Ever since brands started using social channels, there has been discussion about exactly where it sits in an organisation
Is social a marketing channel? Or best suited to reputation-management or publicity? And what about customer service?
We were asked by Sky to help develop a series of unified objectives, KPIs and reporting mechanics which could hold their own on marketing, PR, web traffic and customer-service dashboards.
Our model encompassed traditional earned media (i.e media relations), modern earned media (i.e. social, including ownership and management of influencer-relations) as well as paid and owned channels to support programme and product launches.
We developed a strategic approach to content development and social media performance which ensured that social could be seen to support multiple objectives across the organisation.
The results
Sky's could immediately apply a much more strategic and 'joined up' approach to their social channels.
Following this piece of work we were asked to run a full-day workshop across marketing and communications teams to coach and support the teams as they developed their quarterly social strategy.
