The problem is that over the years, strategy has become something of a buzz word. Whenever we want to sound smart and demonstrate our business acumen we just make sure the word strategy shows up in our ideas. The result is that we now refer to many mundane and uninteresting aspect of the business as strategic, when they are really only small pieces of the overall business strategy.
Not so long ago (and not so far back as the Mad Men and midday scotch) you could reach the majority of your target audience if you advertised on the right TV channel or radio station at the right time or in the right newspaper or magazine. With the rise of the internet, particularly websites and social networks, came a fragmentation of audiences. With more choice and more freedom to control what they read, listen to or watch, the idea of being able to reach the majority of your audience through a single advertising or marketing channel became the stuff of fiction.
However as technology and the monetization of the web has advanced, it is now becoming easier and easier to find and reach your customers online. Whether they are lurking on news sites or active on mass or niche social networks, every day a new way to find the ‘needle in the haystack’ emerges.
5 social media targeting announcements you should be aware of
Recently there was a slew of announcements that highlight that marketing, advertising and technology are now inextricably linked.
Twitter launchedemoji-targeted advertising: This means that if someone posts a tweet and used the burger emoji () then they could feasibly start seeing adverts for Burger King. If they used the hospital emoji, they may trigger adverts from a health insurer. This is on top of the existingtargeting options from Twitter– language, gender, interests, followers, device, keywords, location. In other news,Twitter launched a ‘Live’ button. In the Twitter app on iOS or Android you’re now one tap away from streaming live video on Periscope. The aim is to expose more people to Periscope and increase the creation of live video content.
Whether you’re a video producer fielding numerous calls from yoursocial media management teamor the social manager making the requests, it isn’t lost on anyone that social media video content has exploded in popularity. While it’s easy to recognize the need for a robust social media video marketing strategy, it’s more difficult to actually create your own plan that sets you apart from every other video online. That’s why we put together this guide to help you create and launch your own amazing social media videos:
Why Social Media Video Marketing
Creating Cost-Effective Social Videos
Choosing Your Video Marketing Goals
Choosing What Kind of Videos to Shoot
Publishing and Promoting Your Content
Tips for Creating Engaging Videos
1. Why Social Media Video Marketing?
Social media video marketing strategies take time and resources. Down the line, you may be asked to explain why your efforts are valuable to the social media stakeholders. Make sure you know why video is important for social media to help make your case.
Conveying Complex Information
It’s incredibly difficult to convey complex information across social media sites. The most popular networks rely on brevity. Some of our favorite social networks, like Twitter, even have character limits set. How can you be expected to explain something as complicated as a new feature or product with a 140-character limit? You really can’t do it justice in 140 characters, which is why video is the perfect way to share.
By Schwarzkopf, Smooth ‘N Shine is a product range rigorously developed in Africa for the hair and scalp-care needs of African women.
Support the launch of a new black hair-care brand through by giving it presence through the use of digital media and social network presence and engagements.
Bamboo took the brand concept launched in television commercial pulling it through into social media where we developed the brand’s online persona and daily content. Weekly, Facebook data analytics reports allowed us to test content and adapt to the needs of the consumer online. We created various properties to enable relevant engagement with the brand such as weekly hair and scalp-care tips, write-ups on incredible women across the continent, etc. A big part of attracting and keeping the fans engaged was the sourcing of imagery they could identify with. Many insights were mined for the client including the immediate appreciation South African women had to women who looked like them and not “America”. What was also surprising was how the ‘natural hair movement’ was so prevalent in South African people online.
We created a Facebook social media content strategy that included hair-care tips, African hair ‘myth busts’, product information, and general news in the areas of African beauty, fashion and glamour.
To further strengthen the brand’s TV positioning that “a Queen’s hair is her crowning glory’, a hashtag language was created for the brand in which African women could identify with their unique hair style choices, namely; #NaturalQueen, #RelaxQueen, #BraidQueen, #LoxQueen, and #WeaveQueen.
