Why do I want to launch a concept?
Posted: Sat Jan 18, 2025 6:17 am
My first article focused on a step-by-step plan for successfully implementing a social media strategy. But just following a step-by-step plan is not good enough. Because now the real work begins! A strategy without good management will never deliver the desired results. Focusing, actually activating and involving fans in your brand through engaging content is a step that many companies (still) struggle with.
In this article I describe why concept marketing via social media adds value to your online positioning, content strategy and enriching your database with social media data.
Why concept marketing via social media?
Creating engagement and interaction with the aim of increasing brand commitment is, in my experience, the added value of a social media fan or follower. Important questions here are: how do we create that engagement and what does that engagement bring me? A cliché; but content (and context) is king here and evidence results play an important role in this.
By focusing on various recurring content concepts in your content planning , you claim a positioning in which you are distinctive compared to your competitors. This creates recognizability for your fan base. Through interaction and feedback, you have the opportunity to further refine concepts. This way, you guarantee quality, recognizability and you have variation in different types of postings that match the wishes of the target group that is active on the different platforms. It forms the lubricant in your dialogue.
To further clarify this, I will explain a concept below that I introduced during my time as a social media marketer at Roompot Vakanties. Of course, I will also discuss the most important learnings.
Concept: Claim your Villa
In the preparation phase of our first major social media concept, we asked ourselves the following questions:
How do you develop a concept that is fully tailored to the wishes/needs of the target group and is also fun to play?
How do I make sure that the concept fits the business objectives? Because we have to get approval for the budget that we want to invest.
What are the most important KPIs and what targets do we want to achieve?
How do we ensure that the concept fits in as well as possible with the products and services?
At Roompot we therefore came up with the concept: Claim your Villa. This Facebook game is all about the final. In the 3 preliminary rounds (which take place earlier that week before the final) the goal is for teams to collect as many hints as possible. The teams can collect these hints by searching for keys on the website of (in this case) Roompot. The keys can only be found if team members actively work together.
Using tips on Facebook and Twitter, participants can puzzle and search. If a team has found all the keys in a certain round, that team earns a hint. Hints help you find the keys faster in the final. The team that has found all the keys in the final can be the first to claim a prize: a week of your own villa together with 9 Facebook friends.
The objectives for this campaign were:
Bringing the brand and product & services into the spotlight.
Enrichment of the content (theme week Claim your Villa | Prize winners speak out, etc.).
Generate traffic to the website.
Engaging the current fanbase.
Attracting new quality fans.
Enrichment of the existing database with social media data.
content marketing social media
The main results:
over 20,000 participants + Facebook IDs;
7,633 new email addresses;
6,225 new fans;
45,235 clicks to website.
The most important learnings
Unfortunately, not everything always goes as planned. The 'social media discovery journey' sometimes involves trial and error. I would therefore like to share some of our learnings.
Look closely at the behavior of the target group on the platform. In the second edition, we did not respond well to the (changing) behavior of the Facebook user ; the consequences of the overkill of Facebook games and invitations. Where our strategy was still successful in the first edition, it was not in the second. We 'expected' too much of the participants, which caused us to miss out on many participants.
Plan the development process well . Agree with your development party that you will schedule various delivery moments during the process. For example, you can test various parts of the application every week and provide feedback. You work towards the end result and see the progress every week. This gives you peace of mind in your planning.
Testing the final result is incredibly important. Does everything work flawlessly on the various devices with associated operating systems and browsers? And does the responsive design look good everywhere? Proper testing requires good preparation and structure. So think carefully in advance about how and with whom you are going to organize this.
The process
But how do you arrive at a concept and what does the trajectory of this process look like? Be aware that concept marketing via social media requires time and investment. Not only in the preparation phase but also in community management and afterwards to further refine the concepts. In any case, ask yourself the following questions in the process:
Do my activities fit within the overarching (marketing) communications annual plan ?
Does the concept fit the (visual) identity of the organization?
Does it match the products and services we want to promote?
Do the objectives of the concept flow from the organizational and bolivia mobile phone number list marketing communications objectives ?
What is the proposition I want to convey and does this align with the company objectives?
Is there sufficient internal support and budget available?
Which KPIs will I report and how do I measure them?
Does the concept fit in with the platform you want to use for this and the target group that is active on it?
Which channels do I use to promote my concept and what is the budget distribution?
Should the concept also be developed in a mobile-friendly way ?
What do social media fans think of the concept?
How do I use social media fans as ambassadors for my concept?
Some practical tips:
Photo courtesy of Fotolia.
Photo courtesy of Fotolia.
Organize a brainstorming session with colleagues from different relevant departments to think up and further develop a number of concepts. A really good brainstorming session contributes a lot to the concrete translation of a concept to market and target group.
