Hired to develop a social media strategy and influencer marketing campaign for Verizon Enterprise, Thulium significantly boosted their organic social media engagement on Twitter at five separate live events over the course of the year. As a result, Verizon exceeded their baseline and sales goals at the end of each event and had clients raving about their consistency of message.
The Problem
Verizon’s Enterprise team was using social media as a PR tool — but broadly broadcasting messages on every platform. Because they didn’t have a clear strategy, they weren’t seeing the growth they knew they could.
The internal social media team realized they needed to bring in the experts to help them move their social efforts forward and stay competitive. Overall, they had a general lack of experience in developing and executing social strategy for an event – and they had five events fast approaching over the next nine months, many of which overlapped, and the first of which was just a month away.
The Prospect
Our CEO, Tamara McCleary, had developed personal relationships with executives at Verizon on her social accounts. Her Thought Leadership coupled with her well established performance (her success on social media; engagement and amplification) demonstrated that her team could help solve Verizon’s challenges on social media for these events.
In addition, we were also able to prove ROI with the influencing Tamara provided for other large B2B events for companies like IBM and SAP.
The Plan
Our strategy included competitor and peer group audit and analysis , hashtag and messaging strategy, influencing strategy (where Tamara will be and when and the content she’d help amplify) and engagement strategy. We also provided ongoing reporting throughout each event to show performance success and gaps in coverage upon which to improve and optimize.
We also set up social listening streams to monitor throughout each event:
- Hashtags (event + industry)
- Competitors
- Important people to engage with
- Queued up the social messages + creative to match event schedules
- Continuous monitoring on social analytics (daily + weekly reports)
The Payoff
Our efforts and strategy significantly boosted Verizon’s organic social media engagement on Twitter at the five events over the course of the year. Verizon exceeded their baseline and sales goals at the end of each event and had clients raving about their consistency of message.
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.