Online marketing – Page 2 – Gigantic Idea Studio

Agencies focused on green behavior change — such as recycling, energy use, and water conservation — have a lot on their plates. Tackling the ravenous, always-open maw of social media can seem a daunting task to add to that already bulging to-do list. But if your goal is to reach people at a time and place where they’re likely to be receptive, social media merits a prominent place on that list of tasks.

Here are six commandments that may help guide your agency’s social media tactics and conserve time and money:

Commandment #1—Thou Shalt Not Attempt To Be All Things To All People. You may think that you need a presence on Instagram, Pinterest, Facebook, Twitter, Vine and Tumblr (wait, what about Reddit? Google+?), but that is nearly impossible with limited time and resources. It’s also unnecessary. Pick one or two channels, based on where your target audience is, and where chances are good they will be open to messaging about waste, recycling, energy, etc. Got lots of great visuals of re-use projects for the home? Consider a Pinterest account. Have a grants program aimed at helping local businesses streamline operations? Look to LinkedIn and Twitter. Study each channel’s advantages and culture, and pick the best fit for your overall outreach goals. Before you know it, you’ll find yourself reaching that choir and making your campaigns sing.

Commandment #2—Thou Shalt Not Be Boring. Effective social media is a many-way street. Social media audiences, by definition, expect the channel to be interactive and responsive. Treating it like a bulletin board (“Here’s our new program”; “Do what we say”) will eventually cause your audience to tune you out. This leads us to …

Commandment #3—Thou Shalt Provide Relevant, Interesting Content. Content marketing is king these days, and that quirky infographic, eye-catching image or catchy video is key to capturing the eye of the people you most want to reach. Stick to your core subjects but find an angle that makes those subjects matter to those who matter to you. This leads us to:

Commandment #4—Thou Shalt Be Strategic. Having written social media guidelines will streamline your work and allow tasks to be shared or passed on without wheel re-invention. Guidelines should include topics, tone, type and frequency of posts, all the while referring back to your overall outreach goals. This will save time and ensure you present a consistent public face.

Commandment #5—Thou Shalt Listen Intently … And Respond. Social media is not about you; it’s about what other people are saying about you and your programs. Use Google Alerts or other tools to listen in on what folks are saying about your issue, good and bad. Find the influencers in your field and build relationships over social media before you ask them for any favors. And if someone is kind enough to praise your program or ask a question, a prompt response demonstrates that your agency listens and cares.

Commandment #6—Thou Shalt be Flexible. As with any marketing tactic, evaluation and measurement are essential. If a social media channel is not working (and you’ve given it the old college try), modify your approach. A drop-off in engagement could be an early sign that your message, channel or both aren’t working. The only certainty in the world of social media is that it moves fast, fast, fast. So take a gulp of coffee and look at your analytics (web metrics, Facebook Insights, YouTube views, etc.) with a critical eye.

Lastly, the Golden Rule. No, not a new one. The Golden Rule you already know. “Do unto others …” works in social media as in life. Take the time to support relevant causes, applaud others’ efforts, respond to comments and thank your supporters. Agencies that take the time to participate fully in this amazing global phenomenon will stand out and enjoy remarkable returns.

The Gigantic team is delighted that our newly designed website has gone live. The process of redesign, including a new identity, is something we take clients through all the time. Going through it ourselves reminded us of three ways a website is like a garden.

1. From seed to sprout, it always takes longer than you think. Redesigning and freshening content for a few web pages —- how hard can it be? Pretty challenging, actually. The website needs to reflect who you are, where you are going, and what you do..AND it’s got to do it in clearly organized, attractive and memorable chunks. Inevitably, internal differences are revealed as the organization re-examines its mission, values and direction— good discussions ensue, but they need time to be resolved. We typically allow six to eight months for a full re-design.

2. Choose easy maintenance over a gardening service. Websites can have so many cool features these days, but time and again we see organizations that have to rely on outside technical assistance to change a comma or upload a new photo. It’s important to:

Be realistic about internal capacities and get training on site upkeep as needed;
Have enough staff who understand and can use the content management system;
Document, document, document your procedures.

3. A living thing needs careful tending. Remember when when we overprinted time-limited brochures, or someone missed an error in a key headline or messed up the date of the newsletter? The advantage, but sometime headache, of websites is that they are living entities. On the upside, that means you don’t have to live with errors and can make changes anytime you like. However, it also means you need to supply new content nourishment and occasionally prune what’s there. So the launch of a site is just the beginning and needs to be accompanied by a manual of procedures and style. The manual should include guidelines on updating content, maintaining SEO, organizational tone, evaluating traffic and staff responsibilities. Otherwise, that healthy new site can wilt very quickly.

The new Gigantic-idea.com came to fruition with the help of our partners at Jiva Creative. We look forward to helping our next client with their rebranded website. We know we’ll approach the project with renewed enthusiasm, not to mention a bit more humility, now that we’ve walked in their shoes!