An investment in the cultivation of interaction, advocacy and loyalty.

Community Building/Recruitment:  While we are building community through engagement in each of the previous stages, this stage involves reaching out to ideal participants and potential ambassadors of your brand or business.As social architects, we build roads to lead customers rewarding networks, with engaging content and viral hooks — tempting them to spread your message, by conveniently leaving social media megaphones in their path.

 

Contact us today to start building your roads.

 

A business has to be involving, it has to be fun, and it has to exercise your creative instincts. – Richard Branson

Connection:  Once we understand the people who influence the markets, we establish a persona worthy of attention and admiration.  Identifying influencers and their key motivations we attempt to understand their challenges, objectives, options, and experiences to connect with them on a human one to one level. There is nothing stronger than direct contact with someone who loves your brand.

Purpose:  In order to hold the attention of the audience we have to give the audience something to believe in — something that moves them.  We create social media strategies that focus on developing relationships with your audience by contributing value and purpose to their connection with your company specifically and their social networking experience in general.

Experience: Once there is a track record established, the experience can be focused on helping maintain a sense of purpose, directing traffic and shaping perceptions.

Current online properties, landing pages, processes, and messages are refined.

The existing brand website and pages are gradually transformed to being more interactive and engaging.

We target new customers, prospects and influencers, increasing sales and brand awareness.

Once the campaign is created, it’s time to join the conversation. We define the voice and message in tandem with your brand guidelines and pay attention to the reaction of the audience in order to respond and improve content, define future engagement, and create compelling dialogue with fans.

Conversation:  We take the first-steps of engagement based on the nature of existing dialogue and start the proactive broadcasting of activity, events, content and announcements. By hearing and observing the responses and mannerisms of those who interact with the brand, we can source ideas, foster innovation, earn inspiration, learn, and convey empathy.

Relevance & Visibility: In order to find the channels where the most impact will be made, our online brand managers search across the entire web to locate where influential dialogue occurs and who is saying it. Through our advanced listening software, we can find the needle in the haystack, the key influencers or negative sentiment that has major impact on your business.

Reputation & Response: Monitoring channels for potentially heated, viral, and emotional activity in order to extinguish a crisis or fan the flames of positive support is an adPioneers specialty.
Metrics: Excellent campaigns are defined by setting benchmarks for performance and then exceeding them. Usually, this is measured by: friends, fans, followers, conversations, sentiment, mentions, traffic, and reach. The adPioneers way emphasizes the use of Metrics to measure the progress of social media marketing campaigns.

(For the next in this series check out Stage 4: Defining Experience & Conversion)

Once initial intelligence is gathered, we set the stage for participation.  The intelligence report created in Stage 1 helps us devise the BEST WAY to engage across multiple social networks and how to publish content with a plan and purpose.

Presence: Beginning with Twitter and Facebook (and later, others) we  explore the reaction your brand and competitors invoke online.  Through strategic engagement we capitalize on your strengths and build brand presence.
Analysis:  We create a review of activity for frequency (the rate of mentions), the state of sentiment, traffic, and size of connections (friends, followers, fans, etc.).

This provides a glimpse into the effect of presence and participation.  To offer your brand creative engagement solutions and to implement effective campaigns, these are important characteristics to observe.  Otherwise, risk getting lost in a vast and noisy social media landscape.

(For the next in this series, check out Stage 3: Conversation & Establishing voice.)

When we  start a Social Media program for anyone, we have you (business or brand) answer this question: “Why do people like me?”

Is it your strong focus on customer service, your creativity, a lovable mom n pop brand, or prices that can’t be beat?

While effective social media is about trusting your gut, there is a a fair amount of homework you should do prior to  engaging with your consumers.  In short: Be careful.  (Witness some disasters).

Being confident in your brand and showcasing reasons people like you, is a good starting point.  A focus on conversation, rather than a soapbox for you to advertise your specials 12 times a day, is a general rule of thumb to help engage ambassadors at an organic level.

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Since we are research junkies at heart, a key adPioneers’ strength is helping identify this message and the market — it starts with these key steps:

Listening: Using online listening and monitoring tools, we track tens of millions of  conversations and instances online, associated with keywords specific to the brand, product or service.

Reporting:  We distill the findings, trends, analytics, qualitative social media conversations into an executive report.

 

This report helps provide the important initial benchmarks  to begin making an impact in our next stage.

 

(For the next in this series check out Stage 2: Setting the Stage.)