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With our social audiences, we tend to push out information (owned content) and measure the
effect of that content. Sometimes we forget to begin by listening to our audiences and building
content around what they actually care about. We end up pushing out content that just isn’t quite
right. It’s like your friend telling you about a Golden Retriever puppy she wants to adopt and
asking for your advice, and you responding by listing out your favorite qualities of Labradoodles.
Tangentially related, but not quite right. We marketers fall into this trap an awful lot. Here’s how
you can begin to shift your thinking.
By building a solid foundation of empathy for your audience’s wants and needs–and how those
wants and needs evolve throughout the customer journey–you’re also building better content,
responses, and, ultimately, sentiment around your brand.
One reason you’re able to so easily understand your closest friends is that you have a shared
history. You’ve heard the story about Johnny chipping his tooth on a parmesan rind back in college
a million times. You were there when Linda got to party with Snoop Dogg on her bachelorette trip.
The same level of historical knowledge is important when it comes to your customers.
This screenshot comes from Simply Measured’s very own Listening solution.
When has your brand experienced the greatest spikes in reach, engagement, and volume?
Which tactics and channels have historically worked for you (or your competition), and which
have been misses? This is another common mistake for marketers: we commit to a campaign,
regard it as a success or failure, and then move on too quickly to learn and document valuable
lessons that can help us do better in the future. Don’t fall into this trap! Continue adding to your
(separate) lists of customer knowledge and self-knowledge regularly as time passes and the data
keeps rolling in.
You and your best friend have an endless assortment of inside jokes and maybe even made-up
words and phrases that only you two understand. It’s kind of annoying, TBH. But shared experience
= shared language. The same equation is true for listening to your customers on social.
If you understand the slang and solutions that your audience throws at one another without you
hovering in the room, you’ll eventually be able to learn their language
and use it to better reach them.
This screenshot comes from Simply Measured’s very own Listening solution.
As you grow up, you stop making time for friends who don’t give you the same level of attention
as you give them. This can also be applied to your social media program. Understand how your
audience prioritizes you, and you’ll be able to adjust your brand’s behavior accordingly.
This screenshot comes from Simply Measured’s very own Listening solution.
This doesn’t mean that you’re going to stop targeting customers or potential customers who
like another brand over your brand. But it does mean that you might go more aggressively after
one customer segment and veer away from another, or that you might spend more time doing
competitive campaigning against one particular brand on social. The only way you’ll be able to
prioritize correctly is by understanding where you sit in relationship to competitors in your (target)
audience’s eyes.
The best conversations with your friends happen after a glass of wine or two, when you go
deep into your fears and hopes and vulnerabilities. Don’t miss out on the most important, in-
depth information about your customers by staying on the surface.
Take the time to look at the most buzz-generating comments around your brand and/or
industry on social at least once a day. This will give you the level of depth you need to move
forward and make better choices.
2. CONSULT AN EXPERT.
Take a marketer you know and admire out to lunch, or approach him or her on social and
ask for a quick chat. Come prepared with a set of questions, as specific as possible. We
recommend choosing a particular campaign you were floored by, and digging deep to find out
what you can learn for your own brand.
“
“It’s a simple and generous rule of life that whatever you practice,
you will improve at.”
– Elizabeth Gilbert, Big Magic: Creative Living Beyond Fear
“Whenever you’re at a loss for what move to make next, just ask yourself, ‘
What would make a better story?’ ”
– Austin Kleon, Steal Like an Artist: 10 Things Nobody Told You About Being Creative
By pivoting too quickly, you risk diluting your brand story and recognition with too many
different messages within too short a time span. This confuses your audience, and ultimately
gives your competitors an advantage. We recommend making no campaign less than three
months long, and breaking your campaign plan into multiple phases. At the end of each phase
should be a stopping point at which you formally evaluate the data, and come up with an
action plan for modifying your plan accordingly.
This is a tricky balance to strike, since by addressing political themes brands often experience
blowback. It’s not a good strategy for every brand. Before putting together a campaign around
this, do four things:
a) Run an audience analysis to understand whether your audience will be positive, neutral,
or negative around content of this nature
b) Remember to stay focused on general emotional connection and stay away from specific
political topics or personalities
c) Weigh the risk of negative feedback vs. a major awareness boost
d) Consider your resources. It’s not worth doing this unless you can do it well (and,
preferably, with video)
When your content team is regularly informed about what’s performing well (or not) on social,
they can create better content for your social team. When your social team is regularly updated
about which content requires promotion to fit brand messaging, product offerings, and larger
marketing initiatives, they can be more strategic about how they post. Magic can really happen
in this intersection.
