Market Assessment & Research | Marketing Communications Strategy | Training & Capacity Building | Implementation Support | Corporate Social Responsibility
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Market Assessment and Research
Understanding online communities requires in-depth listening and analysis of what stakeholders care about online. Informed organizations and companies make better decisions about how to communicate online. It can be a struggle to determine where stakeholders gather information on the social web, and the most relevant way to reach them. Zoetica’s proven market research methodologies have helped inform dozens of nonprofits and companies about their networks, and how to approach them with impactful conversations.
The depth of research conducted includes quantitative and qualitative analysis using tools like content scans, surveys, tonality studies, interviews, market analysis, and competitor benchmarking studies. Our work has included writing research reports and white papers for organizations like the American Red Cross, the Case Foundation and the Philanthropy 2.0 project.
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Marketing Communications Strategy
Everyone needs a plan of action to achieve their goals. Without a strategy that integrates online communication into an organization’s larger goals, there is little chance of success. Zoetica strategy services focus on achieving business objectives, then choosing the right tactics to get results – be they Facebook Places, blogs mobile content and many others. Strategy and outcomes should always define tactical choices about tools and approaches.
Yet strategy is more than simply getting from A to B, it also requires a deep understanding of stakeholders and their expectations of the organizations that are interacting with them online. This requires a sense of balance between organizational objectives and the needs of the community. With measurable outcomes in mind, Zoetica’s strategies find the intersection point to inspire your community and achieve results.
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Training and Capacity Building
Networked communities demand authenticity from nonprofits and companies. To be successful, organizations must cut out the middle person and communicate directly with stakeholders. Zoetica trains an organization on how to directly interact with its social networks using a wide variety of tools and approaches. Workshops include a 90 minute, half-day, one-day, or two-day class curriculum, custom developed for clients.
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Sometimes organizations need a little more. Need a strategist in your corner through the launch? Does your organization need engagement guidelines and more resource capacity in order to succeed online? Companies and nonprofits looking to incorporate word-of-mouth, social media, social networking and other online communication into their culture and organization often find challenges with legal, human resources and other interests within the organization.
Zoetica team members are available to coach you through your online communications implementation and program launch. Whether it’s brokering initial relationships with online community members; crafting guidelines and policies to guide the process of adoption of new communication, social media and marketing strategies; or recruiting the right person to become the voice of the nonprofit or company, Zoetica can help.
Photo Credit: Geoff Livingston
Corporate Social Responsibility
Aligning with a cause is a great way for a for-profit company to both raise its profile while doing something good for society at large. For nonprofits and causes, having the right corporate partner can leverage the impact of the social change work. Creating a balanced corporate social responsibility (CSR) program that’s authentic to both the company and the nonprofit while appealing to consumers requires a sophisticated strategy.
Marketing goals and change actions combine to form a necessary blend for success. In creating this unique type of strategy, Zoetica works with your organization to map the program towards desired marketing outcomes that also support a “theory of change,” or social results, for the effort. Zoetica has counseled organizations like Pepsico, and written market research papers on CSR with Network for Good and the Society of New Communications Research.