We’re doing an increasing number of multi-asset web campaigns – working in social media channels (basically making a load of cool assets under some cohesive messaging and getting it to work on the internet). We’re getting better at planning these but I thought we needed a stronger shared understing of how this works, both inside Team Rubber, and with our clients and partner agencies. So I drew a picture of how I think these campaigns work, translated it into Lolcat Speak and called it The Cat Map. Its about how you talk to all the cats out there. What dyou reckon? Useful?
(If you click on the map it will take you to Flickr where you can see it larger)
The horizontal axis shows the difference (which its increasingly important for clients to understand) between destination content (where they try and get us to drive traffic to a website or asset they own) and conversational content (where we make stuff that can exist anywhere). Both are important but they need to be planned right and work together.
The vertical axis shows the difference between your hardcore engaged audience and your more fleeting general interest audience.
Your engaged audience don’t need any fancy creative shenanigans, they just want access to information as they are already interested. They’re all about facts, integrity and long running info (start talking to them 6 months out!).
Your general audience are not ever gonna be that bothered about what you’re talking about so you have to make it relevant to them, interesting to them, short, sharp, engage, entertain, inform. This is classic broad reach viral territory.
We work with loads of types of assets now, either that we make or that partner agencies in the campaigns we work on make, and this map attempts to show where they all fit relative to their audience.
Each campaign should have an audience “shape”, which you can use to work out what assets you need, what distribution strategies you might employ. I mean I’m not implying you get this map out and it solves all your problems. But it might help make some client and inter agency chats a bit simpler.
Yes?
No?
Tell me what you think….
Matt – (I’m the CD at Team Rubber and you can reach me on twitter @mattgolding)
I really like the idea, but I’m not totally sold on the Catskillz you’re proposing on the left hand side – won’t cool cats want to play with the destination site and maybe even the fan page? Or are cool cats too cool for facebook? The four quarters are intersting though, like Coveys one, with urgent vs non-urgent and important vs non-important. How would duration of engagement overlay this? And value to client of each type of cat/lolcat? I’ll try and make one next week and we’ll overlay them!
Its supposed to be a two axis graph. ie they will do exactly as you say.