Project management is of great importance. Ensure good project planning with a description of tasks and responsibilities. And make it clear how the budget is divided during the process.
A concept is the embodiment of an idea!
In this article I describe why concept marketing via social media adds value to your online positioning, content strategy and enriching your database with social media data.
Why concept marketing via social media?
Creating engagement and interaction with the aim of increasing brand commitment is, in my experience, the added value of a social media fan or follower. Important questions here are: how do we create that engagement and what does that engagement bring me? A cliché; but content (and context) is king here and evidence results play an important role in this.
By focusing on various recurring content concepts in your content planning , you claim a positioning in which you are distinctive compared to your competitors. This creates recognizability for your fan base. Through interaction and feedback, you have the opportunity to further refine concepts. This way, you guarantee quality, recognizability and you have variation in different types of postings that match the wishes of the target group that is active on the different platforms. It forms the lubricant in your dialogue.
To further clarify this, I will explain a concept below that I introduced during my time as a social media marketer at Roompot Vakanties. Of course, I will also discuss the most important learnings.
Concept: Claim your Villa
In the preparation phase of our first major social media concept, we asked ourselves the following questions:
How do you develop a concept that is fully tailored to the wishes/needs of the target group and is also fun to play?
How do I make sure that the concept fits the business objectives? Because we have to get approval for the budget that we want to invest.
What are the most important KPIs and what targets do we want to achieve?
How do we ensure that the concept fits in as well as possible with the products and services?
At Roompot we therefore came up with the concept: Claim your Villa. This Facebook game is all about the final. In the 3 preliminary rounds (which take place earlier that week before the final) the goal is for teams to collect as many hints as possible. The teams can collect these hints by searching for keys on the website of (in this case) Roompot. The keys can only be found if team members actively work together.
Using tips on Facebook and Twitter, participants can puzzle and search. If a team has found all the keys in a certain round, that team earns a hint. Hints help you find the keys faster in the final. The team that has found all the keys in the final can be the first to claim a prize: a week of your own villa together with 9 Facebook friends.
The objectives for this campaign were:
Bringing the brand and product & services into the spotlight.
Enrichment of the content (theme week Claim your Villa | Prize winners speak out, etc.).
Generate traffic to the website.
Engaging the current fanbase.
Attracting new quality fans.
Enrichment of the existing database with social media data.
content marketing social media
The main results:
over 20,000 participants + Facebook IDs;
7,633 new email addresses;
6,225 new fans;
45,235 clicks to website.
The most important learnings
Unfortunately, not everything always goes as planned. The 'social media discovery journey' sometimes involves trial and error. I would therefore like to share some of our learnings.
Look closely at the behavior of the target group on the platform. In the second edition, we did not respond well to the (changing) behavior of the Facebook user ; the consequences of the overkill of Facebook games and invitations. Where our strategy was still successful in the first edition, it was not in the second. We 'expected' too much of the participants, which caused us to miss out on many participants.
Plan the development process well . Agree with your development party that you will schedule various delivery moments during the process. For example, you can test various parts of the application every week and provide feedback. You work towards the end result and see the progress every week. This gives you peace of mind in your planning.
Testing the final result is incredibly important. Does everything work flawlessly on the various devices with associated operating systems and browsers? And does the responsive design look good everywhere? Proper testing requires good preparation and structure. So think carefully in advance about how and with whom you are going to organize this.
The process
But how do you arrive at a concept and what does the trajectory of this process look like? Be aware that concept marketing via social media requires time and investment. Not only in the preparation phase but also in community management and afterwards to further refine the concepts. In any case, ask yourself the following questions in the process:
Do my activities fit within the overarching (marketing) communications annual plan ?
Does the concept fit the (visual) identity of the organization?
Does it match the products and services we want to promote?
Do the objectives of the concept flow from the organizational and bolivia mobile phone number list marketing communications objectives ?
What is the proposition I want to convey and does this align with the company objectives?
Is there sufficient internal support and budget available?
Which KPIs will I report and how do I measure them?
Does the concept fit in with the platform you want to use for this and the target group that is active on it?
Which channels do I use to promote my concept and what is the budget distribution?
Should the concept also be developed in a mobile-friendly way ?
What do social media fans think of the concept?
How do I use social media fans as ambassadors for my concept?
Some practical tips:
Photo courtesy of Fotolia.
Photo courtesy of Fotolia.
Organize a brainstorming session with colleagues from different relevant departments to think up and further develop a number of concepts. A really good brainstorming session contributes a lot to the concrete translation of a concept to market and target group.
Project management is of great importance. Ensure good project planning with a description of tasks and responsibilities. And make it clear how the budget is divided during the process.
A concept is the embodiment of an idea!