Customer Engagement at Scale

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1 J win a f PART 2 Customer Engagement at Scale Content, creativity, and collaboration Simone Empty belly on a beautiful day... Where should I go for lunch? Marlon Lois Craving a salad...anyone know does Caesar? I just had the best turkey sandwich Love our sweet potato tots? Get a free order by signing up for our list! Let s go get some!! I have a coupon for lunch. Dennis Beautiful is your patio open for lunch? Our food comes with a story. Read about the family farm where we source our fresh ingredients. Amrita in love with your sliders! My kids are totally Heading for my birthday #goodtimes Do you think you ll have any specials for Valentine s? Selena Lunchtime! Gonna take my girls to

2 SOCIAL CONTENT FROM THE CREATIVE PERSPECTIVE 2:24 PM Remember that restaurant you tried last time? We know that you heard good things about this premier place from friends, but where did they hear it from? While customer-to-customer interaction does play a major role in defining perception, the brand itself must let its originality shine through in the early stages of development. Customers define the brand reputation, but the brand itself should showcase its personality through online content. What does your brand look like? What colors, images, words, and media illustrate your brand s character? In part two of this mini ebook series, you ll learn how to build social community engagement through the creative and content collaboration. From understanding the role of content and creative teams, to building a creative studio, to conquering paid media and social content strategy, this guide will assist you in understanding how to generate an authentic, honest, and personable voice for your content. Establish a connection, build relationships, and influence your audience through social community engagement. Mondays got you down? Come in for half off desserts until 8PM! Teigan So hungry...@kaye You wanna go get dessert Jessie What time close on Saturday? 2 Customer Engagement at Scale: Part 2

3 TABLE OF CONTENTS 04 Chapter 1 Customer engagement with content and creatives 06 Chapter 2 Building the creative-content studio Treat yourself! Fresh, local berries and dark chocolate cake. #YUM Chapter 3 Mastering paid media Conclusion Embracing social community engagement Silvia Craving an orange smoothie Is your patio open today? #sunshine

4 CUSTOMER ENGAGEMENT WITH CONTENT AND CREATIVES The social and content connection keeps everything running. In part one of this ebook series, you learned the rules of customer engagement, how to engage your audiences, and how to build your social team. But, behind every fun, smart, and relevant social post, is a great social content strategy. Developing a content strategy starts with a creative brief. A brief helps ensure that everyone involved in creating content is tightly aligned to your brand strategy and business objectives. An effective brief includes: The marketing objectives of the product or brand A brand character to describe the brand voice and tone The target customer persona or audience to be reached A description of the messaging strategy and visual styles Call to action 4 Customer Engagement at Scale: Part 2

5 @Guillermo Let I have a coupon Beautiful your patio open Chapter 1 CUSTOMER ENGAGEMENT WITH CONTENT AND CREATIVES Equally as important is the editorial calendar, which includes important brand, product, and company dates. This ensures that you evenly distribute proactive content at a regular cadence. It also identifies moments in time outside your brand context, such as holidays, that offer opportunities for special, featured content. Recall the popular restaurant in part one. Even though new fans of the restaurant heard about its success via word-of-mouth, where did the original fans get the urge to try a new place? Unique content that represented the restaurant s brand personality must have been posted and content must have been planned in advanced. The easiest way to garner new admirers is through creative, engaging content. However, that is not possible without a strong creative studio Guillermo Visual content is 40X more likely to get shared on social media than other types of content. Can t stop thinking about the tots #omnomnom Hop over to Pasture to Plate and try our fluffy bunny carrot cake! Join our #Pasture2Picture contest and win a free dinner for two! Lois I just had the best turkey sandwich Simone Empty belly on a Where should I g Neither can we! We think the secret might be in the soil of the farm we source from... BizCo Official Love our sweet potato tots? Get a free order by signing up for our list! Craving a Carrie Dennis 5 Customer Engagement at Scale: Part 2

6 BUILDING THE CREATIVE-CONTENT STUDIO How are people talking about your brand in real time? Customer engagement opportunities move quickly. You must be able to act within a matter of hours, if not minutes. Consider developing an in-house creative staff, which provides the ability to respond faster, more frequently, and with greater agility than is often possible with external agencies. Some areas your team could focus on include: Campaigns, events and promotions Newsroom Happy holidays! Lower prices on our winter dessert plates through December 31. Topics that are time-sensitive, such as seasonal marketing campaigns, product The award for the most craveable side goes to...p2p s sweet potato tots! #Oscars Connecting the brand to anticipated and real-time trending topics. releases, and special offers. Hannah Reactive engagement Storytelling and Any plans to bring back your green salad dressing? I m soooo obsessed! Personalized response to build fan engagement and extend reach. Our food comes with a story. Read about the family farm where we source our fresh ingredients. Content that connects with the customer regardless of time, such as a customer story, tips and tricks, or simply Once summer produce is in, we d love for you to try the first batch of the season! fun and engaging. 6 Customer Engagement at Scale: Part 2

7 MASTERING PAID MEDIA Sometimes, organic isn t enough. Paying social platforms to display your content and target specific audiences has become a key strategy to drive customer engagement. No longer is organic placement enough to help brands remain competitive and reach a strong number of people. Social platforms gather a great deal of information about their users, which can assist you in targeting a main audience. With paid media, you are not paying for eyeballs; rather, you are paying for an increased chance of being seen. How fans interact with your content is still very much a factor in how many people actually see your paid-supported posts. For paid media, there are two common scenarios: Planned paid media: Schedule important Opportunistic paid media: When a post product milestones, such as a launch, in initially performs well organically (based on your editorial calendar. Budget, strategy, and the number of likes, comments, and shares), targets can be laid out in advance and can be pay to place the post within the news feeds adjusted in real time. of additional audiences. Target your audience, interact with fans Anita I just want to be surrounded s tots, every day, More like Pasture to Plate to Anita s heart! We re lucky to have you! Additionally, different types of paid media have a different objective and audience targeting to follow: Social campaigns > Community growth > First party targeting Post boosts > Audience engagement > Third party targeting Display and mobile > End action > Retargeting 7 Customer Engagement at Scale: Part 2

8 CONCLUSION: EMBRACING SOCIAL MEDIA ENGAGEMENT Now you understand not only how to implement and embrace customer engagement as a strategy, but also how the creative-content collaboration plays a major role in successful customer engagement. Now you can build and maintain your own Customer Command Center. When you think of any organization that is succeeding, you think of its brand. You think of its personality, its interactions. Leveraging social community engagement means embracing the perception that your customers, your audience, have of you. Being able to listen to your audience and manage their expectations is what drives brand affinity. Providing relevant content and reinforcing your brand promise help you develop a connection and build ongoing relationships with your consumers. Most of all, it establishes your brand as an authentic, honest, and trustworthy member of society. To continue learning about customer engagement and how to best leverage this strategy for your organization, visit us at LINK. Sign up for our mailing list and get a surprise on your birthday! Marina Just had a great bday party with my BFFs Joey 2:24 PM It s National Tater Tot Day! Celebrate with half off sweet potato tots! Never been s birthday was great!