- Optimising your social media presence in the media and entertainment industry
- IBC2019: Putting content strategy back on track
Optimising your social media presence in the media and entertainment industry
By Dan Simpson
Whether you’re a b2b or b2c company, the media and entertainment industry is a competitive landscape where brands are constantly fighting to stand out. Brand and product awareness are vital for all M&E companies to gain recognition and drive new customers, whether that’s through trade publications, PPC or other forms of advertising, or business development. One area which holds huge value is social media. You might be thinking “this isn’t anything new”, but so many M&E brands are still missing opportunities to reach and engage with their audiences by not optimising their social media accounts.
Many businesses fail to appreciate that optimising your social media marketing goes far beyond including your office locations on LinkedIn or having your website on your Twitter profile (though these are obviously important basics). As such, missed opportunities typically fall into three main buckets:
- Not reaching your desired audience
- Not making the most of your audiences’ talents
- Not putting out content which falls in line with your brand’s skills and story
So, how do you go about solving these problems?
Avoid the void
Picture this: you’ve written and scheduled a whole bunch of social media posts and you’re proud of them. They’re promoting great content and you’re expecting great engagement. Then they start rolling out. A like here, a share there, but all in all a tiny amount of engaging and a very disheartening experience.
This is all too common in the media and entertainment industry and beyond. Instead of trying to fix this and analyse what the problem is, many marketers grumble, moan and do the same thing week after week. The reality is that nothing much is going to change. Engagement might go up a little or it might go down a little, but it’s most likely going to stay the same. So, what can you do to avoid shouting into the social media void?
The first thing to consider is, are you using the right social media platforms? B2b companies tend to use Twitter and LinkedIn (91% of b2b marketers use LinkedIn to promote content) as their primary platforms, while b2c tend to use Facebook, Instagram and Twitter. That being said, the media and entertainment industry is in a unique position, as many companies have access to rich media like photos, videos and audio. A b2b M&E brand might also be targeting companies that service consumers, meaning their customers may also be on platforms which aren’t traditionally b2b. Twitter is an example of a platform in the b2b / b2c middle ground, along with YouTube and a couple of others. It’s important for b2b companies to consider what platforms their target audience uses to reach their end user, but also what platforms the decision makers at these companies use themselves.
The second thing which is often mentioned but rarely acted upon as much as it should be is engaging with your target audience. Liking, commenting, sharing and opening public dialogue with the people who you want to be in conversations with, is a great way to get the ball rolling. If you want to talk to someone who doesn’t know who you are (or that you even exist), you wouldn’t wait for them to talk to you first. Social media shouldn’t be any different.
Audiences: your untapped resource
Your audience and clients/users are your secret weapon to success on social media. The media and entertainment industry is a creative melting pot where individuals of many different talents can be utilised to promote your brand. A product-based M&E company is in a great position to build loyal and engaged audiences on social media. This can be done by promoting and showcasing the work they’ve carried out with the help of your product. This will show that you care about your clients on an individual level, which will improve follower retention, reach and open dialogues with existing and potential new clients in their networks.
Sharing the content that your clients have created will also act as a case study by showcasing the capabilities of your product. This can be extremely valuable. At IBC 2019 we ran a marketing survey revealing that case studies and thought leadership are considered the joint most effective methods for generating leads.
Creating communities around your audience and clients can also be a great way to build brand loyalty, social engagement and awareness. Things like Facebook or LinkedIn groups, hashtags or even curated accounts of users’ work can open up dialogue between you and these individuals while cultivating a sense of family. This will turn your audience into ambassadors of your brand, who will in turn vouch for you and recommend your services in the future.
Once upon a time…
Putting out regular, high-quality content on social media can be tough for any business. But the media and entertainment industry is uniquely positioned to have access to different types of high-quality media which can often be produced in-house to tell an engaging story. Storytelling can breathe life into campaigns that would otherwise be bland or get lost in the noise of social media. By adding an emotive element into messaging and social media content, people can build deeper connections with brands. Using joy, compassion or humour can add personality to a brand in the media and entertainment industry and make them more likeable and relatable on an individual level, which in turn builds brand loyalty.
It is also important for M&E brands to showcase their skills through the content types and mediums that they specialise in, and on the appropriate platforms. If a video production company wanted to build its audience, then using video content on a platform like YouTube or Facebook would make most sense. In the case of a CDN company, behind the scenes content on professional networks like LinkedIn may work better since 80% of b2b social media leads come from LinkedIn.
Unfortunately, there’s no silver bullet to achieving success on social media. But, by keeping these tactics front of mind, media and entertainment organisations can put themselves in the best position to reach the right audiences and optimise their social media activities.
If you’d like to find out more about our social media or digital marketing services, drop us a line at firstname.lastname@example.org or visit our contact page.
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IBC2019: Putting content strategy back on track
By Anna Lapacz
After a packed few days, our jet-setting lorries team has returned from IBC in Amsterdam and parked back in the London office, ready to power through reports of all the post-show coverage. As well as spending some quality time with our clients and getting up close with some of the latest technologies, we also brought back some insights into what’s trending in the world of content.
As usual, businesses put significant effort into their content production. The show was busier than ever this year, filled with speaking sessions and, more commonly than before, presentation theatres at multiple different stands. The digital conversations around the exhibition were also abundant, with the hashtag #ibc2019 spreading rapidly across social posts written in many different languages. In the expo halls, we could see brand messages popping out at every corner, encouraging the show attendees to visit the companies’ stands.
And this was no surprise, with Neil Patel’s research highlighting that 92% of marketers consider content as key to their organisation. But experiencing the overload of messaging made us wonder what value businesses assign to different types of content.
Our survey said
So we opened an online questionnaire (a challenge when just finding a 3G connection is a blessing) and took a walk around the vast expanse of IBC in search of marketing professionals. Wandering from hall to hall, we got to meet many interesting businesses in the media and entertainment industry and chat to their hard-working marketeers, with our aim being to see how they value different communication tools, from trade events, through to press releases and social media content. It turns out 62.5% of the marketeers in attendance at IBC2019 consider trade shows to be more effective than other marketing methods.
Looking at the survey responses, we can see that thought leadership pieces, blogs and case studies are seen as the most effective types of content, followed by press releases and media alerts. Although social media came bottom of this ranking, 25% of respondents still chose this area as the most important content investment in 2020, with thought leadership/blog pieces leading the way with 31.25%. Interestingly, social media was chosen as a favourite and most frequently used source of information by the survey respondents.
Last but not least, b2b marketers want their content strategy to result in lead generation. This is seen as both a challenge and opportunity for 2020. Are you ready?
Thanks to all those who completed the survey and a big shout out to the 1,700 exhibitors, 55,000 attendees and 300 speakers who gathered at IBC2019. We’re already looking forward to hitting the trade show road again in the coming months – and remember to get in touch if you need help with developing your trade show media strategy!
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