I'm just reading the sample version and nodding, nodding, nodding. This is a great piece!
Here's the summary:
A NEW ‘SOCIAL ORDER’
The rise of ‘paid social’ and the decline of organic reach, particularly on Facebook, are having an impact on strategy. It is becoming harder for low- budget campaigns to break through, and those that do are using more offline activation. As a result, success in social now requires both ‘sharing power’ and money. The rise of investment in ‘paid social’ may be leading to a focus on short- term metrics, rather than long- term brand-building.
ORIGINALITY IS KEY TO SOCIAL SUCCESS
A survey of shortlisted entrants for the Warc Prize for Social Strategy shows that ‘originality’ is overwhelmingly seen as the most important factor in a campaign becoming a social ‘hit’. It is viewed as far more important than utility and incentives. This supports earlier research linking creativity and social effects.
CUSTOMER ACQUISITION IS KEY TO SOCIAL EFFECTIVENESS
The study suggests that, like ‘traditional’ marketing, social strategies are most effective when they take a long-term view and focus on customer acquisition, not retention. Emotional appeals are more likely to deliver long-term success.
SOCIAL WORKS BEST WITH A FEW OTHER CHANNELS
Social-led campaigns appear to work best when accompanied by three to five other channels. In the shortlisted case studies from the Warc Prize for Social Strategy, these are high- visibility offline media.