TCO provides social media and digital marketing consulting services. The standard terms outline: 1) TCO's appointment as a consultant and the services to be provided. 2) Payment terms including fees, expenses, and interest on overdue amounts. 3) Intellectual property rights and licensing of materials created. 4) Confidentiality obligations and limitations of liability. 5) Cancellation fees if an event is cancelled after work has commenced.

1. #mUmTCO

2. Social Media 101 & 102
Welcome
mUmbrella & TCOʼs
Social Media Academy

3. Facebook YouTube Twitter
What gave us the likes, shares and comments?
3.2 million engaged
Coke Zero
fans | followers | subscribers Optimising Video SEO to drive over 1 million incremental views of content
like | comment | share
UNCLE TOBYS Swim Kids
15,000 Posts/Responses 95,000 reactions to a FB post, demonstrating affiliation with sponsorship assets
Averaging 40 questions per day like | comment | share
Allenʼs
Used SM to spread the CCI across the nation- 1 million smiles
like | comment | share
Updated 83 communities
Pure Blonde
Now the number 1 Alcohol band in Australia on Facebook
like | comment | share
Across 7 categories
FMCG, Retail, Travel and Leisure, Alcohol
Boost Mobile
Entertainment, Not-For-Profit, Telecommunications
Facebook now Boost Mobileʼs key CRM channel
like | comment | share
National Geographic
Uploaded 100ʼs videos Listening and optimising based on real time conversations
upwards of 20 million views like | comment | share

4. SOCIAL Whaaaaaat???

5. SOCIAL?

6. SOCIAL?
Character
istic - Bei
ng
Interactio
n - Behavi
ng

7. SOCIAL?
Maslowʼs Hierarchy of Needs
Admired >>
Respected >>
Connected >>
Accepted >>

8. DIGITAL MARKETING
COMMUNICATIONS
Pre-Web 2.0 Post-Web 2.0
1-to-Many 1-to-1 1-to-Few 1-to-Many

9. “Call me...”
15 years ago Today
- Pager - Home Address
- 3 Phone #ʼs
- Txt/MMS
- Email - 3 x email address
- LinkedIn
- Facebook Msg
- Home Phone - Facebook Chat
- Facebook wall post
- Twitter @
- Home Address - Twittter DM
- Whatsapp
- Google+
- Skype
- Facetime
- Viber
- Instagram
- YouTube
- Vimeo
- Slideshare

10. SOCIAL MEDIA ERA
ENABLED AN ACCELERATED RATE & MEANS OF
CONNECTING
(to people & organisations)

11. HOW DO YOU USE SM?
- Inform - Entertain - Educate - Inspire -
Personally Professionally
- family
- career
- lifestyle
- research
- passions
- contacts
- interests
etc.
etc.

12. BRANDS & BUSINESS
SOCIAL MEDIA ERA
BROADCAST NETWORKED
NOW
THEN Earn, Own, Share & Rent (Paid) An
Rent (Paid) An Audience Audience

13. HOW ARE BUSINESS &
BRANDS USING SM?
Business Brand
- consumer research / insights /
- research & development behaviours
- competitor/category research
- human resources
- corporate reputation & communications
- corporate affairs - brand/product communications
- sales - customer relationship management
- customer service

14. HOW MDʼS LOOK AT IT
http://www.powerreviews.com/

15. SOCIAL BRAND &
MARKETING
Always-On Tactical
Inside Brand Outside Brand
Communities Communities
Monitoring Publishing Community
Management
Outreach Response Analysis &
Insights

16. SOCIAL STRATEGY
PROCESS

17. SOCIAL PLANNING
PROCESS
EARNED OWNED
SOCIAL INSIGHTS
& BEHAVIOURS FILM / AV
PAID SHARED
ENVIRONMENTAL ANALYSIS CONNECTION
CREATE (LEAD) Channel, role, message & call-to- DIGITAL INTERACTIVE
COMPETITORS / AUDIENCE action
BUSINESS /
MARKETING Strategy Ideas Planning Execution
OBJECTIVES
BRAND ESSENCE / TOOLS / AMPLIFY (PARTNER) ASSET/CONTENT DESIGN
ASSETS / EXPERIENCE Creative Development
TCO PROPRIETARY TOOLS / BROADCAST EXPERIENCE
TYPOGRAPHY
EXPERIENCE
DIGITAL
MEASUREMENTS & INSIGHTS

18. http://vimeo.com/53647220

19. AUDIENCE BEHAVIOUR
http://www.intentindex.com/

20. PLANNING CHANNELS
http://nytmarketing.whsites.net/mediakit/pos/

21. AUDIENCE INSIGHTS
http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2012-Reports/global-trust-in-advertising-2012.pdf
http://blog.miibrand.com.au/wp-content/uploads/2011/11/Infographic-Why-People-Follow-Brands-Hi-Res.jpg

