Customer experience (CX) is everything. So we’re sharing five CX strategy secrets that social savvy pros rely on to form the backbone of every successful campaign launch. You can follow in their footsteps, assuming you’re willing (and able) to listen to what the AI-powered social analytics data tells you!
Let’s explore how that looks.
CX Strategy Secret #1. It’s About Them, Not You
You know your brand’s products or services inside and out – better than anyone else in your company, perhaps. Maybe you even helped create these offerings way back when!
Your understanding of what’s on offer here is not the focus though. Don’t feel down about it – you’re in good company! It doesn’t matter what anyone who works at your organization thinks of your offerings – not in this ‘campaign launch’ context at least. And that’s because your internal folks are not the intended audience.
Stepping into the shoes of your target audience ahead of your launch is key. You need to understand audience affinities – what they love, dislike or feel passionately in some way, as it relates to your brand.
For example, when analyzing a brand’s target audience behaviors across four key food interests, we can create a comprehensive understanding of what is resonating. And this intel can be used to drive strategy, content creation, messaging, and targeting. The analysis below focused on a beer brand’s food affinities:
And so it follows, as the launch is about them (not you). Having “their” opinion as paramount is the stuff viral campaigns are made of. Ensure your focus stays where it needs to be by relying online on your analytics data for direction. And leave your internal team assumptions about consumer behavior at the door as you discuss campaign launch tactics.
CX Strategy Secret #2. Build Buzz Ahead of Launch with User Generated Content (UGC)
User Generated Content can be a marketer’s best friend. Nothing screams, “we’re listening to you” more directly than a well-researched UGC campaign. And yes, social analytics research matters here as well, as we’ll see in a moment.
Deciding what sort of user generated activity to create can be lots of fun. There are many ways to approach it with social listening.
For example, a skincare company about to launch a new product would explore sentiment in its category to see what terms consumers are talking about:
Also behaviors these consumers are exhibiting:
And would use that as a starting point for thinking through a UGC campaign. Looking at words in context (by clicking on any item in the Word Clouds), we see “give” is often related to giving skincare advice and we can see sharing “routines” are popular. So, a UGC campaign contender here could be encouraging consumers to share their top skincare routines using a brand’s product, with a chance for one wonderful tipster to be featured in his/her own branded Instagram video.
UGC Gets Extreme
Hopping over to food for a second to share an ongoing UGC example – Taco Bell generates so much love online that one of its campaigns is around capturing and highlighting #tacobelltattoos:
A brand garnering that level of loyalty is pretty exceptional though. Don’t set “tattoo your body” as your brand’s UGC goal.
Also, be aware that these campaigns can go wrong, if your brand is controversial in any way. Like when Peta asked people to defend eating bacon. And they did. Reducing what they’d hoped to be a serious discussion to memes and jokes.
Brands should always fully vet a UGC idea with social insight for precisely that reason. What conversations are happening in your category around this campaign topic – just in general? And how is the tone? Are people incredibly sarcastic about it? Dismissive? Excited? It matters. And forewarned is forearmed, of course. This is especially true online when things can spiral out of control with a dizzying quickness.
Sometimes a crisis can come out of left field and no amount of foresight could save you. In case something like that happens, it’s important to consider influencer engagement as part of your campaign. They can help redirect the conversation in a pinch.
And, even if not used to redirect a misfire, these brand ambassadors are great for tasking with specific actions to kickstart your campaign . . .
CX Strategy Secret #3. Activate Ambassadors with Specific Tasks
It’s not enough to identify influencers ahead of your campaign – you need to really dig in an find those potential brand ambassadors to connect with. These folks are super valuable because they have a level of authenticity and credibility with followers that even a celebrity influencer would envy.
They’re regular people (for the most part) with specialized expertise in your space.
You can find them using predefined NetBase dashboards. These use a variety of themes to further segment influencers based on follower count, profession, and area of interest. You can also see which content is the most engaging from potential influencers and then set up a separate dashboard with known influencers to explore those folks in isolation:
What should you have them do, once you find them? Lots. You can have them:
- Create excitement around your launch by sharing “first to know news” of its pending release
- Try out your product or service ahead of its launch as part of a beta test group and share regular updates about it
- Offer early access to their highly engaged followers with their own UGC contests
- Participate in webinars and in-person events to talk about industry in general, with a nod to something special headed their way soon
The topics you can have them talk about in relation to your brand are limited only by a strategist’s imagination, really – but should be informed by transparent, relevant audience data. Be sure to connect everything back to what your target segment(s) and brand ambassadors are expressing interest in. Or around unmet needs and the ways your brand is meeting them!
And as you’re researching brand ambassadors and talking points for topics related to your launch, you’ll come across some amazing collaboration opportunities with other brands, if you know where to look!
CX Strategy Secret #4. Uncover Amazing Collaborations with Other Brands
Much like when an agency is creating the perfect pickle juice pitch, uncovering unlikely collaboration opportunities between brands can create a defining moment for each brand involved. And there are many such moments waiting to be discovered online.
As uncovered in Secret #1 above, social listening revealed a connection between craft beer and avocado toast, which could encourage a collaboration between a complementary brand. High profile brand collaborations show the potential, including:
- Apple & Hermes
- Eva Air & Hello Kitty
- Covergirl & Lucasfilm
But it doesn’t stop there. Smaller brands collaborate all the time – particularly on Instagram, where they tag each other’s shops and cross-promote.
Imagine doing that, but having added incentive to do so. Informed insight making the potential not just a good idea, but a ‘most likely to succeed’ consideration?
And it all needs to be monitored in real-time, of course, to make sure the relationship continues to perform as expected. Your socially aware organization must not assume your new partner is equally savvy. It’s always best to keep a collaborative campaign – and any campaign – under vigilant watch as you progress!
CX Strategy Secret #5. Monitor in Real-Time And be Ready to Tweak as You Go
Beyond keeping an eye on collaborations and ambassador activities, top brand strategists recognize the value of real-time social web monitoring to make it all move forward like clockwork
It would be a shame to spend all of that time creating a wonderful customer experience-focused campaign and not see it through. Yet, that’s exactly what happens much of the time. Pre-planning is on point and then a campaign is left to run till re-evaluating how it did at the end.
Brands can ensure success by keeping tabs in real-time and being prepared to make changes as they go.
For example, if your skincare routine context turned toxic, with some latest, weirdest internet challenge calling for rubbing something awful on one’s skin, you’d want to know that so you could stop it immediately.
Catching wind of it days after someone hurts themselves, results in your brand associated with something awful – and no one wants that. Just ask Tide.
Fortunately, they had planned ahead for the unexpected – as any brand should. Because overall, that’s what social analytics is. It’s the most effective means of capturing authentic CX data to inform your brand offerings and campaigns – and it’s the best line of defense a brand has when things go wrong and immediate insight is a must.
Reach out and we’ll show you how to connect your CX and crisis response in handy dashboards, as well as alerts to keep you ahead of it all.