Social Strategy /
Social media is a colossal fabric of communication. The knack to social advertising is not to let it go organically or by change. It's engineered.
4 PRINCIPLES OF SOCIAL CULTIVATION (1)
02 Nov 2015
Social network is a pervasive and influential medium, with a very different nature from tradition media. In today's established social media scene, it deserves customized Ad creative to make the best use of the media power, instead of a simple 'adaptation'.
1/ Pace of Deployment
Social network is a quick medium. It's checked by hours and many times a day. Too repetitive appearance will be instinctively ignored. Ad should be designed accordingly. It's nothing like a static printed layout or one-off TVC. Ad creative should be paced tightly with the flow of social media (i.e. a frequently updated stream of posts).
Out idea is to conceive an Ad campaign in a series of 14 segments with short span (a 50-word paragraph or 1-min video). The campaign is a 'post stream' updated everyday in 2 weeks. It keeps viewers refreshed and intrigued to follow.
4 PRINCIPLES OF SOCIAL CULTIVATION (2)
02 Nov 2015
2/ Participative
Social network is a highly interactive medium. Its content is largely user-driven and is opened for engagement. Ad campaign should then be produced that way.
First, the Ad content is 'open-ended' for choice or speculation. Second, there's a strong 'call-for-action (comment and share)' to viewers.
Third, the call is single-mindedly to drive share. Therefore the Ad post will not link to outside for further details. It's to keep and maximize the momentum within the post stream. 'Share' is critical because 'viral effect' is the essence of social.
4 PRINCIPLES OF SOCIAL CULTIVATION (3)
02 Nov 2015
3/ Responsive
For the highest incentive to answer the call, viewers' participation should 'matter'. Their comment will affect how the Ad story develops. The Ad campaign has to be highly and daily responsive.
In the production, a framework of the Ad story and a trove of materials will be prepared. The materials are ready for dynamic assembly to responsively develop the plot everyday.
Viewers' comment will be analyzed by both algorithm and editing personnel. A majority opinion will be derived and the Ad story is compiled accordingly and then posted.
4 PRINCIPLES OF SOCIAL CULTIVATION (4)
02 Dec 2015
4/ Design Craft Too
Social Ad is not different from tradition Ad by that both are a contest for attention and affection. Hence it should be visually appealing and creatively captivating too.
Yet norm of social Ad tends to be plainly descriptive or simply adapted. They're treated just as a normal and casual post. The problem is that they're not. Ad is a strategized and distilled message to intrigue people at a glance. We advocate bringing the traditional creative an design craft of Ad to social media. A short Ad post can/should also be a beautiful image and clever prose.
02 Dec 2015
Facebook Drama
To produce an Ad campaign that is a stream of short segments, open-ended intrigue, bait to follow, talking-point to share, dynamic development, and creative craft, '(short) drama' is the ideal format.
Drama on social media is not as far-fetched as it seems. Just as drama to TV and fiction to newspaper, both are later invention when the media matured. As social media advances, 'drama' can become a standard and interesting content in post stream. And its draw is perfect for Ad purposes.
To fit the pace of social post, 'episodes' will be brief and frequent, composed of an image+prose or a video. Each episode will end openly for viewers to guess or vote the next move. The story goes on everyday.
Ad message, product placement and brand graphics will be embedded to the content. It's the innovative and customized way to advertise on social media.
(One of the most suitable drama genres is 'detective story'. The featured design is a concept art and poster for the Facebook Drama of Coca Cola.)
02 Dec 2015
WOMA
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02 Dec 2015
PROJECT 7
I'm a paragraph. I'm a great place to tell a story about what it is you do and let your visitors know a little more about you. double click to add your text. double click to add your text. double click to add your text. double click to add your text. Double click to add your text. Double click to add your text. Double click to add your text. Double click to add your text. Double click to add your text.
02 Dec 2015
PROJECT 8
I'm a paragraph. I'm a great place to tell a story about what it is you do and let your visitors know a little more about you. double click to add your text. double click to add your text. double click to add your text. double click to add your text. Double click to add your text. Double click to add your text. Double click to add your text. Double click to add your text. Double click to add your text.
02 Dec 2015
PROJECT 9
I'm a paragraph. I'm a great place to tell a story about what it is you do and let your visitors know a little more about you. double click to add your text. double click to add your text. double click to add your text. double click to add your text. Double click to add your text. Double click to add your text. Double click to add your text. Double click to add your text. Double click to add your text.
02 Dec 2015
PROJECT 10
I'm a paragraph. I'm a great place to tell a story about what it is you do and let your visitors know a little more about you. double click to add your text. double click to add your text. double click to add your text. double click to add your text. Double click to add your text. Double click to add your text. Double click to add your text. Double click to add your text. Double click to add your text.