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WHAT WE DO

Stradella Road uses its unique experience and tactical approaches to help your company overcome obstacles, reduce risk, and thrive in Social Media.

We Build your Social Media Strategy in 5 Steps

1. Assessment & Diagnosis
Generalities are the kiss of death in Social Media: We work with clients to carefully define the target consumer set and understand what drives them, incorporating personas, psychographics, and life-stage segmentation. We also review operational factors (especially customer service and sales touch points) that can impact Social Media results.

Key Success Factors:
·      Clarify Objective(s)
·      Audience Targeting & Insight
·      Internal Audit and/or SWOT Assessment

Case Study: Download the Moviegoers 2010 study

2. Set Activation & Distribution Strategies
Earned Media must actually be earned: It requires everything from resonant and relevant creative concepts to skillful organizational integration and operational implementation. Stradella Road is more than a consultancy and we know from years of executing high profile Social Media campaigns how to find and deliver the Big Ideas that will resonate with your target audience. Our campaigns are built on the principles that add value in Social communities—Accessibility, Authenticity, Immediacy, and Personalization.

Our distribution strategies emphasize the Fast and the Flexible. Where possible, we go transmedia—with elements delivered systematically across delivery channels.

Key Success Factors:
·      Integration with Paid and Earned Media Programs
·      Campaign Duration & Timing Planning

Case Study: Broadcast Film Critics Association

3. Internal Process/Training
Transitioning from a central “push” marketing model to a collaborative one invites in new types of customers who are increasingly active and demanding. This in turn, requires companies to meet these new needs via a more active, engaged, and skillful staff. Stradella Road prepares your organization to be execution ready, because Social Media won’t work if your people phone it in or farm it out.

Key Success Factors:
·      Set/Clarify internal policies, procedures, protocols
·      Identify/train internal team members to manage process
·      Establish Crisis PR scenarios and guidelines

4. Build Awareness & Advocacy Platforms
Our approach tightly entwines Earned Media with Social Media in order to deliver vastly greater speed, and depth of distribution than traditional Paid Media can. We use buzz on virtual communities within social networks to trigger grassroots activation in real-world local markets, and vice versa. We call it Working the Virtuous Circle of Buzz.

Key Success Factors:
·      Identify, Manage, Create Evangelists
·      Establish Access, Content, and Velocity Management Plans
·      Data Mining

Case Study: Peter Jackson at ComicCon 09

Case Study: Lord of the Rings

Case Study: RealD 3D in-theaters branding

5. Evaluate, Optimize, Evolve
Social Media done right is an organic, living thing. Our approach can be used to incubate, test, and optimize creative concepts, products, and services. Our monitoring and metrics systems identify which triggers and actions achieve real results, and our modular, systematic messaging approach allows space for feedback and evolution.

Key Success Factors:
·      Executive Involvement & Support
·      Metrics
·      Long-term Strategy

Stradella Road helps activate and manage every step of the Social Media process, from setting objectives to internal training, execution, and optimization.

We’ve spoken to many executives who are dissatisfied with their company’s use of Social Media. They’re not clear on how value is created, or measured, and struggle against organizational structures that resist core community values such as Accessibility, Authenticity, and Immediacy.

Social Media platforms are distinguished from previous marketing vehicles by the high degree of participation they require to be effective, which can be challenging to an organization and its culture. We can help.