Social Amplification

Brands that used social channels such as LinkedIn, Facebook and Twitter to amplify content and messages to prospects and customers.

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The Goals

Sage wanted to use social media content to attract and engage the startup community in the UK through videos inspired by the popular Humans of New York project. The company launched a global Instagram channel, and wanted to increase top-of-funnel social content on Facebook and Twitter to generate reach and engagement. An additional goal was to promote the company’s Sage Summit event in Chicago.

Sage knew that in order to penetrate the startup audience, the company needed to work with a content creation expert that was also a social influencer. As a result, the company partnered with Mark McDonagh and Graham Hussey, collectively known as Startup Van.

The Assets

Sage opened a week-long pop-up content studio in London — the Humans of Business Pop-Up Content Studio — and interviewed 75 different startup executives. The company produced 225 videos, which were then divided into three types:

→ "The Experience," which included interviews about startups, so they could share the story of what they do and how they got started.

→ "Quick Fire Round," which were more fun and light quick-fire interviews with startups.

→ "Sage Advice," which were 60-second videos with startups giving their best piece of advice to other startups.

The first two video categories were co-branded and published by both Sage and the Startup Van in order to maximize reach. The third video category was exclusive to Sage.

The Results

The program’s video content launched on June 20, 2016. Since then, the company has achieved:

→ A 47% increase in standard engagement on the @SageUK Twitter account;
→ A 66% increase in standard engagement on the Sage UK Facebook page;
→ 1.8 million Twitter impressions and 763 total engagements on Facebook; and
→ A reach of 46,215 people on Instagram, generating 273 total engagements.

Additionally, the company posted three Facebook Live videos from the studio, which achieved:

→ 2,460% increase in standard Facebook engagement;
→ 1.28% reach engagement rate — compared to the standard of 0.05%; and
→ 25,724 people reached on Facebook, 804 live video views and 575 engagements.

Lessons Learned

Videos are prime content assets to share on social media. Use pre-recorded videos and live tools to generate awareness and top-of-funnel engagement in a cost-effective way.

The Goals

The Wilde Agency wanted to increase brand awareness and highlight its unique selling proposition as an integrated marketing agency that leverages the science of human behavior.

The Assets

The agency published a blog post, titled: “Don’t Miss Out: The Curious Science of FOMO in Marketing & Advertising,” to explore the three major behavioral science principles that drive the cultural phenomenon known as FOMO, or “fear of missing out.” The post featured a brief history of the term, three behavioral science principles and a call to action inviting readers to connect on social media.

The Results

Between Feb. 10 and Oct. 13, 2016, the post generated 1,125% more views than the average post on the company’s blog, which was broken down in the following ways:

→ 84% social media views and referrals;
→ 11% search engine referrals; and
→ 5% direct traffic to the blog.

Lessons Learned

Educational content about a popular term or trend piques readers’ interest and, in turn, boosts engagement.

The Goals

Optum Provider Marketing wanted to develop a content strategy that focused on creating short-form, persona-based content that would be valuable for Optum audiences and feed multiple nurture campaigns and promotional initiatives. The team also wanted to leverage LinkedIn, Twitter, Facebook and blog followers to share new and existing content from the company’s thought leadership library.

The Assets

Optum Provider Marketing developed the “#5in5 — Industry Experts Answer Five Questions in Five Minutes” campaign, its first broad-reach thought leadership and social media campaign. The campaign was designed to be a conduit and support mechanism for all other Optum Provider Marketing initiatives, by leveraging thought leadership content focused on moving prospects through the buying cycle.

A new “#5in5” episode has gone live every week and includes original content — either a video, podcast or article — along with at least three topic-related online resources, links to curated news articles and gated Optum thought leadership content. Episodes are amplified through LinkedIn, Twitter and Facebook.

The Results

One year after launch, the campaign continues to drive interest and business to Optum through social channels. Key results include:

→ 321 tweets received 4.1 million impressions, 6,548 clicks and 19,484 engagements.
→ 36 posts received 856,158 impressions, 3,177 clicks and 2,875 engagements.

Lessons Learned

The more relevant and targeted your content is, the most interest and engagement you’ll drive.