RSNO
// Orchestrating a Social Media Approach
THE BRIEF
As one of Europe's leading orchestras, an effective social media presence is key to the RSNO's success. RSNO had an active social community but wanted a more strategic approach across each of their channels. They got in touch with us to create a social media and content strategy to help them achieve it.
THE SOLUTION
The next step was to devise a social media content strategy: developing personas, a tone of voice and content themes for each of RSNO's social channels. Finally, we developed a best practice 'ways of working' document as a practical guide to help them execute their new social strategy to its full potential.
We created and presented different variations of the strategy for different stakeholders, ensuring that each group were provided with the information that was most useful to them. For example, the marketing team were provided a more in-depth look at how the new strategy would work for those running the social media marketing day-to-day.
For any large organisation, getting buy-in from all stakeholders can be a challenge. To kick off the strategy planning, we spoke to people from all business areas of the RSNO: from the marketing team to the back office staff and the musicians themselves.
This helped increase buy-in for the project, as well as providing us with invaluable insight from the RSNO team about their vision for social.
Alongside stakeholder interviews, we conducted a full competitor benchmark analysis, which helped us shape objectives for RSNO's social activity and define the key target audiences.
THE RESULTS
THE CLIENT
The Royal Scottish National Orchestra (RSNO) is an internationally renowned orchestra.