Touting “I had Bran Flakes again for breakfast” on Twitter *may* help your brand reach its goals … if you’re leading a community of people trying to eat a higher fiber diet, for example. But really, each client’s business or organizational goals are unique, and so each client’s messaging is, too.
That’s exactly why we move social media engagements through planning, execution, and evaluation phases (all three of which consistently are iterative as campaigns unfold and the data is analyzed) because being prepared and strategic is essential to success. This approach is also critical to ensure that social media engagements work in concert with existing sales and marketing efforts. Doing so reinforces consistent messaging and increases progress toward a common business goal.
Two of our social media case studies illustrate just how broad campaigns and goals can be:
- A non-profit combating underage drinking “competes” with other advocacy groups of greater and lesser fame. With an old site and no knowledge of the social media space’s potential, they didn’t know where to begin in order to gain support from financial supporters, and then gain support from American citizens who want to activate and prevent underage drinking. So they asked us to help.
- Goal #1: Gain funding toward executing a new online strategy
- Goal #2: Create a more dynamic, interactive online presence to better connect with volunteers across America who are interested in preventing underage drinking
- What we did: Defined an entire online media campaign encompassing a microsite, blog, Facebook group, Twitter strategy, email marketing, and future considerations such as a database for users to input and extract data related to underage drinking prevention efforts.
- A B2C is launching a new product and competing against other local vendors. Exploring an emerging market already saturated with like companies was daunting, and they wanted to open with a bang. So they asked us to determine whether or not a social media campaign was one tactic they should leverage as a complement to their existing marketing efforts.
- Goal #1: Determine if social media has potential given the competitive market
- Goal #2: If so, use social media to drive more foot traffic on-site
- What we did: Created a research-based competitive analysis and defined a social media engagement using Twitter with existing marketing strategies to execute defined messages and an offline feedback process that would hook into Google Analytics goal-conversion tracking for instant analysis, evolution, and insight into returns on investment.
And we love helping clients get into the social media space, whether they’re trying to raise awareness, increase sales, or sell Bran Flakes.