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Social Media Marketing

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Culture eats strategy for breakfast

''Culture eats strategy for breakfast'' - a famous quote from legendary management consultant Peter Drucker. Also, one of the most true statements ever made - especially for us, a digital strategy agency that has worked with an array of international clients.

We have worked with VML in Singapore, OMD in New Zealand, Visionect in Slovenia, Exclusive Tables in Spain, Electric Entertainment in the US, and a number of different companies in UAE and South Africa. So we know a little bit about how important the cultural context is to any digital or social media strategy.

A great example of this would be the work we did with VML in Singapore - we worked with this powerhouse of a global agency to provide strategic and cultural expertise on the social media strategy & its implementation for one of their FMCG clients, Pringles Chips. The Asian branch of this agency was tasked with handling the social media for Pringles South Africa - we helped to make sure that everything that was posted online fitted in within the regional cultural context. This applied to the creative visual content - we guided the agency in terms of the various racial and cultural groups in South Africa to make sure all the different consumers were represented visually. South Africa is truly a melting pot of cultures and we wanted to make sure this was depicted on the local Pringles social media channels.

social media marketing for Pringles South Africa


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Full-stack digital marketing agency for startups and SMEs

Boguslavsky & Co is a full-stack digital marketing agency helping primarily startups and SMEs (although we’ve worked with a number of corporates also) - what exactly does this mean though for our clients and prospective clients?

In a nutshell, the full-stack marketer (or, in this case, marketing agency) is able to work across a range of marketing disciplines. Not only are we able to have an in-depth understanding to conceptualise and create strategies bit we also have the practical working knowledge to implement these strategies. This enables us to drive growth for our clients whilst working in a lean, efficient way to ensure we get stuff done as quickly and as economically as possible.

In terms of an agency/client fit, full-stack marketing agency fits best within startups and small companies, as they require a cost-effective solution with the capacity to see a project through from start to finish. One agency with the breadth and variety of skills to achieve the results needed instead of hiring multiple agencies.

Our full-stack digital marketing skills and ares of expertise cover the following:

  • Digital Marketing Strategies

  • Search Engine Optimization

  • Search Engine Marketing

  • Social Media Marketing

  • Email Marketing

  • Content Marketing

  • Storytelling

  • Performance Marketing (PPC campaigns)

  • Website development

  • Digital PR

Need help with any of the above? We’d love to chat about how we can help you scale and grow your business.

Full-stack digital marketing agency working with startups

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Facebook advertising for customer acquisition

We recently attended the Heavy Chef Facebook Masterclass event in Johannesburg where Nikki Harding from the Facebook South Africa team presented useful insights into how small businesses and startups can be kickstart their brand awareness and amplify their GLOBAL customer acquisition strategy. As our key focus is to target and acquire new customers for our clients, we’ve summarised some of the main learnings from this workshop (must read for small business owners and startup founders who are using Facebook advertising for customer acquisition purposes):

  • Less is more when it comes to posting for organic reach (the more brands post on their Facebook pages, the more the decline in organic engagement which will impact organic reach).

  • Let Facebook AI do its thing - set up one ad campaign with multiple pieces of creatives (instead of setting different campaigns).

  • Don’t buy page likes, that’s money wasted. Focus on customer acquisition rather.

  • Keep in mind when targeting audiences that disclosed interests are aspirational in nature.

  • Measure offline audiences and track conversions

  • Optimize for CONVERSIONS NOT CLICKS (this is vital).

If your business needs help with customer acquisition, we’d love to help, get in touch!

facebook advertising for customer acquisition advice

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Social Media Crisis Management - Case Study

One of our past projects involved working with OMD New Zealand on a consultancy basis - their in-house social media team was requiring input on how to implement a social media crisis management strategy for one of their clients, SKY TV, as at the time their Facebook channel was bombarded with negative comments. Both customers and media alike were turning to SKY TV’s Facebook channel to complain and then gauge how SKY TV responded and handled the matter.

Our key recommendation centred around the need to view this as an opportune moment to turn a sour experience of a customer into a golden one. The first step was to start speaking the language of the customer as not doing so antagonised the customer even further. We recommended proceeding with modifying the community management of this page by drawing up slightly cheeky/more personality/more ‘human’ type of responses. Yes, it was a corporate brand with a specific corporate tone of voice. but when the status quo of dealing with the situation is not working, you need to pivot. At the end of the day, the customers are the ones who have an impact on the bottom line for SKY TV.

A few examples below of their customer comments and our responses recommendations in terms of refining the community management:

social media crisis management case study

‘’Trisha, not only do we hear you, but we even give more than two hoots about you and all of our other customers. DON’T LEAVE US - give us some time to look at the issues, and modify them. The new system is just as frustrating for us when our customers are not 100% satisfied but these things take time so stick with us. You will not regret it in the long term.’’

sky tv social media management

‘’Hi Ian (a.k.a our ‘long suffering customer’ as we affectionately refer to you) - we are working mad hours to make sure we offer ALL of our long suffering customers the best possible deals - sometimes it’s possible, and in some instances it’s just out of our hands.’’

