Our Social, Content and Influencer PR Philosophy
We are not a traditional PR firm. Nor do we believe that model works in today’s interconnected, “always on” world. We are a marketing-driven PR firm.
We are built for the “always on” consumer. Rooted in strategic planning, driven by marketing and analytical thinking, we don’t believe social, content and influencer communications are stand-alone efforts. And rarely should they be one-off tactics.
They are strategic tools that should enhance the rest of the marketing mix.
In that sense, we are full-service, infused with extensive analytical capabilities to build on marketing-based insights that further engage your customers in your brand at the very point of potential interaction.
Most agencies use social listening tools to support community management of social programs. At C-K, we use social listening tools as a means to capture and analyze social data, not just secure media coverage or buzzy events because that’s table stakes. For us, it’s a very specific, focused process.
It’s all about analyzing who your brand’s friends are and why, how to find them, what really matters to them, and, most importantly, what will engage them to not only change their perception of your brand but positively affect their behavior toward it. Not just as one-off efforts, but as a strategic plan and process to implement programs at a substantial level that solidifies impact.
Influencer marketing is not simple, but it is where our company motto, “Make friends, not ads.®” really shines. That’s because we build relationships with influencers to turn them from paid product endorsers to true brand advocates. That only works if we ensure that the relationship is mutually beneficial and the desired outcome is crystal clear.
- Influencer Audits—the lynchpin of success. Our depth of knowledge about influencers means we know who they are working with—and they aren’t with our competitors, buying followers, or sharing fake news.
- Influencer Management – Influencer management goes beyond a signed contract. We stick close with specific procedures so that each influencer is delivering the best content and amplifying beyond the routine. That’s a critical step too often overlooked once the relationship launches.
Influencer Content Creativity
There are many, many types of influencers. Knowing which can bring a certain type of message to life that will resonate with their specific audience is a crucial step in our analytical process that drives our content architecture.
Content Architecture is complicated and central to everything we do. Sure, it has to be in service of multiple opportunities, such as infographics, social posts, blogs, videos and much more, spanning everything from media relations (earned media) to websites (owned media) to social (shared media) to sponsored (paid media). All of it is part of our PESO modeling.
Every great brand content effort needs a road map. Our Content Architecture System (including Content Planning, Content Playbook and our in-house Content Production) is very specific and in-depth. It’s designed to keep everyone (you, the agency, bloggers, influencers, etc.) on message, organized, and focused on those things that will solidify the brand perception and eventually alter behavior.