Magnet 360

Consumer Insight

We like to start with an understanding of what is already happening organically online. We dive into the search and social habits of the target customer to determine what is important to them and how they are already utilizing social media.

• Keyword Research – We conduct comprehensive research to uncover the top searched keywords that relate to the brand, products and overall category. We gain an understanding of the information that is most desired, the common language used and seasonality of topics
• Social Media Audit – We conduct a thorough analysis of the online conversations surrounding the brand, products, and category as a whole. We develop a social profile of the brand’s existing database. Our goal being to capture the voice of the target customer and to determine:
  • Where they are congregating online
  • What is driving their conversations
  • How these conversations differ by social channel
  • What are their needs/wants/challenges
  • Who are the influencers

Integrated Planning

Next we pull together a cross discipline team from our network to build an integrated plan based on the fundamental principals of attract, engage and nurture. Our goal being to generate awareness, enhance brand engagement, build relationships, drive purchase and foster brand advocacy.

• Content Strategy – The best content nurtures a prospect along the path to purchase. Based on the insights gleaned we develop a content strategy that fosters brand engagement, enhances the brand's utility and drives sales
• Social Channel Plan – We map out a plan for the brand’s participation across the social net clearly defining the differentiated roles and messaging strategies for each channel
• Editorial Plan – We develop a calendar showing recommended themes and topics by month. We break it down by channel to direct the timely publishing of content
• Influencer Plan – After identifying who the key influencers are, we develop a plan for engaging them as advocates thereby extending the brand’s reach online
• Activation Campaign Strategy – With a focus on persuading target customers to enter into a relationship with the brand, we develop a social campaign strategy that will grab their attention and drive action
• Measurement Plan – We determine key performance indicators and develop a measurement plan outlining the metrics we'll use to evaluate the success of the tactics we have proposed

We recently completed the Consumer Insight phase of this approach for the Recreational Boating and Fishing Foundation’s Take Me Fishing™ campaign. You can review the social media audit component online at RBFF.org. To learn more about how we can assist with the social media strategy for your brand, contact us at info@magnet360.com.