Archive for the ‘Social Marketing’ Category
FENIX Marketing and Mindpool Productions win Assegai Newcomer … – Media Update
The agencies say that as first-time entrants to the awards, and Joburg-based small players, they are proving they punch far above their weight.
Michael Chisnall, CEO and founder of FENIX Marketing, says, "Being recognised as Newcomer of the Year is no small feat for any agency; it's a remarkable achievement that the team is proud of."
"On top of that, bagging two Golds with Mindpool for our 'Karan Beef Making The Cut' campaign in the Social Media Campaign and Branded Content categories made it a special and memorable evening. Claiming three major awards in big categories up against the best in the industry only feeds our passion and drive,"Chisnall adds.
The Assegai Integrated Marketing Awards recognise and honour outstanding achievements in the ever-evolving world of marketing. Special Awards are also given on the night, and the Newcomer of the Year Award is eligible for all entries, irrespective of which category the work has been entered, as long as it is the agency's first time entering the Assegai Awards.
According to the agencies, the reason the campaign, 'Making The Cut', was a brilliant success was due to the unique concept and well-thought-out brand strategy, with quality content that was shared across multiple digital platforms, showing the audience's mutual love for comedy, braaiing and beef.
'Making The Cut' ran across digital and social media platforms and saw 12 much-loved South African celebrities facing BEEF, the KARAN BEEF mascot. Overall, the campaign received 79 million impressions on social media, showing the love South Africans have for comedy, according to the agencies.
All 12 episodes were aired on YouTube, Facebook, Instagram and TikTok every two weeks over seven months. Each episode focussed on BEEF 'roasting' different celebrities, including:
For more information, visit http://www.fenixmarketing.co.zaand http://www.mindpool.co.za.
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FENIX Marketing and Mindpool Productions win Assegai Newcomer ... - Media Update
Reputational Risk: The Hidden Dangers of Global Supply Chains – FiscalNote
While direct and indirect reputational risks originate from the actions of the company and its employees, respectively, tangential risks are those that result from the actions of a partner or supplier. Given the relative size of supply chains compared to individual companies, and the limited control organizations have over their suppliers (particularly those further down the stream), tangential risks that is, those that originate in the supply chain are the biggest looming threat for most businesses.
These risks may seem remote, Koneska explains, but even those that arise from fourth or fifth-tier suppliers pose a direct financial threat. Brands can no longer claim ignorance for what goes on in their supply chains; they must ensure that what happens upstream complies with both relevant regulations and the values the organization stands for.
Although supply chain risks such as disruptions and delays can damage a brands reputation for reliability, there are certain risks particularly those that put your consumers, or other communities or environments at risk that can be particularly damaging to corporate reputation.
As supply chains grow increasingly complex and reach all corners of the globe, the risk of non-compliance increases. Different countries laws, regulations, and cultural nuances make standardizing compliance and risk management difficult. But the consequences of non-compliance are numerous and include legal action, financial penalties, disruptions to business operations, and reputational damage particularly as it relates to ethics-related compliance issues.
Companies being aware of those regulatory developments and then what companies they're working with that are in those markets that are being impacted is going to be critical, says Joshua Haecker, FiscalNotes head of product, global intelligence.
Supply chains are a potential minefield for ethical and ESG violations. From social concerns such as forced labor and human rights, and environmental issues like waste management and greenhouse gas emissions, to governance matters such as corruption and bribery, the risks are numerous. Many companies will soon be even more exposed due to new regulations that require Scope 3 (supply chain) disclosures, such as Californias new climate disclosure bills (SB 261 and SB 253) and the European Unions Corporate Sustainability Reporting Directive.
Consumers, investors, and employees are paying more attention than ever to violations of ESG-related regulations and norms. A single event or story can quickly escalate to the scandal level, causing consumers to boycott, share prices to plummet, and leaving a lasting mark on a brands reputation.
Supply chains are heavily reliant on data exchanges and technology systems, and significant quantities of sensitive information are regularly passed along the stream. This makes supply chains uniquely vulnerable to cyberattacks such as ransomware, data breaches, and intellectual property theft. Aside from the direct effect these attacks have on the business, when news of security breaches reach mainstream media, brands can spend years building back trust with the public.
