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Brand Engagement Strategies From Entertainment’s Best & Brightest

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With Facebook users sharing 684,478 pieces of content every minute, social is a rather crowded space. Amid all the noise, it can be easy to tune out your audience all together. But when your fans’ concerns are left unaddressed, your brand equity is at serious risk, resulting in disappointment and missed opportunities.

Research shows that consumers are increasingly engaging with media and entertainment brands, sending them 9,052 inbound messages on social each quarter. However, this influx of inbound messages doesn’t correlate with the industry’s 6.6% response rate which is the lowest of any industry.

Avoid the consequences of ignoring your audience and, set your brand engagement strategies apart from others in the industry. Learn how to build a social following that supports your business objectives by applying the social tactics of media and entertainment brands that are using social to effectively engage.

‘Paper’ Your Message Across Networks to Spark Dialogue

Paper Magazine revised its strategy just over a year ago and implemented a multiplatform approach to content distribution. Instead of focusing all its brand efforts on print, Paper committed itself to publishing relevant, high-quality content wherever its audience was active and present.

The publication’s revised strategy has proven to be successful. In an interview with AdExchanger, Drew Elliott, Paper’s Chief Creative Officer, revealed that within 18 months, traffic to the magazine’s website was up by 900% and digital revenue had increased over 400% in comparison to the previous year.

“I’m not married to (a specific) distribution or worried about subscribers,” Elliot told AdExchanger. “I’m worried about reaching people with content that they love.”

To engage its social community, Paper directs its audience to multiple platforms throughout its digital and social ecosystem. The publication informs fans which network it will be on and offers a preview of the content that will be shared there. For instance, this photo of Paper’s upcoming Erykah Badu Snapchat concert coverage was shared on the brand’s Instagram.

We're backstage with @erykahbadu and @pyermoss for #NYFW! Follow us on Snapchat @papermagazine

A photo posted by Paper Magazine (@papermagazine) on

The publication includes its Snapchat username in its Instagram bio and as its profile picture on Twitter and Facebook. This cross-channel content strategy increases brand awareness and is a seamless and natural way for readers to consume messaging.

Find Your Stars & Best Supporting Actors Like Sundance

To engage its social communities and increase brand impact, Sundance Film Festival often leverages its ongoing partnerships. The festival amplifies its partnerships through strategic tagging across all social platforms. This increases the festival’s visibility while exposing the brand to new audiences with similar interests.

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 Sundance regularly tags the accounts of individuals, celebrities and films it has partnered with. This helps build an engaged social community, humanizes the brand’s voice and increases audience loyalty.

Make a Hurricanes Hat Trick With Ongoing Contact

The Carolina Hurricanes use social to provide fans with a holistic game-day experience. The brand does this by varying the content it shares before, during and after hockey games to align with a viewer’s expectations.

Leading up to Game Day

  • Player interviews are shared on Facebook.
  • Facts and statistics are broadcasted on Twitter.
  • Vine provides fans with a constant loop of behind-the-scenes footage from practice.

Game Day

  • Facebook is used to communicate event logistics like parking and other stadium policies.
  • Photos announcing the start of a game are shared on Instagram.
  • Game day activity is shared on Snapchat. The brand also uses the network to interact with fans by responding to Snaps natively and on Twitter.

  • Fan photos from the game are shared on Twitter and Facebook.
  • The brand live-Tweets each game–announcing the score, sharing GIFs of plays, providing commentary and addressing the progress of the game.

Post Game

The team’s social strategy focuses on the features of each social platform by publishing content where it makes the most sense. This approach engages fans at every brand touchpoint, making it more likely that they will have a positive experience. Since customers who have a positive brand experience spend 140% more than those who have a negative one, there’s a greater potential for the Carolina Hurricanes’ social efforts to correlate into increased sales.

Scale as Seamlessly as JT, Giving Everyone a Voice

Justin Timberlake is a widely popular celebrity who uses social media to engage with fans at scale. The star’s social accounts receive a large amount of inbound messages. Still, Timberlake finds ways to personalize his responses and give fans exclusive access to his life on and offstage.

The battle of building an engaged community is achieved not only by interacting with fans one-on-one but also by broadcasting these interactions. On Twitter, he regularly Retweets comments from loyal fans. This encourages other followers (who want their Tweets recognized) to engage.

On Instagram, Timberlake shares intimate photos of his daily life with his family, pokes fun at himself and offers unparalleled access to events and performances. These videos and photos make the celebrity more accessible to fans and help increase engagement across his social communities.

Your Brand’s Golden Opportunity

Effective brand engagement strategies prove that the media and entertainment industry can kick its poor habits and better reach its audience. Stand out from competitors, and apply these social media engagement tactics across your organization’s social channels.

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This post Brand Engagement Strategies From Entertainment’s Best & Brightest originally appeared on Sprout Social.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

It's plain to see that B2B marketers, at large, see the value in social media. The latest B2B benchmarking research from CMI and MarketingProfs found that nearly two out of three respondents (61%) increased their usage of social media for content marketing purposes in the previous year. Another new report shows that social content is atop the list of focal areas for B2B marketers in the coming year.

