EXECUTIVE SOCIAL MEDIA STRATEGY
CASE STUDIES
CASE STUDY 1️⃣
VP, GLOBAL PARTNERS, FORTUNE 500 ENTERPRISE
CONTEXT
The client is a Vice President of Global Partners at a Fortune 500 Enterprise located in Silicon Valley. Their goal is to build and establish their digital footprint via Twitter and LinkedIn, connect with prospects as well as current and future partners. And lastly, build their reputation for thought leadership online. Our in-house “white-glove” ghostwriting program was designed with these tasks in mind. Our key performance indicators (KPIs) included growing their number of engagements, audience, and clicks back to company web domains QoQ.
PROBLEM
Executive client has limited time, budget, and resources required for creating, reviewing, and approving social media content pieces and stories. An in-house “white-glove” ghostwriting program was needed to drive their social media presence and exceed broader executive communications goals.
ACTION
After completing an executive personal brand questionnaire, agreeing on terms, responsibilities, and content review cadence, we begin their social media content proposal and review weekly meetings. Here, the client’s executive communications director is presented with proposed user-generated content, branded videos, blog links, and PR articles, and 3rd-party content pieces from well-known publications aligned with their individual tastes, personal brand, and organizational goals. The pieces approved are then scheduled to be published on their social channels.
RESULTS
Our “white-glove” ghostwriting program supported this client for nearly 2 years. Over the course of time, the results exceeded our initial goals. In Q4 FY19 alone, our program specifically garnered +40% QoQ increase in engagements/reshares and a +31% QoQ increase in clicks to their enterprise web domains on LinkedIn.
CASE STUDY 2️⃣
EVP OF WORLDWIDE FIELD OPERATIONS, FORTUNE 500 ENTERPRISE
CONTEXT
The client is an Executive Vice President of Worldwide Field Operations at a Fortune 500 Enterprise located in Silicon Valley. Their goal is to continue establishing their digital footprint via Twitter and LinkedIn, build their reputation for thought leadership online, connect with employees, prospects, and current customers online. Our in-house “white-glove” ghostwriting services were tailored-made with these tasks in mind. Our key performance indicators (KPIs) included growing their number of engagements, audience, and clicks back to company web domains QoQ.
PROBLEM
The client has limited time, budget, and resources required for creating, reviewing, approving, and sharing social media content pieces and stories. Our in-house “white-glove” ghostwriting program was needed to drive their social media presence and deliver on broader organizational executive communications goals.
ACTION
After completing an executive personal brand questionnaire, agreeing on terms, responsibilities, and content review cadence, we begin their weekly social media content proposal and review process. At these meetings, the client’s executive communications director is presented with proposed user-generated content, branded videos, blog links, and PR articles, and 3rd-party content pieces from well-known publications. These pieces would be clearly aligned with the client’s personal tastes, brand, and organizational goals. The pieces approved are then scheduled to be published on their social channels using a social dashboard tool over the next ~2 weeks.
RESULTS
Our “white-glove” ghostwriting program supported this client for nearly 2 years. In Q4 FY19 alone, our program garnered +55% QoQ increase in engagements/reshares and a +12% QoQ increase in clicks to their enterprise web domains on LinkedIn. In fact, one of the client’s posts recapping Day 1 at the world’s largest creativity conference became one of the event's highest engaged posts on LinkedIn.
CASE STUDY 3️⃣
FORTUNE 500 EXEC VS FORTUNE 500 BRAND
CONTEXT
The client is an Executive Vice President of Worldwide Field Operations at a Fortune 500 Enterprise located in Silicon Valley. In late 2019, their goal was to launch a paid social media campaign on Twitter promoting the company’s recent leadership placement on a software market quadrant published by a well-known leading analytics firm via Twitter. Our KPIs included paid campaign budget(s), number of engagements, clicks back to company web domains, and engagement rate percentage (number of engagements divided by impressions).
PROBLEM
In addition to promoting this strategic software leadership and PR placement, the client was specifically interested in learning whether this news would garner higher engagement by target audiences on Twitter if delivered by a company executive versus a company-branded Twitter account. Both the company and executive client had limited time, budget, and resources required for driving these efforts. Our in-house “white-glove” ghostwriting program was tapped to do just that.
ACTION
Our efforts included driving campaign planning, creation, approval, and execution on two parallel paid Twitter campaigns. The hypothesis is showing how target audiences on Twitter, generally speaking, have a higher likelihood to engage with similar users online vs brands.
To prove this hypothesis, we ran two paid Twitter engagement campaigns:
One on a major company-branded B2B account;
One on a prominent and relevant company executive’s account.
The company-branded B2B Twitter account’s paid campaign budget accrued 12x the amount compared to the company executive’s. Other than than, both had the same target audiences, creative, similar copy, and CTA (call-to-action).
RESULTS
Our “white-glove” ghostwriting program supported this 14-day long campaign from ideation to post-campaign reporting. The results showed that the company executive’s paid campaign garnered a significantly higher engagement rate of 10% versus the company-branded B2B Twitter account which garnered a 2% engagement rate. Because of these results, the company now includes paid social campaigns as part of their ongoing executive communications strategy moving forward.
81% of employees believe that CEO's who engage on social media are better equipped to lead companies in the web 2.0 world.
–Source: Go-Gulf