Content Development
Simple, Nimble, Audio-Centered Content for Dolby
A healthy social media program requires a steady stream of content, but no company has an unlimited budget for content and promotion. For every blockbuster campaign, strong social programs require high-quality, low-cost, original content to drive engagement between the big hits. That's what led to Dolby's "What's That Sound?" series.
We set out with the simple goal of driving engagement and YouTube video views without needing to work with anyone outside the internal marketing team. The resulting series:
- Focuses on a well-known brand pillar: sound
- Encourages engagement, especially commenting, by directly encouraging viewers to answer a question
- Gives users a reason to subscribe by ensuring a steady flow of content that delivers a similarly engaging experience, in this case by making this a continuous series
"What's That Sound?" delivered on every metric it was designed to improve, driving hundreds of thousands of views, thousands of comments, an uptick in subscriptions, and a high average percentage viewed, all thanks to a series that delivered content that closely aligned itself with a core brand value and got to the point.
Social Listening, Moderation, and Care
Surfacing Relevant Conversations During the Year's Biggest Sporting Event
When the best two teams in football meet for one final showdown, the world is watching, both on TV and a wide range of streaming devices. It's an event that only comes around once a year, and for any given network, once every few years. A game this big requires a huge team effort, both on the field and in on the technical side of things.
When it delivered the big game in 2020, FOX needed a robust social care intake system that would surface relevant customer care issues related to streaming the game while ignoring irrelevant posts — no small task when you consider that this is an event that even those who don't follow football tune in for.
The solution? A customer care inbox fed by thoughtful social listening topics so customer care agents wouldn't miss a single post mentioning "bad quality" without having to sift through untold thousands of posts complaining about a "bad call" by the game officials.
When the big day arrived, FOX's care agents were able to easily spot care issues in the teeming crowd of commenters thanks to a team effort between care and research that reduced incoming post volume from hundreds of thousands to hundreds.
Insights and Reporting
Approaching Every Campaign as an Opportunity for Insights
It's easy for the importance of measurement to be overshadowed by the sizzle of a great piece of content, but smart social marketers know a campaign is only as good as the insights to be gained in the aftermath. That's why I emphasize measurement and reporting from beginning with the campaign kick-off.
Defining key metrics at the outset means it's easier to come to agreement on post-mortem insights, as well as providing a clear bar to clear for every piece of campaign collateral and every ad placement: does this contribute to the campaign goal, and can I measure it?
It's an approach that can be implemented regardless of available toolset, whether we're leaning on native platform analytics or carefully collected agency analytics. This approach also makes it easier to see success against the goal, whether that's driving video views, selling movie tickets, or reducing the number of customer questions during a high-volume streaming event.
When it's time to report on a campaign with clear goals like this it becomes simple to identify the key data visualizations and judge success or failure objectively, ensuring that your report serves the needs of its audience and delivers that audience a set of insights instead of an overwhelming them with data.
