A new brand identity that underscores our approach to B2B marketing — always customized, never templated
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An Instagram of a box of Enjoy Life chocolate chip cookies displayed on the screen at the front of the room.
"Why is this customer taking this picture of a box of our cookies?" Enjoy Life CMO Joel Warady asked to crowd.
A few seconds go by as attendees of the Social Media Masters Summit chuckle and await his answer. To us, it seemed like a strange thing to Instagram with little explanation, and we assumed the customer had a rationale we just couldn’t see.
“I have NO idea!” he exclaimed.
He went on to explain how "Esther," his company's loyal brand advocate, used several hashtags to share her new find at the grocery store. After one simple response from Enjoy Life, Esther went into a long narrative about her love for their cookies and her life story of how she tasted several brands of gluten free cookies ever since being diagnosed with Celiac Disease before finding the Enjoy Life brand.
This week, Jennifer Mulligan and I attended Digital Megaphone’s Social Media Master’s Summit hosted by Hope Bertram where we heard many stories such as this and learned creative strategies on how brands achieved their business goals using social media.
Here are some of the top learnings from Thursday's summit.
1. You don't need to rely on social platforms to provide a social experience.
The best example of this was Clog Culprits from Liquid-Plumr. While the game isn’t part of a social media platform, it is inherently social and accomplished both web traffic and product recognition. Warady displayed a stat explaining that 92 percent of purchases are made off-line. While social media is an important mean for driving business results, it’s not an end.
2. Trust is important for creating great campaigns.
Executing a strong social media campaign requires trust from everyone involved, whether it’s the legal team, a client, manager or your audience, having trust can be the difference between mediocrity and greatness. Whether it’s a snappy tweet from Arby’s to Pharrell or finding the right influencers, trust is what makes a social media campaign work.
3. Content is king, but distribution is queen.
Make sure the content is engaging and isn’t simply selling a product or service. Don’t be afraid to take risks either. However, how that content is shown is nearly as important.
4. Remember OGSM (Objective, Goals, Strategy and Measure) for creating a social media strategy.
Adopt a test mentality and don’t be afraid to experiment, Megan West, Digital CRM and Corporate Recipe Strategy Manager said. While her session was mostly about Pinterest, much of what she said applies to other social media channels as well. Whether the posts are long, short, in the morning or at night. Community managers shouldn’t shy away from experimenting until they have the data necessary to make informed decisions.
5. Before posting, create a content strategy.
Create content based on audience, brand voice, frequency of content and channel strategy. The speakers stressed numerous times that business objectives should be fleshed out first before deciding anything else, then decide how those goals will be executed before creating the posts themselves.
For more on the Social Media Masters Summit check out our storify, then clap along if you feel like a room without a roof.