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Innovative Video Marketing for a Tech Startup

One of our recent tech startup clients was Joan (by Visionect) - the focus was on researching, compiling and implementing an omni-channel digital strategy along with a content strategy for their social media channels. One of the content themes focused on brand awareness through innovative video marketing.

Inspired by Jimmy Kimmel's series of celebrities reading mean tweets about themselves, I asked some of the Joan team to read (and address) a few of the Instagram comments they have recently received over on their Instagram profile.

This was the final result - not only were we able to address some of the more ridiculous questions but we were able to showcase the product and the team behind the product:

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Social Media for Dubai Interior Design client

We have recently wrapped up a year long project working on social media strategy and implementation for a Dubai Interior Design industry client. Love That Design showcases regional interior and industrial designs across multiple industries in the Middle East and Africa so it was phenomenal to have been part of their stellar growth showcasing these designs and helping this publishing platform grow and scale, along with securing partnerships which resulted in revenue for the brand. 

social media for dubai interior design

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Social Media Marketing for hospitality sector-Case Study

One of our key services as a digital marketing agency is helping with social media marketing for the hospitality sector in Dubai - with one of our favourite clients being the much beloved Dubai restaurant, BookMunch. 

social media marketing for dubai restaurants 

About: BookMunch is an award-winning Dubai cafe & restaurant - unique combination of great food in a reading room environment has attracted and entertained impressive numbers of customers of all ages, and with five awards in tow.

Social Media Objectives for BookMunch: To build brand awareness amongst those new to Dubai (usually expats) along with retaining current customers and attracting new customers.

Facebook & Instagram: We developed a specific tone of voice for this family friendly cafe brand to reflect the ethos of the brand along with attracting its target audience through Facebook and Instagram content that focuses heavily on much loved dishes, customer experience, the warmth of the place, and always going over and above for customers - be it at the cafe or via social media channels. BookMunch even made it on the Hotelier Middle East's ''30 F&B brands to follow on social media'' list!

social media marketing for hospitality sector in dubai 

Popular Campaign: One of the campaigns Boguslavsky & Co came up for BookMunch was to utilise one of their most popular social media channels, Facebook, to showcase their team from a storytelling, narrative perspective by launching a new Facebook series of posts titled 'Humans of BookMunch'. These series of Facebook posts have allowed us to 'show and tell' BookMunch's customers about the people with whom they interact on a daily basis with but might not know anything about. 

dubai social media campaign for restaurant

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Outsourcing social media community management

Majority of well known consumer brands are inundated with questions/requests/comments/feedback/criticisms on social media so much so that most companies are not even sure of how to deal with this flurry of activity on their social media pages. For these kind of brands, it might be beneficial to explore outsourcing social media community management to maximise optimum use of internal resources and minimize a social media crisis arising due to lack of knowledge/skills in successfully managing the social media channels. 

One of our social media projects this past year involved assisting with the community management on Pringles South Africa Facebook page - whilst Pringles is a well-known FMCG brand, it is also a brand consumers like to vent about (occasionally). The trick here is converting a negative comment into something positive or at least humorous - we have managed to achieve this on a number of occasions. 

Case-in-point one of our favourite examples of effective community management - taking an angry customer from 'That's BS' to 'I love you Pringles' thanks to an entertaining community management comment.

Outsourcing social media community management to digital agency

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Social media marketing for consumer brands

The 'secret' (there's no secret - it takes skills, experience, hard work, and a little bit of experimentation) to successful social media marketing for consumer brands is to focus on these key areas:

  • Understand the nuances of each social media channel and the way consumers interact on each channel - you need to be sharing/speaking/communicating the way the users of each specific platform like to interact and engage with that platform. 

For example, GoPro's high-quality user-generated content strategy is one of the main reasons they have over 9 million followers on Instagram. GoPro doesn’t use Instagram to push their products, rather they share user-generated content to celebrate a lifestyle of adventure. 

social media marketing for consumer brands - gopro

 

  • When conceptualizing and creating your social media strategy, make sure you know your audience (target market), your objectives (main reasons for utilizing social media) and create content that is relevant to your target market, your business objectives, and the specific social media channel (vital have a different content strategy for each platform)

Captain Morgan does a fantastic job of this with their YouTube content strategy - cheeky with a bit of attitude, just like the brand itself. With over half a million views per video, it's a content strategy that is definitely working. 

great youtube content strategy example

 

  • Measure, measure, measure - have social analytics in place in order to be able to measure performance of each post and to modify based on analysis. 

We're big fans of Socialbakers. We fid their customized reports in-depth, cohesive and phenomenal for monitoring the kind of social media content that works best in terms of growth and engagement. It’s also a fantastic analytics tool in terms of the demographic breakdown of the fans and followers and their growth over a specific period of time. 

social media analysis of film marketing 

 

  • Be an authentic brand and true to what your consumers/customers expect of you. 