Even with comprehensive supply chain mapping, getting proper visibility and transparency from end to end can be difficult. The further down the supply chain, the greater the reputational risks become visibility declines as does control. When theyre aware of them at all, companies often only have indirect contact with their second-, third-, fourth-, and fifth-tier suppliers.
Managing these suppliers is more complex precisely because of the distance involved, says Koneska. Its not always within your power to control these risks. Though you may have a contractual relationship with third-party suppliers that gives you some leverage, their suppliers expose your brand to risk that you have very little control over.
Koneska explains that, until recently, contracts that outlined terms and conditions for lower-tier suppliers were deemed sufficient for risk management purposes. Increasingly, however, this is no longer enough.
There is no clear-cut solution for managing lower-tier supply chain risks, explains Koneska. Instead, there are different techniques used for different scenarios.
Some companies engage in selective due diligence when onboarding new suppliers, Koneska says, looking at their track record and their suppliers. Others will select a sample of third-, fourth-, and fifth-tier suppliers each year to assess, hoping that these samples are representative of the broader supply chain. Still, others will identify high-risk jurisdictions or sectors within their supply chains and conduct additional due diligence in these regions.
But Koneska sees limitations in each of these approaches. All of these exercises are one-off, she explains. They can give you a snapshot of whats happening right now, but they dont necessarily give companies a full picture of their supply chain risks and how these may evolve or change.
Haecker likewise believes that, while companies have methods to identify reputational risks, they often struggle to detect and address the full range of risks that could impact their business. You'll find technology out there that's really good at identifying cyber risks or data privacy risks or regulatory risks, but most companies can't afford to and haven't had time to investigate solutions to cover the full range of critical risks, he explains.
Supply chain risks that can affect a companys reputation need to be monitored and assessed in real time, a task that is best managed with the help of cutting-edge technology.
FiscalNote Risk Connector scans millions of websites every 15 minutes. It establishes connections across industries, detects emerging risks, monitors their evolution, identifies trends, and tracks their emergence. These proactive solutions track risks that arise or have already occurred within a network of vendor relationships.
FiscalNote Risk Connector gives a comprehensive view of the entire supply chain, says Koneska, extending further into the fourth and fifth tier and beyond. By mapping the complex relationship between companies and their suppliers, Risk Connector reveals where certain risks lie in your supply chain, as well as the nature, severity, and spread of these risks. Having a detailed and near-real-time map of your supply chains risk hotspots puts your brand on the front foot and allows your team to pre-empt potential negative events, swiftly managing crises if and when they occur. When it comes to corporate reputation management, timing is everything every minute counts.
Ultimately, a supply chain is only as strong as its weakest link and it only takes a single event with one supplier to cause lasting and widespread reputational damage. In todays corporate climate, supply chain risk management must be a core feature of broader risk management strategies.
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Reputational Risk: The Hidden Dangers of Global Supply Chains - FiscalNote
Analyst Market Development and Partnerships (MDP) – Kenya – ReliefWeb
Deadline of application: 6th November 2023 Position Type: Full-time Company/Division: inSupply Health Location: Nairobi, Kenya
Description:
inSupply Health is an East African health advisory firm that designs people-centered, scalable, sustainable supply chain solutions. We focus on optimizing data visibility and use, workforce development, and continuous performance improvement. inSupply operates as a social enterprise, aiming for business sustainability while achieving our social mission. We aim to transition short-term supply chain fixes into sustainable solutions that transcend specific projects or funding streams. Our work focuses on democratizing access to quality, affordable, contextualized supply chain learning and innovations so local and regional supply chain actors can improve the performance and efficiency of their supply chains and health systems towards better health outcomes.
inSupply Health is headquartered in Nairobi, with an office in Dar es Salaam and is affiliated with JSI Research & Training Institute, Inc. (JSI). Our team of dynamic local consultants works closely with public and private sector clients to design optimized, responsive, and resilient supply chain systems that deliver essential health products such as antimalarial and HIV medications, vaccines, and contraceptives in complex settings. We pioneer innovative approaches by taking proven methodologies from the commercial sector to adapt them for the context, but also cocreate solutions with our clients so they can own, implement and continuously improve their systems independently in the long term.