22. SOCIAL MEDIA
VALUE PROPOSITION
SOCIAL CURRENCY
?
Information
Inspiration
Education
Entertainment
Action
OR Action & Reaction
VALUE EXCHANGE

23. ESTABLISHING A
SOCIAL PRESENCE

24. P #1
S TE Know your value
Satisfy your audienceʼs need to...
be informed
be entertained
be educated
be inspired
right place, right time, in the best way

25. P #2
S TE Make it enduring
BRAND COMMS DNA
NIKE #MAKEITCOUNT
Brand, Product, Social, Cultural,
Functionality Topical
Talk to functionality and Social by design, relevant
occasions for product use and current
On Platform Off Platform
Drive participation for
Drive participation for off
promotions / digital
platform activity (e.g.
interactive activity
Grassroots, The Academy)

26. P #3
S TE Right place, right time
Connection Plan
be intuitive
be informed
be realistic
be empathetic
Context & Relevance

27. P #4
S TE What, Where, Why?
Content Plan
CONTENT STRATEGY
AV IMAGE TEXT MICRO-TEXT
AV AV AV AV AV
IMAGE IMAGE IMAGE IMAGE IMAGE IMAGE
TEXT TEXT TEXT TEXT TEXT TEXT
MICRO-TEXT MICRO-TEXT
Role - Message - Call-to-Action

28. P #5
S TE When?
Content Calendar
CONTENT STRATEGY
AV IMAGE TEXT MICRO-TEXT
DIGITAL
INTERACTIVE

29. P #6
S TE Plan for the success
Setting Benchmarks
CONNECTIONS ENGAGEMENT ADVOCACY
Total number of Actively Total number of ʻsharesʼ of
Total number of Connections
Engaged users per month on a brand activities by users per
to a Branded Community
Branded Community month
Key Driving Factors Key Driving Factors
Key Driving Factors Strategy [SVP & Social Comms
Overall appeal of the Brand DNA] Strategy
Buying Campaign Idea Campaign Idea
Content Content / Format

30. P #7
S TE Plan for risk
Call trees
insert
benchmarks
visual

31. P #8
S TE Test & Learn

32. P #9
S TE Embrace it (alias)
Be a... But not a...
Stalker Troll
Twervert Spammer
Pinner Astroturfer

33. # 10
EP If in doubt
ST

34. NETWORKS/COMMUNITIES
A TOP-LINE VIEW

35. Publish / Direct / Transact
Inform / Engage / Educate /
Entertain / Inspire
Discovery & Research
Compelling reason to revisit

36. Publishing
Engage / Inform / Educate
Great for SEO
Needs commitment

37. Aggregator
Engage / Entertain
visually cool & trendy
supplementary & niche

38. Aggregator
Inspire / Engage / Inform
Customizable
Non broadcast

39. Creation / Community
Inspire / Entertain / Engage
Aggregration / Filtering
Relies heavily on fresh
frequent content

40. Connected Community Hub
Entertain / Inform / Connect
Good for Insights / CRM /
loyalists / advocacy
Moving goal posts

41. Connected Community Hub
Entertain / Inform / Connect
Niche interests Media /
Fashion
Relatively low penetration

42. Connected Network
Alert / Inform / Educate /
Outreach
Open / Credible Mass / key
influencers
140 Characters

43. Company/Business Activity
Business Info / Profile
Stakeholder Connections
Under-utilised

44. House Video Content
Inform / Entertain / Educate
Shareable / Familiar / Data
Poorly executed / not a
destination

45. TO RECAP
Understand Opportunities & Limitations

46. Tom Phillips
@victom
04 14 14 76 62
@TCO
Thank you

47. TCO Standard Terms
01: Appointment and Terms. The Client appoints TCO Pty Ltd ABN 69 125 933 637 (ʻTCOʼ) as consultant to provide the services set out in each estimate agreed between TCO and the Client (ʻServicesʼ).
02: Services. In consideration of the payment of the fees set out in an estimate or as agreed between TCO and client p-lus GST (ʻFeesʼ) TCO will provide the Services. TCO will abide by any reasonable directions
given by the Client with respect to the manner of delivery of the Services.
03: Fees. TCO will provide a tax invoice to the Client for the Fees according to the payments set out in an estimate or if no estimate as agreed between TCO and Client. Fees payable 60% of estimate on
engagement and prior to commencement of work and remainder is payable on delivery of the product of the Services provided under this Agreement. TCO shall be entitled to charge interest at the rate of 2% p.a.
calculated daily on any overdue Fees. The Fees may be reviewed by TCO if the scope of the project changes and the Client will be given notice of any increase in the Fees.
04: Expenses. In addition to the Fees the Client will reimburse TCO the actual costs of disbursements reasonably incurred by TCO in carrying out the Services. Expenses are subject to prior approval by the Client.
05: Intellectual Property. Intellectual Property contributed by Client will remain owned by Client. Upon completion of the Services and final payment of all Fees TCO agrees to provide a royalty free perpetual license
to the Client of all intellectual property rights created by TCO in connection with the provision of the Services for use by the Client for the purposes of the Project. TCO shall retain all Masters, rushes and other
preparatory material and client (or third parties) will not be entitled to such originals, although client may request duplicate Masters to be provided at additional fees. Third party intellectual property will remain owned
by such third parties, and Client appoints TCO as agent to procure any use of third party intellectual property in relation to the Project.
06: Assistance. The Client will give TCO, its employees and contractors all assistance reasonably requested by TCO to enable TCO to carry out the Services.
07: Employees. The Client will not, from the date of this Agreement to twelve months after completion of the provision of services by TCO, solicit, employ or contract any employee or contractor of TCO. The Client
agrees that if it employs or engages any person directly, contrary to this clause it shall be liable to pay to TCO liquidated damages in a once off amount equal to 30% of such personʼs annual salary or annualised
contracted amount (if a contractor) at the time of departing TCO even if they have been employed or contracted by another organisation after departing TCO and prior to being engaged or employed by the Client.
This digital file / document contains confidential information and has been prepared for discussion purposes only. TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.

