Exponent launched as a new brand one week before the 2017 Mobile World Congress (MWC) in Barcelona, Spain. Using smart social, we increased their social engagement on Twitter organically. Exponent (with only 406 followers at end of the show, and virtually zero before the show began) was the 15th most engaged handle at MWC 2017 and outperformed many of the largest companies in the world in social engagement.
Exponent was Verizon’s new business and technology venture (2017) that offered a portfolio of software and internet platforms designed to enable carriers around the world to quickly deploy and launch next-generation solutions.
The Problem
Exponent had a lack of strategy and social presence. This isn’t surprising as the product was brand new — launching only one week before the 2017 Mobile World Congress (MWC) in Barcelona, Spain — and its social media channels did not have a big following or an established presence online.
Adding to that, large campaigns and event campaigns take time and involve a lot of planning, and we only had five months to strategize and implement while working with a novice in-house social team.
The Prospect
The work Thulium provided for Verizon (at their live events and influencing with our CEO, Tamara McCleary, led to the opportunity to grow the Exponent presence and support the product launch at Mobile World Congress.
The Plan
Led by the demonstrated success of Tamara’s influence with the Verizon Enterprise account, we built a custom social media strategy (developed a plan, set goals and key performance indicators (KPIs), and managed deliverables) that focused on increasing brand and influencer engagement as well as Share of Voice (SOV) at the event.
We did this by learning everything we could about the brand: target audience, pain points, goals, etc. Then, we evaluated the information we collected, identified gaps and opportunities, and created a customized plan complete with metrics for measuring success.
In doing so, we helped craft messaging, graphics, a hashtag, and a live-streaming video strategy, encouraging client input and making sure they were involved with the process every step of the way.
We then put the strategy into action while monitoring the channel performance and real-time engagement during the event. A series of live Twitter video streams (and periscope) were shared both by Tamara and the Exponent handle.
Lastly, we pulled daily and weekly metrics against the KPIs to track (and improve) the channel performance throughout the event and held true to project timelines and deliverables –doing whatever it took through long hours and multiple rounds of revisions.
The Payoff
Simply: increased overall social engagement on Twitter organically.
Exponent performed exceptionally well at MWC in Barcelona. With only 406 followers at end of the show, it was the 15th most engaged handle at MWC 2017 and outperformed ALL of the other companies in social engagement – including other Verizon handles and established brands and competitors, many of which have much larger advertising and social media budgets.
The performance of the Exponent Twitter handle was driven by a number of factors, including the exclusive engagement of Tamara who is ranked in the Top 10 of overall conference influencers, and was ranked the number 1 individual influencer, surpassing the number 2 influencer by over 1,000 interactions (retweeted posts, shared tagged images, and conversations on Twitter including the noted handle).
Exponent ranked #15 overall and number 1 by Influencer Index, which is calculated based on the number of interactions of a Twitter handle as a function of the handle’s total followers. In fact, during the final day of MWC, the Exponent handle ranked in the Top 10 of interactions for the 24-hour period, demonstrating growing influence strength as the conference proceeded.
Individual Exponent leadership persona handles also performed well at MWC, even though most handles were freshly launched just prior to the event. Individuals who participated in sharing photos and co-creative management of their own handles with Tamara ranked the highest.
In addition, 25 live-streaming videos resulted in 6,291 total views, and the total reach was almost 3.2M over 11 days.
The Promotion
Do you want these kinds of results? To see how Thulium and its team of influencers and planners can up your organization’s social game contact us now.