Match Social Media Strategy With Goals and Brand Values


Social media strategies should be reflective of a brand’s values. “It starts with those strategies that help guide the marketing mix,” says Sara Matheu, director of corporate communications at Sara Lee and leader of the “Mama Sagas” campaign for the company's packaged deli meats. “Our focus on quality, convenience, taste and variety of our lunch meat needed to come through in our social media outreach.” That’s where the objectives of “entertain, educate and engage” came in.

1. Entertain: After hiring Second City Communications, an agency that specializes in entertainment, high visibility was achieved through a brand-sponsored channel on the prodigious video site MetaCafe. “We specialize in connecting people with brands through the humor of everyday life—and great material is really funny when it’s true and connected authentically to real life,” say Tom Yorton, president and COO of Second City.

2. Educate: The satirical videos caught viewers’ attention and led them to the Sara Lee Facebook page, which served as the central information hub for all things related to Sara Lee Fresh Ideas sliced-to-order deli meats.

3. Engage: The campaign sought interaction on two different fronts. Facebook was the major tool for initiating and hosting ongoing conversations about how moms would handle the situations presented in the Mama Sagas videos. Twitter served as an informational tool to get Mama Sagas messages out quickly.

See complete premium PR News case study.




Comments Off

Deals of the Week

Get $150 Off PR News' PR Measurement Conference

 prmeasurement2015-dc-175x135

Join us on April 20, 2015, for PR News’ essential PR Measurement Conference at the National Press Club in D.C., and learn how tie PR metrics to measurable business outcomes.

Use code “150off” at checkout to save $150 on the regular rate.

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.