As part of the DCH Socialising the Brand programme, this deck and the associated spreadsheet (download at http://bluurb.wordpress.com/) provide a guide of how to create and plan your social content.

1. DCH Downloads
Socialising the Brand:
Social Content
October 2010
dch.co.uk
@DCH_Agency

2. Why are we doing this?
• Recently a number of our clients
have expressed an eagerness
to enter the social space
• Rather than just “give them a
Twitter”, we’ve developed a
strategic framework for
developing social content as
part of DCH’s Socialising the
Brand programme.
• In this open era, we wanted to
share the work and for it to be
collaborated on
• This is version 1.0, released
October 2010
• Please share it and let us know
your thoughts
@nicholasrgill

3. We believe social media is just stuff
Socialised brands can be contagious
• Socialised brands deliver
cohesive experiences around the
brand
• Delivered through content that’s
sticky, slippy and contagious
– Information, entertainment,
utility, monetary
• It is about attraction, not
interruption
• It amplifies the combined power of
all brand activities
Source: Infographic Mike Philips, eatsleepsocial.com, @imjustmike

4. Where do I start?
Your social media content is born from your business and
brand DNA & understanding your consumers.
Brand
Consumer Business

5. It’s about meaningful engagement
Community
Brand
Consumer
Be relevant
Add value
Facilitate
Shareable
Sociable
Topical
Authentic
Open
Transparent

6. This doesn’t happen at the click of a button
(or just setting up social profiles)

7. And you’ll probably find you need to move through
the gears
Contemplation
Pilot/Trial
Transition
Strategic

8. And it takes a combination of your “Everyday
engagement” being amplified by impact campaigns
Engagement/relationships
Time
Impact campaign
Everyday engagement
Source: Raak wewillraakyou.com @wewillraakyou

9. And this is how you do it
Creation,
deployment &
active
management
Objectives &
impact
Tactics &
themes
Ongoing active
analytics
(dial up what
works, stop what
doesn’t)

10. Plan your content using the social content
spreadsheet
• Brand guidance
• Objectives
• High level content planned by social currency type &
expected results
• Detailed monthly plans
Document available as a Google Document Download
https://spreadsheets.google.com/ccc?key=0AsveKD-
DbznmdHZlUGVqbXBLenp4MnZ0aEMxSTZob1E&hl=en&authkey=CL_Vue4E
Or as a spreadsheet like it’s meant to look, download form the box.net sharing stuff sidebar at Nick’s blog
http://bluurb.wordpress.com/
Or just email ngill@dch.co.uk for a copy

11. dch.co.uk
@DCH_Agency