Social Insights – Digital strategy
The amazing growth of information technologies has put the tools required to collaborate, create value and compete at everybody’s fingertips.
Social Insights can help you understand unique characteristics, best practices and ongoing considerations for each digital medium – guiding you through set up, optimisation and ongoing channel management to make sure all your digital marketing initiatives are adding value to your organisation.
Plan and Assess
First you have to define what you’re hoping to achieve for your brand, product, or service.
Presence: Measure of the brand’s social footprint
Influence: Branded message adoption
Perception: Emotional reaction to the brand
Virality: People organically participating in conversations
Resonance: Reaction to the overall conversation about the brand
Once you’ve assessed the brand’s current equity it’s time to segment your target customers.
Customer segmentation allows marketers to connect social to all customer touch points and identify what motivates a brand’s core consumers in an omni-channel environment.
Your Brand Story
After you have assessed your current position and taken stock of consumer sentiment and perception, it’s time to formulate your message.
When formulating your message ask yourself:
What is the story telling my target customer?
Why does my target customer care about this story?
What sort of emotions does my story evoke?
How does my story connect to the emotional needs of my target customer?
How will that story incite action on behalf of my brand, product, and service?
The resulting narrative enables the use of social channels as a means to convey a product, service, or brand’s benefits. Brand stories are what drive interactions with our customers.
Choose the Right Platforms
During the creation phase, you’ll decide what platforms and technology makes sense to leverage in your digital strategy. It’s important to consider your audience, both in terms of age, geographic location, and lifestyle. As your target consumer base varies, technologies and social networks you utilise to reach them will vary, too.
How do my customers seek information about my product, service, or brand?
What social platforms do they favour?
What’s the purpose of the social platforms and technology we’ve chosen to use?
How do these mediums play into our mobile strategy?
What is going to differentiate me from my competitors?
Creating key performance indicators (KPIs) by channel, across platforms, is extremely important during this phase. In order to be able to estimate your brand’s expected return per channel — whether it is awareness, engagement or online sales — is extremely important as well. That said, be realistic in your expectations.
Engage and Cultivate
To be successful, you’re going to have to be consistent and realistic. By creating a consistent presence across major platforms, you’ll ensure you are on track to meet the KPIs you set for yourself in the development phases. Consistent execution includes the following steps:
Build an Engagement Timeline: Create calendars that show your brand’s marketing efforts across the channels you are leveraging in your marketing programs. Use it for benchmarks related to your digital strategy.
Brand Consistency is imperative.
Measure and Evaluate
The ultimate goal of engagement is to create a feedback loop that allows you to meet the goals you set forth in the strategy development phase. To be successful, you must continually evaluate and alter your digital strategy based on the information that you gain from your campaigns and digital initiatives. As marketers, it’s important that we measure everything.
We need to utilise social listening tools to get insights into campaign performance, variances in brand health, and language cues that are indicative of purchase intent and overall brand performance.
Continual evaluation of your strategy will ensure future effectiveness in your digital marketing efforts. Evaluations also provide information that will allow marketing and PR professionals within your company to better deliver results in future efforts.