what works and what doesn't but if I was gonna tell you to do one thing that we - learned how toe Hadow optimize their ads, - Facebook ads properly and learn as much about that is possible in terms of crossing - community management's, - uh, - you know, - I like to break it out once again into an alley rate and for different activities, - you might charge different things, - but, - you know, - here are some of the things that you definitely will charge for the community moderation of - , - like monitoring comments every every day. - And how many times you gonna be checking the page? - The account management of actually going in presenting to the client and coming back is - across that you need to take into account created concept ing development of those status - updates. - You need to really charge for this activity of kind of coming up with it because you are - the X. - You should baby expert in this the advertising sit up, - sending up and monitoring. - So this is your Facebook ads you need to charge for this and obviously also get money for - media recording is the time spent getting all that information and then the kind of account - set up. - So that's the brand Dana and your content strategy. - See, - you really need to make sure that you're crossing this out properly, - so you're it's profitable for you, - but it also being really cleaved with Klein of what they're actually getting for their - money. - So, - yeah, - once again, - it's not. - It's not a lot of data because I think there's a lot of information out there that you can - get, - but yeah, - concentrate on Facebook ads and and you'll be in the right place. - If you've got any specific questions, - feel free to ask in the discussion. 10. Comms Framework and KPIs: full. Hi, guys. Welcome back for Chapter eight considering works in Cape Ers thesis chapter We've gone through kind of all the different three of the different tactics that you can use. But there's many other things that you can use to create a campaign to. However, this chapter will be concentrating on two of the, um, important things which other communications framework and KPs Um, so you should have come up with an idea now for how you're going to engage people and the creative on the credit idea. We haven't spent too much time on this. Um, but as a strategist, what you should be doing is you should be able to evaluate all the ideas that have done the board. So you come up with the first part of it is does that does that idea. And to this strategy, the second part you need to concentrate. He's he's like, Do we have the resources to pull it off? No. Are you thinking about something like reading a website and you've got no developers in house, so you don't have any time in the budget for that kind of stuff. And then the third party is, um if it's possible within your time friend that you've credit. So once you kind of evaluated the idea realized that it is possible. What you need to do now is create a communications framework for the idea. Now, the simplest way of kind of explaining a communications framework is it's kind of the architecture or the structural support for the idea. So your big idea might lose somewhere like on Facebook page. Um, however, what's all the key drivers to the page and what are you actually trying to get the consumer to do? So I've actually gone through the communications framework in a bit of detail in my last course, So I'll get you to kind of have a view of that video, which goes into detail about how you create a communications framework, and I think you'll learn a lot from there. But I'm pretty much set up. This model overcomes framework, which asks at the top, you can see their feet current consumer behavior. So who are you consumer? And then where do they start? And then the other side of that you can see the desired response. So what do you want them to do in their thin have broken into kind of all the things that I do, Um, when they kind of booking a trip. So there are faced with picture streamer when they're not even aware of it. Then when they're starting to look and research, I go to trip adviser fast friends. They look at hotels, com, then went at the buying moment. They're going to the websites that they're actually buying. So this actually breaks up into three. Really, nurse on, I guess. Pillars of times that you want to talk to the consumer, Um, in the awareness phase what I've called the research in facing the buying moment. So most campaigns you kind of want to break it up into different structures in terms you'll be talking to the consumer. And then I looked at what media from that very first kind of box. Um, I would using down the bottom here so you can see that it's really showing both the creative and the messaging in the media, the different stages because the messaging and maybe you're gonna be different, that what you're going to say to people about your product when they're not looking at our hotel. He's probably very rolling brush drugs and just one reason to cheese booking dot com. Next time you travel where when you got someone who's researching, they will want to know kind of the specific details and kind of the reasons to believe in your product in to go such now. So they're more kind of narrow, tactical kind of solutions to their problems. That's their researching. Three other area that I am always including kind of project is is a digital ecosystem, and that's showing how old this thes components are working together. I think it's always nice for a client to see that and to be out of see all the parts working together. I've got one here from the miso sushi Digital ecosystem example, which was from my last course. I'll put links to that as well, but he has are saying it's kind of helping them all the content, however loose together and where where you're pushing everything, it's also good for you to realize we're all the different components are and what you're trying to do, so you can read more about that is in district. It'll include underneath here, which is what is a great digital creative brief. So now moving on to Cape Ers or the key performance indicators clients really enjoy when you can put numbers to the success of a campaign, most marketing departments a kind of quite heavy on the numbers. And, you know, that's the language you CFO will speaking CEO. So if you can start speaking their language and showing tangible results for your outcomes , then you're more likely to get money again the next time around. So this is a really important part, and and if you're not strong here, then he should really spend a lot of time. Um, I guess KP eyes specifically actual milestones to show how you actually going to reach the goals. So the little milestones you putting in place for all the different tactics that you're going to do t kind of evaluate how good how well they're they're doing to helping you. Richie got. And they're really important because they can help you kind of. I'm optimizing campaign. If one area is not doing so well, you can