"Social media doesn't just thrive on short-term trends"

Werbewoche.ch: Last fall, TBWA\Buzz was launched as an autonomous social media agency within TBWA Switzerland AG. How do you look back on the first half of the business year? 

Michelle Steinauer: The time was extremely intense and turbulent, but at the same time very instructive. We were able to establish ourselves as a new social media agency, and it's particularly pleasing that we were able to successfully implement projects ranging from strategies to campaigns for almost all of TBWA\Zurich's existing clients. My personal highlight: The McRaclette campaign with the "Cheesiest Song Ever", the idea for which came from the creative department and we were able to make it fly with our expertise.

Which customers do you now have in your portfolio? 

In the meantime, we have three fixed accounts: McDonald's Switzerland, Mercedes Benz Vans and, as a new client, Nissan Switzerland. We were also able to develop project-related strategies, concepts and campaigns for other clients such as Ikea, Emmi, Beleaf, Credit Suisse and SBB.

There are several social media agencies in Switzerland - both as departments of other network agencies or as independent companies of various sizes. What makes TBWA\Buzz unique? 

This question makes me smile a bit, because what I think makes us unique is sometimes our undoing. We don't think in terms of post or platform, but in terms of a strategically derived ecosystem, which is based on key insights, data and studies. Because in my opinion, the question of "why" is often lost in the social media sector. Good ideas abound, of course, but sometimes they seem to be plucked out of thin air. Often, social profiles consist of a collection of individual posts and videos. But social media doesn't just live on funny content and short-term trends: It's about developing relevant content for the respective target group that emotionalizes - the way there (almost) always leads via a clear strategy.

You not only design social media strategies or provide support in creating posts; according to your website, you also offer workshops. In this way, you enable companies to take better care of their social media channels "themselves. What are the biggest challenges your customers face in this area? 

In addition to general topic workshops such as content creation, target groups on social media, new technologies and tools or strategies, one topic is particularly close to our hearts: advertising materials from multichannel campaigns are still far too often adopted one-to-one on social. We believe that campaigns need to be adapted to the social media environment not only technically - in terms of format, editing, etc. - but also in terms of storytelling and content. We show what matters if you want to play successful campaigns on social media. Especially for companies with large media budgets, this extra mile pays off. Because social media-specific assets help campaigns convert better - which means more engagement, better results, and lower media costs. 

Are there universal "basics" that every company should consider when it comes to social media presence? 

Listen to your community and ask them for their opinion and what they want to see. Because even if you think you know - your community knows better!

How is the TBWA\Buzz team structured?

We started in June with three people, today we are a team of seven. We are positioned for the whole of Switzerland, because we not only speak the national languages, but also live the culture of the Swiss regions from eastern to western Switzerland. It is important for us to understand the local humor. The team setup is hybrid with us: the social media managers are responsible for consulting, conception and strategy. Our content creators for creation. This enables us to fully cover the needs of our customers by working agilely, quickly and efficiently.

What else can you really "stand out" with in social media? Do you rather rely on good stories, on excellent aesthetics - or is it safest to "push" posts with additional ad budget? 

Added value is the magic word. There are thousands and thousands of profiles and brands on social media. In the end, it's not aesthetics or trends that decide whether you stand out in a positive way. An in-house example of this: McDonalds Switzerland is the most popular fast food restaurant in the world, people know the product range. But what emotionally connects people to McDonald's? It may be a feeling, a childhood memory or a personal experience. Our added value is to strengthen this connection to the brand and to create a new experience for the target group. Content with cultural relevance to stand out from the crowd.

What trends will be important in social media in the coming months? 

Trends like Maxwell or new challenges come and go. To anticipate them, it's essential to look at long-lasting global trends that are rooted in human values and relevant in Switzerland. Because it is from these cultural shifts - at TBWA we call them "Edges" - that short-term social media trends are derived. To understand trends of this scope, I can recommend going through the "Zeitgeist Report" of TBWA.