Last week, Meltwater offered us the chance to join them in Manchester for some free breakfast and free knowledge from Social Chain – how could we refuse?
In their first #outsideinsight event hosted outside of London, Meltwater bagged Roxanne Parker and Mike Blake-Crawford from Social Chain to come and chat content marketing strategy – specifically making it social-first.
Here’s some key takeaways…
Stop chasing engagement
We all want ‘engagement’ from our social campaigns, right? But, what does that actually mean? What difference will that actually make to your bottom line? Will a high engagement rate put more bums on seat or sell more stuff?
Engagement is a tool, not a strategy. It is not an indicator of success.
Make people *feel* something
You need to look deeper than engagement when it comes to social media content. You need to provoke a reaction of some sort – even if that reaction is pure anger.
Take a look at this Lyst campaign from 2016…
Now, of course, they weren’t really selling designer doggos – they actually used the campaign just how many of these pups end up needing to be rehomed once they go out of fashion.
This campaign got loads of people talking and even prompted the RSPCA to run their own campaign to counter it, until Lyst went ahead and revealed the truth.
But, the point is, it got mouths moving and it worked.
Make it social
If you’re not careful, social media channels can become a bit of dumping ground. The amount of brands who just plonk their TV ad on YouTube or Facebook, or their out of home print ad on Twitter, and think they’re done is increasing.
But, while this might do ok on social, it you tailor your content specifically for social you’ll get far better results.
Use emojis, make things interactive, make your content the sort of thing that people want to engage with and share.
Build a narrative
Don’t be content with just creating a single post – the half-life of a Facebook post is around 30 minutes, so chances are a single post won’t cut it.
You need to be prepared to build a narrative for your audiences to follow – and don’t be afraid to use the Facebook pixel to help you keep the right people hooked all the way.
One example shown was the work done by Superdry to try and become more relevant to younger audiences, who felt they played it too safe as a brand.
Over a series of different posts, they shifted that perception – from an ad made by a guy who scales scarily high buildings at night that got banned, through to blowing up a car on Facebook Live, they really went for it.
The big point of difference here was that Superdry focused on selling the lifestyle, not their product, and built a narrative around that. The result? A massive increase in sales.
So, there you are – four simple ideas that could make a big difference to you social content…why not give them a go?