The remarkable thing about social media is that you can test and adjust along the way, so the best social media programs evolve over time. Our philosophy is “crawl, walk, run.” Carefully define your goals and objectives. Create a few manageable initiatives to start. Launch, measure and learn from them. Then adjust and expand on them as the platforms evolve and you move forward.
Case Study: Bridgestone – Teens Drive Smart
Through comprehensive driver safety awareness and education programs, Bridgestone Americas is committed to equipping all motorists with the information and resources they need to become better, safer drivers. Public Strategies promotes these programs through media relations, government relations, internal communications, and events ranging from the Secretary of Transportation’s Distracted Driving Summit and Oprah Winfrey’s No Phone Zone kickoff, to SADD conferences and rallies at high schools.
To help carry the message further, Public Strategies Digital worked with the Bridgestone Americas PSI client team to create an interactive website targeted to teens to provide timely safety tips, stats, quizzes, news, advice, an education curriculum and other resources using gaming technology, social sharing capabilities, video, contests, and a blog authored by their peers.
In addition, the Public Strategies Digital and Bridgestone Americas client teams work together to manage the social media platforms for the campaign, including YouTube, Facebook, Twitter, and a monthly e-newsletter. The campaign has been a great success, generating media coverage, web traffic, and social media community members.
Case Study: Corporate Communications for Volkswagen Group of America
Volkswagen Group of America (“VWGoA”), is the North American operational subsidiary of Volkswagen Group. VWGoA is responsible for five brands: Audi, Bentley, Bugatti, Lamborghini, and Volkswagen cars. It also controls VW Credit, Inc. (or VCI), Volkswagen’s financial services and credit operations. VWGoA wanted to leverage social media to extend the Groups primary messages of a strong presence and commitment in America.
What Public Strategies does
We engage an approach that provides a human voice to the company.
Public Strategies Digital has been the lead agency for the Group’s corporate site for two years, developed a process to integrate media relations messages, and capturing content appropriate to the umbrella group. A social media team including a daily manager, online strategist, and web development team are assigned to the account.
Their responsibilities include:
- Communicating with brand teams to ensure all social media efforts are coordinated, including messaging, inclusion or preclusion of certain information, etc.
- Ensuring messages and approach to content are in line with the leadership’s vision.
- Attending major media events, such as plant openings and car unveilings to capture video and photographic content to provide a more engaging social experience.
- Determining what content supports the social media program goal to promote the company’s overarching messages, and what should be left to the specific brand sites.
- Ensuring content is presented across all platforms (Twitter, Facebook, Flickr, the Group’s corporate site, the Group’s intranet, YouTube, car enthusiast blogs, etc.)
- Staying on top of emerging social trends, such as geolocation, that may improve the online strategy.
The team measures success by the level of engagement by reporters, employees and community leaders on our sites. Because we aren’t selling a specific product, or offering a service to sign up for, our measurement relies on qualitative metrics such as posts, shares and cross-platform users.
The social media program is deemed successful by the client due to the outreach numbers developed so far without any outside advertising. The next step is to include online advertising that pushes people to our social media outlets. In addition, we are working toward taking the company’s scholarship program online in order to drive more traffic.
Case Study: Direct Marketing for Tenet Healthcare
Tenet Healthcare wanted to determine whether social media could be used to successfully promote a specific medical procedure or service in its hospitals. Public Strategies Digital proposed a pilot program for bariatric services for a Tenet hospital in the Houston area. This allowed Tenet’s marketing team to experiment, adjust and measure a social media effort on a small scale before investing in a corporate-wide national effort.
What PSI Digital did
Because the decision to have bariatric surgery is a major and very personal one, we recommended developing three online avenues: a Facebook page, YouTube channel and a hospital blog. These outlets provide the opportunity to cultivate prospective patients through storytelling, shared experiences of other bariatric patients and demonstrating the process through video.
Additionally, PSI Digital proposed developing a blog by an existing patient, Donna B., to document her journey so that others could understand, and become comfortable with, the pre-and post-operative process. On a weekly basis, our social media manager had discussions with Donna to gather content for blog postings.
Integrating advertising and the client’s call center
A limited advertising budget meant that we had to be prudent to get the online word out about Houston Northwest’s bariatric services. We used geo- and demo-targeting to identify prospects, increasing Facebook “likes” by 400% in the first month. Working with their central call center, we tracked calls through a unique number assigned to the social media effort.
How we measured
Our client was very clear: get people from the social media sites to attend pre-operative seminars. Our pilot resulted in a significant increase in seminar attendance, which was directly linked to the social media effort, and a new bariatric patient. The latter provided a 200% return on the investment in the three-month pilot program.
This pilot program provided a social media template for Tenet Healthcare that can be used by other hospitals within in their system and for any of their procedures, thus avoiding the “start-up” costs incurred in the development of a social media strategy for medical procedure sales.