Steps to success

Recently Universal McCann created its own 10-step programme for successful social media:

1. Listen to/observe what the target audience is doing in social media
2. Create a “social object” that is relevant to the brand and of genuine interest
3. Segment the target into tribes. Give them something they can join.
4. Allow them to engage via their preferred platform of choice—create multiple interfaces to your community
5. Make the experience better when shared
6. Optimise your content for sharing—particularly via newsfeeds and Twitter
7. Use paid-for media to get the ball rolling
8. Take advantage of extreme targeting offered by social networks
9. Make sure you have the resources to manage your community management and refresh the content.
10. Track the results and optimise where necessary.

Planner buyer thought (unusually) that this was a good idea and took the idea to help Sales people dealing with agencies: Behold Plannerbuyers 10 step guide to dealing with your agency;

1. Try to listen to/observe what the buyer is doing during their hopelessly cool weekend.

2. Create a “social object” that is relevant to the brand and of genuine interest – or buy a “shiny object that is of interest to the planner.

3. Segment the target agency into tribes. Give them something they can join – failing that try some cheap trinkets – beads and shiny mirrors worked for Native American Indians.

4. Never allow them to engage via their preferred platform of choice; email —create multiple interfaces to your agency or you will never speak to them

5. Make the experience better…somehow

6. Optimise your credit card for sharing—particularly via lunch and after work drinks

7. Use paid-for lunches to get the ball rolling

8. Take advantage of extreme arse-licking techniques offered by large networks, it works for them after all – shake em like an earthquake

9. Make sure you have the resources to manage your planner/buyer.

10. Track the campaign results and optimise where necessary, although this is really a last resort – if you at this stage you are in the shit and have no chance…