SOCIAL MEDIA STRATEGY
CASE STUDIES
CASE STUDY 1️⃣
ORGANIC SOCIAL MEDIA STRATEGY FOR A B2B SaaS START-UP
CONTEXT
In August 2023, a B2B SaaS start-up specializing in financial wellness benefits sought to enhance its brand presence and lead-generation capabilities through organic social media channels. Their goal was to optimize their social media strategy and execution across six brand channels.
PROBLEM
The company faced several challenges:
Limited Online Visibility: The brand struggled to gain sufficient online visibility and engage with its target audience in the competitive B2B SaaS industry.
Insufficient Lead Generation: The existing social media strategy was not effectively generating leads, hindering the growth of the sales pipeline.
Stagnant Follower Growth: The company's LinkedIn profile was experiencing stagnant follower growth, impeding its ability to expand its network and influence.
ACTION
To address these challenges, the following actions were taken:
Comprehensive Social Strategy: A comprehensive organic social media strategy was developed, tailored to the B2B financial wellness industry, with a focus on the unique benefits offered by the start-up.
Content Optimization: High-quality content was created to resonate with the target audience, addressing pain points and showcasing the company's solutions. This content was strategically scheduled and published across the six brand channels.
Engagement and Networking: The team actively engaged with the audience by responding to comments, and messages, and participating in relevant industry discussions. This personalized approach aimed to foster meaningful connections.
LinkedIn Revitalization: The LinkedIn Company Page was revamped with a more professional and engaging appearance. Consistent posting of industry insights, case studies, and success stories was implemented to attract and retain followers.
RESULTS
The actions taken yielded significant results within a six-month period:
Sales Pipeline Growth: The organic social media marketing efforts resulted in the creation of a $36,000 sales pipeline within just 30 days, showcasing the effectiveness of the new strategy in generating leads.
Organic Follower Growth: The company achieved a remarkable +55% increase in organic follower growth on LinkedIn. This expansion of the professional network positioned the brand as a thought leader in the financial wellness sector.
Enhanced Visibility: The start-up's online visibility improved significantly, leading to increased brand recognition and trust within the B2B Financial Wellness industry.
In conclusion, the strategic overhaul of the organic social media approach for this B2B SaaS start-up led to substantial improvements in lead generation, follower growth, and online presence. The success of this case study underscores the importance of a tailored and proactive social media strategy in achieving business goals.
CASE STUDY 2️⃣
ORGANIC SOCIAL MEDIA STRATEGY FOR ADOBE'S DIVERSITY & INCLUSION SUMMIT
CONTEXT
In September 2019, a major Fortune 500 technology company, Adobe, hosted its second annual Diversity & Inclusion (D&I) summit, Adobe For All, in San Jose, California. The company sought to amplify the reach and impact of this significant event through a targeted organic social media strategy.
PROBLEM
Adobe faced several challenges:
Limited Event Visibility: The D&I summit needed to gain greater visibility among its target audience, including employees, partners, and the broader tech community.
Real-time Engagement: Effectively sharing live updates, speaker quotes, and event highlights on social media to engage the audience during the summit was a challenge.
Metrics for Success: Adobe needed to measure the success of its social media efforts, particularly in terms of engagement and reach, to justify the investment in the D&I summit.
ACTION
To address these challenges, Adobe took the following actions:
Comprehensive Social Media Strategy: A comprehensive organic social media strategy was crafted specifically for the Adobe For All Summit. This strategy included content planning, posting schedules, and audience targeting.
Live Event Coverage: Adobe used live tweeting and Instagram Stories to provide real-time updates from the summit. This included sharing speaker quotes, event highlights, and behind-the-scenes content to create a sense of immediacy and involvement.
Engagement Maximization: The social media team actively encouraged engagement through compelling visuals, interactive content, and the strategic use of hashtags. This aimed to foster discussions and participation during and after the event.
Metrics Tracking: Adobe diligently tracked and analyzed social media metrics to measure the impact of their efforts. This included monitoring organic engagement, reach, and audience sentiment.
RESULTS
The actions taken during Adobe's Diversity & Inclusion summit resulted in impressive outcomes:
Enhanced Event Visibility: The organic social media strategy significantly increased the visibility of the Adobe For All summit, reaching a broader and more engaged audience than in previous years.
Real-time Engagement: Live tweeting and Instagram Stories successfully captured the essence of the event, allowing remote participants to feel connected and engaged.
High Engagement Posts: The social media strategy yielded the account’s most engaged posts for Adobe in Q4 FY19, garnering over 500 organic engagements on the @AdobeCareers Instagram alone.
In conclusion, Adobe's strategic approach to organic social media for its Diversity & Inclusion Summit demonstrated the power of social media in amplifying the impact of corporate events. The success of this case study underscores the importance of real-time engagement, audience targeting, and metrics tracking in achieving social media goals and event objectives.
The average person bounces between seven different social networks per month.
Source: Sprout Social, 2023