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INSIDE SCOOP FROM AN AGENCY PRO:GETTING AHEAD IN SOCIAL MEDIA
Lauren Lillis, Content Marketing Supervisor at Curiosity Advertising
Lauren LillisSupervisor of Content Marketing at Curiosity Advertising
Blogger at The Cincinnista
Lives in Cincinnati, Ohio
WHY ARE THE BEST TACOS FROM FOOD TRUCKS?WHY DID FANNY PACKS GO OUT OF STYLE?HOW DO YOU MAKE AN ICE CREAM CAKE?DO VEGANS EAT ANIMAL CRACKERS?WILL A COMPASS WORK IN SPACE?WHAT IF YOU COULD START OVER?BE CURIOUS.HALF EMPTY OR HALF FULL?WHO TRIED THE FIRST OYSTER?DO YOU KNOW THE MUFFIN MAN?HOW MANY HAIRS ARE ON YOUR HEAD?WHAT SOUND DOES A PLATYPUS MAKE?WHY DO ALL DOCTORS HAVE PEOPLE MAGAZINE?
What the heck is content marketing? I thought this was a social media workshop...
CONTENT MARKETING:A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
Advertising pushes your brand on consumers. Content draws them in.
NATIVEnatural
An ad that follows the natural form and function of the user experience
in which it is placed.
INFLUENCERauthentic
Key leaders that drive a brand’s message to the larger market.
WORD OF MOUTH/EXPERIENTIAL
trial/trusted sourceAction that earns a customer’s
recommendation, either through conversation or exposure to the
brand’s benefit.
SOCIAL MEDIApersonalized
A form of internet marketing that implements various social media
networks in order to achieve marketing communication and branding goals
CONTENT MARKETINGpull tactics that deliver on: valuable, relevant, consistent
WHO Who are we trying to engage?WHAT What will capture their attention?WHERE Where do they spend their time?WHEN When can we reach them?WHY What are our goals?
OUR QUESTIONS
Competitive Audit & Audience Listening
Using tools such as Simmons and Crimson Hexagon, we review competitive activity
and get to the know the behaviors and affinities of the
target audience to deliver content that is valuable and
relevant.
Landscape Review
We review the current content marketing
landscape, looking for opportunities to best engage and capture the attention of the target audience based
on their affinities and behaviors.
Strategy Development
We develop a strategy that ladders up to the marketing and media objectives. This
includes defining the budget and channels,
including their roles within the funnel.
Content Planning
Once aligned on the channels and budget, we
create an action plan including messaging pillars,
flighting and activation plans.
Execution & Media Placement
The content is deployed into market, and we watch the results closely to see
how well we are capturing the audience’s attention.
Reporting & Optimization
Regular reporting is completed, and minor
optimizations are ongoing. Major optimizations occur
when there are opportunities to better
engage the audience in new channels with
budget reallocation, etc.
OUR PROCESS
OUR STRATEGYIdentify shared meaning between the brand, the business and the consumer, where context, messaging, and benefit articulation can increase relevancy.
Identify the audience
Observe the audience so we can empathize with them:● What do they do?● Why do they do what they do?● What do they want that we can offer?● What do they talk about?● How can we engage?● How should we get their attention?
Find synergies between the brand attributes and audience needs, then input the business goals.
Create a persona and a venn diagram demonstrating the synergies.
Share this information with the creative team to kick off concepts.
Copyright © 2017 Curiosity Advertising. All rights reserved.
OUR TOOLS
OUR APPROACH
CREATIVEWHAT THE BRAND SAYS
STRATEGYWHAT THE
BRAND CAN OFFER
MEDIAWHAT THE
AUDIENCE WANTS
CONTENT BUCKETSGOALS & BUCKETS FOR AN EXAMPLE CLIENT:
Educate independent agents and policyholders on the brand’s difference by driving engagement through reactions, comments, shares, clicks and video views.
FORWARD THINKING
Discussing innovation, trends and industry
news in order to prepare Independent Agents/policyholders
for the future.
EMOTIONAL VALUE/PEACE
OF MIND
Highlighting the things that we protect and
why they matter.
