- Have any questions?
- 02 9247 6000
- media@commsroom.co
- Have any questions?
- 02 9247 6000
- media@commsroom.co
Sophie Winter, an experienced communications professional, Manager of Content and Social at the Australian Wildlife Conservancy, understands the challenge of cutting through the digital noise to create meaningful, lasting connections. Her approach focuses on balancing authenticity, emotional resonance and strategic clarity, ensuring that messages not only reach audiences but resonate deeply.
As a speaker at the upcoming 3rd Annual Public Sector Comms Week, Sophie will delve into strategies for fostering genuine engagement in an overcrowded online environment, offering practical insights that brands and organisations can use to stand out while staying true to their purpose.
I consider a genuine connection in the online environment to be akin to that in the physical: a meaningful, authentic, and reciprocal interaction that leaves both parties feeling positively aligned.
When developing community building and engagement strategies, I find it helpful to revert to the fundamentals of human connection—empathy, trust, communication, and shared knowledge/experiences—and consider these in my approach.
Brand managers and marketers can build genuine connections with their audiences online via social media comment threads, review sites, community forums and groups, live events and webinars, virtual communities, etc. Any platform that allows for a meaningful, two-way conversation to be shared is a good place to start.
In today’s digital environment, audiences increasingly crave authenticity and a sense of belonging—brands that deliver on these needs create a strong foundation for enduring success.
To connect with their audiences emotionally, brands need to first deeply understand them—who they are, what they enjoy, what they don’t, and why. This knowledge drives strategy and allows for all content and communications to be created with an audience-centric mindset.
Here’s my quick list:
This is a critical component of good marketing—facts build trust and credibility, while emotion drives deeper connection and action. The key to balancing the two is knowing when and how to use them both.
Our marketing team at Australian Wildlife Conservancy is fortunate to have access to real, science-based information, plus the best talent (cute animals and the hardworking Aussies who protect them). This makes crafting compelling narratives a lot simpler than other brands I’ve worked for.
Read also: Featured Leaders 2024: Paving the path for impactful, purpose-driven messaging
My advice is to use the sources of truth you have available to you (i.e., scientific reports, performance statistics, customer testimonials, product reviews, etc.) to build solid key messages that underpin all your communications. Then layer these messages with emotionally appealing visuals and real stories to showcase your brand/product, while connecting with your audience on a personal level.
People value honesty and transparency and are savvy enough to flick past dishonest or exaggerated content, so real is the keyword here.
Cluttered is a great descriptor of today’s online environment. With endless amounts of content, advertising, and opinions, it can be truly challenging for marketers to effectively cut through the noise and ensure our messages reach the right people at the right time. I’ve learnt that taking a tailored, strategic approach is the best way to achieve this.
Get to know your audience/s using qualitative and quantitative research methods so you can create relevant, personalised content for them. Use authentic visuals and stories, leverage social proof, and explore various content styles to determine what works best. Testing and trialling is a big part of marketing, increasingly so with social media’s ever-changing algorithms and fast-moving trends. There’s nothing wrong with this, as long as you’re analysing and improving as you progress.
I measure impact by tracking content engagement rates, audience sentiment, CTR, and conversions from campaign-specific content. It’s a constant refining process to ensure what we’re putting out continues to hit the mark.
As I’ve mentioned, it’s super important for brands to humanise their communication efforts if they want to build stronger, more authentic relationships with their online audiences, bolster engagement, and break through the noise. Here’s a few things I recommend:
Sophie Winter’s expertise in purposeful, human-centred communication is a timely reminder that amidst the clutter, it’s the quality of connections that ultimately defines success.
Don’t miss the opportunity to learn from her thoughtful strategies and actionable advice during the 3rd Annual Public Sector Comms Week. Check out our other events here.
Adrianne Saplagio is a Content Producer at Comms Room, where she combines her passion for storytelling with her expertise in multimedia content creation. With a keen eye for detail and a knack for engaging audiences, Adrianne has been instrumental in crafting compelling narratives that resonate across various digital platforms.
