7 Steps to Optimize Your Social Application Strategy

@Wendy | Strategy

More and more people each day are using their smart phones as a source of news and entertainment and multitasking with other forms of media dividing their attention. In fact, over 72% of smartphone users using apps over the web, according to eMarketer’s latest data.


So instead of asking if your company is ready to join the social application revolution, we’ll just provide you with the business case and the fundamentals on how to to make it happen.

Making the Business Case

Today, what marketers need to figure out is not just how to make an individual social tactic effective, but how to make a campaign or an integrated marketing program effective in a way that drives profitable growth.

  • Create interactive experiences that bridge the physical and digital worlds to activate consumer awareness.
  • Deliver sustained compelling engagements with digital social communities.
  • Motivate your community to interact with your brand by fostering natural, continuous conversation centered on “consumer-generated media”.

7  Steps to Profitability

Most companies today are not taking the proper steps to guarantee campaign success. Furthermore, they are measuring their activities in silos including the traditional media group that’s using a lot of the tried-and-trusted ways of measuring things like television, print and radio. The problem is that a social app campaign impacts all channels (digital and traditional) and if you measure them in isolation, you can’t measure the full impact and you can’t demonstrate how they they work together.

The following 7 steps will guarantee that your next campaign will garner success and enough intelligence to make future campaigns even more impactful and profitable. It’s an iterative and continuous process.

Step 1. Create a Campaign Strategy (Editorial Calendar + Social Ad Spend = Reach & Impact)

  • Choose the Right Topics : Choose themed topics notating marketing, corporate, cultural, industry, events, etc.
  • Determine the Frequency & Consistency of Posts: 1-3 posts a week, increasing to 3-6 working towards an optimal goal of 2 posts/day
  • Publish the Right Channel & at the Right Time : Map the content for optimal channel engagement leverage third-party relevant content
  • Use a Consistent Tone of Voice : Retain a consistent, brand/channel tone of voice
  • Re-Purpose Content : Assume the length, style, and components by channel for content syndication
  • Develop Content & ‘Fillers’ : Write base posts aligned with theme(s) as well as non-thematic posts, and news/facts about Nuance
  • Create a Post Mix : Mix up the types of posts to keep it interesting and test what resonates with your audience (conversational, image-based, resource linked, video)

Step 2. Choose Your Application Mix

  • Determine the top engaging brand content and organic public interactions than can be leveraged
  • Match your social goals with corresponding paid advertising buys (network growth, interaction, conversion)
  • Evaluate owned, earned and paid social options and map best combinations to drive desired business outcome
  • Choose between contests, user generated content, voting, exclusive content, coupons, sweepstakes, quizzes, and group buying

Step 3. Target Your Audience

  • Identify groups of actual customers and understand needs, desires, and motivations for engaging socially
  • Develop target audience profiles combining emerging demographic, psychographic, and behavior patterns with social data based on age, location, language, work title, industry or interests
  • Classify the different interest and user segments within networks
  • Identify critical masses and potentially segment targeted messages accordingly (company news, product launches, special announcements, etc.)
  • Laser target messages based on age, geography, language, and areas of interest
  • Analyze user behavior and track how individual segments react to and engage with activity to gain insight about which content is most engaging to each of your targeted segments

Step 4. Validate the Concept

T e s t . I t e r a t e . R e f i n e . T e s t . I t e r a t e . R e f i n e .

Step 5. Design & Develop the App

  • Leverage the various Open Source technologies available
  • Integrate with social networking sites including Facebook, Twitter, Google+, Pinterest as appropriate
  • Incorporate branding and messaging and redirects to brand assets

Step 6. Develop a Pre- and Post Strategy

  • Understand the Needs & Wants of Audience: review the behaviors, activities and interactions taken by your social audiences
  • Plan Ahead to Leave Time for Real-Time Engagement: Assign activity to editorial calendar aligned with audience preferences and timely campaigns
  • Ensure Reciprocity & Response: Determine different opportunities to share, react, and engage and set goals for each

Step 7. Analyze the Data Bi-Weekly

  • Implement a holistic measurement strategy
  • Uncover contextual learnings from social activity that drive the most engagement
  • Measure internal company engagement vs. external audience engagement
  • Monitor & track interactions with applied filtering for prioritization and identification for response
  • Measure social return (brand awareness, community, lead generation, customer support, & sales)

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