Social First Content
Is the latest thinking missing from your social media strategy?
Social media has changed the way consumers respond to content and how they interact with brands. Brand content now has to fit into channels that were designed for consumer generated content.
As a result, brands have had to shift their traditional creative aesthetic and develop content that mirrors the way audiences communicate within their own social networks.
However, this isn’t quite as simple as it appears. While most advertisers are planning to increase their social budgets, the vast majority still don’t understand how social content is working for them.
Because of the relative immaturity of social as a channel, there are few established rules to follow to guarantee results. Advertisers have to learn as they go, and many are struggling to get it right. Most are not even clear about what a good content model looks like.
Fortunately, we’re now learning that a good social content model is one that works across several different stages of engagement, which we’ll explain in more detail further into this article.
Two common social content strategies
There are two common approaches to social content:
Social Strategy Case Study One
Advertisers push traditional campaign content into social channels, but fall short of establishing any conversations with their audiences. (For a case study read our Harveys furniture blog here). This approach will build awareness and extend reach, but it it can attract negative feedback and rarely engages with audiences.
Social Strategy Case Study Two
Advertisers maximise influencer marketing to grow their reach. This type of campaign often excites advertisers, because it embraces the relatively new (novelty) concept of brand influencer. However, when this is taken to the extreme, the influencers own the relationships with audiences, not the brand, meaning the brand misses out on this valuable opportunity.
The reason neither of these two scenarios is effective is because they don’t work across each stage of the social engagement cycle. Instead, they put too much focus onto only one element.
The most advanced approach to planning social content
Soap Studio’s ‘Social First Content Planning Process’ helps brands identify the individual stages of social customer journey, from awareness to purchase. Each stage of the social customer journey requires different content types to drive awareness, create engagement and support purchase, and to optimise the overall effect of a campaign.
We developed these planning methods following an extensive content research project, which took over 18 months.
We follow them as standard for all our production clients. But in response to client demand, we now also run in-house workshops for brand and marketing teams who want to improve internal social expertise.
Each workshop focuses on the following:
- Identifying the 6 stages of engagement within social channels
- Creating consistent campaigns across social content and your site experience
- How leveraging different production techniques will help your brand maximise reach, build credibility and engagement
- Optimising the ratio of brand content and influencer content
Don’t miss out! Get 2019 off to a strong start with a Social First Content Workshop
For more details and to arrange your workshop, please email Gabrielle@soapstudios.co.uk
Find out more in our Webinar
We also host regular webinars which teach content planning methods. We’re talking about Social First Content planning in our next session which is on Tuesday 18th December at 1pm GMT.
You can register here