A Social Media micro masterclass; 5 minutes with Kineta Kelsall
In part 2 of our ‘CIN guide to Marketing which makes a difference’ we hear from Kineta Kelsall Senior Director, Training (Social Media) at Jellyfish, exploring tools and techniques used to gain and hold audience attention, as well as winning new customers
With previous training roles at Facebook and Google, here Kineta highlights research and planning based actionable insights, identifying audience targets and key messaging approaches, along with tools that marketers can use to deliver the outcomes they’ve focused in on. Here we begin to dig into the detail, exploring processes for building an engaged audience, and winning new customers, via your social channels.
Over to you Kineta.
Thanks, Simon. I’ll open by saying, your 2023 social media strategy shouldn’t be a 12 month rigid 457263 page deck full of squares and circles – it might make you look clever but does it deliver against what audiences actually need from you?
Every great marketing strategy I’ve ever worked on starts with data:
Brand:
What’s working and what’s not. This ranges from sentiment analysis (how people feel about you emotionally), to performance metrics (conversion rates / bounce rates / basket spend value).
Audience:
What they think, feel and do – this includes the conversations they are having (privately/publicly) and where they are having them – drivers and triggers as well as shopping behaviours.
Market:
What cultural/seasonal conversations are happening that are impacting your industry +/-
For example, you’re a cycling brand and your job is to sell more bike accessories to city dwellers who have taken up on the cycle to work scheme.
First look at what audiences are currently saying about your brand – look at your customer service enquiries – both good and bad. Understand your shopper demographics – can you segment them by lifetime value/lifestyle.
Then look at your most profitable segments: what platforms are they most active on, who/what influences them i.e subcultures on TikTok, or cycling community groups and forums.
Thirdly, how are competitors marketing to these groups – are they using tech that’s automated i.e. live shopping chat for seamless and personal experience, YouTube Shorts / Instagram Reel series for product education, or BeReal. for undiscovered cycling routes in major UK cities.
Is cultural conversation being had that you/thought leaders should be involved in e.g. reducing carbon emissions and caring about the environment.
With this information it makes creating a plan very easy.
It will identify:
- the role of social for your brand
- what platforms you should be on
- Creators/authors you should be working with
- what you should be talking about that is interesting
- Plus a bunch of other stuff that I can’t fit into this post but I think you get the gist: data = power.
When I started out in strategy, it was overwhelming. I soon realised it was because I didn’t have enough research to play with. As soon as I started talking to clients about their data points and working more effectively with wider teams (insights/analytics/CRM/SEO), the strategy puzzle was a lot easier to complete.
Below are some of my favourite tools that don’t break the bank but have helped me plug the gaps over the years:
AnswerThePublic audience search queries /long tail keywords
BuzzSumo, Meltwater or Brandwatch: Social Listening (brand/audience/competitor/market)
Twitter Advanced Search
Facebook Ads Library
TikTok Trends Discovery
Google Trends
Now that Kineta has outlined process, structure, and tools – a replicable, consistent, method – we’re primed for part 3 of this 4 part series, focused on engaging with and winning new customers.
Next Wednesday we’ll hear from Henry Hayes at Fully Charged.
Henry will discuss how content marketing can build credibility and trust with a wider audience, outline how engaging customers through collaborations with other content creators – where shared interests overlap – represents a potent means for strengthening existing customer connections, and winning new customers, all whilst building long term relationships of mutual value.