The Challenge
Where to start? This seems to be the most common hurdle when looking to kick off a successful data-driven campaign. Let's face it, if you've been in business over a year you most likely have a ton of data, and hence places you could start. Your friends may suggest starting on social media, your family may say to call around, while Gary V's Youtube channel may say grab my course and start there.
All of those suggestions may be correct in some way. Prior to just blindly following one of their suggestions consider this. Who would know best, and from where would collected data be most powerful. Yes! The answer is obvious now, isn't it? Your customers.
Social listening
Social Listening is the process of monitoring social media channels for mentions of your brand, competitors, product, and related trends. These days you must do more than pushing content, doing giveaways, or brainstorming your next TikTok. Social listening is a key element in the preparation of strategic digital campaign execution. To understand what your brand's position is in this medium, you must know how often you're mentioned, and in what manner. People write messages full of emotion for brands, like: "I love how easy this is to set up Soandso's blender" or "Eww XYZ's food is always cold".
Data Intelligence
In which light is your product/services centered? How can we take action, and implement change upon what we're hearing in a successful digital manner?
Data intelligence refers to the way in which all accessible analytical tools and methods (i.e. Social Listening) are utilized to form a better understanding of the information collected.
Once receiving this data we can better decide how to formulate an impactful digital strategy. We're able to develop a more concrete idea of how we can deliver justice to what the consumer is expecting from the brand.
1. Understand all that organic content that was coming out to see how we could make content more valuable, and all-around attractive to the consumer.
2. Discover how to enhance or extinguish those conversations that were already taking place digitally. Either encourage them to take place more or less.
With all this determined, you as the business owner can now decipher what strategic changes need to be made. You may realize what you're actually looking to do is gain greater reach, greater engagement, and a greater presence of the brand in the applicable medium. "
The Strategy
Here at Promotonics we investigated three main aspects:
What is the brand's mission this fiscal year?
Where is the environment/industry economically speaking?
What happens, how is the target audience behaving?
Here's Our Example
Recently we formulated a strategy for a business in the agricultural industry. The strategy heavily relied on enhancing engagement with the brands following. Recognizing the people who are publicly Superfans of the product, through emotional and fun content inspired by them, and seemingly for them.
We started a process of detecting positive mentions and created an ecosystem, where, through liquid content, a crowdsourcing strategy, a content methodology was born: generate brand content, thematic, real-time, wow factor, in different formats and on all the brand's platforms, in order to generate a conversation, shares, and emotional reactions.
This was one of the pieces that we managed to do with all this strategy:
Post: Picture of the Superfan with the product. With a green landscape, silly unarming look, professionally edited by Promotonics
The Caption Reads:
"#janedoe always achieves what she set out to do, especially when fueled by #thebrand ✨ What have you set out to do this week? Use the hashtag #brandsname to get featured"
In addition to this main activity, we created a funky wow driven video to generate brand communication. Generating more views and more reach than expected, in turn taking the strategy to another level.
This strategy allowed the brand to bring the client's digital presence to a very personal level. The engagement on the side of the company's activity was the way in which the company rewarded the love that users had for the brand. Showing them some of that same love in return. Appealing to a more emotionally charged, personal side of their fan base. With no need to do any monitory giveaways. As of September 2020, this brand is still the top-ranked, locally most mentioned, and now Hartford, CT award-winning "Best Of" brand in its local market.
Shameless End Plug
With over 5 years of experience developing, implementing, and all-around executing data-driven campaigns our team would love to do the same for you. Promotonics, as you can see by our site, is not the average marketing agency. With a strong innovative approach, we set ourselves apart from the average and look to the formulation of blue oceans (new market space). Let us do for you what we've been enabled to do for small Mom & Pops to Fortune 500 companies.
Set up your FREE 45-minute consultation HERE