In celebration of Social Media Day (30th June 2017), BIMA Scotland ran a briefing with speakers from Dog, See Me Scotland and 29studios - exploring a full 360 view of the latest trends and innovation in social media.
Learn more at: https://bima.co.uk/
7. Audienceinsightcantransformyourapproach!
▪ Compete with brands more effectively for
audience attention on saturated networks.
▪ Personalise the user experience with
messaging which resonates with each group’s
needs.
▪ Choose channels where your audience is
most active and likely to engage.
#SMDay | @dogdigital
9. 9
Sociallisteningisthenew
focusgroup.
In fact, it may even be better than a focus group!
▪ Information collected is unprompted.
▪ More lifestyle information than any other
channels.
▪ Analyse users’ day to day social activity.
▪ Look beyond your existing audience for new
groups to tap into.
#SMDay | @dogdigital
17. 17
Useittoinform
channelstrategy.
You should take into consideration:
▪ Are your new audience groups highly active on
a channel that you aren’t?
▪ Should you change the weighting of focus on
your channels accordingly?
#SMDay | @dogdigital
18. 18
Don’ttreataudience
groupsasthesame!
▪ Particularly important for campaigns!
▪ Don’t be tempted to homogenise social
content and expect the same content to
resonate with each group
▪ Use insight into user interests to come up with
creative ways to get your key messages across
#SMDay | @dogdigital
19. 19
Usepaidcontent
amplificationtodivideand
conquer.
▪ Great way to attract the prospective audiences
identified
▪ Create content with that group in mind
▪ Make use of robust targeting options on social
network to reach them
▪ A/B test messaging and tone!
#SMDay | @dogdigital
27. www.seemescotland.org
Creating an Impact on
Launch
• Post across our social media
channels
• Did a lot of outreach
• Blogged with more detail on
what the campaign was about
30. www.seemescotland.org
Campaign Evolving
“Thank you so much for
sharing this, I'm having a really
tough night and I've just
stumbled across this post.
“I've loved your music since
you started and I'm going
through a really hard time at
the moment with the good old
black dog... So it's amazing to
know someone I look up to
has awful days/weeks too.
“Thank you”
31. www.seemescotland.org
How Did It Work As A
Campaign
• 3000 new followers
• 800 in week one, all organic
• 2000 #myunfilteredlife posts
• Best post on our page during the campaign
received 185 likes, a 925% rise on best before
campaign
• Posted 143 times to the See Me account
33. www.seemescotland.org
It’s Okay
• Campaign is to show that it is okay to say how you
feel and ask for help.
• Young people are less likely to publically say how
they feel.
• Created http://itsokay.tv/
• Had over 1000 people posting how they’re feeling
34. www.seemescotland.org
It’s Okay On Instagram
• Promoted the
campaign across social
media channels, with
Instagram being really
important
• Felt on this channel we
could be a bit more
edgy with language
• Varied out content and
added GIFS