ARE YOU AN ORANGE BABY?

 

Social Strategy

 

 

Launching anything into the Social world requires a lot of thought and planning to ensure you've got all the boxes ticked.

 

Just being 'social' isn't enough these days, you have to have a focus for going social and also a team who are commited to maintaining your voice across all the different social touch points.

 

So to start the Orange Baby social launch we had to go back to the basics. Educating everyone about what's involved was the first task, then defining who would do what was the second hurdle.

 

Once a team was defined then the next focus was to create the rational about why Orange baby was going social, to define what they expected from the process.

 

Then we look at the content for the launch, the stories, case studies, health features, etc. Everything has to be collated and defined in both copy and visual elements (film & photo). After this we build the different campaign sets for use across the different social platforms. Each campaign story will have different touchpoints that allow the same feature to be reposted under new headings to get the maximum mileage from the content.

 

Once we have our launch assets ready, then the team move to the live launch day, when everything kicks into action and the first posts go out into the social world.

 

 

Now that things have got real and gone live, the Orange baby social team monitor the feedback and maintain a steady flow of information across the platforms. As feedback comes back, they adapt and edit their responces to suit, keeping the launch fluid and responsive to the viewers interests.

 

By the end of the first phase evaluation of the metrics will give details on what is successful and what should be dropped. New features will be launched into the mix to replace dead items, whilst successful feeds with continue to grow and evolve.

 

The ultimate goal is to educate about the charities role, getting supporters to engage with the values and share them amongst their networks. Additionaly we want to drive supporters to the Orange Baby website where they can support the charity via donations and through buying baby related products from the OB shop.

 

The Charity launch is set for mid 2015, this is when things get interesting...