Agile processes can not only be used in project management and, for example, in software development, but can also serve as a blueprint for effective social media campaigns.
The flow rate has increased massively in the streams of the major social media platforms. The individual offers, the preferences of the people as well as the topic and design trends are developing faster and faster. And not only that. While the number of stars, influencers and micro influencers actively communicating here is exploding, the advertising and targeting options available to marketers are also multiplying. Brand managers have to face this change with all its challenges if their brand is to be visible in the social stream.
Lean and agile processes, as they are already known from software and product development, are particularly important now. They make teams faster and more flexible, but at the same time set the framework for the quality and authenticity of brand communication. In order to efficiently implement such workflows, there are a few points to consider – just like with conventional agile projects:
1. Define the strategy
A social strategy must be defined before the project starts – with the overarching goals of the measures. You might want to increase awareness and reach for your own brand, strengthen your image, show attitude or optimize conversion. Building a vibrant community or offering innovative services can also be legitimate objectives. In order to achieve the targeted results more quickly, sub-goals based on the current current situation should be defined, which can be checked using KPIs such as Reach, Share of Audience or New Visitor Conversion.
Another key question is which channels the target group uses for what. Because this determines which platform is suitable for which goal. Ideally, all of this is already established at the beginning of the project. Then you can pick up the necessary pace in day-to-day business.
2. Find your topic
A real dialogue with users can only arise if the core issues of the brand can be authentically communicated and brought into line with what the target group is really interested in. Those who inspire their users win.
In line with current trends, dm combines care tips and product information to create a colorful bouquet of how-to content that each has over two million followers on Facebook and Instagram. Regular product tests also increase involvement. Ikea is taking a similar path: tips & tricks help with furnishing. Posts also provide inspiration, some of which lead to funny battles with followers.
If the community is alive, there are further opportunities to activate followers: Immowelt asks its fans to present their stylish living spaces on Instagram with “Show us your home …” and then brings them online in order to tastefully stage their own real estate offers.
And brands like Fashionnova or Anastasia Beverly Hills in the USA have also grown up thanks to the contributions of their customers. Other brands like Ahoj-Brause or Dr. With hashtag challenges on TikTok, for example, Oetker show that younger target groups in particular like to be part of the staging via user-driven content if the topic and tone are right.
Ahoj-Brause roars: Become half human, half rocket. That tingles! ## powdery up
♬ Original sound – Ahoj-Brause
The common success factor: recurring formats and categories that make social media brand communication exciting. Developed to match the strategy, these form the basis for an editorial and action plan that enables rapid action within a defined framework. Agency and customer can then radically accelerate the necessary coordination processes in a joint workflow – for example via a virtual Kanban board.
3. Create scroll stoppers
Brands often have the problem in the social network that a large number of competitors and influencers also occupy their topics. This usually requires attention. Real ‘scroll stoppers’ – i.e. posts that attract attention in the social stream and activate users – help against this. This works, for example, via an unmistakable social media CI. For example, McDonald’s Germany presents itself on Facebook and Instagram with posts that follow recurring design patterns. And Comdirect also stands out thanks to its high visual recognition in the stream.
Another way is to make the brand visible through your own channels. Internationally, Puma relies on multi-faceted social media storytelling, which connects superstars like Usain Bolt and many micro influencers with sport, fashion and street style and offers lots of authentic entry points into the brand world – often with a direct e-shop connection.
But a clearly defined attitude can also lead brands to success – Nike, for example, shows. The commitment to “Black Lives Matter” reflects a purpose that has long advocated equal rights for all ethnicities, religions and genders – a strong signal from one of the most successful brands on the social web.
Scroll stoppers are the remedy for mediocrity and boredom. You maximize visibility, involvement and relevance. Anyone who wants to use them needs a strong framework in which teams can act courageously, quickly and freely. These can be visual parameters – but also moral ones, as the example of Nike shows.
4. Be prepared for any eventuality
Everyone is afraid of it, but nobody can really prevent it in social space: the shit storm. A little carelessness or a misunderstood tip – and the unbridled hurricane roars around your ears. No brand is really immune from this. However, it is important that the high speed on the Internet and the short life cycle of trends and opinions do not paralyze decision-makers. At best, they have a plan in hand so that they can react quickly.
With case-related reaction concepts and emergency plans, those responsible for social media protect themselves against all possible incidents and situations and thus lay the foundation for fast, targeted reactions. The focus should be on the following aspect: Who is authorized to make a decision on which incident and must be contacted? The boardrooms should always be included – depending on how serious an incident is. True to the motto: Better prepared than sorry.
With efficiently and intelligently implemented agile workflows, social media managers can significantly improve all areas of their strategy. It is crucial to balance clear guidelines with the requirements of agile working. This increases the pace – and at the same time the chance of real, authentic interaction between your own brand and users.