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The client wanted to stir the status quo and move further in an orderly way, with time-relevant modernized approaches
A client manufacturing semi-precious and artificial jewelry sought us to assess their social media efforts across their entire social footprint. They young flagbearers of the company were striving to break-through from unyielding conventional approaches and often overlooked areas in marketing spends. They wanted to take full view of what all is happening, that could return them enhanced outcomes through comprehensive assessment and modernized approaches.
Unorganized, ungoverned data, multiple plans, multiple decision-makers, no centralized master plan in place, lack of expertise in-house leading to inconsistencies
The teams worked reasonably in their competence, but were running independent plans, own communication, with no view at overall budget spends and how each component of efforts, was spread across time, cost and quality, is inter-related, inter-dependent. Siloed style of working, multiple spreadsheets, duplicities, redundancies, overlaps, solo decisions – and the result was patchwork of varied hues supported by staff that has led to inconsistencies, randomness in standards, benchmarks, goals, service levels, communication voice and more. Even the accounts showed overlaps in unique followers as different members targeted the same audience profile.
Social Media Audit
It really gets tough to gather, make sense and effectively use the vast amount of scattered information by the team in-house having varied level of expertise. So, the client found it imperative to begin conduct a social media audit through the capabilities of our team. We assessed and recommended on each step of audit through guided frameworks, highlighting effective tactics, shortcomings and improvements around strategy, content development, campaigns, target audience, measurement, governance, day-to-day management and insights they could apply in their plan ahead.
A systematized, better yielding path ahead
The social media audit provided the client a comprehensive look at their social media presence, the prints they’re leaving behind and the prints they intend to create. It also gave them an overview of executable social media best practices. The recommendations included actions to take, employing and aligning resources for social media management, streamlining social media accounts, centralizing social media efforts. The client’s team found itself better equipped to gain value from social media initiatives. And the client could move forward on social media paths with new strengths and approaches.
The client takes time to stand back and see what all the valiant effort throughout the year, has left the brand with, before moving further
The brand has worked hard throughout the year in- season, off-season. Campaigning, releasing new services, customizing existing in context of time and milieu. The client wants to accumulate key information on how it is perceived by audience through its social media efforts and what all can be understood from the potential world of intel online, to align its social media efforts, hoping better growth, and shift in travelers’ perceptions.
Rush for continuity in social media efforts, compromising quality and well- thought after tactics during desperate times
The brand has been rising and falling at the influences of post-pandemic sentiments, shifts in travelers’ priorities, and their tightened grip on wallets. Though it’s a legacy brand, self-sufficient to keep its functions smooth-running during downtimes but the same times have also led it to outsource lot of social media work to solo freelancers, sitting idle, pitching themselves as potential service providers, at low cost. Quantity of efforts has casted quality parameters in oblivion, as visible on website and social media footprints. At face value it looks all fine, but layered with undiscovered potential and unnoticed gaps.
Social Media Audit
Understanding audience was central an intimately connected to the success of brand here. What the audience wanted from them, how they were talking about travelling, how they perceive the brand and shift their behavior in context of market, times and their priorities. We began digging customer intel and found they were cautiously optimistic, had monies, eagerness, but with reservations. They wanted meaningful and less interactions, time away from tech and gadgets, immersion in experiences, more cabins and cottages (less hotel room-like), comfort, joy from simpler things, nostalgia, etc. We detected a variety of trend sets, such as new and emerging insights, sustained insights, and reemerging insights. We audited across seasonal trends, customer care, brand sentiment, competitors, and influencers. Based on insights, we mapped the efforts put into social media during the year.
Results that went beyond their perceived limits and positively impact the entire spectrum of brand offerings, operations, and perceptions
Tracking intel across multiple channels revealed new opportunities, areas of improvement, restructuring the overall marketing and communication spends, using them in campaigns for better positioning aligned with market and customers. But more importantly, the unearthing of insights, fortified with our recommendations, led the client to do product and service innovations, operational improvements, interesting collaborations with communities offering experiences to guests, and more.
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