The Social Practice is a full service social agency. As we move from social media to a social web, where every interaction we have on-line has social context we believe a joined up approach will be business critical.

1. THE FUTURE OF SOCIAL
IS INTEGRATED

2. OUR PROPOSITION
A FULL SERVICE, FULLY INTEGRATED SOCIAL MEDIA OFFERING
FUSING THE DESIGN & BUILD EXPERTISE OF A CREATIVE SHOP
WITH THE TARGETING AND ANALYTICS EXPERTISE OF
A MEDIA AGENCY
BUILDING NEW EXPERTISE INSPIRED BY THE WORLD OF PR
FUELLED BY THE TOOLS AND DATA OF THE WPP GROUP
TO PUT THE SOCIAL WEB AT THE HEART OF BUSINESSES

3. OUR GUIDING PRINCIPLES
I. FROM SOCIAL NETWORKS TO A SOCIAL WEB
II. FROM CONSUMERS TO NETWORKS
III. THE RISE OF SOCIAL BUSINESS

4. I. FROM SOCIAL NETWORKS TO
A SOCIAL WEB
SOCIAL CUSTOMER SERVICE
SOCIAL SHOPPING
SOCIAL SEARCH
SOCIAL
SOCIAL PLATFORMS DISPLAY
SOCIAL TARGETING

5. A NEW, SOCIAL INDEXING SYSTEM
FOR THE WEB DRIVEN BY:
PORTABLE SOCIAL THE POWER OF AN EXPLOSION IN
IDENTITIES SOCIAL PLUG INS SOCIAL DATA
What I like
Who I like
What they like
How I’m feeling
What I‘ve bought Where I am
What I’ve watched Who I’m with
WHAT WHERE

6. “For the last decade or so, the Web has been defined by Google’s
algorithms-rigorous and efficient equations that parse practically every
byte of on-line activity to build a dispassionate atlas of the on-line world.
Facebook CEO Mark Zuckerburg envisions a more personalised,
our network of friends,
humanised web where
colleagues, peers and family is our
primary source of information”
Wired UK

7. II. FROM CONSUMERS TO
NETWORKS
“We are a herd species and not an individualist species (as our
Western post-enlightenment culture would have it). From the
moment we are born ‘til the day we die, we are shaped by our
interaction with others; for good or ill, we are made how we are by
other people”
Mark Earls, Author Herd: the hidden truth about who we are

8. II. FROM CONSUMERS TO
NETWORKS
“The impact of networks is potentially far greater than
that of nudge”
Paul Omerod, N Sqaured=public policy and the power of networks

9. III. THE RISE OF SOCIAL BUSINESS
THE SOCIAL WEB HAS FUNDAMENTALLY CHANGED THE WAY
WE CONSUME INFORMATION
28.2% OF RESPONDENTS
WATCH ON-LINE VIDEO ON
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17% CONSUME NEWS ARTICLES
ON FRIEND’S RECOMMENDATION
Source: Global Web Index 2011

10. IT IS NOW CHANGING THE WAY WE
CONSUME PRODUCTS & SERVICES
“Last year, business analysis frost & Sullivan predicted that 5.5
milion Europeans will be part of a car sharing scheme in 2016,....this
will give Europe some 77, 000 shared vehicles.
It’s no surprise then, that automakers are moving quickly to ensure
that they have some control over such a booming industry”
The Independent, 13/05/2011

11. INCREASING OUR WILLINGNESS
AND ABILITY TO SHARE
Willingness
to share
THE
SOCIAL
WEB
THE
WEB
Ability
to share

12. GIVING RISE TO A HOST OF DISRUPTIVE
PEER TO PEER START UPS

13. WHAT THIS MEANS FOR OUR
APPROACH
FROM SOCIAL NETWORKS TO A A HOLISTIC APPROACH TO
SOCIAL WEB SOCIAL MEDIA
DESIGNING FOR NETWORKS AND
FROM CONSUMERS TO NETWORKS
PLANNING FOR PARTICIPATION
THE RISE OF SOCIAL BUSINESS SOCIAL ENTERPRISE DESIGN

