JoussenKarliczek GmbH is an independent, owner-managed communications, branding and advertising agency based in Schorndorf, near Stuttgart. My job was to develop brand and social media strategies for both the agency itself and customers.
Contributions:
Social media strategy
Social ad management
Social media campaigns
Content development
Monitoring of measurements
Advising customers
Brand Strategy
As a Brand Strategist, I conducted interviews with target groups of our clients, developed empathy maps and recommended actions for brands and their communication measures.
I created strategy presentations and developed guiding ideas for brand campaigns together with copywriters and graphic designers. Even if I’m not allowed to show any of it, I’m happy to tell you more about it.
Social Media Strategy
The fact that social media can do more than just entertain has now reached most companies. With the right strategy, it can engage potential employees, customers and partners.
Determine the is state Of the nearly 600 followers on Instagram, a large number were former employees, photographers or friends of the management. Not necessarily the people who would become potential customers.
Create a plan To address the desired target groups, we had to do what we always advise customers to do: Define them and align our content accordingly.
To find out who we would like to address and which channels make are best for JK’s communication, we worked out target groups and communication goals in several workshops.
We always had to keep in mind that the current followers are not yet one hundred percent in line with our desired target group and that engagement could therefore drop for the time being.
This helped us to get from spontaneous posts without an editorial plan to strategically developed content formats that offer added value to potential applicants and customers.
For example:
Sayings that show the craft of the copywriting department and the values of JK
Use cases of previous customers
Faces of new employees in a recurring setting
Templates with a colour scheme to fit the corporate branding
By constantly researching, testing formats and attending social media events, I was able to bring new trends and knowledge to JK and their clients.
After some time, we could tell which formats were working well and which were working less based on the metrics (followers, reach, clicks, video views, etc.).
To show the range of JK’s skills and the experts behind the agency, the social media team and I created a series of short videos for Instagram, LinkedIn and Facebook: #60secondswithJK.
For the production, we wrote a list of questions, determined the setting, and started with a few videos to see the feedback. We improved the concept along the way and evaluated the numbers.
Evaluate and stay tuned After five months of posts in the uniform corporate design, new formats with added value and regular stories and reels, interactions and impressions increased significantly.
Investing for the long term To better track the success of the strategy, we started running ads and evaluating them. We also asked all new customers how they had found us.
JK has now reached the 800 follower mark and continues to use the content formats I introduced.
In addition to the internal social media accounts, I managed the social media channels for various clients, developed strategies and content to reach new audiences, and placed ads.
Lessons Learned
Fast moving business The social media world is constantly evolving: platforms change with their users, new formats and platforms emerge, regulations change.
If you don’t want to lose sight of the big picture, you have to keep informing yourself, exchanging ideas and testing many things yourself.
People like to see people A strong brand goes hand in hand with the people behind it. This is just as true for social media: People want to see who is behind it, want to associate emotions with the brand and the product or service.
That’s why it’s so important to involve the entire team in the process.