We call it ‘Pragmatic Social Planning’.
In a frantic hurry to catch up with customers, companies often jump into social media without having a plan, which is a classic “leap before you look” approach.
Soon, they find they are unable to scale as more customers adopt the tools, and are not ready for a long term engagement with customers even around negative conversations.
While companies feel compelled join the conversation now to respond to customers, they should not throw out business planning. To avoid this predicament Libertine Social helps companies step back and approach social business like any other business program: with a plan.
We help our clients with their Social Planning, often starting out with workshops with our clients to help them understand the ‘conversations’ going on in their sector and around their brand.
The end of that process is a detailed Social Plan, including the creation and production of branded content.
With a content-driven marketing strategy, campaign success will to a large extent be defined by its social impact; so for marketers, the challenge is all about getting their compelling video brand content seen by an influential audience.
The way brands reach their customers through the Social Utilities (YouTube, Twitter and Facebook) and other online communities, we call ‘Audience Design’ – strategies, including the use of social networking within blogger communities and distributed video players, for building scale audiences.