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For this long established international I.T. company their needs are to get more residential and commercial clients for their ever-expanding footprint.
Overall strategy for this client is to drive leads to the website by offer various solutions specific for either residential and business clients.
The social media strategy must align with the international brand standards and guidelines, while relating to the average South African consumer.
The main social media platforms for this client are
Engagement is key to reaching a wider audience and connecting with current followers. So at least one content piece per month, classified as fun content, reflects the brands nerdy image as well as their relaxed approach. Another piece of strategic content we utilise on a monthly basis is engagement driven content like asking the social media fans for their opinion about a specific product or running a guessing game on the platforms.
The community management for the client includes daily managing and escalating all brand related queries coming from the various social platforms in a timely manner.
Monitoring for any brand mentions through the relevant platforms.
The overall campaign has several objectives broken into smaller campaigns objectives depending on the target market.
The approach for this client has always been to outperform their number one competitor which is also an international I.T. company. The competitor has a longer footprint in the South Africa market and a longer brand presence.
An extensive ongoing Google PPC campaign is driven towards specific keywords. On the social media side, we started with a thorough competitor analysis, making sure we separated our brand visually and through means of communication and style of tone from the major competitor. The casual style of the customer and openness to experiment with new features like Facebook reels benefits the client’s Facebook algorithm. We have found that Meta’s algorithms will benefit the newest features as the platform tries to get more users to make use of the latest features, in which time it also gives the platform to test various other strategies within the feature.
The fact that the client is open to experiment with fun and engaging content also makes for a highly engaged follower base. The more people engage with a piece of content the further that piece of content travels within the platform environment. That’s why experts always say content is king, but engagement is queen.
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