48. TCO Standard Terms
08: Confidentiality. Each party shall treat as confidential all information which comes into its possession, pursuant to or as a result of or in the performance of this Agreement, whether such information relates to the
business, sales, marketing or technical operations of the other Party or the clientele of the other Party or otherwise. Neither Party shall, without the written permission of the other, disclose such confidential information
to a third party.
09: Warranties. Except as set out herein all implied conditions, warranties and rights are excluded from this Agreement. Where the Trade Practices Act 1974 or other laws imply conditions or warranties or give other
rights in respect of this Agreement, TCOʼs liability for any breach of such a condition, warranty or right will (but only to the extent permitted by law) be limited:
(a) in the case of goods supplied, to the replacement or repair of the goods or the supply of equivalent goods, the payment of the cost of repairing or replacing the goods or of acquiring equivalent goods;
(b) in the case of services supplied, to the supplying of the services again or the payment of the reasonable cost of having the services supplied again.
10: Liability. TCO will not be liable to the Client or any persons claiming under it in contract, tort or otherwise for or in respect of any direct, indirect, or consequential loss, damage, expense or injury suffered by the
Client or any other person arising out of or relating to this Agreement or any delay, non‑performance or error in information supplied to the Client by TCO in connection with this Agreement or any services provided.
Without limiting the foregoing, TCO shall have no liability for circumstances beyond its control, including without limitation fire, theft, strike, lockout, force majeure, act of god, or act of terror.
11: Cancellation. In the event that Client cancels an event at which the Services are to be performed by TCO then TCO shall be entitled to charge the Client, as a genuine pre-estimate of TCOʼs loss, the greater of the
percentage of the Fees set out in the table below, and the amount of the budget relevant to the Services performed by TCO to the point of cancellation:
Notice period Minimum % Fees
24 hours or less 50%
48 Hours or less 35%
Greater than 48 Hours 25%
This digital file / document contains confidential information and has been prepared for discussion purposes only. TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.

49. TCO Standard Terms
12: Termination. Either Party may terminate this agreement by giving the other Party thirty (30) days written notice, or the parties may mutually agree in writing to a shorter notice period. This agreement will
automatically terminate if: the Client enters into an arrangement or composition with creditors; an application is made for the appointment of a liquidator, controller, administrator, official manager, receiver and manager
or similar officer or any of them is appointed; an event happens which would allow a court to wind the Client up; the Client ceases to carry on business or is unable to pay its debts; or the Client materially breaches this
agreement and does not remedy the breach with fourteen (14) days of receiving notice from TCO to rectify the breach or the breach is incapable of being remedied.
13: If this agreement is terminated for any reason the Client shall immediately pay to TCO any part of the Fees which has accrued prior to the termination but has not been paid, including works performed but not yet
invoiced. Upon payment TCO shall deliver to the Client all books, records, plans, papers, models and information of any kind relating to the Services which are the property of the Client.
14: The proper law of this agreement is the law of New South Wales. The parties submit to the jurisdiction of courts in New South Wales.
15: Definitions. In this agreement, capitalised words shall have the meanings ascribed to them in the Schedule unless the context otherwise requires. Headings and bold print have been included for ease of
reference. This agreement shall not be construed or interpreted by reference to such headings, sub-headings, bold print or capitals.
16: The Client does not need to sign these terms to accept them, and instructing TCO to continue work will be deemed acceptance of these terms.
17: This agreement contains the entire agreement between the parties and supersedes all previous correspondence and negotiations concerning the Services. This agreement is the primary agreement between the
parties in relation to the Services and will be paramount to any terms attached to any purchase order, service request or other engagement terms provided to TCO whether before or after the execution of this
agreement by either party. This agreement may only be varied by TCO executing a document explicitly using the words ʻThis agreement varies TCOʼs Standard Termsʼ.
This digital file / document contains confidential information and has been prepared for discussion purposes only. TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.