Client: E4, Channel 4’s youth network
Services: Social Strategy, Creative workshops, Editorial positioning, Content creation, Community management, Social TV Playbook
Along with a colleague from London Strategy Unit, I was tasked with creating a new, more workable social media strategy by UK broadcaster, E4.
Instead of delivering a huge deck at the end of the project we opted for a hands-on approach in which we split the project into 3 phases and held workshops for each phase to ensure a collaborative approach. These phases were:
Social Media 101 (which included the audit and general social TV best practise advice)
Who are your audience and how do you activate them – An in-depth look at everything we knew about the E4 social audience, the E4 shows and how to create the magic Venn diagram of social media between the two.
Creating compelling social content for broadcasters. How to create real-time content, where to source curated content, what’s a social tone of voice, community management.
How to create a working social media process – including sign off, role assignment, tool recommendations and reporting goals.
To ensure that the hypotheses we had based on the findings of a social audit were correct I community-managed the primary E4 social accounts for five days to test them out. In that space of time, I took Twitter engagement up over 40%, impressions up by 143% and on one day alone got over 250k organic Twitter impressions which had previously taken 10k in Twitter ads to achieve. Over on Facebook, I doubled organic reach and added 5k more followers (again, organic) within a week.
I also established a Tumblr presence, created bespoke content strategies for each channel, identified the key shows for the E4 brand and ran workshops on creating real time and curated content, community management and put together their social media process.
I introduced the team at E4 to the concept of fandom and how this could be used to their advantage to create a more engaged community.
On completion of the project, I delivered the E4 social media playbook which included the E4 content strategy, best practise guidelines for social TV, engagement planning for pre, TX, and video on demand, tone of voice guidance, posting time recommendations, and advice sourcing curated content.