Baking Social Into Everything

Insight from social channels

Offline insightTGI

planningStep. 1

Where/ When/What to have

the most impact

WOMable

Shareable

ideas

Step. 2

Intergrate offline & online

Brand to consumer

Encourage consumer to consumer

All consumer touch points

IMPLEMENTATION

Step. 3

Presences analytics

Revenue / ROI analytics

WOM analytics

Offline analytics

Measurement

Step. 4

Insights from measurement

feeds back into planning

baking

INTO EVERYTHING

Ask any marketer nowadays and they’ll all tell you the same: they ‘should be doing social’ and they understand why it’s important. But what does this really mean? To have a Facebook page? To tweet? To post images on Instagram?

Most of them will have a social strategy, ideas about how to engage customers and prospects through social channels, and tracking tools in place to try to measure the ROI of their activity.

This is all great, but how can we take this one step further? You don’t just want to do social media, but you want to socialise all your media. Think about it, what is social media really? It’s an extension of the school gate, the pub, the café, the park bench. It’s a place for people to share news, personal stories, passions, frustrations and opinions – it’s Word of Mouth (WOM).

And now people have started doing it online too, where they can directly interact with a lot more people, a lot faster, than they could previously. But conversations online aren’t the be all and end all of WOM – those conversations at the school gate obviously still happen. Research from Keller Fay (WOM research and consulting group) shows that offline conversations account for 80% of all WOM, with online at only 10%. We also know from Keller Fay’s research that adults discuss around 11 brands in a typical day.

So there’s a whole lot of the WOM spectrum relevant to our clients that we’re not automatically considering when we think about Social. What we really want to achieve is getting our clients’ brands spoken about offline as well as online.

To achieve this, we need more than a social media strategy: a socialised media strategy. We have to ensure that people talk about us - whether online or offline, - and our media strategy should encourage that across all channels.

What social media does allow us to do is get real time insights and feedback on what people are saying about brands, products and categories, and it’s a great way of continuing the conversation you can start with consumers through other media channels.

Really making the most of these insights throughout the planning, ideation, implemen-tation and reporting of a campaign can bring a lot of new information to the table and help determine activity across all channels, as well as other parts of the business outside of the marketing deptartment.

Social isn’t just something for the social team in the corner to worry about. It should be considered across the whole of the business.

Recipe

Pre-heat the oven by talking to Social Media Monitoring to gauge the temperature of the current conversation (and where the conversations are taking place)

Line the baking tin with social insights; What are they talking about? What do they engage with?

Take a large mixing bowl and add a cup of social to the ingredients – put something at the core of the idea that is shareable

Time for the secret ingredient – build in a tracking device now, a hashtag or a tracked link

Put it in the oven – align the social media execution with the other media schedules

Watch closely while cooking – measure the results of your campaign in real time

Take out and place on a baking tray to cool – taste and adjust quantities for next time

Email: [email protected] Mobile: 07720847001 Twitter: @justowork

If you would like to know more please get in touch with our Creative Director Justin Gibbons