This is where narrative marketing and storytelling come into play - you or your brand is likely to have a powerful story. Share it. Showcase it. Consumers want to know why you care - they want a reason to care also. We recently collaborated with BookMunch to utilise one of their most popular social media channels, Facebook, to showcase their team from a storytelling, narrative perspective by launching a new Facebook series of posts titled 'Humans of BookMunch'.  These series of Facebook posts have allowed us to 'show and tell' BookMunch's customers about the people with whom they interact on a daily basis with but might not know anything about. 

Humans of BookMunch campaign

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Using Twitter for Restaurants - Case Study

A brief case study in using Twitter for restaurants (or any other F&B establishments) - and how incredibly effective social media is (especially Twitter) when it comes to the food and beverage industry. 

One of our clients is a small but much beloved cafe in the UAE. We have been working with them for over an year now and we have analysed how our content strategy for their Twitter profile has resulted in continuous foot traffic into the cafe. 

Case in point - this most recent exchange:

1) We tweet about a recent review of the cafe in an online publication ( we do this in a creative way by using the image from the review and a direct quote):

Social Media Agency for restaurants and cafes in Dubai 

2. One of our followers and a potential customer, retweets this AND tags her friend that she wants to join her:

Using Twitter for restaurants in Dubai - a case study in successful social media 

3. We respond (using our fun and quirky tone that we have adopted since running this profile):

social media for cafes and restaurants in Dubai 

4. Immediate response and quite a powerful one (she REALLY wants to try these eggs :) )

case study in how to use twitter for restaurants

BOOM! Incredibly effective. 

 

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Our article on 'Creating a Social Media Strategy for a Film'

Our article on 'Creating a Social Media Strategy for a Film' was published over on Raindance Film Festival's website. As it had a significant number of social media shares, especially on Twitter, we wanted to share a part of it here on our business blog:

Whilst I have been working in the digital marketing industry for almost a decade, working on Before I Disappear was my first foray into the complex world of film marketing. My digital strategy agency, Boguslavsky & Co, was contracted by Electric Entertainment to research, conceptualize and compile a three month social media strategy leading up to the theatrical release of the US film, Before I Disappear. We then spent three months implementing the social media strategy, during the regional and international film festivals, and as part of the countdown to the actual theatrical release.

One of our key investments this year has been in trendwatching's premium services. I found their consumer trends reports invaluable for creating the digital strategy for this film client. I ended up using some of the trends & insights from Trendwatching.com's premium offerings and being guided by the latest consumer trends in the entertainment industry. I also focused heavily on researching current film marketing trends and seeing what works best in terms of engagement.

Overall, the key aspect to keep in mind when working on a social media strategy for a film is that it is vital to create a community and a phenomenal experience around the film, with the focus on the viewers’ favourite characters, and the people behind the scenes (producers, directors, filmmakers). The social media channels should in a way be an extension of the film and the buzz around the film. I would also recommend creating a specific strategy for each of the core social media channels based on the target audience of that platform.

Read the full article here:

featured on Raindance Film Festival website - social media strategy for a movie


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Social Media Marketing for Films

It’s been just over a month since signing a film as a client of Boguslavsky & Co so I wanted to share my experience thus far (a.k.a social media marketing for films a la Boguslavsky & Co). Whilst I have worked with a variety of companies and brands, ranging from large corporates to start-ups and SMEs, this is my first film client. It has been a welcome learning curve as I was hungry for knowledge about the film industry. I have loved learning about industry concepts such as production, distribution, film festivals, the making of the trailer, music copyrights, movie stills, props, and gazillion other things that have made my film fanatic self pretty happy. I have also deeply loved working with so many talented people - from producers and actors, to film festival managers and directors. Not only do I get to have in-depth discussions about movie marketing with ridiculously smart people, but everyone I have dealt with thus far has been encouraging and supportive whilst allowing me creative freedom to draw on my digital experience to market the movie in the most effective way.

A big chunk of my time during the first month of working on this film project was spent researching, conceptualising, and compiling the social media marketing strategy for the various international film festivals and for the theatrical release of the film in the US. I worked closely with my graphic designer to make sure the core concepts, campaigns, and recommendations would be represented visually in a way that would help with the comprehension of the content. I was lucky enough to have access to the director/writer of the film who spent hours discussing the finished strategy with me and providing his invaluable input.

Whilst there is little useful information out there on social media marketing for movies, one of my favorite examples in terms of an absolutely brilliant social media marketing campaign for a movie release, is the one implemented by Universal Pictures on Twitter for the launch of ‘Ted’. The Twitter account @WhatTedSaid was launched with a (rather crass) tweet. They kicked off the Twitter account just a few days before the premiere of the first official movie trailer and the message quickly went viral with crazy amount of retweets and favorites. To date @WhatTedSaid has gathered more than 600,000 followers. I was inspired by this type of ‘’persona marketing’’ and it was a concept that I ended up incorporating into the film’s social media strategy. Overall, the key aspect to keep in mind when working on a social media strategy for a film is that it is vital to create a community and a phenomenal experience around the film, with the focus on the viewers’ favorite characters, and the people behind the scenes (producers, directors, filmmakers). Marketers should be using social media to provide a space for the fans to connect over their shared interest and love for the film.

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