Yellow Jelly & Partners create social campaigns, run paid social and provide community management to compliment day-to-day social media activities of any marketing department.
Social platforms are powerful tools, they reach out to untapped customers and keep you connected to existing ones. As social has cemented its position as ‘always on’ – marketing strategy now has social content plans as part of the mix. Putting spend behind content amplifies the message efficiently and provides scalable, trackable metrics.
We can engage within every platform your audience is found on. There is nothing more valuable or cost-effective as organic, word-of-mouth sharing. Effective Social Media Management transforms customers into advocates and makes them a channel for your business.
The process evolves along a brands social journey.
It starts with questions about insights, requirements and goals. Is there a brand vision? What are the business objectives? Who do you want to connect with or reach out to? Is it current customers, potential new customers, influencers, or perhaps markets you have not touched?
How will you engage? What key messages will you communicate? Who is the competition? Content is king, so will it be blog posts, images, graphics, and or film? Will you promote with other brands or only your own? Which channels work best? Facebook, Twitter, YouTube, Pinterest, Google+ Instagram, LinkedIn, Snapchat or is something else?
Social channels play an important role in driving users at every step of the consumer journey to a point of sale. Social should serve as a central function to drive and inspire consumers to engage. And at some point in the future to take an action or make a purchase.
To build a social strategy it pays to ask what is the purpose of your social channels? Social listening helps define who engages with the content, products or services across a given market.
Marry social intelligence and analytics to design and target content on the relevant social channels. Use channels to shift perceptions of a brand with consumers and position it within the target space or brand community.
The key is to sustain brand relevance and visibility not only in this space but stay in the consciousness of the digital consumer.
As a brand grows, there should be a shift in social approach. What do we mean by this?
Well, it’s time to focus on relevancy over frequency. So, in other words, don’t post to a brands social channels just for the sake of posting or to meet a quota.
Also, it means to replace the obsession to focus on audience volume and shift the emphasis to audience engagement. That’s to say focus on a core, highly engaged audience.
When you design and develop social media you should also think about producing co-created content with partners and influencers.
Connect, Engage and Outreach
A key insight is to remove the focus on short-term, shallow engagements (likes, comments, shares) but enable and encourage long-term partnerships.
This will help create a more human brand story and encourage more conversations.
Within your brand community continue to test, learn, measure, evolve, discover and listen to who is engaging with the content. Where is content being most engaged geographically? The more you can quantify the efforts on the brands’ social channels, the more you will support all aspects of the business.
If you would like to chat more about your social journey or how we might assist your brand along the digital landscape please contact us.