Sky: Integrating content creation and social media

Define social objectives, KPIs and reporting mechanics to provide a read-across for PR and Marketing teams.
A 1970s TV
In: Content creation and social media, Communications strategy, Community management, Social media strategy, Projects

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.

Written by
Chris Reed
I set up Restless Communications in 2011 to create strategic and integrated campaigns for brands I believe in. Away from work I shout at Arsenal, listen to loud music, and walk my dog.
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