Paid social media is where you connect consumers with content and brand culture. It’s serious business, and the key to a strong social strategy is defining clear business goals. Our social specialists work obsessively with our platform partners to create hyper-targeted, adaptive paid campaigns built around core media principles: audience-first approach, creative and technical innovation, and performance transparency.
One of the most important elements of social planning is building campaign structure to work with each platform. Platforms like Twitter, YouTube, and Facebook perform best using a granular structure, while others, like Pinterest, can yield better results with a broader audience set. Our in-depth knowledge of each social platform allows us to build campaigns that perform and adjust dynamically and provide true insights into audience behavior.
Audiences vary across platform and device, so it’s important to develop overlap segments and reporting. We study them on a daily basis; from the moment of launch, we test, learn, and adjust to align with segments with the most potential.
As a data-led agency, we view social platform technology as large opportunity for our brands. In fact, the technology that we’ve integrated and developed in conjunction with our platform partners is a large part of what makes our programs so nimble. Our expertise ranges from custom audience management to lead generation and visualization technology.
Adopting the appropriate structure and tools to plan and manage campaigns allows us to quickly and seamlessly access reporting data, which simplifies audience and creative optimization, ultimately making the most of every dollar.
And when you put it all together, it’s a beautiful thing. Check out our work with ‘Beats by Dre’ on the award-winning ‘Straight Outta’ campaign – the world’s most successful social campaign of 2015 – https://www.pmg.com/blog/pmg-wins-big-at-cannes/.