3.3: Creating content for your campaign

Figure \(\PageIndex{1}\): Stencil graffiti encouraging reader to think. (Unsplash free-to-use license; Lucie Hošová)

This section is remixed from this chapter by Cheryl Lawson, which is licensed under a Creative Commons Attribution 4.0 International License)

Author and marketing executive Avinash Kaushik’s “See, Think, Do, Care” framework is an innovative strategy to understand your target public’s journey and align it with your social and digital content. Imagine it as a cycle that your publics are constantly flowing through, with each stage reflecting a different state of mind, a different need, a different level of engagement.

Here’s a brief rundown:

See: This is the largest possible audience, all the folks out there who could potentially be interested in your ideas, products, or services. They may not know they need your idea, product, or service yet, but you’re trying to catch their eye.

Think: This is a subset of the “See” crowd. These are the people who are actively thinking about an idea, product, or service like yours, but haven’t quite made the decision to act yet.

Do: Now we’re getting into serious territory. This group is smaller still, made up of people who are ready to make a move. They’re ready to donate, buy, subscribe, download, you name it.

Care: This last group is the cream of the crop. These are your most loyal publics. They’ve donated, bought, subscribed– they’re happy, and they’re likely to do it again. Not only that, but they’re also likely to tell their friends about how great you are.

Now, how do we tackle content for each of these stages? This is where the fun begins. Each stage requires a different approach.

The beauty of the See-Think-Do-Care framework lies in its versatility and applicability to virtually any social media campaign. It provides a clear roadmap to content creation, helping you address the unique needs of publics at different stages in their journey. Let’s break down how to use it in your social media strategy:

See: At this stage, your aim is to raise awareness and attract potential donors, supporters, fans, customers, voters, etc. Content here should be engaging, informative, and shareable, but it doesn’t need to directly promote your idea, product, or service. Think of blog posts, infographics, and videos that answer common questions or solve problems in your field or industry. Share this content on your social platforms to attract a broad audience, gain followers, and build your reputation.

Think: Here, your audience is contemplating their options. They’re aware of a problem or a need and are actively seeking solutions. Your social media content should guide them towards your ideas and offerings without being overly promotional. Case studies, testimonials, product comparison posts, and ‘how-to’ content that features your cause, product, or service can be effective here. This type of content can help sway their opinion in your favor and push them further down the funnel.

Do: At this stage, your public is ready to take action. They’ve done their research, they’ve weighed their options, and they’re ready to make a decision. The content here should be targeted, direct, and persuasive, with clear calls to action. Offer exclusive discounts, highlight the unique selling points of your cause, product, or service, share product demos, promote free trials, and provide direct links to donate, register, subscribe, etc.

Care: This stage is all about nurturing and retaining your existing publics. Engage with your loyal publics on social media by sharing user-generated content, offering exclusive promotions or sneak peeks at new products/services/events, and asking for their input on upcoming promotions, events, features, or products. Your goal here is to keep them interested and engaged with your organization, transforming them into brand advocates.

 

SunnyFit: Applying the "See, Think, Do, Care" Framework in Social Media Marketing

Using Avinash Kaushik’s "See, Think, Do, Care" framework, SunnyFit, a boutique fitness studio, can structure its social media marketing to align with its audience’s journey and drive engagement and loyalty. Below is a breakdown of the framework as applied to SunnyFit:

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See: Awareness Stage

Objective: Attract a broad audience by increasing awareness of SunnyFit’s brand.
Content Strategy:

• Share visually appealing content like reels showcasing vibrant group fitness classes, quick workout tips, and behind-the-scenes glimpses of instructors preparing for sessions.
• Use hashtags such as #SunnyFitVibes, #GroupFitnessLife, and #FeelGoodFitness to expand reach.
• Collaborate with local influencers who align with SunnyFit’s brand values to introduce the studio to a wider audience.
  Platforms: Instagram, TikTok, and Facebook for reach and visual storytelling.

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Think: Consideration Stage

Objective: Encourage the audience to consider SunnyFit as their go-to fitness solution.
Content Strategy:

• Post educational content addressing common fitness questions or myths, such as “How to Start Strength Training Safely” or “5 Tips for Staying Motivated.”
• Share testimonials or transformation stories of SunnyFit members to build credibility.
• Host live Q&A sessions on Instagram or Facebook to answer potential clients’ questions about fitness goals and membership options.
  Platforms: Instagram Stories, YouTube, and blog links shared on social media.

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Do: Conversion Stage

Objective: Motivate the audience to sign up for a class or membership.
Content Strategy:

• Offer time-sensitive promotions, such as “Join This Week and Get Your First Class Free!”
• Run retargeting ads on platforms like Facebook and Google for users who visited the website but didn’t complete sign-ups.
• Use call-to-action posts encouraging immediate action, such as “Click the link in our bio to book your spot in tomorrow’s class!”
  Platforms: Paid social ads on Instagram and Facebook, email campaigns targeting leads.

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Care: Loyalty Stage

Objective: Retain existing clients and turn them into brand advocates.
Content Strategy:

• Share user-generated content (e.g., clients tagging SunnyFit in their gym photos or workout milestones).
• Create exclusive content for loyal members, like “SunnyFit Member Spotlight” posts or shoutouts.
• Offer referral discounts or loyalty perks for members who bring friends or renew memberships.
• Use direct messages and surveys to gather feedback and continually improve the experience.
  Platforms: Instagram DMs, member-only Facebook groups, and email newsletters.

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This framework ensures SunnyFit delivers tailored content at every stage of the customer journey, fostering not only growth but also long-term relationships with their audience. 

By understanding and implementing the See-Think-Do-Care framework, you can ensure that your social media content is hitting all the necessary touchpoints, effectively guiding your audience from awareness to conversion, and beyond.

Discussion 3.3

1. How can the "See, Think, Do, Care" framework be adapted for different social media platforms like Facebook, Instagram, or TikTok? Which platforms are most effective at addressing each stage of the framework, and why?

2. How does the "Care" stage of the framework contribute to building long-term relationships with your public? Discuss how user-generated content, loyalty programs, or exclusive offers on social media can strengthen this stage.

3. Choose a successful social media campaign and identify how it used the "See, Think, Do, Care" framework. How did the brand or organization move their audience through each stage, and what lessons can be applied to future PR campaigns?