9:45 AM - 10:30 AM
Hosted by DigitasLBI
Venue SIX10: Stage Two 610 S Michigan Ave Chicago IL 60605
As the flurry of the holidays approach, it can often be a time when social marketers feel pressure to stay relevant and continually produce content for a largely oversaturated audience or when sales and promotional periods are cluttered. This pressure is tied to the perceived notion that social should be published daily and that brands should be sticking to a routine cadence of content across all social channels (e.g., post three times a week to Facebook, five times a week to Twitter, and so on). With a changing social landscape favoring high-quality, focused (and, many times, paid) social campaigns, we as marketers need to adjust our calendar planning and move from cadence to campaign social planning.
When trying to populate a social calendar with a required amount of Facebook or Twitter posts, we often lose sight of the overall story that we’re trying to tell. Instead of thinking about filling channels, we should be leading with a strong story or objective. What are we trying to achieve with a given social campaign? What story are we telling? What audience are we trying to reach? Once we’ve established this foundation, we can then determine the right social channels in which to tell this story.
This approach ensures that we’re always putting strategy, audience, and story first, and naturally dictating the best social channel(s) for a given campaign.
In this session, Rachael Datz, Associate Director of Social Strategy for DigitasLBi Chicago, will discuss:
- The qualitative and quantitative benefits of moving to a campaign-led approach for social storytelling and calendar planning
- How shifting to focused social campaigns can solve for the forever-unattainable bottom line and prove social’s value beyond likes, comments and shares
- Unpacking the actual process and practice of moving social planning from cadence to campaign
- Case studies of how this shift comes to life (and has proven successful) for large and small brands alike
Venue & Location
Venue SIX10: Stage Two610 S Michigan Ave
Chicago, IL 60605