14. I. A HOLISTIC APPROACH TO
SOCIAL MEDIA
MONITORING CONVERSATION CAMPAIGNS PLATFORMS
INFLUENCER CAMPAIGN
COMMUNITY
OUTREACH BESPOKE AMPLIFI-
LISTENING MANAGEMENT
CATION
LONG TERM
SOCIAL PLATFORMS
RESPONSE
ANALYSIS STRATEGY

15. INTEGRATED, DEDICATED TEAMS
MONITORING CONVERSATION CAMPAIGNS PLATFORMS
DATA COMMUNITY
ANALYST MANAGER STRATEGIST CREATIVE TECHNOLOGIST
WRITER ACCOUNT USER
DESIGNER
MANAGER EXPERIENCE

16. II. DESIGNING FOR NETWORKS &
PLANNING FOR PARTICIPATION
THINKING ABOUT THE
THINKING ABOUT THINKING ABOUT THE
BEHAVIOURS WITHIN THE
THE INDIVIDUAL NETWORK
NETWORK
HOW BIG IS THE NETWORK? WHAT CONTENT ARE THEY SHARING?
HOW TIGHT ARE THE CONNECTIONS? WHY DO THEY SHARE IT?
HOW SYMMETRIC ARE THE
HOW DO THEY SHARE IT?
CONNECTIONS?
WHAT FUELS THOSE CONNECTIONS? WHERE DO THEY SHARE IT?

17. UNDERSTANDING INFLUENCE
DYNAMICS
DISPERSAL OF INFLUENCE VS CENTRALISED INFLUENCE
VISUALISING THE EGYPT INFLUENCER NETWORK VISUALISING THE IMPACT OF A SINGLE TWEET
by KOVAS BOGUTA by SOCIALFLOW

18. IDENTIFYING INFLUENCERS
QUANTITATIVE QUALITATIVE SOCIAL
INFLUENCE INFLUENCE INFLUENCE
-Unique visitors
-Opportunities for social
-Inbound links -Assessing the author spread
-Mainstream media -Perceived expertise -Re-tweets
subscriptions
-Industry associations -Conversations started
-Subscribers/members
-Engagement levels
-Followers

19. PLANNING FOR PARTICIPATION
Depth of
participation WHO DO WE WANT TO PARTICIPATE?
WHAT LEVELS OF PARTICIPATION
Create
DO WE NEED?
Like Share Follow Comment
Scale of
Evangelists Fans Mainstream
participation

20. PLANNING FOR PARTICIPATION
WHY WILL THEY WANT TO PARTICIPATE?
MOTIVATION TACTICS AND
TECHNIQUES
To
define Personalisation
myself
Points, levels,
To gain status recognition and rewards
To bond with others Social context
Mutual value
To provide something useful
exchange-
to others group discounts,
Tools, apps,
To gain something useful financial
incentives

21. III. SOCIAL ENTERPRISE DESIGN
CUSTOMER
SERVICE
MARKETING CORPORATE
PR
MONITORING CONVERSATION CAMPAIGN PLATFORMS
INFLUENCER COMMUNITY CAMPAIGN
LISTENING OUTREACH MANAGEMENT BESPOKE
AMPLIFI- LONG TERM
SOCIAL
PLATFORMS
ANALYSIS RESPONSE
SALES NPD
CUSTOMER
INSIGHT

22. INTERROGATING THE ENTERPRISE
FROM MULTIPLE ANGLES
Who are we targeting and how
What are the emerging trends in
do they engage with social media?
technology we may want
to tap into?
What does their network look like?
What are the most exciting TECHNOLOGY CONSUMER Who influences them?
emerging uses of the social
graph?
What are their motivations
to participate?
What does the organisation want
What aspects of company cuture
to achieve in social media?
might we want to expand on
CORPORATE in social media?
How does social media impact on CULTURE
every aspect of AMBITION What truths are there about how
the business-customer service to
the company works that
sales to NPD?
we may want to open up?
What are the business’ hopes and
How open is the company to
fears around social media?
responding to social inputs?

