Does your brand have a scalable social plan? Use these tips to set the tone for an engaged community.
In an increasingly digital workforce, creating a scalable social plan is important for the launch brands. Social channels are influential tools that can aid you in building pre-launch buzz and set the tone for an engaged online community. The more influential your social presence, the stronger visibility your product will have.
For brandistas, ready to launch a new brand, here are 5 tips for getting brand social.
1. Create a pre-launch presence
Start generating conversation for your brand launch as early as possible. Create a social plan that will garner product awareness a month before your brand is scheduled to launch. Create a website for your brand, publishing digital content on one or multiple social channels and start the conversation: the who, what, when, where and why of your brand. Think of what will effectively promote the tone of your product or service to your core target audience.
2. Develop a channel-specific strategy
Implementing a one-size-fits-all approach to social media isn’t acceptable in this day and age. It will bore your community and hinder your growth as a brand. Instead, try incorporating a content strategy that is specific for each media channel you’ll be promoting your brand through. Facebook should be your conversion platform while Twitter could be used for customer service and Instagram could be where you market your brand visually.
Small budget and limited bandwidth? Twitter can be your best friend. Build public or private lists to help organize your newsfeed and use it as a marketing tool. You don’t need to follow people in order to build lists, but you can use these lists to help establish your target audience. For example, if I’m launching a line of jewelry, I’d create a list of influencers and fashionistas I’d want to target.
3. Defining content pillars
Content is one of the most important, time-consuming and often most expensive aspects of brand planning. A content pillar is a piece of content on a specific topic or theme which can be broken down into various sections, pieces, and materials. To optimize success at launch, start by defining 3 – 5 pillars of content that make sense for your brand. Then, create a balanced content mix per social channel. For example, you may share brand news and product updates on Facebook while Instagram will be a vehicle for lifestyle content.
Launch with your own original content. Even if you only have budget or bandwidth that allows you to use a few photos or very simplistic videos, use those to establish your brand’s unique identity. Shared content should only be used post-launch.
4. Customer service
Social media will most likely be the first place your consumers will go to ask questions, give feedback or and concerns about your product. Before you launch, have your customer service strategy already planned. How will your team support incoming tweets, Facebook messages and Instagram comments from your audience? Remember, your content will be public, so having a buttoned-up FAQ and process in place is also important.
Using a free tool such as Hootsuite is a good way to stay on top of conversations. Hootsuite allows you to set up filters to monitor brand mentions, hashtags and top-line sentiment. This information will help you plan your future content strategy by providing insight into what is and isn’t resonating with your consumers.
5. Set scalable Key Performance Indicators
How you measure success at launch will be different than how you measure success in a year. While fan acquisition and lead generation are two important Key Performance Indicators (KPIs), you can’t get anyone to follow you on social media if they don’t know that you exist. Consider focusing on brand awareness and instilling proper messaging during the pre-launch phase so that you can access the effectiveness of your social strategy post-launch.
What tips can you share for launching a brand socially?