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Creston Launches Social Media Planning Service
In the UK, communications group Creston has used research conducted by its research company ICM to launch a media campaign planning service to help brands engage with consumers in the social media space.
The service, developed by the Creston Digital Forum which comprises senior practitioners from across the group and led by Ross Taylor of digitaltmw, consists of a five step methodology: evaluation, planning, defining the social proposition, execution and measurement and evaluation.
ICM's omnibus research was carried out among 1,000 UK consumers. Results were then grouped under six core motivational themes: Discovery (learning or self-development), Altruism (helping others), Social, Fame (connecting to the like-minded), Escapism (entertainment), and Expression (creativity).
'By understanding and incorporating consumer motivation at the planning stages of a campaign, brands can then engage with consumers in the most appropriate manner,' states CEO Don Elgie.
Last month, Creston reported a 4% increase in revenues for the nine months ending December 2008, and said that trading for the larger companies in its Insight Division, remains 'robust'.
Web site: www.creston.com .
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