Friends, relatives, news publications, celebrities, and brands all compete simultaneously for the social consumer’s attention. In order to rise above the fray, we must determine what value your brand can provide to its audience; what will make them pause, take notice, and react to the content we place in front of them? Answering that question begins with a deep-dive look at how consumers are congregating, communicating, and consuming information in digital, and then using that data to inform activity across your ecosystem:
What differentiates your brand from its competitors and provides benefit to consumers? How are we communicating the brand’s purpose within each social channel?
How are we driving engagement and conversation among consumers, advocates and influencers?
Who is the right audience, at the right price, at the right time? How are we amplifying content to reach new audiences?
We achieve best results by integrating each of these into a holistic strategy that supports a single shared objective. Using data and analytics, we then create frameworks to optimize the program in real-time and track success against the brand’s predetermined marketing objectives.
Building social campaigns and rich brand experiences that drive consumer engagement.
Developing objective-driven social media strategies, fueled by data, that integrate owned, earned, and paid channels to deliver real measurable business and marketing results.
Partnering with clients to build internal infrastructure capabilities to support social business.
Establishing a listening and engagement approach that extracts customer insights, analyzes competitor conversations, and builds one-to-one consumer communications that fuel desirable brand actions and support consumer needs.
Creating story-driven copy, video, and VR content, based on social insights and analysis, that ties unifies social communications pillars behind a single brand purpose.
Building sustainable communities and managing conversation across all owned channels to create long-term value.
Creating organic and media-driven influencer and advocate marketing programs, establishing authentic relationships to drive awareness, loyalty, and content creation.
Integrating digital and event marketing, develop social media strategies to drive pre-event awareness and engagement, during event social activation and post-event conversation.
Developing and implementing paid social advertising strategies to increase reach and drive desirable consumer actions through amplification of owned and earned media.
Tracking activities across the digital ecosystem to provide real-time insights that drive marketing efforts – then optimizing these activities against identified KPIs.
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 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.