We understand that, while essential, maintaining a website is no longer sufficient to qualify as an online campaign. Our online communications campaigns involve monitoring and analysing trends in the online environment, marketing and website optimisation, maintaining blogs and profiles as well as carrying out online audits and surveys. Our approach obviously pays off: in 2010 one of our online campaigns (www.sustainablethinking.eu) was shortlisted for Digital Campaign of the Year at the European Public Affairs Awards (www.epaawards.com). Unveiled in April 2010 by Vinyl 2010, this global platform was developed with young people in mind to learn about and discuss sustainability. It illustrates how an online campaign can unleash the power of social media. By launching a creative multimedia competition, people were mobilised to join the platform, which now has more than 1000 members from over 90 countries
The rise of social media has transformed citizens into journalists, consumers into critics, networks into communities. One small click links thousands, if not millions, and as a result, corporate and industrial sector reputations can immediately be put under the spotlight. The trust and credibility that took so long to cultivate can be tarnished within a matter of seconds.
At Cambre, we have developed our own Social Media strategy so as to better understand how online conversations can influence our clients’ issues,and disseminate their messages through these same amplification channels. Listen, prepare, engage and measure are the basic steps needed to monitor the buzz, identify the so-called influencers, anticipate threats and react accordingly. We don’t set up Twitter accounts or YouTube channels just for the sake of it. We make social media a critical part of our integrated communications campaigns to guarantee that the voice of important stakeholders is heard by the people who matter.