AMY NAUGHTON
Client Services Director, Jaywing
SOCIAL MEDIA
from the start of the brief to help shape the content they will be creating. Enter the partnership knowing that understands their audience better than you and take their advice to help you shape your creative approach. The balance is ensuring that the brand doesn’t take the back seat and its role is clear.
Treat Your Social Channel Like A Checklist #FOMO
5
Wanting to maximise assets is natural, but brands must think carefully about the reason for being on
each channel. The consumer needs and motivations of Facebook, Twitter Content can be considered in two ways: 1. Brand content designed for fans that want to have a social platform relationship with you.
2. Campaign content designed for brand objectives and deployed in the most relevant channel to engage and deliver the message.
advertisers to trial on Instagram, 7UP harnessed these ideas with a campaign focused on authenticity and craft, using the iconic red dot as a visual reference to create nostalgic and retro posts.
Consider A Fad To Answer The Brief #CoolKid
6
Digital provides constant opportunities to experiment with technology. The millennial
audience in particular wants the latest gadgets, and they will generally form the primary half of the adoption curve.
Successful brands are the ones using innovation to unlock experiences for millennials, providing them with added features, technology and content that platforms (or tech alone) can’t provide.
Publish Weekly Without Promotion #FreeRide
7
Algorithms are stacked against brands with the news feed selecting a series of posts they think
consumers will be most interested in, and as a brand, you’re pretty low down
behind each and every thing you do.
Provide More Than 5 KPIs In A Report #DeathByNumbers
9
Digital has the ability to provide measurement of pretty much anything you want. But at an individual
post level, how useful is that information? Avoid getting buried in detail that distracts from the bigger picture. You want to demonstrate that the
content: consumers will be most interested in.
in the pecking order. Posts need budget to stand out. Media spend is the best way of getting scale and results that produce a positive ROI for a brand. If you’re nervous about investing,
remember that social is the perfect launch pad for test and learn. Test that delivers you ROI.
Let Social Be Run By Millenials #TheGraduate
8
Letting someone run your social channel just because they are using the channel doesn’t mean they know
how to present your brand or market it to consumers.
Use millennials in your organisation
as real-time insight. Take heed in their direct experience living and breathing the platform, enable them to be a the linguistics and allow them to be part of your content creation. But use your marketing expertise to put on a
1. Had scale 2. Resonated 3.
Algorithms are stacked against brands – news feeds select posts they think
Fixate On #BrandAttribution #HashtagEverything
10
Hashtags are a great way for brands to breakdown a tweet into a singular term, but we now know that more
hashtags necessarily mean better reach or engagement. Recent research suggests that the
ultimate way to engagement is to have no hashtags at all. Why? Because hashtags have started to become more synonymous with #ads. As well as this, the cash needed to keep momentum on a branded hashtag isn’t necessarily feasible. On Twitter, hashtags allow brands
to be part of conversations rather than invent their own, delivering a better experience for consumers.
jaywing.com
55 issue 29 winter 2016
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