Tips on social media marketing taken from Taylor Swift’s 1989 album

Sophie Hardbattle By Sophie Hardbattle

It’s fair to say that I am jumping right on that ‘Taylor Swift loving band wagon’. She’s a savvy feminist who sings songs that either make me dance like my dad or feel feelings I never knew I had. Not to mention she’s also a digital marketing GENIUS…

What!? She is!

Taylor Swift on social media

Swifty's use of social media is great, take her ‘Taylurking’ campaign, for example. Taylor lurked (or Taylurked) through her fans’ social media pages, found out all about them and sent them personalised gifts. It was a huge success with the video receiving over 17,000,000 views on YouTube.

And obviously there’s her most notable use of social media- her open letter to Apple on Tumblr.

So what else can we learn from Tay? I take a look at what digital marketers can learn from some of her lyrics in the 1989 album… You may think this is a desperate and slightly tedious attempt for a digital marketer to ‘out’ her obsession with Taylor Swift… And you are right, it totally is.

Understand your brand

Song: Shake It Off-

“Cause the players gonna play, play, play And the haters gonna hate, hate, hate”

Do you know why the players are gonna play and the haters are gonna hate? Because they know who they are, they understand their brand identity and do what they do best…

For me, understanding your brand is one of the most important parts of starting any online strategy, including social media marketing, launching a website or an app. I know, I know: it seems like such an obvious point! However, you’ll be surprised by the amount of times business owners have started their online strategy without properly outlining who/what their brand is! Knowing what your business’s key selling points are, the brand identity and the tone of voice will be very helpful in running social media or any other online strategy. Here at Eden Agency, we suggest having these documents to refer back to when handling your brand on social media:

-TOV document- how to talk to your customers online -House rules- what to do and what not to do when posting on behalf of the brand -Canned responses- a list of brand responses for FAQs

Once you have these nailed you can then do what you do best: digital marketers gonna market, market, market (not as catchy, ey?).

Understand your audience

Song: I Wish You Would-

“You always knew how to push my buttons You give me everything and nothing”

How could you possibly understand the brand properly without understanding the audience!? You can’t! The whole point of being online, really, is because your desired audience is there. So your whole strategy is likely to be focused on pleasing possible customers and reinforcing the brand’s identity so you’re the first company they think of when they need your product or service.

Once you understand your audience, you can create content that they will engage with and enjoy.

A part of knowing how to ‘push your audience’s buttons’ is getting the right mix of content- it’s tricky! Some companies focus on selling, selling, selling: “buy this”, “buy that”… It can become tiresome. Obviously some selling is needed, after all, the audience liked your page because they like what you have to offer! The trick is to have a nice mix of content. Beware though, some companies can go too far the other way, posting irrelevant ‘like hungry’ content that is just pointless. You need to try to post product/service/industry related content that is interesting and isn’t always focused on selling.

Know your objectives and KPIs

Song: New Romantics-

“We're so young that we're on the road to ruin We play dumb But we know exactly what we're doing

You know your brand identity: check.

You know your audience: check.

Do you know your objectives and KPIs? I’m sure you’ll know your overall business objectives but have you considered digital marketing specific ones? They are likely, on a whole, to support your business objectives. Knowing your aims, objectives and KPIs will also help in deciding what campaigns you want to run, which key influencers you want to create links with and what content to create. For example, one overall business objective may be to increase sales. A digital marketing objective to support this could be to increase sign ups to your company’s newsletter (a.k.a increasing the number of people you can market to directly). This will likely dictate the nature of your social media campaign: creating content that encourages people to sign up.

Integrate your marketing communications

Song: You Are In Love-

“You can hear it in the silence, silence You can feel it on the way home, way home You can see it with the lights out, lights out”

Okay, I admit it, this may be the most desperate attempt to link a digital marketing tip to Tay Tay’s lyrics… But just bare with me! It’s kind of there.

I would say, most companies are getting the hang of this: having a brand identity that is fluid throughout every platform. The main reason this is important is because it constantly reinforces the brand message to customers and potential customers. You won’t be “that company" that does “that thing”… You will be, well, your company that does your company’s thing.

Create loyalty

Song: Blank Space-

“Keep you second guessing like oh my God Who is she? I get drunk on jealousy But you'll come back each time you leave"

There’s a saying that I once heard, “Customer satisfaction is worthless, customer loyalty is priceless”. Giving your customer a pleasant experience is great but creating a loyal customer is 100 times better.

On average, 20% of your customers can be considered ‘loyal’ (have visited your business at least ten times), however that 20% drives 80% of your total revenue- Marketing Profs. These figures show just how important loyal customers are to any business and emphasise just how big the benefits of creating customer loyalty can be.

So how can digital marketing help with building a loyal customer fan base? There’s loads of ways! Social media marketing, for one, offers a platform for you to acknowledge your customers and converse with them one on one. This allows you to show your customers how much you appreciate them and make them feel more inclined to use your business again. You can also use social media or email marketing to give your customers perks for being loyal- offers for example. One of the biggest and best ways to encourage loyalty amongst customers is by launching a loyalty program which Sarrah discusses, in more detail, in these three blogposts:

Be a memorable brand

Song: Welcome To New York-

“Everybody here wanted something more Searching for a sound we hadn’t heard before”

Being memorable- it’s tough. How do you get your content out there, make people take note and then for them to remember your brand somewhere down the line? Well, there’s loads of ways… Like acting first… Basically, having your finger on the pulse and being the first to react or publish content.

An example of this is Lidl’s promotional campaign from last year. A member of staff at Sainsbury’s accidentally hung up a poster in the front window that was actually meant for the staff room. The poster asked for staff to encourage each customer to spend an extra 50p. Within a matter of days, Lidl created a promotional campaign that made fun of this poster, with their own, which read “Fifty pence challenge”… “Let’s encourage every one of our lovely customers to save as many 50ps as possible”. This was a great campaign that got people talking!

Lidl vs Sainsbury's

Another example is from 2013, when Oreo’s quick and witty tweet received over 15,000 retweets (10,000 of those retweets happening in one hour). Basically, there was a blackout during the Super Bowl that lasted 34 minutes. In that time Oreo tweeted this post:

You can still dunk in the dark - Oreos

It got people talking- with some left wondering whether the tweet received an even greater payoff than the company’s original ad, which cost millions to create.

How did Oreo mange this timely response? Well, apparently, they had a 15 person social media team poised, ready to respond to whatever happened. They also prepared content before the Super Bowl, for example, an image to post if either team wins. Find out more about how well Oreo did on ”How Oreo Won the Marketing Super Bowl With a Timely Blackout Ad on Twitter”.

So there we have it, the tips that we definitely can learn from the 1989 album… You just have to really really listen… And use your imagination... And squint whilst tilting your head.

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