kind of shuffle money somewhere else. I'd like to actually use a pyramid on the Cape Pr pyramid, and that's based on the masking funnel here. And I like to kind of come up with specific ones for every step, depending if it's kind of a full, rounded campaign, so you might have a way in the stores consideration, preference, purchase and attention. Now, all this information I've gone over in data in the previous record, which is great food with the kind of getting to classes in one here. So if you just check out there how to measure digital, I put the video up for that. I think you'll find that really beneficial for this measuring KP ours and theirs even going to a bit more specific date. L about what else struck me at last on last chapter where I was talking about the Facebook advertising examples and working out, um, how maney fence you should be getting through, actually going to a bit of detail about how I worked that out. So I think that would be really beneficial if you weren't part of the last course. Thanks. Bye. 11. Presenting: - he's so this is the final chapter that we'll be going through, - Um, - in this course it's on presenting if you've got any other questions, - I'm from the course that you haven't understood any something. - Please asking the discussion because I'll make sure to answer the questions. - They're so presenting back to the client with every presentation of the decorate to a - McCline. - What I'm always trying to look today he's tell a story and an important part of that story - and and buying to it is I always look to get, - um, - three yeses before I get to the idea. - You know, - what you trying to do is is really kind of route. - Tell a story in engaging story for them where you're sitting the drama. - And then I was kind of the business problem from what you're trying to fix. - And then you really trying to hit home with the solution, - which is your idea. - Um, - I I have, - like, - a general flow of the of the deck that I always go through, - which I found you know, - of the years of presenting to a client this this flow sense to work really well. - So in terms of kind of a checklist of everything that I kind of go through with. - The climb is the fist. - Part of the brief is always ruta rate the brief to the client. - You know, - this is the part where I tell them, - you know, - what did they ask us to do? - Um, - and these can usually at the first straight points can easily kind of seafood on one slide - . - But what you trying to do here is say, - in your own words, - what you believe the brief waas. - And this is where you kind of getting your first? - Yes. - You really want them to you know, - I agree with you. - Yeah, - that that is the business problem you actually asked us to solve. - And yes, - that is the goal was Well, - um, - from here we start Teoh go into a deeper look into the insights about the consumer brand - and competitors, - and these should bay the insights that we cannot move from our questions in the first week - . - They should be the answers to these questions. - So you should kind of here be basing them on stats and looking at things that it kind of - answering the business problem. - So this is where you should be getting a second. - Yes, - because people will be like, - Yeah, - that's up that fact. - That step is exactly what I need to know. - That that my consumer at this stage, - that social media, - the third, - the kind of fifth part of this is the strategy or the one line that will make up your - strategy. - Now this is when you want the kind toe totally agree with you. - And that's where the third yes comes in in place. - So he said, - you've set up a situation where you're getting them to kind of almost like not they had and - agree with you that this is the right path to take. - Um, - then what I usually do is have a big idea slide, - which is the idea on one side, - and it's usually quite visual. - This slide, - I think, - go through the execution. - What are the different little components of this idea that make it work? - This is also known as you comes framework. - So you've completely kind of digital ecosystem sliding here and then also you comes - framework to show the specific messaging and creative depending on the different pillow. - Then I go through the kind of the KP eyes of a key performance indicators. - How we will be measuring this and this once again gives the client assurance that we're not - just doing kind of a creative idea, - But we're also, - um, - backing it up with stats. - After that, - I kind of go through the budget and the budget breakdown and then the timings for not only - the pre production, - but when the campaign's going alive. - So you want to show them on the steps that you'll be taking to get to the idea. - And you also want to make sure that they have a a clear understanding of when the next it - is for them. - What did they have to do specifically? - So this formula I use on every presentation, - it seems to work really well. - So if you just follow this as a general rule, - you'll be doing really well. - Now I just want to highlight two campaigns to presentations from my last class that I - thought really stood out the May and really were, - you know, - right on right on, - Kind of. - No, - But for May, - if I was the client, - I'll put links to them. - I mean, - we'll share them But underneath this presentation, - the first was a presentation by Becker tail off on where she really went into data that - insight and have a really strong kind of comes framework over the top on between the teen - and the Children. - You you'll see it once you say the presentation, - so please have a look through that. - The second is Leong's. - She I think she's doing. - She's doing this course as well, - but she really stood out with her thoroughness through the whole presentation and just - really night sense. - And I think is a really great dicks that you should look at for inspiration on for your - social media strategy that you put together for the final assignment. - For this for this class, - if they looked in anything like this, - you'll be blotted kicking girls, - so definitely have a look at days and tried to kind of pick up. - Have they're going through the flow of the dick and how they telling the story. - That's what you really should be out to get out of. - These two presentations really know us kind of flow, - and once again they using stats to back up everything that they say. - I think that's one thing that I've seen kind of missing, - I guess a bit in this class with some people is that they they're just making assumptions - of what their audiences like. - I'm not saying many people look at the moment. - Use the digital strategy toolbox to kind of have those hard numbers to back up where - they're going. - So have a look at those two decks and think about how you can put your presentation - together in the same way. - All right, - um, - if you've got any questions, - please ask him in the discussion. - Thanks, - like