I’ve been working on a series of social media/earned media/real world web campaign strategies recently and thought I’d take a load of different diagrams and best practice approach slides and combine them into one social media campaign overview diagram.
Anyway, in the spirit of sharing here it is. If you’ve any ideas about bits I’ve missed let me know in the comments so I can tweak it.
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[…] It’s is also around this time that the old challenge I used to mutter as a creative rears its head: “Tell me something new, tell me something I don’t know?” It’s these bits of insight and research – whether about people or culture or the brand – that can give us the hook or spark that make a core thought. And only then do I get to start drawing one of my diagrams… […]
[…] However, I started overlaying some additional information such as the volume of relationship types, weaker connections that exist before both parties are mutually aware of each other and even the general timeline phases of the relationships*. And I was doing it in Powerpoint and Keynote. And it was ugly and confusing. So I got Illustrator out to do one of my diagrams. […]
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David j Carr | Digital Fragments, Brand Strategy & Creative Ideas 
David, that’s a nice- and useful – diagram to explain a discrete social media campaign. A question: how do you see this working for integrated campaigns that begin in TV, print or other traditional worlds and then need a social component tagged on?
Also, I personally think that while campaign models are still relevant, we need to move towards an approach which is more like a life long relationship than a one night stand.
http://www.wordsgofurther.com/social-media/social-media-strategy-an-end-to-campaign-thinking
Dominic
Thanks, Dominic. I totally agree that a continuous approach is vital – indeed I think it is the essence of what social or earned media is about.
When diagraming the experience architecture for a larger integrated campaign I tend to use a reduced/simplified version of this diagram as a particular flow within the core interaction region of the various activities, usually in parallel with any “marketing web” style activities (client-web platforms or – god forbid – microsites).
To me this is an argument about the importance of the real web, where real people continuously are, versus the diversions and interruptions that often short term marketing campaigns try to impose upon them.
This real web is the new reality that we need to accept and move on from and actually even the concept of “social media” is in some ways stopping this.
I think the problem is that once again we have allowed a useful encapsulation term – social media. networking, UGC or earned media etc. – that we can use to explain a philosophy to clients to hijack the agenda. By giving it a label we have encouraged people to think of it as a channel.
Just like no-one thinks we are operating in a world of “new media” any more, we should stop thinking we are operating in a channel/sector called social media.
It is just the reality of interactive experience. It is what real people are doing now. It is always on and once you start you can’t put your fingers in your ears and stop.