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The Framework

Our 3 phase framework process is designed to give you a powerful social media vision & success strategy.

At Bridge & Tunnel we love solving problems. Problems like:

How to get people to stop scrolling on social and click
 
How to drive more revenue through social
 
How to get your brand out of the generic content “rut”

Our 3 phase framework process is designed to give you a powerful social media vision & success strategy.

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01.

Discover

We start in the details. Digging deep into quantitative data from social and digital analytics, audience insights, sales results and the numbers that matter. Then we start to build a bigger picture of your business and brand by immersing ourselves in industry trends, brand handbooks, stakeholder interviews, consumer Q&As and anything and everything we can get our hands on to establish your current challenges and identify some exciting opportunities.

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02.

Explore

Using the research and insights uncovered from the discover phase we’ll invite your key stakeholders from across the business to join us for a creative workshop. Don’t be surprised if we ask for representation from customer service or the buying team! The best results often come when we facilitate collaboration across the business. The outcome of the workshop will provide our creative team with the foundations from which to develop some clear and well-defined content themes rooted in consumer insights and your brand values.

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03.

Define

The content themes that emerge from the exploration phase are combined with all the other learnings from the Discover phase to create a tangible and actionable social strategy, with a clear focus on your brand and social media objectives. Your new social media strategic blueprint will include an action plan for the following:

Social media ambition
Channel strategy
Consideration cycle
Amplification strategy
Measuring success

Our framework  comes in 3 different tiers

Framework  Mini 

In the Mini version of the framework, the Discover phase focuses primarily on organisation supplied data and desk research. For the Exploration phase, we run a mini creative workshop with the key stakeholders (limited to a maximum of 3 stakeholders). The output is a content focussed framework.

GREAT FOR:

Creating fresh content themes for short projects/campaigns, updating existing content themes.

Framework  Classic 

In the Classic version of the Framework, the Discover phase includes a stakeholder workshop and includes customer validation and takes the form of quantitative research. The focus is on assessing the percentage of customers who have one of the suggested needs, the importance of each need, the degree to which they feel the organisation is currently serving these needs. With the “customer” research complete, we analyse this data and feed it to the NeedRank™ algorithm in order to produce a Needs Matrix and Initiative Scorecard. The result is a comprehensive social and content strategy, that is validated by your target audience(s).

GREAT FOR:

Creating fresh content themes for short projects/campaigns, updating existing content themes.

Framework  Pro 

In the Pro version of the framework, the Discover phase validation takes the form of qualitative and quantitative research (mixed methods). A set of face-to-face or telephone interviews capture data about “customer” behaviour. When we’ve conducted qualitative interviews with a sample representing the “customer” groups identified in the stakeholder workshop, we extend our findings with quantitative research. With the “customer” research complete, we analyse this data and feed it to the NeedRank™ algorithm in order to produce a Needs Matrix and Initiative Scorecard. The result is an “all singing all dancing” framework that gives your organisation a long term brand, social & content strategy that is fully validated by Qual & Quant.

GREAT FOR:

Creative rebranding, brand turnarounds, long term planning 1 year+.

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