Overview:
The inSupply Health team is searching for an Analyst based in Nairobi with travel around the region: Kisumu, Kericho, Kisii, Nakuru, Eldoret, Narok, Meru, Naivasha, and other towns as required. The candidate will play a technical and analytical role in the project activities, implement projects, help to generate new business for the organization and provide management and administrative support as required. He or she will work under the direction and supervision of the inSupply Health Senior Advisor or designee and be mentored by inSupply Health Advisors. Our ideal candidate will be a flexible and adaptive thinker who is self-driven and self-managing, team-oriented with a demonstrated ability to build relationships and partnerships, and who seeks robust, creative solutions to problems. They will demonstrate agility, intellectual curiosity and a passion and desire to learn and build deeper skills in sales and marketing, business development, customer relationship management, supply chain management, an affinity for data and analytics, and places users at the center of designed solutions, drawing on inspiration from human-centered design principles.
Responsibilities: Specific responsibilities include, but are not limited to:
Specifically:
Required Qualifications
inSupply is an equal-opportunity employer. We value diversity and we are committed to creating an inclusive environment based on mutual respect for all employees. We do not discriminate on the basis of age, sex, disability status, religion, ethnic origin, color, race, marital status, or other protected characteristics. Women and minority candidates are encouraged to apply.
inSupply Health is a child-safe organization, and the safety and well-being of children is a priority for our organization. We have robust recruitment procedures to ensure that all staff are suited to work with the children served by our programs.
inSupply does not charge a fee at any stage of its recruitment process and only shortlisted candidates shall be contacted using a companys email address.
This is a full-time position based in Nairobi, Kenya. Interested candidates should submit their CVs and cover letter using the below link. inSupply shall review the CVs on a rolling basis. Only shortlisted candidates will be contacted.
https://insupplyhealth.com/job-post/analyst-market-development-and-partnerships-2/
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Analyst Market Development and Partnerships (MDP) - Kenya - ReliefWeb
Effective Social Media Strategies for Brands – CMSWire
The Gist
Social media presents a valuable opportunity for brands to strengthen customer relationships and loyalty. By thoughtfully engaging audiences across platforms, brands can foster meaningful connections that drive growth. With its real-time engagement and intimate reach, platforms such as Facebook, Twitter, Instagram and LinkedIn serve as ideal forums for not just marketing a brand, but truly connecting with its audience. This article will explore social media strategies to wow customers, turn them into advocates and build mutually beneficial relationships.
Social media allows a brand to get to know its customers on a personal level and on their preferred channel. According to a 2023 Statista report, as of 2022, the United States is home to over 302 million social media users at a social networking penetration rate of over 91%. On average in 2023, people spent 151 minutes per day on social media. As such, social media stands to be the most appropriate place to build relationships with customers.
Unless a brands product or service is something that everyone uses (i.e., toilet paper), its audience is a specific group of people, usually narrowed down by their demographics, location, age, hobbies, sports, political views, education, vocation, or some other characteristic that differentiates them from others. Although it may seem obvious, to create an exceptional customer experience, brands must have a deep understanding of the audience they are selling to.
A great example of a failure to do so is that of Bud Light. As everyone who hasnt been living in a cave knows, in April 2023, Bud Light began a PR campaign in which the brand hired Dylan Mulvaney, a transgender social media influencer, as their spokesperson to promote a Bud Light contest during the NCAA basketball tournament. This move was part of Bud Light's focus on gaining a younger crowd and being more inclusive something that most brands can identify with.
For Bud Light, the move went against the mindset and beliefs of its core audience. The move literally cost them millions of dollars ($395 million according to CNN), as former Bud Light fans posted hateful rants on social media, celebrities posted videos of themselves destroying cases of Bud Light, and prejudicial memes made their way across social media. The repercussions from their so-called woke media campaign are still reverberating across the United States and sales are still down by approximately 30% compared to last year.
The Bud Light debacle is a strong example of what happens when a brand fails to know or understand its target audience. Although its heart was in the right place, it failed to consider whether the campaign was appropriate for its core audience. This single piece of knowledge is crucial when leveraging social media to build customer relationships. It starts with research to gain insights into a brands customer demographics, interests, values and social media habits.
Developing representative personas that capture the key attributes, motivations, and behaviors of priority customer segments provides a useful lens. For example, a small business could determine through surveys that millennial parents represent their core social media audience. These personas are on Facebook and Instagram daily, enjoy parenting and cooking content, and primarily seek deals, product ideas and community connections.