23. CRITICAL IN DEVELOPING
BREAKTHROUGH IDEAS
THE CLASSIC WHERE INTERESTING
4 Ps SOCIAL IDEAS START
PRODUCT
PRODUCT PRICE
PLACE
PROMOTION
PLACE PROMOTION
PRICE

24. PRODUCTS AND SERVICES

25. PRODUCTS AND SERVICES
SOCIAL MEDIA AUDIT SOCIAL ENTERPRISE SOCIAL MEDIA
AUDIT STRATEGY
-Analysis of what consumers are
-Interview key stakeholders on
saying in social media about the
knowledge and -Identify key objectives and strategies
brand, the category and our
perceptions of social media for the brand in social media
competitors
-Identify risks and opportunities -Develop a strategic recommendation
-Analyse volume, tone & content
across PR, customer service, legal, that includes:
of conversations
e-commerce, etc
-Identify and profile key -Standalone intiatives
-Review current resources and -Strategic role of social platforms
influencers
processes around customer service, -Monitoring and response strategies
crisis and reputation -Recommendations on tools, training
-Analyse brand’s performance in
management & processes
search
-Review current employee
-Analyse social media’s
communications policies
performance as a referrer of
traffic/sales

26. ONGOING MONITORING COMMUNITY INFLUENCER
AND RESPONSE MANAGEMENT OUTREACH
-Detailed monitoring and rapid
response strategy -Ongoing community moderation and -Seeding product and stories with
management key on-line influencers
-Identify escalation paths for
different types of post -Developing and implementing -Developing initiatives to build
conversation calendars positive predisposition to the brand-
-Establish response ground events, collaborations and co-creation
rules -Responding to questions and comments
in real time -Building long term relationships and
-Designate & train employees to evangelism
respond -Identifying issues and directing to
relevant client personnel-customer
Monitor for issues, deliver services, PR, etc
reports & response
recommendations

27. CREATIVE DEVELOPMENT, CONTENT STRATEGY INTEGRATED
DESIGN AND BUILD AND CREATION CHANNEL & REPORTING
STRATEGIES
-Integrating owned and earned media
-Content strategy with paid opportunities in social
-Development, design and build of media
standalone social media
-Ongoing content production
platforms
through a network of bloggers -Understanding how social media and
and film makers buzz interact with our paid for media
-Development, design and build of
social media assets within existing
-Optimised for search
platforms -Understanding the relationships
between social buzz, search, CTRs etc

28. WHO WE ARE
STEVE PARKER PATRICIA MCDONALD
@parkersteve @PatsMc
-14 years experience in brand
-14 years experience in brand
and corporate PR
and communications strategy
-Responsible for establishing
-11 years at BBH London
successul digital practices at
Cohn & Wolfe and GCI
-Planning Director of BBH
Labs, the agency’s digital
-Led the corporate image
innovation unit
programme for Dell in EMEA
and worked on the ground
-Responsible for shaping the
breaking Dell digital media
agency’s approach to digital
strategy, including development
analytics including creation of a
of a real time social media
bespoke social media
monitoring and influencer
monitoring software
programme.
-Consults on social media for
- Consulted on social media for
clients such as Argos, Lexus,
brands such as John Lewis,
and Britvic
MBNA and BA
-Member of the IPA Strategy
-Founder member of PRCA
GRoup
Digital PR Group
REGULAR COMMENTORS AND BLOGGERS ON SOCIAL MEDIA
MEMBERS OF WPP EUROPEAN DIGITAL ADVISORY BOARD

29. CONTACT US
17 RATHBONE STREET, W1T1L7
PATRICIA McDONALD
patricia.mcdonald@thesocialpractice.co.uk
@patsmc
STEVE PARKER
steve.parker@thesocialpractice.co.uk
@parkersteve
thesocialpractice.co.uk
@social_practice