Thankyou to everybody who attended our third FRANkademy session on Friday. We really appreciated having an inquisitive audience, and the active discussion about an exciting area of communications strategy.
A recap on what we focused on in the session:
We started out by outlining the size of the opportunity social media brings; with its unique reach now higher than email. We then introduced the bought, owned and earned media integrated approach to communications planning. Bought – is media you can buy like TV airtime, radio, billboards, magazine space, online banners and so on. Owned includes assets of the business – logo, packaging, website, retail outlets. Earned is the conversation you engage with your customers, the word of mouth you generate, customer feedback and comments etc. Traditionally the first two have budgets, strategies and timelines. But what about earned? Shouldn’t everything be aligned? We made the analogy that jumping at social media tools as solutions is like walking into the toolshed, grabbing a drill, a saw and a hammer, and trying to paint the back fence. It doesn’t work!
We then moved on to two areas of interest in the social media space – Twitter and blogs. We looked at how businesses are using Twitter to connect to their audience, harness the power of positive word of mouth, enhance customer service, build communities, and align their bought/owned/earned output. In our blog section we explained what value blogs and bloggers can offer brands through some contemporary case studies, and the best way brands can work with bloggers. We presented guidelines employed by our own blog network Nuffnang , the biggest blog advertising network in Australia.
After the drinks break we went through a case study for Melbourne’s GPO. This showed FRANkVizeum’s focus on building a long term social media strategy, as opposed to a short term ‘campaign’, through the process of immersion. This involves listening and learning, developing a strategy with budget and timeline, allocating resource to manage the brand community, and implementing the plan to agreed measurement metrics. We ended by quoting Google analyst Avinash Kaushik – “Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done there is surprise it is not better”.
Thanks again to our audience from TTF, Taboo, Full Circle, Austereo, MCN, Simply Energy, GoSwitch, Channel Ten, RMIT, and all other guests including Richard!
Now… has everybody done their homework? Visited our Twitter account? Looked at Twitter 101 For Business? Played Brandwars? If not, you can redeem yourselves by commenting on the blog post below, or contributing your own! What was most interesting about the session?