LIVING UP TO THE PROMISE
Stories demonstrating the brands
commitment to policyholders and the
value of the Independent Agent.
TRUSTED RESOURCE
Positioning the brand and the Independent Agent as experts by
demystifying insurance terms and providing helpful resources.
CONTENT CALENDARSUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
1 2 3 Independence Day 4 5 6 7
8 9 10 11 12 13 14
15 16 17 18 19 20 21
22 23 Agency Nation 24 Agency Nation 25 26 27 28
29 30 31
tbd FORWARD THINKING tbd LIVING UP TO
THE PROMISE
tbd EMOTIONAL VALUE/PEACE OF MIND tbd TRUSTED
RESOURCE
What do you need to know about social media to be successful?
Reactions. Bitmoji. Regrams. Snapbacks?
There’s always something new in the world of social media, and if one thing is for certain, it’s that the landscape is uncertain.
Here’s how we make sense of it.
AWARENESS
TRIALThe target audience makes a purchase.
Facebook Promoted Posts, Snapchat Geofilters, Facebook and Instagram Live
Instagram Stories, Pinterest Infographics, Facebook Canvas Ads
Facebook and Instagram Carousel Ads
Facebook and Instagram Re-Targeting Ads, Facebook Location Ads
EDUCATIONPush the target audience to
engage and learn more.
CONSIDERATIONUrge the target audience
to include the brand in their consideration set.
AWARENESSIntroduce a brand to a target audience.
KNOW YOUR GOALS
FACEBOOKMonthly Active Users: 2.2 billionThe leader in social networking,
Facebook allows brands to reach their target audience with content
that is highly relevant to them
TWITTERMonthly Active Users: 330 million
Real-time information sharing platform with a focus on relevancy &
sharing expertise
PINTERESTMonthly Active Users: 200 millionAspirational search & bookmarking
platform with a focus in Home & DIY
INSTAGRAMMonthly Active Users: 800 million
Real-time visual storytelling platform backed by Facebook
SNAPCHATDaily Active Users: 173 million
Image and video messaging app designed to share quirky, unique content that lasts for a limited amount of time: just 24 hours
LINKEDINMonthly Active Users: 467 millionConnects the world’s professionals
to make them more productive and successful
UNDERSTAND THE KEY PLAYERS
Where does the target audience spend their time? Different networks cater to different needs and demographics. For instance, Facebook’s demographics are relatively even across age ranges, but platforms like Instagram, Snapchat and Tumblr skew younger.
GET TO KNOW YOUR AUDIENCE
FACEBOOK1 POST LASTS 3 DAYS
TWITTER1 TWEET LASTS 18 MINUTES
(AND THAT’S A STRETCH)
PINTEREST1 PIN LASTS 6 MONTHS
INSTAGRAM1 POST LASTS 1 DAY
SNAPCHAT1 SNAP LASTS 1 DAY
LINKEDIN1 POST LASTS FOR 2 DAYS
LIVE AND BREATHE THE ALGORITHM
Different networks play a role at different points in the day. On Instagram, most activity happens in the middle of the night, while users are active on Twitter while watching TV after work. However, most marketers schedule posts as they are starting their workday – when social media is quiet.
Source: spark.adobe.com
WATCH BEHAVIORS
STAY UP-TO-DATE ON NEW PLACEMENTS
All videos are not created equal in the world of social media. There are 4 rules to effective social-first videos.
1. Videos should be formatted for small screens. Square = 67% more completed views!
2. Grab the audience’s attention in the first 2 seconds. Otherwise, you’ve lost them, because you’re competing with their friends!
3. Will your video make them laugh, cry, or learn something new? Give them something of value to make them stick around – and share.
4. Make it ownable. Find the synergies between your brand and what the audience needs, and make it known. Elevate your brand so it stays top of mind!
FOLLOW SOCIAL VIDEO BEST PRACTICES
MAP OUT A DATA-DRIVEN PLAN
How it worked: Roto-Rooter
CHALLENGEHelp Roto-Rooter, the no.1 plumbing company in the country, engage the next generation of homeowners—
millennials—and educate them about services that are not on their radar.