Content share and conversion tracking are useful for leveraging public and private social
sharing signals from real customers and prospects to provide you with the insights you need
to increase traffic, leads, and revenue by producing and distributing content that drives
conversion. This allows you to:
Your competitive benchmarking and analysis can get even more specific, like in the chart below.
Remember that the brands you benchmark against don’t necessarily have to be competitors
for dollars in the bank, or even within your industry: they can be competitors for a certain
brand voice or visual association you are trying to foster with your target audience. Your target
audience only has so many hours in the day to interact with brands on their social feeds; you
want to make sure your brand is front and center, and, if it’s not, understand why.
Running competitive analysis on the brands you choose to benchmark against helps you
understand where you’re advanced and where you’re falling behind. It also expands your access
to data about your target customer, helping you understand what these folks react well to, what
they ignore, and what they straight-up dislike–so you can create better content and conversions
in the future.
This is the kind of insight you’ll only get if you’re running competitive analysis. Otherwise,
you’re operating in a vacuum with no external point of reference, which can be very dangerous.
a) Reach
b) Resonance
c) Relevance
The quickest place to start is by looking at the influential folks who are already engaging with
your content and talking about your brand.
Simply Measured’s Twitter Account Report surfaces the users who’ve engaged with your brand
the most regularly, and users who’ve engaged with your brand that have the most followers.
In this Instagram Hashtag report, you can quickly see the users who are posting the most
often with your hashtag, the most-followed users, and those who are generating the most
engagement with their posts that use your hashtag. This is a great opportunity to identify folks
that are already your brand influencers.
We have a mantra on the Simply Measured marketing team that “the answer isn’t in the building.”
This mantra pushes us to validate assumptions by listening to actual humans. This is good
advice for anyone looking to identify influencers on social media.
Don’t just look for the folks who are tagging your brand in every post and already engaging
with all of your content (although, as I mentioned above, you may find some valid
opportunities there as well). Look for folks who are driving value in conversations that are
relevant to your brand, but not ones that necessarily involve your brand.
With Simply Measured’s Social Listening, discover the most influential and engaged people
discussing any topic of your choosing.
Drill down to the specific themes and demographic profiles that will be the most relevant to your
audience. This will help you get the clearest picture of the influencers you want to work with.
Co-marketing is a great way to expand your awareness with people likely to buy your product.
On the other hand, you want to, obviously, acquire more customers, AKA ROI, with your social
strategy. Some content might appeal to both customers and non-customers, but you should
also be creating unique strategies to target each of these categories. In your content calendar,
make sure you should have posts and mini-campaigns devoted to each of these categories.
A recent study by Accenture examines the attitudes and expectations of 18- to 20-year-
old Gen Z consumers--those already with spending power--along the path to purchase and
compares them to Millennials. The study is based on a survey of nearly 10,000 consumers
across 13 countries, including 750 U.S. consumers.
While Gen Z is a very much a “digital native” group, 77% still prefer to purchase in-store. In
addition, 44% will go to a store to get more information before making an online purchase.
Here’s the takeaway: inspire and generate awareness on social, and make sure your brick-and-
mortar presence echoes the messaging people have consumed there to close the deal.
For instance, you might be a hotel chain hyperfocused on medium-budget travelers between
the ages of 21-30. You could create a whole campaign around budgeting for travel. The most
important thing to remember here is that you need to provide value that is totally unrelated to
closing a deal: this is an engagement-generating campaign to push people further down the
path to purchase, not get them to book with you immediately. With a campaign of this nature,
if people feel they are being blatantly sold to, they will automatically distrust the content
you’re surfacing.
If you’re sitting at your desk, truly in a creative rut, go take a walk, a run, or a yoga class.
Shake it out. Then keep mulling our tips over and put together your Best. Campaign. Ever.
Our goal is to put the tools to understand business data in the hands of business users.
We think reporting should be simple, attractive, and accessible for everyone – not just data
scientists. Our software streamlines the process from data to deliverables and eliminates the
countless hours spent on everyday reporting tasks. We do this by putting cloud data sources
at your fingertips, providing a marketplace of best practice reports, and allowing you to
generate beautiful solutions on the web, in Excel, and in PowerPoint with a couple of clicks.
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