Audience & Influencer Insights

We develop audience intelligence via social media and online ‘listening’, profiling and identifying influencer content and learning where conversations are taking place. We use a staged methodology to bring this to life:

1 . Define core content themes

We work with you to understand the core themes that are important to your business, a reflection of both what the business wants to talk about as well as an understanding of its authority to do so.

2 . Search Strings

We develop long tail searches based upon the key content themes agreed upon, and run these through our social diagnostic tools, taking in regional and  global search results. We further define the sub topics of content being discussed by your audiences on social media to identify what really matters to them.

3 . Key channels

DigitalParade run the programme across all major social media channels including LinkedIn, Twitter, Facebook, Instagram, Pinterest and YouTube, to ensure we identify the social media channels where our desired audiences and communities are having conversations, meaning this is where we should focus efforts.

4 . Influencer identification 

One of the strongest routes to audience engagement is via influencer marketing.  We tap into influencer behaviour and content to support the development of brand advocacy, audience reach, as well as refine our own content strategy to ensure we are topical and relevant with what our audience is looking for.

We identify influencers by topic, and set up tracking for continuous learning and outreach as part of a collate social media marketing programme.

We will help you develop intelligence about your audience’s behaviour online, give you insight as to what your competitors are doing via deep analysis, and support you in defining and creating cut through content, which can drive your social media channels, website, and offline channels.

Strategy

Social media is not a channel only for your brand recognition only, it’s a valuable sales and CRM (Customer Relationship Management) tool for your business and teams.

We will create a social media channel and content strategy flight plan that ensures you are reaching your audience in the forum and platforms they are already spending their time, lowering the barrier to entry when engaging them.

Social media content strategy takes into consideration two sets of distinct channels:

1 . Brand operated channels - the voice of the company. 

DigitalParade will provide full channel setup and optimisation to ensure that all of your channels and uniform in terms of look, feel and tone.  We also make sure all of your channels speak to each other, giving your audience an option to elevate the conversation by making a purchase or enquiry.

Primary channels of focus include Twitter, Facebook, LinkedIn, YouTube, Instagram and Pinterest.

2 . Staff channels - the personalised point of view. 

We can provide entry level to advanced social media training to support the adoption of social media amongst your staff, to tap into the benefits of developing an online presence with relevant content. We provide the tools you need internally to share your content amongst staff, as well as promote, incentivise and measure who is most active and how well they are building their networks, and by extension, those of your business.

Social media of course is only one part of the online marketing mix. We tie all efforts into providing website traffic supporting SEO, as well as social media advertising which can be tied intrinsically into re-marketing efforts across PPC campaigns.

Social Media Measurement

We learn and adapt content based on audience reactions, changes in market trends and we’re careful to constantly ensure we are laddering back to your business objectives. We use both ‘native’ and ‘third party’ social media measurement tools to track impact across your full social media estate. Typically we present this back in a regular report to inform performance and optimisation efforts.

Within social media performance measurement we typically track the following key indicators:

1. AWARENESS :We build the audience for your brand to increase followers and brand mentions on social media.
2. ENGAGEMENT :The levels of interaction (likes, shares, comments, link clicks) achieved with your content that is published from the main social media channels and indeed those of staff accounts that discuss the brand
   
3. AUDIENCE RELEVANCE: Manual qualitative analysis of those engaging with you, coupled with demographic metrics assists in validating that you are reaching your desired audiences as part of the social media programme

We benchmark performance and use this information to refine content creation and strategic approach

• We’ll see what channels are working best using consolidating tools such as buffer and BuzzSumo
• We use A/B testing on paid promotion to optimise advertising using Facebook, LinkedIn and Twitter Ads analytics platforms
• We correlate content that boosts in website traffic using Google analytics

Community Management

Social media provides a golden opportunity unlike any other marketing channel to have real time, on the pulse engagement with your audiences and prospective customers. 

DigitalParade use specific tools to ensure that your content is published at the best possible times to reach your audiences. We then observe responses and look for opportunities to have conversations with audiences who may be engaging with your content, or speaking about similar themes.

This level of ‘always on’ contact that customers can have with you ensures that your brand is viewed as personable and human. It also provides an opportunity for agile responses to real world events, that we’ll keep on top of by tracking the latest trends that relate to your core topics of interest.

Community management is where CRM really kicks in also. DigitalParade will escalate any customer issues that you may or may not have been aware of otherwise, and present you with an opportunity to resolve and delight your customers, as well as up sell on to prospective ones.