SOCIAL MEDIA CONTENT MANAGEMENT

Strategic Social Media

An event management company wanted to increase its online presence and needed a strategy to engage potential customers. With numerous social channels established but not active, they turned to Yelram for guidance.

Challenge

The company, which had recently launched as a new brand under a large transportation company, needed to establish its own online presence to demonstrate expertise in employee training, event marketing, and mobile event marketing. The internal marketing team didn’t have the bandwidth to take on content development or social media management on a regular basis.

Solution

We started with an audit. To create relevant content, we needed to know what topics, sources, and information our client’s customers – both current and potential – consume. So we researched news sources and industry sites to gain a thorough understanding of the space. This informed a list of sources that would help to ideate compelling, timely content. 

We built a schedule. Everything we did for our client mapped back to a regular cadence of earned, owned, and shared media. A monthly calendar of content and insights was built to provide information that would be valuable to the audience and establish our client as a thought leader on critical topics. .

We activated and adjusted. Once the rhythm of business was successfully achieved, we activated LinkedIn as the best channel to engage the audience and generate the most ROI. We transformed a dormant page to a hub of information and engagement that continues to be a resource for customers and prospects, as well as a distribution channel for original blog content that positions company SMEs as thought leaders in their space. 

Results

During the first six months, we drove a twelvefold increase in posting frequency that created direct engagement with their audience. By boosting awareness for the brand and highlighting points of view relevant to their audience, we helped attract the right individuals to the page. This played a pivotal role in the client securing a new business lead that became a significant contract: a boon to the new business entity.