SOLUTIONOur approach was two-pronged:
1. Make the brand funny and memorable in the vein of the Old Spice revival
2. Push the message that Roto-Rooter is the no. 1 plumbing authority and will handle all of consumers’ plumbing needs quickly
SOCIAL PLANNING
Data-driven planning takes the guesswork out of what to share!
RESULTSRevenue increased by 13.7% during Q4 2015
Plumbing services increased by 10.3% increase during Q4 2015
Post impressions by millennial audience increased by 292%
Post engagement increased by 156%
“Thanksgiving Drama” video featured in Ad Age
Campaign was awarded Best in Show at the AAF’s CincinnADDY 2016 awards
How it worked: Mentos Caramels
CHALLENGELaunch a digital campaign to introduce Mentos’ newest, most daring product
for the brand to date–caramel chews–to the convenience aisle.
RESEARCHKNOW YOUR AUDIENCE – AND YOUR COMPETITORS
When we dug into the category and consumer behavior, we
saw a sea of sameness: the idea of “handcrafted” candies
and warm, tan, ooey gooey imagery. How could we make
caramel cool for millennials?
BIG IDEASMOOTH IT OVER
Whatever the moment, be it painfully awkward or
delightfully silly, simply sharing Mentos Caramels always
helps to smooth things over.
PLANNINGENGAGE AND ELEVATE
Grab the attention of millennials in their newsfeeds with
creative that engages, educates, and has them scouring the
shelves for new Mentos Caramels.
RESULTS Boosted the sale of the product at Meijer retailers.
Gained Speedway’s attention for distribution.
Gained over 26 million impressions.
So, you want to work in social media.But what’s that like?
ONE WORD:
AWESOME.
Arrive at the office. Check emails and grab a cup of coffee. Look at a couple of industry publications and share the latest Snapchat update with the rest of the media team.
Attend an internal status meeting for Roto-Rooter and give the creative team an update on next month’s social media calendar.
Meet with a prospect and present our content marketing approach and examples of our social media work.
Work on social media planning for a new CPG client. Check reach on Facebook at different budget levels and write a POV.
Meet with Cincinnati Insurance to review the results of last month’s social media campaigns and present our recommendations for next month.
Review social media creative for Salon Concepts and make suggestions for how to make the videos more engaging on Instagram.
Eat lunch and check in on our clients’ various social media campaigns. Make minor optimizations as needed.
Attend a networking event at a bar nearby the office in Cincinnati.
A DAY IN THE LIFE
WHAT I LOVE:• No day is ever the same, with a large variety of clients, types of projects, challenges, and audiences.• I have the opportunity to build a team and establish a capability at the agency, in a fast-growing area. • There’s nothing more gratifying than putting together a strategy, executing a plan, and seeing the direct results of my work in the
business results for our clients. • The 360º approach and collaboration between strategy, media and creative truly helps us develop the best possible solutions for our
clients. It’s so much fun to brainstorm and implement campaigns as a team! • The people I work with work hard but have a blast doing it, and the passion in our office is infectious.
WHAT CAN BE CHALLENGING:• The content and social media landscape is constantly changing, and it’s essential to stay up-to-date with the trends in order to
provide the best possible plan to clients. If you don’t like change, this may not be a fit!
PROS/CONS
Wondering how to get hired?
• GET ON LINKEDIN:• Complete your profile, include your skills, and connect with your contacts. Ask for recommendations from
professors and from any past professional connections, including mentors, managers and your peers. • NETWORKING:
• Ask your friends and family if they know anyone who could help you become a better marketer. Meet with them, learn from them, and ask them who they know. Buy a lot of cups of coffee. One may help you get your foot in the door at the job of your dreams.
• LEARN THROUGH INTERNSHIPS/CO-OPS: • This is the best way to get started. Look for opportunities to roll your sleeves up and learn!
• DO YOUR RESEARCH: • Get to know the brands and agencies in your area. See what piques your interest. What are they about and
what can you help contribute? • ASK QUESTIONS:
• It’s what we do best at Curiosity. Ask questions and be a sponge. Seek opportunities to learn.
GET SOCIAL & ROLL UP YOUR SLEEVES.
Keep in touch!