Oliver Goulden, founder of influencer beauty brand incubator FounderSix, told CMSWire that the unique power of social media marketing for brands is that social media integrates a sense of human touch, and that leads to a human connection between the brand and consumer. "It becomes a two-way dialogue rather than most other marketing channels like billboards or print ads, which are one-way or 'broadcast.' Brands can become a friend, a motivator, a leader to their customers and bring positivity to their everyday lives."
By intimately knowing its audience, a brand can create relevant social strategies with personalized experiences that resonate deeply. The goal is to align with customer values and create content that adds value for them. This level of audience insight establishes the foundation for building strong, lasting relationships through social media.
Related Article:Why Metrics Beyond 'Likes' Matter in Social Media Strategy
Besides knowing its core audience and the values it espouses, brands need to determine the social platforms that their customers prefer. The preferences for social media platforms often vary across different generations, largely due to the changing tastes and needs of users.
Younger consumers tend to prefer social media such as TikTok, Snapchat and Instagram. There is a bit of crossover with millennials as they can typically be found on Facebook, X (formerly known as Twitter) and Instagram. Similar to Gen X, which tends to prefer Facebook, Pinterest, LinkedIn and Instagram, Boomers can often be found on Facebook, WhatsApp and X. Finally, the so-called Silent Generation, those born before 1945, tend to stick to Facebook.
Aside from generational differences, a brand may be marketing to a mix of generations, so there is no way to narrow down the specific social platforms where they may be found. An example of this would be an audience made up of people who are fans of the Chicago Bulls. Fans may range from teenagers all the way to senior citizens, so this demographic would not fall into a specific generational segment. This type of audience would require brands to take a multifaceted approach to social media advertising and marketing. In this situation, brands should conduct surveys or use analytics tools to understand the demographic breakdown of their audience and which social platform they prefer.
Each platform has its unique strengths. X, for example, is excellent for real-time updates and engagement, while Instagram and Pinterest are more visually appealing, and are ideal for showcasing team photos, behind-the-scenes content, and merchandise. As such, brands must consider the type of content they want to produce and choose platforms that play to those strengths. Additionally, brands must tailor their message to the platform they are working with. A Facebook post might be more detailed, while an X post would be more concise and direct.
Related Article:Is Social Media the Answer for Your Brand's Future?
A brands voice must connect with its customers, and it must be organic, genuine and sincere. The brand voice shows the personality of the brand and is connected to the brands vision and promise. It impacts a brands customers, employees and brand perception, so it is a vital part of every aspect of the brand, including its goals, values and strategy. Additionally, it must be consistent across channels as well as social media platforms.
Deciding upon the brands voice takes a considerable amount of time, study and effort. Here are some tips for brands to craft an effective brand voice that resonates with their target audience on social media:
The goal is for the brand's social media voice to feel like an extension of the brands culture, tone, and values as they are expressed on its website, mobile app, and brick-and-mortar store, i.e., not a manufactured persona.
The importance of fostering genuine and organic engagement on social media is well-known to most businesses today. One of the foundational aspects of achieving this is to maintain an authentic voice and tone across all of a brands channels. By crafting a consistent brand voice that truly reflects the company's values and ethos, businesses can resonate more deeply with their audience. This voice, whether humorous, professional, or casual should steer clear of jargon or overtly promotional language, aiming instead for conversations that genuinely connect.
Content plays a pivotal role in this endeavor. By prioritizing content that offers tangible value to the audience be it through education, information or entertainment businesses can elevate their standing in the digital realm. This doesn't always mean direct promotion. Sometimes, offering insights into behind-the-scenes processes, sharing employee stories, or providing broader industry knowledge can be just as impactful.
Amanda Richardson, sales and marketing specialist at the UK-based marketing agency Outsource Your Marketing, told CMSWire that when it comes to leveraging social media for building customer relationships, it's essential to understand that it's a tool for listening and responding, rather than selling. "To effectively foster strong customer relationships on social media, there are three key principles to keep in mind:"
Active engagement is the cornerstone of social media. Taking the time to respond to comments, messages and mentions not only humanizes a brand but also instills a sense of value in followers. Such interactions can be further enriched through questions, polls, or stimulating discussions. Incorporating user-generated content, such as customer testimonials or product photos, can also enhance authenticity. By showcasing this content, brands not only build trust but also cultivate a sense of community.
