Imagine all your customers were hanging out in one big room, just waiting for you to show up and start a conversation.
A well executed social strategy can deliver a truckload of benefits to both your brand and bank account:
As with most things marketing, an impactful social campaign comes down to doing the right things in the right order:
As tempting as it is to jump straight into the channel activity, there is little point doing so if your brand is a mess. From vision to values and product to pricing, every dimension of your brand’s identity needs to be defined and understood.
Two particularly important components where social is concerned are your visual identity and tone of voice. Failure to provide clear parameters is a fantastic way to ensure your social campaign fails before it’s even begun.
There’s an acronym in our world known as CODE – Create Once, Distribute Everywhere. The argument goes that if you invest a tonne of money and energy into world class content creation, you want to spread it as far and wide as you possibly can.
Operationally speaking, this is difficult to argue with, and it’s rare that we wouldn’t distribute our content on multiple channels. However, there is a caveat…
The greatest social campaigns are invariably defined by one channel. They may be active in a few places, but 80% of the value will be derived from 20% of the source (Pareto’s Law). The sooner you can identify this priority channel, the sooner you can focus your creative energy and budget, and achieve something remarkable.
For the socially challenged among us, the blank canvas of social can be a real obstacle. We need clear parameters that guide our decision making, such as – what’s our tone of voice? What are the key content themes we lead with? How frequently do we publish? How do we respond to criticism? Is it okay to swear?
These decisions and 500 just like them, all fit together into tramlines that keep the brand motoring forwards, efficiently but securely.
It doesn’t matter what you do or who you do it for, there are influencers in every market. Building a content strategy that allows the brand to build ties with these people will magnify everything that follows.
With any luck, the brand and content strategy will have a goal so big, so compelling, that influencers are eager to be a part of it. By developing these strategic partnerships you will not only inherit their brand credibility and reach, but you’ll get your hands on some of the greatest content imaginable.
Whatever your influencer strategy – be it B2B or B2C – high profile public figures or micro-influencers – we’ve got bucket loads of experience in leveraging these relationships to spearhead super exciting social campaigns that blow up your brand while delivering on the bottom line.
Success means different things to different people. There’s no point in celebrating every viral post if you’re concerned solely with direct sales. And there’s no point shaping activity around sales if your priority is employee brand and recruitment.
Getting a thorough insight into your definition of success is the very first thing we do. We can then build an attribution model and reporting process that gives you exactly what you need, in the format and frequency you need it.
Every couple of years a new platform emerges that sweeps the social landscape. Users flood in while brands twirl their thumbs. By the time the CMO gets sign off to launch, the opportunity has passed and it’s now a question of catching up.
This is what happens time and time again for brands that fail to anticipate change and move quickly. The good news is that there’s always another new channel round the corner – are you ready for it?
Whether your audience is B2B or consumer, social media almost certainly represents one of the most important channels you have at your disposal.
Facebook remains the most universally relevant platform, with by far the largest user base and most granular and cost-effective advertising available. The platform lends itself to a range of content styles and formats, and enables B2B and professional service brands to do everything from raising awareness and engaging influencers to developing communities and driving product sales.
Instagram is best viewed as the more visual little brother of Facebook, operating off the same advertising platform and sharing many of the same features. Given its visual style it is best suited to lifestyle brands and is particularly powerful among the millennial audience. It is also the most powerful platform for forging influencer relationships within consumer markets, particularly fitness, fashion and lifestyle.
LinkedIn is where most B2B companies begin and not without good reason. It’s not only an essential platform for network development but also traffic generation for professional insight content.
Twitter has somewhat flat lined in its growth but remains a powerful channel for engaging with businesses and professionals as well as the media. It is also of great strategic importance for customer service.
No matter what sector you’re in, we believe that the fundamentals of great marketing never change
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