On behalf of building manufacture juggernaut, Wienerberger UK, Think were tasked with the challenge to create a social media strategy to appeal to the variety of audiences Wienerberger cater for.
For an effective organic social strategy, we needed to break down our audience into manageable groups and create a coherent comms plan. It was one that wasn’t a single message to everyone or too many highly targeted messages that can become confusing and unwieldy.
From here, Think’s digital marketing team were able to create a matrix, understand channel usage and identify overlapping needs and themes in order to create 5 clear groups to target to gain maximum reach:
This provided us with an understanding of the high-level content types we needed to include to target our audiences – without overcomplicating things.
Our key content pillars for discussion were
- Innovation (supply chain & product)
- Full building envelope (brand campaign)
As well as a full of messaging mix of content types:
- Employee spotlight
- Industry News
- Thought Leadership
- Customer Spotlight
- Sales Messaging
The social media strategy ensured audience-suited content was shared on their ideal channel to raise awareness, increase following and encourage engagement.
The 5 industry groups allowed us to layer on more specific targeting through the use of hashtags and mentions that will align our posts to specific trends, publications, industry bodies and brands that the specific audience cares about.
Importantly as well, our categorisation allowed us to track the effectiveness of campaigns.