Transparency in all dealings is paramount. Owning up to mistakes, sharing company trajectories, and being open about both challenges and successes can make followers feel that they're genuinely part of a brand's journey. Storytelling, with its innate human appeal, can be a potent tool in this context. Narratives about a brand's origins, the challenges it has faced, or even customer success stories can captivate an audience's attention.
Diversifying content types is also beneficial. By interspersing videos, infographics, articles and images, businesses can cater to the varied preferences of their audience. Platforms such as Instagram and TikTok, with their innovative content formats, offer ample opportunities for organic engagement. Collaborations, when done authentically, can further amplify reach. By carefully partnering with like-minded influencers or brands, businesses can tap into new audiences while ensuring the collaboration feels genuine.
The dynamic nature of social media necessitates continuous learning and adaptation. Staying abreast of the latest trends and tools is essential, but it's equally crucial to listen to audience feedback and be willing to iterate on strategies. When brands prioritize relationship-building over hard selling, genuine, organic engagement will follow.
Providing standout customer service on social media requires brands to take a proactive, transparent approach tailored to the public nature of these platforms. A 2022 McKinsey report revealed that customers spend 20 to 40% more with brands that respond to customer service requests on social media. Brands that are responsive to customer service requests are creating positive emotional experiences for their customers while building loyalty.
Denise Russell, managing director for Samphire Digital, an SEO and digital marketing agency, told CMSWire that addressing complaints appropriately and having a great connection between the social media and customer service teams to allow issues to be resolved in a timely way is key. "Really listening to feedback and passing it to the appropriate departments can also help identify and resolve any issues before they escalate and start to cause real problems, or of course highlight something the company should continue doing because customers love it!"
Rather than simply responding to complaints, brands should monitor their social channels closely for opportunities to assist customers in a timely, helpful manner. When issues arise, businesses must empower customer-facing employees to publicly address the problem as soon as possible, with an authentic tone that conveys concern and understanding. Resolution can be turned into a positive interaction by keeping the conversation public, offering apologies for the inconvenience, and expressing appreciation for bringing the matter to the companys attention.
To enhance social customer service, brands can highlight team members specifically dedicated to monitoring social platforms so customers know there is dedicated support. Response times can be accelerated by allowing various employees to tackle inquiries based on expertise, without getting bogged down in case transferals.
Standout social customer service requires shifting the mindset from incidental complaints to continuous community engagement. Proactively solving issues quickly and transparently, with a human voice, can turn customers into brand advocates who appreciate the public recognition of their concerns. With the right approach, brands can leverage the unique nature of social platforms to provide customer service that stands out from competitors.
"True Brand Ambassadors are not created by a marketing plan which lists them in activities for Q3/2024, but by impressing customers each and every day, said Russell. That's really hard to achieve but if you have a fundamentally good product and service level, then paying attention to create a 'joined up' CRM experience across channels including social media is a really cost-effective way to make a big impact."
In order to maximize social medias impact on customer relationships, brands need to monitor performance and continuously optimize their strategies closely. This requires tracking key engagement metrics including follower growth, clicks, shares, comments and mentions.
Social listening is equally important for qualitative data, providing customer sentiment and feedback to gain insights. Based on these analytics, brands can identify high-performing content for reuse and underperforming areas to refine. For example, a clothing retailer might notice that posts with new product previews outperform lifestyle content and adjust their mix accordingly.
Testing different posting cadences, visual styles, and engagement tactics also informs the brand voice on social media. The key is being proactive about analyzing data, listening to customers, and implementing changes rather than sticking rigidly to initial plans. Agile social media strategies that iterate based on evidence transform customer engagement into lasting relationships.
Social media stands out as a powerful tool for businesses to cultivate and reinforce customer relationships. Leveraging social media to build authentic customer relationships requires in-depth audience understanding, strategic platform selection, genuine brand voice, active engagement, and continuous optimization. By providing value through relevant content and experiences, brands can earn trust and loyalty, and strengthen relationships with their customers.
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Effective Social Media Strategies for Brands - CMSWire