As individuals, we are part of the greatest audience the world has ever known. According to The Hollywood Reporter, 88% of consumers consider visiting and posting on social networking sites a form of entertainment. Social has made it possible for us to actually participate in this entertainment. We’re part of the show.
If we collectively make up the social audience, brands make up the entertainers who take the stage. A brand could even be an individual -- many thought-leaders are incredible entertainers. However many times a brand is a company, with a full team of artful and creative thinkers developing content and campaigns designed to engage with the social audience.
A recent example of a brand leveraging social and the social audience as a form of entertainment is an exchange of tweets between Kit Kat and Oreo which was started by a follower of both who professed her love of each. Kit Kat responded two days later challenging Oreo to a game of tic tac toe to win Laura's affection. In an epic exchange of wit, Oreo paid a compliment to Kit Kat, leaving the sticks half-eaten, and the rest of us entertained.
Brands are taking the social stage as a part of the everyday content we consume. Moontoast empowers brands to create rich media units to deepen this interactive experience. By allowing the social audience to touch and play with a branded experience, brands are ultimately driving awareness, purchase intent and identifying hand-raisers who want to know more.
The Moontoast family tree is rooted in Nashville, TN, where, as an early-market social solution, we paired nicely with many music industry labels, who are historically early adopters of new technology. Their willingness to experiment opened our eyes to the market's need for better tools to activate the social audience and collect vital data while doing so.
Working with labels such as Universal and Big Machine, and artists from Lady Antebellum to Tim McGraw, we were able to hone best practices around promotions, and we started to see some parallels to the concerts these artists would perform. Take away the physical world and apply the concert philosophy, and we saw a structure at the foundation of each successful campaign we were running. Each contained a promotional period, a call to action, and an encore. We started advising clients to devote their content calendars to support this strategy.
Relative to an email drip campaign, in which a series of emails to customers is 89% more effective than a single email, we see a similar lift in social.
We discovered that multiple posts over a short period of time (24 hours - 3 weeks) will increase reach, interaction, and conversion. Facebook and Twitter advertising can also extend the reach and repetition of the units, and provide amazing targeting options which can optimize your ad spend.
The Impact of Social on Entertainment
A few weeks ago I joined my good friend Annie Ortmeier, digital marketing expert in the entertainment industry, to hold a webinar in which we discussed some of the Moontoast campaigns she ran during her time at Big Machine. We reviewed the market dynamics and evolution that has created this incredible opportunity to leverage interactive rich media to achieve real business results and ROI in social. Annie talked in detail about the strategy and execution of campaigns with Brantley Gilbert and Tim McGraw, and how these entertainers are entertaining on social. If you missed it, you can watch it below.
As brands, it’s time to take the stage and entertain the social audience. We can do this by paying attention to our social audience and curating events for them to take part in. At Moontoast, we want to help make those interactions immersive and provide incredible data insights that demand an encore. Contact us today to find out more.