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COLOUR DEVELOPS SOCIAL MEDIA FRAMEWORK
Colour is a company guided by a philosophy that gets closer to the customer. Developing trust between brands and their communities is something that the company has worked with a number of organizations on to connect them with customers and understand them better. This has taken them to new directions with digital communications ideas, advice and solutions. ”We work together with our clients to find innovative ways to reach the people that matter the most to them,” says Savior Joseph, Colour’s Director of Digital Delivery. “Increasingly, this has meant a greater focus on digital communications.” Colour’s social media framework is called MAIS – Monitor, Analyze, Interact, Spark. Key lessons associated with this structure are that brands need to measure and optimize on an ongoing basis. “Brands need to be different and interesting,” says Savior. “Their communities will help them in achieving this by offering feedback and ideas." But first comes educating clients on these relatively new mediums.
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Colour's Savior Joseph speaks to a group
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This starts with an introduction to the technology and their users. “The market is very fragmented,” says Savior. “We focus on the importance of multiple touch points in brand communication to maximize reach. It’s not just about using one single channel to influence your target. This shows the importance of integrated marketing and communications.”
Colour especially focuses on the impact of the Baby Boomer generation and how they are shaping the future by being early adopters of new technology that is highly user friendly. They also focus on the power of influential users in the various mediums who can persuade target markets with a clear, relevant message.
“There is power with establishing relationships with trusted individuals,” says Savior. “Having a relationship with people and influencers in your market is a great tool. One of the keys to building trust online is reciprocity. In today’s world of marketing you need to give something to the consumer just to get their attention. Great storytelling also leads to building trust online.”
All of these lessons come back to the MAIS approach to building an online community. Colour believes it's important to a part of the community that’s already existing and feels it's important to provide content and information that is relevant to that community.
Colour has transitioned this strategy into effective solutions for brands like the Government of New Brunswick, Nova Scotia Tourism, The Dalhousie Department of Psychiatry, Royal Lepage Atlantic, the IWK and many others. “We have worked with lots of clients, large and small,” says Savior “who are including social media and communications as a central part of their marketing and communications strategy."
For more information on Colour's work, visit the Colour website.
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