It’s also fair to say, based on various data points and conversations with folks in the biz, that most of us feel we could be doing better with social. The size of the audiences on these platforms make them essential to any digital strategy, but breaking through suppressive algorithms and showing clear ROI is a perpetual challenge for brands.

One pivotal key to excelling with social media marketing is understanding all the tools you have at your disposal. Each platform offers a number of capabilities that seem to be underutilized by marketers who either don’t know they exist, or don’t fully recognize their potential impact.

With this in mind, we’re setting out to highlight some of the most useful yet overlooked features for driving results on social media platforms. Today we're focusing on the channel most pertinent to B2B marketers: LinkedIn*, with its member base of more than half a billion professionals.

Take Notice of These 5 Marketing Tools & Features on LinkedIn

Whether your goal is building brand awareness, generating leads, or boosting conversions, these five fundamental functionalities can provide a big assist if you aren't taking advantage of them already.

#1: Robust (and Now Simplified) Audience Targeting

LinkedIn recently overhauled its Campaign Manager tool (the interface through which marketers build, manage, and measure ads) around an objective-based advertising framework. The basic purpose of this initiative was to make it easier for users to align every element of their campaigns with the overarching objective. One of the slickest improvements to come out of this is the audience setup experience, which is now simpler and more intuitive.

From a B2B marketing perspective, the depth of available professional targeting parameters is by far LinkedIn’s biggest relative advantage compared to other social platforms. Nowhere else can you accurately filter audiences based on facets such as Job Title and Job Seniority. This provides unparalleled ability to reach decision makers and purchase influencers directly.

The revamped interface makes it quicker and more straightforward to select a qualified audience in line with your campaign goals.

[embed]https://youtu.be/AAx60JxxWFg[/embed]

#2: Revamped LinkedIn Analytics

The latest Social Media Marketing Industry Report via Social Media Examiner found more than half of respondents (54%) either uncertain or disagreeing that they are “able to measure the return on investment (ROI) for my organic social media activities.”

This is another area of Campaign Manager that LinkedIn recently spruced up. Given that advertising on this platform tends to be more expensive than other social networks, it’s especially important to ensure you’re getting return on that spend. The new reporting experience makes it easier to see results at a glance, and make optimization tweaks on the fly.

The underlying appeal of LinkedIn’s targeting facets also applies to its reporting mechanism; you can get an aggregated look at who is viewing and engaging with your content (i.e., which companies, which job titles, which experience levels). These insights can help you align your LinkedIn strategy and even your content marketing strategy more generally.

#3: Content Suggestions

Can’t figure out what to share on social media? That’s a common enough challenge. The Content Suggestions tab, found on the top nav bar within LinkedIn Page admin center, offers ample inspiration. It serves up a list of third-party articles your defined audience is engaging with — essentially a readily available stream of targeted, trending content.

Not only does this make it easy for marketers and social media managers to find share-worthy content that’s more likely to resonate with their followings, but it can also fuel employee advocacy efforts.

#4: Website Retargeting

Retargeting is a popular digital marketing tactic, which involves serving ads to people who’ve already encountered your brand. The element of familiarity, plus a concrete demonstration of past interest, tends to drive considerably higher clicks and conversions than standard ads.  

Through its Matched Audiences feature, LinkedIn allows you to place a pixel on your company’s website, then serve ads to people who’ve visited it before, while they’re on LinkedIn. It’s a great way to follow up with someone in a different context. One especially savvy approach is to create customized retargeting creative based on the specific section of your site a person visited (i.e., upper-funnel messaging for someone who went to your “About” page, and lower-funnel for someone who checked out a solution page.)

[embed]https://youtu.be/SgXlOH-1pPk[/embed]

#5: Lead Gen Forms

This might be my favorite marketing tool on LinkedIn, and it definitely seems like one that more B2B brands could be utilizing. Lead Gen Forms are leveraged in combination with various types of ads, enabling your company to collect valuable contact info (and additional data about a prospect) from an individual who downloads something of value with minimal friction.

Unlike most gated-asset forms, which require a user to tediously fill out multiple fields, Lead Gen Forms automatically populate based on the member’s LinkedIn profile data. As such, it takes only a couple of seconds to get through the process. Because you’re attaining a more comprehensive snapshot of people who download, you can better qualify them as leads in comparison with other form-fills that often procure only a name, phone number, and email.

[embed]https://www.youtube.com/watch?v=34Xe1E59N6A&feature=youtu.be[/embed]

Step Up Your LinkedIn Marketing Game

LinkedIn can be one of the most valuable components of a holistic B2B marketing strategy. As mentioned earlier, there’s no denying it’s a pricier place to play than most other social networks, but you’re also paying for access to a higher-quality audience. Using the five features above can help you understand, segment, reach, and engage this audience efficiently while closely tracking the impact of your efforts.

Another underutilized tool on LinkedIn is video, which has been a key focus for the platform recently. Learn about all the metrics and specs for video on LinkedIn, as well as every other major social network!

*Disclosure: LinkedIn is a TopRank Marketing client.

The post Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers appeared first on Online Marketing Blog - TopRank®.

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