Imagelab takes an thorough look your existing digital presence on a standalone and competitive basis. We assess the effectiveness of internal organizational structures and policies pertaining to the management of social media by your company and individual business units, and by evaluating how the external market is impacting your business as well as your competitors'.
We start with a meeting that includes all relevant business units (Marketing communications, sales, PR, HR, IT, legal, product, other) and work with each to get as much information from you as we need, supplementing what we learn from you with our own market research.
The audit also provides recommendations for organizational best practices that will scale with your business objectives.
The audit contains an in-depth evaluation of the following six areas:
We measure and analize the sentiment around your brand and that of your competitors across the digital channel, broken down by social platforms, blogs and relevant online communities
Here we look at your presence and that of your competition and customers across the major social media platforms.
We review your management of social media relative to your business objectives, including staffing, processes and social media corporate policies and procedures.
We assess the prevalence and construct of blogs and other company or employee-run forums or groups versus other relevant communities
We review the completeness and utility of online educational and promotional tools and content, including video, podcasts, webinars, e-newsletters and other e-tools.
We assess the ability of your company to provide real time responses to relevant online activity to acquire, retain and service customers and leverage opportunities to enhance your brand, and customer and supplier relationships
The primary deliverable will be a full analysis of these areas, including a SWOT analysis, and will provide relevant recommendations going forward.
After consideration of the audit findings with you and your team, we develop a corporate digital and social marketing strategy document, customized to meet your objectives and resources, which is a 12-month tactical plan which includes milestones and metrics across platforms. The strategic plan will be scalable to your business, consider your various products and services, and ensure that an integrated, phased plan is adopted. Key success metrics will be measured over the four quarters to monitor results and make the necessary modifications.
We also work with you to create strategies around a particular product launch or event, usually 'sprints' that range from 1-3 quarters in duration depending on the scope.
Finally, we partner with you where necessary to implement all or part of your strategy.
Communities include well-publicized social networking sites, web sites, blogs, forums and anywhere throughout the digital channel where your clients, partners, employees and other stakeholders access and interact, either passively or proactively, with content. These communities may represent everything from millions of members, either paid or free, to simple collections of your 20 most important customers interacting in a niche sub group. In either case, we will find them and engage them.
Each community has a unique protocol for engagement. We understand how to effectively engage within all forms of communities. We first work with you to identify your business objectives, and then we identify the communities where your target audience lives and engage them in a way that is consistent with the nature of the community. Through this process, we establish and evolve relationships. It is during ongoing engagements and discussions that we are able to appropriately achieve your business objectives. This is not a cold call; engaging before asking is normal.
Alternatively, we build these communities for you. We do this using the latest version of best in class platforms, and a combination of built-in features and custom widgets, which enable the site to provide (the):
The key steps include:
We leverage our staff, industry and technical expertise, and utilize our in-house production studio to create all forms of electronic and audio-video content for both general and specific communities. These include the following types of content:
We have developed everything from implementing content calendars, to providing the content management system (CMS), to acting as the editor-in-chief of blogs and other media. These communities, branded or unbranded, drive SEO, enhance your brand, cultivate thought leadership, and move leads into the sales funnel.
Aside from creating and populating communities and blogs, we also work with you to evaluate your sites and communities. We make sure your sites are effectively socialized and designed to take advantage of the digital channel according to your business needs. Our communities can also integrate mobile and location-based applications for all smart phones.
The digital channel presents the opportunity to reach a larger general audience and to hyper segment your target market within this audience. It is important to understand where the segments of your market are spending time online, and who are the leaders of these relevant communities.
We use our proprietary methodology to target influencers to generate awareness, product test, drive sales and grow brand. Our outreach grows your reach by engaging these leaders, generating their interest in writing, tweeting, blogging or otherwise mentioning your product, service, campaign or company to their communities. The impact of these mentions is exponential, as the sentiments are then passed on by community members to their various networks.
We leverage our social and digital marketing expertise to promote and implement your product launches, capital campaigns and other events on a one-off or recurring basis. We create the digital trigger site for any on- or offline call to action, tracking all users as they are collected and transitioned through the various stages of the sales funnel. We are able to create awareness, drive visitors, fill the sales funnel, and raise funds for charitable causes and not-for-profit partners.
We have a methodology to find and engage influencers relevant to your business, product or service by using a protocol appropriate to their communities. Our process involves listening to your objectives, designing the outreach, implementing the program, engaging with the targeting influencers and providing you with regular reports on progress and success.
We send our bloggers content regularly and have a symbiotic relationship with them. We provide them with a variety of content to blog about, while they create a substantial buzz surrounding the events and topics that we give them. The Imagelab program is tested and effective: generating awareness, communicating with customers and partners, and engaging with them in a personal manner to deepen these relationships. This drives sales leads directly. Outreach may take place around a product launch, as part of a marketing or branding campaign, or for customer acquisition and service efforts.
In addition to your specific target market, your reach is often wider than you might expect given the effects of the discussions taking place. Imagelab's digital engagement strategies can predominantly drive the nature of this coverage, leading to greater on- and offline coverage and awareness.
We understand how to develop your profiles across all social platforms and manage these profiles on a sustainable basis. After we develop the profiles, we teach you and your staff to engage within these communities. In doing so, you will engage with those you seek, including customers and community leaders.
It takes time and resources to effectively develop a consistent presence across social platforms and communities, and also to maintain these presences. Each of these communities has different nuances and protocols, so we tailor your messaging to integrate with each community. We make sure your voice is consistent and directed to achieving your business value while interacting appropriately across platforms.
Come check us out on our social media sites for what's new. Most importantly, let us know what you need and how we can help you get your customers talking.