Building social ecosystems that connect brands and people through shared interactions.
What are consumers saying? What resonates with them? Who do they admire in this space? Our process begins with an investigation into your brand’s historical conversation trends and an analysis of content performance to date. Armed with this data, we are able to form category insights and an understanding of your brand’s consumer culture. We examine these findings in relation to influential voices in the surrounding culture, along with studying search intent and consumer behavior.
Based on all of these findings, we generate an assignment brief that outlines the purpose, direction, and business challenges to be solved. This brief will drive the development of social media marketing strategy, channel specific plans, and paid media support.
The insights and discovery guide us as we craft The Big Idea – a single unifying theme that will be the foundation for all programs and campaigns across owned, earned and paid channels. This primary theme allows us to develop your brand’s character and tone of voice, while outlining how to best activate it on each social platform. We will also map out your brand’s media amplification plan, determining whose influence it will seek to leverage, which consumers can be enlisted as advocates, and which audiences are ripe for targeting through paid media.
With The Big Idea firmly established, we now look to stretch across all possible touch points to maximize its impact. Campaign plans and strategy will provide an overview for editorial communications, and a defined content production schedule for generating compelling communications on a day-to-day basis will be outlined, along with launch timing and dependencies.
Next, we begin implementing the agenda laid out in our plan –producing and reviewing content, shooting video, reaching out to influencers, establishing community management, and pursuing paid social amplification. Our creative team begins to develop content for specific audiences, based upon specific behaviors and trends, for specific social platforms.
As our pipeline fills, we begin to build and train a social organization and launch content distribution. The result is a holistic social presence that maximizes your brand’s relationship with its consumers and fans.
As our program rolls out, we continually measure content performance and conversation across the digital ecosystem. This data provides real-time insights to help us optimize KPI’s in relation to business objectives. We capture this analysis in daily, weekly, monthly, and campaign reporting that provides insights to fuel future marketing activities.
We spend over $10M in research tools, ranging from attribution modeling to retail and POS data to inform and refine our strategic direction.