social media marketing

“I’ve built the site – but where are the people?”. The days when marketers could blindly build a website, do some basic SEO, and sit back and wait for visitors to pour into the home page, are clearly over.

Like traditional media became saturated decades ago, so too has the Internet.

 

Who am I trying to talk to?

Today it is crucial marketers define first define exactly who their audience is, where they congregate socially, and what kind of value and engagement would attract and keep an audience returning and engaged, before they build a digital asset.

Social media networks and communities have made this task easier. Having fragmented the online space into smaller, more predictable packets, marketers can target and attract qualified communities to their website.

 

 

Firestarter Digital Edelman story

By combining the core competencies of Edelman’s digital public relations modelling and Firestarter’s best-in-class web development and branding, the right type of asset is specified for the client from the onset, saving time and cost in rebuild, and moving the client closer to community engagement, and away from push marketing.

No public relations firm or digital production house can offer such a powerful combined effort alone. Country by country, region by region, conversation audits identify who the audience is, their maturity and how best to engage them online.

Often a microsite is only part of the solution. To ensure traffic after one year of operation, it may require reinforcement from key positions in social media networks, blogs and forums.

Simplistically, Edelman focuses on the before and after (research and launch), and Firestarter provide the middle (production). Together, both firms offer an end-to-end solution encompassing research, production, content – optimised for long term community engagement.

Post launch, Edelman provide training and resources to maintain engagement with the audience. Each week, clients receive PDF reports detailing the performance of the asset. Metrics include traffic volume, bounce rates, average time spent on the site and popular pages and keywords.

To enhance Edelman’s outreach, Firestarter offer pay-per-click advertising campaigns, video podcasting, and pervasive media like mobile phone applications and gadgets, to further penetrate the social sphere.

 

Case study - Aviva

Recently Firestarter and Digital Edelman offer their end-to-end digital solution to Aviva. Moneybanter.com.sg was created. This presentation demonstrates the how conversation audits, production and outreach is making this community forum in Singapore a success.

Written 9th Jun 2009