Most brands getting on social media are reproducing the same things they used to do on TV or radio… They adapt their famous 360° marketing plan and eventually invest in a bigger media plan.

Here, Heidi Hackemer gives 3 main parameters for a great idea today (slide 31) :

• Aim for platforms, a long term commitment to the people who appreciate (or will appreciate) your brand, something which will give a rich experience. These platforms often appear in contexts where a brand can add value, Nike+, the Diageo Bar or the North Face iPhone app are some perfect examples.
• Aim for brilliant one-off tactics, a special event to create the buzz.
• Don’t settle just for just a campaign, remember it’s a commitment, not a one-night shot.

This graph (slide 39) perfectly illustrates how your idea must appear…

With all this interesting ideas, you’ll find some interesting tips to find and develop new and relevant ones.

Tagged: brand utility, context marketing, engagement, ideas, modern marketing, useful