In 2016, our industry continues to rapidly shift from TV-led to digitally led marketing, making it more important than ever for marketers to reimagine their approaches to marketing and take steps to move the industry forward.
To kick off the new year, we’re sharing a page from our Marketing Leadership Playbook week by week, to help set marketers up for success in this digitally led era. This post marks the fourth of our Marketing Leadership Playbook blog content series “Reimagine (Almost) Everything.”
In post IV of our Series, our VP, General Manager of Social, Matt Wurst homes in on how social networks have rapidly evolved to become powerful hubs for content, resulting in an arms-race for organic consumer attention and participation. Matt shares five ways brands can find success in reshaping their social strategies to not only focus on concentrated, campaign-driving ideas, but to focus on ones with the right data and media to drive optimal engagement and results.
- Coordinate Content and Media Further Upstream. Creative and media are more closely aligned than ever before – calling for a more efficient planning process. “Consider planning paid, earned and owned media together, even if executed separately,” says Matt. Being aligned in the planning phase will ultimately set marketers up for a better output.
- Blow Up the Social Content Calendar Model to Focus on Campaign-Based Content. How consumers receive brand creative is important – quality over quantity, and equally as important, quality over speed. Matt shares that while there is still a space for one-off culturally relevant posts, “fewer, bigger activations and campaigns are yielding stronger results for clients across sectors including retail and CPG.” With organic reach of social platforms nearing zero, there becomes a need for the balance of how brand creative is conceived, created, published, amplified and monitored to shift.
- Reduce Waste By Amplifying Content to the Right Targets. Matt shares how paid social, when leveraged correctly, has become an integral part of advertising on social platforms. “We are now seeing lower CPMs and higher click-through rates as paid social media dollars progressively increase,” relays Matt.
- Measure the Business Impact of Social Marketing. Marketers shouldn’t sweat ‘going dark’ on certain platforms at certain times – this strategy may actually help brands by allowing them to take a step back and set up the right plan for evolving from high-frequency content to a consolidated campaign approach. Matt shares, “To get to better social performance, set up the right measurement framework that evolves from focusing on social-only metrics, such as Likes and impressions, to measuring business outcomes, like sales lift or perception change.”
- Consider the Strategic role Social Can Play in the Broader Marketing Strategy. Social marketing can drive significant engagement and ROI for brands – “Ultimately, the key is recognizing social as a platform that can scale a brand’s story and experiences by targeting specific content to niche audiences to drive more participation and better results,” Matt explains. Marketers must be willing to evolve from standalone content into an integrated campaign mindset, to deliver the right social, in the right places and at the right times.
To download the full Playbook click here. To read more on how to reimagine social media and marketing, scroll to page 16.
In case you missed it, be sure to check out Post I of the series: “Reimagine (Almost) Everything: Establishing New Success Metrics,” Post II of the series: “Reimagine (Almost) Everything: Digital as an Organizational Mindset,” and post III of the series: “Reimage (Almost) Everything: What Worked Before to What’s Right for Now.”
Cover photo via Artween.