Introduction
Social media case studies We will see how publicity is one of the most important components when it comes to marketing. While traditional marketing relied on word-of-mouth publicity, the popularity of digital media and social media networks have completely restructured the good old marketing equations.
Here is a case study of a Popular Arts & Science University in Bangalore that had very less brand awareness and the management was eager to test the new water by joining hands with us. Till 2020 University was completely focussing on the traditional way of marketing till now, so basically this is a bold move to redirect most of their funds on promotion on digital platforms. Well, am glad the management had a leap of faith in us.
Keep Reading to know more about how we changed their digital appearance in a couple of months.
Those who have worked so hard to build a brand know what am talking about. Brand Building is not just like an ODI game, it is more like a preparation for World Cup, Eyes on the prize should be very clear & specific. What do you mean by Data-Driven Marketing Approach? Classification of Micro & macro goals? What was the End Result?
Overview
Pathway Production emerged as a Video production & video marketing company when we entered the market, but we later developed into a Digital Marketing Company. Slowly build up a dream team that consists of brand enthusiasts. This client Project helped us exactly to know “how to build a brand in Digital Environment?” What can be avoided during the process? The efforts we put in to come up with a monthly content calendar for social media, interesting e-mail marketing campaigns which push the readers to take the right CTA in favor of the brand. Everything was a hustle in the beginning but slowly we got the grip and were coming up with campaign ideas that would transform their digital Image.
Working with the education Institution has helped us to acquire the knowledge on what is being consumed by the young people in Digital Platforms, how Important it is for the brands to know about their target audience & their likes & dislikes.
If you don’t give the market the story to talk about, they’ll define your brand’s story for you. – David Brier
Impact
Clients’ Macro goal is to increase the number of Admissions they got from previous years. Increase their followers, increase the reach, to do that they need to pitch in the brand name strongly among their target audience with the right story. That’s what we did exactly. This was a little tedious journey but we enjoyed doing every bit of it without regrets. Slowly ownership we have for the brand has subconsciously increased over a period which helped us to put the brand image before arriving at any campaign idea.
To catch the big fish, you need to have enough small fishes with you. These are considered to be Micro Goals. These goals differ from business to business, Example the goal of a Photography page is to get more saves & reshares for their posts but it is different when comes to educational Institutions. Let me tell you how.
Successful companies in social media function more like entertainment companies, publishers, or party planners than as traditional advertisers.
The major problem we faced in the initial stage was that we dint get enough responses from our followers, so we took a different approach where “followers are the hero of the story we are going to narrate”
Campaigns that focus on showcasing students’ achievements, student work, students’ dance & music reels. Giveaway contests for the followers, quiz, ask out campaigns have helped us to get more engagement in our posts. We also make sure our profile is not just the University Notice Board where we just post the list of activities done by the university. This approach was followed by their team till we joined hands with them.
We were able to find which content performs better on which platform by analyzing the report we generate on monthly basis. To create good social media posts, we need 4 things; Idea, Copy, Creative, Caption. All these things should align to push the followers in taking the right call-in favor of the brand.
Thanks to people like Avinash Kaushik (Web Analytics 2. O) whose words helped us to arrive at the insights which can improve the overall performance of the brand by focusing on the metric which matters the most.
- Campaigns we Did for the Brand in social media:
- Ask me, Alumni
- Student work Showcase
- Nostalgia Moments
- GCU champions
- GCU Achievers
- Know your Course
Supporting Proofs:
Data Driven Approch
Takeaways
Long content like blogs & informative content, performs well on platforms like LinkedIn while entertainment pieces of stuff go well on Instagram. Video content goes well on Facebook while the short precise choice of words works on Twitter. It is important to understand the platform algorithm and what kind of tweaks are made by the DevOps team from time to time. Don’t forget to check the pages like Search Engine SEO, Social Media Examiner, other industry experts & aggregators websites to keep yourself updated with current trends.
Boosting the Posts on Instagram will help you get the right engagement from your followers. Knowing your followers and creating content accordingly will help you to increase the flowers count.
To run a successful Social Media campaign 4 key points have to be remembered:
Know your audience & know what your competitors are doing
Create a Concept Storyline that aligns with your CTA
Boost Selective posts from the campaign which breaks the 3rd wall and talks to your audience directly.
Find Insights from the previous campaign and try to focus on the earlier pain point from that campaign.
Conclusion
Managing a social media page is not easy nor hard it’s about commitment & constant thirst to create something better than yesterday. It will be great if you can make the client understand what kind of impact, they can create with their brand name and how it can help them grow much further in the industry & create a long-lasting relationship with their audience.
“The secret to winning is constant, consistent management.” – Tom Landry
