Lets get engaged
Socially integrated content marketing will be where it’s at for most Australian marketers in 2014, but how to ensure your storytelling strategy is effective remains a critical issue given the rising numbers of brands joining in. In 2015, efforts will shift onto unifying and integrating content
approach across the blog, website and social platforms, Key
content channels are email marketing using marketing automation;
blogging; search (PPC and SEO); social media; video; website; events;
and PR. Using social media and online platforms deepens the relationship we
have with customers and the broader digital, marketing and creative
community, this ‘engagement marketing’ or ‘intimate scale marketing’ will be more important than ever in 2015.
There will be:
Translating all this sharing and mutually active brand engagement into results (whether selling a product or changing behaviours) still remains the challenge and the goal, but its important to focus on the fact that deliberately trying to humanise a brand or campaign 'strategically' does not necessarily create trust. This can only come with the integrity of the approach itself.
There will be:
- MORE social sharing and more social activity as quality content assets are infinitely MORE sharable.
- MORE email subscribers, as the MORE content you publish, the MORE people get to discover your brand, which will increase your chances of getting MORE of them to subscribe to your email newsletter.
- MORE search rankings as relevance [which can be measured through usage/page activity] and authority [measured through social, links, domain authority], still plays MORE of a role in terms of search rankings.
- MORE conversions because MORE content assets can demonstrate your brand’s domain expertise and authority.
- MORE Video content to drive messaging and socially activated engagement / interaction.
Translating all this sharing and mutually active brand engagement into results (whether selling a product or changing behaviours) still remains the challenge and the goal, but its important to focus on the fact that deliberately trying to humanise a brand or campaign 'strategically' does not necessarily create trust. This can only come with the integrity of the approach itself.
ENGAGING IN THE REAL WORLD
With the rise of this all encompassing blanket of 'reciprocal digital engagement', its easy to get lost in the noise but there will always be a place for 'analog' interaction. Often this interaction is confined to client discussions or colleague and crew interactions and logistics, but for community based messaging and marketing ENGAGING meaningfully with the target audience is key. This is especially true in Aboriginal & Torres Strait Islander communities.
EJ GARRETT- An Engaged Life
EJ GARRETT ON ABORIGINAL & TORRES STRAIT ISLANDER COMMUNITY ENGAGEMENT
Engaging with Aboriginal organisations and community groups requires a structured and thoughtful approach. Our people have been engaged with and surveyed countless times, over generations, and at times there maybe reluctance from community people to engage into yet another survey. To navigate reluctance to be involved in the strategy JETZAK uses an approach that has multiple tools to gather information and ensures those involved in the activities are aware of the purpose of project, their role and the expected outcomes; and how the project will benefit the participant and their community. The community engagement activities are likely to be diverse considering the diversity of the targeted communities. The media strategy ideally takes advantage of existing community engagement activities. To ensure optimum participation the community engagement strategy will include incentives to be made available to participants when participating in the research component, with particular focus on ensuring the incentives does not outweigh the message. In the case where there are no appropriate events scheduled JETZAK will work with clients and communities to identify events and community activities that will facilitate engagement with targeted groups such as sporting events, social activities and community events as opportunities to conduct research activities.
The engagement approach taken by JETZAK is community based. Spending meaningful time in the community to better get to know community members and vice-versa. We have found that taking this approach ensures that the development of the media strategy is a partnership between the agency and the community and aligns with the interests and expectations of the community and the client.
Engaging with Aboriginal organisations and community groups requires a structured and thoughtful approach. Our people have been engaged with and surveyed countless times, over generations, and at times there maybe reluctance from community people to engage into yet another survey. To navigate reluctance to be involved in the strategy JETZAK uses an approach that has multiple tools to gather information and ensures those involved in the activities are aware of the purpose of project, their role and the expected outcomes; and how the project will benefit the participant and their community. The community engagement activities are likely to be diverse considering the diversity of the targeted communities. The media strategy ideally takes advantage of existing community engagement activities. To ensure optimum participation the community engagement strategy will include incentives to be made available to participants when participating in the research component, with particular focus on ensuring the incentives does not outweigh the message. In the case where there are no appropriate events scheduled JETZAK will work with clients and communities to identify events and community activities that will facilitate engagement with targeted groups such as sporting events, social activities and community events as opportunities to conduct research activities.
The engagement approach taken by JETZAK is community based. Spending meaningful time in the community to better get to know community members and vice-versa. We have found that taking this approach ensures that the development of the media strategy is a partnership between the agency and the community and aligns with the interests and expectations of the community and the client.
OUR VISION
JETZAK is a multi faceted media company that prides themselves on high production and design qualities that they produce. All JETZAK products have been made in collaboration with client and community to ensure the design, the messages and that the final product reaches the right audience for maximum coverage. JETZAK produce Documentaries, Promos, broadcast & online TVC's, copy and voice for radio, text and design for print.
Part of the expected outcomes from consultation and partnering with CLIENTS and the local community is the identification of useful media tools that will support the ongoing social marketing and awareness campaign. This may take the form of TVC’s, animations, anecdotal short form documentary pieces or other audio visual assets. The production and implementation of these assets will only be applied to the strategy once consultation and focus testing has thoroughly determined the value of their use in the community space and identifying their optimum placement.
Ongoing client consultancy will measure capability regarding staged effectiveness of the strategy while referencing client and community attitudes towards various phases of the rollout to determine the approach for subsequent phases. JETZAK in partnership with the Client aims to genuinely help effect a change in community attitudes. JETZAK will strive to give any campaign longevity beyond the initial rollout and create assets and messaging that will have effect and resonance for years to come.
Part of the expected outcomes from consultation and partnering with CLIENTS and the local community is the identification of useful media tools that will support the ongoing social marketing and awareness campaign. This may take the form of TVC’s, animations, anecdotal short form documentary pieces or other audio visual assets. The production and implementation of these assets will only be applied to the strategy once consultation and focus testing has thoroughly determined the value of their use in the community space and identifying their optimum placement.
Ongoing client consultancy will measure capability regarding staged effectiveness of the strategy while referencing client and community attitudes towards various phases of the rollout to determine the approach for subsequent phases. JETZAK in partnership with the Client aims to genuinely help effect a change in community attitudes. JETZAK will strive to give any campaign longevity beyond the initial rollout and create assets and messaging that will have effect and resonance for years to come.
