social media strategy catalystmdc

Social media marketing strategy

The answer to good social media strategy is not just deciding wisely what to do, but also what not to do, and social media channel prioritisation is a key component of our social media strategies. With organic reach becoming ever harder to achieve for commercial organisations, social media advertising is a given, and it opens up significant targeting opportunities. In fact, social media marketing is less and less about the lottery of viral, and is becoming more and more data driven, and social CRM and the mechanics of advocacy are another area we encourage our clients to exploit.  We also make detailed recommendations on influencer outreach and digital PR, as well as governance and risk management as part of process, and deliver measurement plans based on metrics that are not gratuitous, but true indicators of business value.

  • Channel prioritisation

    The reasons for selecting the social media channels of focus are not always obvious; there may be strategic, tactical or completely lateral reasons to be active in a channel, and one channel may be perfect for one audience but inappropriate for another, therefore content can vary between channels significantly. And never mind the obvious, like facebook, linked in or twitter – we also look at the powerful but less competitive – for example, what about Medium, Quora or Slideshare? We encourage clients to focus on the right social channels for their business, and to be highly effective in these, rather than wasting effort and resource on channels that are irrelevant.

  • Targeting and retargeting

    Whilst social media advertising is now a reality of any social media strategy, this opens the door to precision targeting that significantly increases relevance to audience, radically decreases wastage, and drives dramatically increased engagement rates. Our recommendations include looking not only at how clients can target very effectively, but also at the retargeting opportunities, and extending social media advertising from reach and response to prospect and customer communications.

  • Social CRM

    As it becomes easier to integrate social behavioural information with customer data, an essential part of a social media strategy is the identification and leverage of advocates within the customer base; the cultivation and facilitation of advocacy becomes a central objective of customer communications. Similarly, the expansion of customer communication from the confines of website and email into social media, creates new options for conversion, nurturing and retention.

  • Influencer outreach/digital PR

    Just as we identify the digital influencers within a customer base, our influencer outreach recommendations are about how to identify relevant digital influencers generally. Frequently these are not the obvious suspects, but a powerful tier representing, combined, a large following and high relevance to the brand or product in question. We recommend a variety of tactics to engage them, so as to drive credibility, targeted reach and back links of authority, for direct traffic and or enhanced SEO.

  • Process

    Processes we recommend as part of a social media strategy include ways to radically increase the everyday efficiency of social media marketing and management, using tools where relevant, and also best practice to eliminate key staff dependency, and reduce risk. We are experienced in and have thought through the details around governance, compliance and crisis management in social media, and, depending on the robustness of the the client’s social media infrastructure, our implementation plans outline the due diligence required.

  • Evaluation

    Social media is often poorly evaluated, with too much emphasis on irrelevant metrics which are more about driving advertising dollars, often for Facebook, rather than measuring the uplift on a client’s business. Our measurement framework focuses more on engagement driven by social media, the success of specific advocacy initiatives, and we often use social media monitoring to benchmark and then re-measure digital share of voice and its nature.