KINSHIP is the web of social relationships that form an important part of human societies: connection. KINSHIP refers to the foundation of social relationships in human cultures; how human social groups are constructed β their patterns, meanings and obligations; and also why they are constructed at all. To understand KINSHIP, brands need to understand the patterns, the groups, the conversations, the people, and ultimately the data. A data-driven strategy not only lays out Kinship touch-points across the customer journey, but also looks outside of marketing and communications for sources of stories β areas like customer service, sales, product development, technical support, human resources, and customers themselves.
βIn one week we went from having no social media plan to a well executed strategy and all social sites established and publishing good quality relevant content. The quality of the content found by the KINSHIP digital team and their responsiveness exceeded my expectations.β
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