Social Media Marketing
- Advertising & products
- One-off activities
- Corporate Design
- Followers & reach
- Marketing channel
Our methodSocial Media Marketing
Social Media Marketing
is dead
The new discipline is social media campaigning. It helps companies build their own organic reach, turn social media into a strategic business asset and become social media houses in their own right. Here’s how it works.
It’s getting harder to get noticed on social media
1,100,000,000short videos are published every day
Your content
133short videos watched per person per day on averageYour content is one of them — if it makes it through.
Sound familiar?The party personalities
The party personalities
in your social media feed
The trend chaser
She never misses a trend. She’ll jump on the bandwagon even when it’s already disappeared over the horizon. Duolingo today, Ryanair tomorrow, something involving a cucumber the day after. As long as it’s working for someone, somewhere.
“Companies today need to find new waysto reach people in a crowded feed.”
From social media marketing to social media campaigningCompanies need to make
Companies need to make
a fundamental shift in thinking
Social Media Campaigning
- Topics & communities
- Always-On
- Characters & format names
- Business impact
- Strategic asset
The system behind
Social Media Campaigning
Most brands struggle to get noticed in the feed. If all you do is post content, you’re interchangeable. Win people’s hearts and minds, and yours becomes the brand they talk about. The difference comes down to one discipline: social media campaigning.
RoofSocial Campaigning Mindset
Explore the social media tactics
Engage
Retain
Grow
Monetise
Independent organic reach
Any brand can buy reach
Independent organic reach belongs to your brand. It connects you directly with the people who matter and forms the basis of social media campaigning. You can use it to build communities, gather market feedback, earn publicity, support sales and reach talent.
seconds10,000 paid impressions10,000 organic impressions
10 seconds
*Video length: 20s | Watch time: 100 impressions = 80%; 1,000 impressions = 60%; 10,000 impressions = 40%
Independent organic reachSocial media has become
Social media has become
Interest Media
Platforms no longer show content primarily to followers. They show it to people who are interested in it. What matters is whether your content is relevant enough to earn their attention, rather than how many people follow your brand.
Today a brand needs more than one social media channel
In interest media, one channel can’t reach everyone with every topic. Each satellite speaks to a specific interest, and they all support the same brand.
Your
brand
brand
The brand’s main channel
- TikTok
- YouTube
Creator-led channel
- TikTok
Topic channel
- TikTok
Influencer channel
- TikTok
Format channel
- YouTube
Social media advertising equivalent
What is organic reach really worth?
Advertising equivalent value puts your organic reach into perspective: how much media budget would you need to buy the same visibility? It shows the value your social media campaign has already generated.
[€ Weighted view] × [Views]+[€ Comments] × [Comments]+[€ Shares] × [Shares]+[€ Likes] × [Likes]=
Campaign valuebased on view performance
Social media becomes a strategic business assetWhat is the
What is the
business impact of social media?
Independent organic reach gives you a direct connection to the people who matter to your business. That leads to better market decisions, new sales opportunities, media coverage and easier recruiting. Social media shows its value when reach delivers results for the business.
Free market research
Jonboy gets direct feedback from its community through its WhatsApp channel. The brand can ask people what interests them, what they want and what they would buy, then use the answers to make better decisions.
Free publicity
Radatz approached World Käsekrainer Day as a social-first idea. It attracted attention beyond the brand’s own channels and earned free publicity.
Recruiting platform
“Sepp, was machst du?” used organic reach to build a strong connection with its community. That attention goes beyond the content itself and makes the business attractive to potential employees too.
Sales channel
Feuerberg’s giveaway generated reach and interaction and led people straight into the booking process. A social media activity became a measurable source of bookings.
The secret behind a successful social campaign:Social Media Campaigning
Social Media Campaigning
is a way of life!
Social media needs to be
a leadership priorityIf social media is going to make a difference, it deserves a place at the top of the agenda.
Trust the Process:
A marathon, not a sprintBuilding a social media house is a marathon. It doesn’t happen overnight, but you can take the first step today.
The campaign needs
everyone’s wholehearted supportWhen everyone from the board to the intern embraces the campaign, inside and outside the company, it creates an energy people can feel.
Self-Check
Where do you really stand?
Four questions show you where you stand: still in social media marketing, or already moving towards social media campaigning? You’ll get your result straight away.
What is the focus of your social media content?
Think about what you usually do, rather than the exceptions.
Next step
Book a discovery callHere’s how we make an impact
Onboarding
Complete a short questionnaire so we can prepare for our conversation.
10 minutesDiscovery call
We meet online to get to know each other and show you what social media campaigns could do for your business.
30 minutesProposal
If we’re a good fit, you’ll receive a proposal tailored to your situation.