Too many businesses go through the motions on social media. We've stressed that there's a proverbial tsunami of information that overpowers most social media users. So much so that they scroll past the posts on their homefeed faster than Usain Bolt's 100m dash.
Here's our two-cents on the matter of creating a social media campaign.
Step One: Convert business goals to social goals
What does this mean? Well take what you want to do with your business, over and a period of time and usually, there's a corresponding social goal (or several) that goes with it.
For example, if your business goal is an increase in revenue, one corresponding social goal would be lead generation. Obviously.
How did we get there?
We took the customer purchase journey by McKinsey and Company and stared at it.
We might've changed positions every now and then but we held an unrelenting and fastidious gaze
For a really long time.
And then we thought - "Hey! People go through the same cycle for online purchases and they go through it completely online sometimes! We've never seen an Ebay billboard here but people still use it."
And this little lightbulb that so happily light up over our collective heads led to a few things. We sat down and figured out a link between the purchase journey and social. We found out that unless purchase is strictly offline only, every step of the purchase journey can be on social.
Reviews, for example, is one customer's step 4 and another's step 1.
Figure out where social can fit in to the customer purchase journey and plan out activities that align the two.
A real life capture of the customer purchase journey. One little push in the right place and the customer has made a purchase.
Step Two: Develop a Content Strategy
Now that you know what you want from Social, how can you best present this to your target audience? Content strategy is too broad of a topic to cover as a single topic so we'll breeze through it here.
Content strategy can be broken down into three basic categories
- Created in-house - whether article, image or video, this is content specific to your business, which is why you need it created in house. This gives information about what you provide.
- Shareable content, business relative - this is content from your industry that can be shared with your target audience to increase engagement. This has the potential to elevate your company to the status of "trusted adviser" - every sales person's dream
- Shareable content, audience relative - this content quite often has nothing to do with your business. It is, however, a method of keeping your target audience on your page. This retains your target audience on your website.
Content that is created in-house is an overwhelming topic by itself. When to be corporate, when to personal, how imagery works, composition, typography, colour grading and tonality all play a part and all are very specialized fields on their own and if you want high quality work, then its better that you hire a high quality professional.
Just like with instruments, tuning to the right frequency is essential to generate a pleasing result
You will also have to figure out how often you want to post. You'd think, that the more often you post, the more reach you'll have but facebook's algorithm doesn't work that way. After two posts a day, it detects the redundancy and very rarely do you get very much reach for more. Posting too scarcely is also dangerous because of the same algorithm that calculates a user's affinity to your page and the lifetime of the post.
Art Professionals can be found everywhere - a fraction of them are truly revolutionary and maybe - if you're lucky - a few of the revolutionary ones will want to work with you.
Step Three: Measure and Iterate
Now you know what your social goals are, what content you need to create, what content you need to share you're on your way to a decent social campaign. The issue is, how do we know whether what we're doing is working or not?
Do you measure social media in feet or in inches?
This is where metrics come in.
Having an editorial calendar that neatly organizes your posts into a single spreadsheet is one part of the task. The other task is to have another section of your editorial calendar letting you know what type of posts got the engagement you're looking for. If you're running a lead generation campaign and you have 10,000 likes on your post - that's well and dandy but the real metric is how many inquiries came in?
What to do when something ISN'T working?
Try to find out why. If you run a campaign on a new product release during the avurudhu holidays, you might get very little engagement (because people aren't online because they have other engagements) or you might get A LOT of engagement (because people are home and check their social media more often than they do at work). It really does depend and that's why it's so important to understand the numbers coming in from your analytics and be agile on social.
Just because this piece of chalk is broken, it's still far from useless. That's why it's important to find out WHY something isn't working they way you WANTED it to.
Well those are the basics of our process. It's important to understand that people are tired of seeing advertisements on TVs, on billboards and on radio. They don't want to come on to the platform that they use to get away from that and see the exact same thing. It's important to have the three points we stated above but its equally (if not more) important to be a human being and not a company on Social.
That's why it's called Social.