Fewer Buzzwords, More Process

Fewer Buzzwords, More Process
SHARE
THIS



Community, Content, Conversations, Movements, Social, Curation, Story-telling. Our obsession with these buzzwords means they increasingly sneak into objectives, when in reality they are part of executing a broader strategy writes Leo Burnett’s TC Miles.

The advertising world doesn’t need another bandwagon to jump on to sell additional services to increasingly suspicious clients .

It needs expertise in how to create campaigns that might include some of these elements to meet the marketing or commercial objectives.

The best digital or social media ‘strategies’ are by-products of bigger initiatives built to solve marketing or commercial problems, be it Canon inspiring people to trade up to DSLRs or creating loyalty to 7-Eleven through Slurpee. It’s why we have channel and media specialists in house as part of the process, not external to it.

As it is the pursuit and implementation of intra-channel strategies as an after-thought are fraught with difficulty, especially when the dreaded phrase ‘best-practice’ is rolled out. It means trying to emulate an award winner without focusing on your marketing challenge or opportunity.

So let’s talk process.

Think generalists, not specialists.

Campaigns are their own eco-system that is a combination of creating demand and/or fulfilling demand. They have to be planned in their entirety. This should be the responsibility of a single agency. Begin with external specialists (digital, social etc.) and you have already pre-determined the output.

Problem Definition

Think beyond the objective to define the problem you’re trying to solve. Which audience is key to your business objective, what do we want them to do and what’s stopping them? We always treat this as a collaborative process to ensure consensus.

Purpose

Why is someone going to want to give you any attention at all? Why is your brand useful? If you’re already trying to sell a social strategy here, you’re probably thinking it’s something like ‘to spread a bit joy’ and you’re already thinking pictures of kittens. Easy tiger.

Strategy

Don’t ask for social ideas or a movement. Solve the output in the strategy before creative. Think how the strategy solves the problem. Map the journey we have to move people through to achieve our objective. Do we need to educate or inspire, if so is that a role for content? Do we want people to find out more information? If it’s high involvement, maybe a phone number does the job…. This is the channel you execute the idea in.

Idea & Touchpoints

Evaluate the idea around its ability to solve the problem, match your purpose and its ability to be executed in the specified channels.

Touchpoint Tracking

You know how your idea is supposed to work. Measure and track to optimise. If there are gaps, then maybe, just maybe you need a specific channel strategy.

In summary, if you’re wrestling with how to build a content strategy, embed story-telling, or create a community, relax. Resist the buzzwords. Just go back to the problem and define your channels with the strategy. Execute accordingly.

Please login with linkedin to comment

Customer Experience Derp Con Mad Men Oracle Partner Network Swithced on Media The Bump

Latest News

Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine
Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey
  • Advertising
  • Campaigns

Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey

Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]

Optus Teams Up With TikTok To Launch Sign-Language Campaign
  • Marketing
  • Technology

Optus Teams Up With TikTok To Launch Sign-Language Campaign

Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]

Heckler Appoints Charu Menon To Partner
  • Advertising
  • Media

Heckler Appoints Charu Menon To Partner

Heckler has announced the promotion of Charu Menon to Partner, Singapore, making her the first female member of the Board.

Bapcor Debuts First Campaign With AJF
  • Campaigns

Bapcor Debuts First Campaign With AJF

Asia Pacific’s leading provider of vehicle parts, accessories, equipment, service and solutions, Bapcor will launch its latest campaign, ‘The unseen parts of every Australian journey’ this weekend.

Professional microphone in radio studio
  • Advertising
  • Media

Podsight’s Benchmark Report Shows Podcast Advertising More Effective Than Other Digital Channels

Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life
  • Campaigns

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life

NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge
  • Campaigns

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge

Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]