To be relevant to the target market’s lifestyle, also included were #WorkingQueen, #FridayNightQueen and #QueenOutAndAbout which focused on work and informal hair styles and fashion.
These hashtags became the ‘board’ names on the brand’s Pinterest page which then extended to include such boards as #QueenBride for bridal hairstyles, #LittleQueens for children’s hairstyles. Pinterest allowed the brand to become visual. The use of these beautiful images gave the brand and visual style that was trendy and relevant.
Of all the properties created, fan favourites quickly became ‘hair tips’, ‘hair myth busts’ and related to the beautiful array of imagery that encompassed ALL African hair styles and beauty.
Social media planning
Social media management and posts
Mobisite content creation (we partnered with Silverstonecis who handled the community platform development)
Social Media posts
Over 72 273 page views
Over 18 047 unique visits
Community members over 2,537
3 Competitions – opt-in to stand-a-chance, selfie upload, hamper give-aways
Mutual Friends is a youth drama series that follows the varsity and family life of 3 main characters as they learn about life, love, and adulthood in the age of social media.
Position Mutual Friends as a youthful, current and innovative show to usher SABC 1 into the digital age. Develop a strategy to successfully utilise social media in order to engage with the TV show’s audiences. Obtain data about audiences to aid the development of follow-up seasons.
With the aim of the show’s owners to get a second season, we decided that the best way to help this goal was to create South Africa’s first 2nd screen experience. What this enabled the show to do was exist and engage viewers beyond the 4 corners of their TV screens. Social media content enabled viewers to have their phone out in front of them while watching the show (something millions of people do anyway), engaging the show’s characters with content that prompted ‘live’ interactions with the show, for example, when a selfie was taken in the show, it was posted immediately allowing fans to “like’ what they were watching live in the show.
We created South Africa’s first social media second screen experience designed to capitalise on the behaviour of audience’s interacting with their mobile devices while watching television and aimed to: heighten audience experience and increase audience engagement with Mutual Friends; position the SABC as innovative and in tune with the digital Zeitgeist; and collect data about Mutual friend’s audiences to assist in the development of upcoming seasons of the show.
We also created a social media strategy and managed the show’s Facebook and Twitter social media, as well as developed and managed Facebook accounts for the 3 main characters so audiences could interact live with the characters, and the show’s fan page; developed the brand; and created the show’s opening sequence and in-show pop-ups.
Social media strategy
Social media management
Social media engagement ensured the show’s second season
Over 13 weeks/episodes:
Facebook fan page stats:
Impressions 958 800 by 264 700 users
‘That Other Guy’ page stats:
Impressions 395 900 by 83 600 users
Badanile’s profile stats:
Sizo’s profile stats:
Overall Facebook engagement stats:
The Mutual Friends logo was designed to inculcate the idea that the show deals with social media as one of its primary subject matters. The Mutual Friends hashtag drove discussions on social media (Facebook, Twitter) pertaining to the shows content and/or information about it. The logo was designed for the audience to effortlessly identify the shows hashtag. The brand is designed to mimic Facebook’s brand to correlate it to the show’s social media narrative.
The idea behind the opening sequence was to show the social connections and interactions between the show’s characters on their respective Facebook profiles.
Promo call-to-action holding shape
Character Facebook profiles
“That Other guy”
“That other guy” is the main character, Jabu Dlamini’s, alter ego. A controversial character, his Facebook statuses doubled as narration for each episode and were posted to his Facebook profile in real time as they appeared on show so that viewers and other characters in the show could comment and interact with the character in real time. Click here to see “That Other Guy’s” profile
Character Facebook profiles
Badanile, a girl from a rural village, finds her first friend in the big city, Jabu, who attends the same university as her. One of her first posts was a selfie of the two of them – this went up onto her Facebook page in real-time as it happened on the show. Click here to See Badanile’s profile