Blog and Social Media Marketing Strategy

Worked with a Fortune 500 software company to create a strategy identifying social marketing opportunities. The client's goal was to use less traditional marketing vehicles to communicate their unique value proposition to customers.

CHALLENGES

Help client explore the use of social media as a means to engage in a conversation with customers

Establish value by providing greater access to technical, product, and solution based information via Forums, Blogs, Communities and other social tools

Enable client to communicate a unified business/value proposition

Monitor the conversation ecosystem: Radian6

Identify the online influencers and determine the most effective way to work with them

Measurement KPI’s

2,500 blog views in first quarter 50,000 visitors to new web site Six media references of product Two speeches at industry conferences Increase leads 30% Increase Klout.com 20 points

SOLUTIONS

Conducted market research and quantitative studies to understand how social media is used in IT and the software industry

Assessed industry and corporate web site to develop best practices in user interface and social marketing execution

Created social media user profiles to guide social marketing recommendations, mapping back to user needs

Created a social marketing plan for the client

RESULTS

Exceeded all measurement KPI’s

Successfully launched the first "corporate blogger" for client and currently the client is in progress of launching an extended blogging program

Expanding upon current Social Media marketing strategy