Inbound volume and community engagement for a brand at one of our large enterprise clients had remained flat YoY (audience was not growing, and engagement was not increasing).
No clear “place” for the brand relative to other brands (in the organization); no defined “swim lanes.”
Speaking to audiences as one, rather than connecting with the persona type.
New Strategy and/ JMC Plan:
Developed listening, honed in on defined audience personas and pulling in increased message volume.
Defined engagement strategy vis-à-vis related brands (one of the benefits of having multiple brands under the JeffreyM umbrella).
Developed engagement playbooks for each audience persona.
Implementation of Strategy:
Worked with the team to train in the new strategy. Asked questions and collaborated with the stakeholder.
Added an additional community management coverage.
The brand now out-performs competitors in social based on size of community and engagement within the community.