OPPORTUNITY
As a global cyber-security and data-protection company, Acronis brought us on to help their internal team with social media management, fresh strategy and content creation and to run their employee advocacy program for a one-year contract.
OBJECTIVE
I needed to distinguish a refreshed approach in an existing brand that allowed customers to get engaged, feel part of the community, and build brand trust.
ACTION / RESULTS
Across a one-year activation with teams across all facets of the company (HR, Foundation, Sports, Product, PR, Leadership, DEI, Data Center, Communications, Sub-Product Speciality, YouTube influencers.)
32,174,605 total impressions
• 20% increase in followers
• 5.24% engagement rate
Women's History Month Campaign
• Created content pillars to highlight each part of the company on this DEI effort
• Experimented with polls on social media, creating content that focused on employees, and utilize content creators across different sectors to make a video for internal and external use.
Employee Advocacy Program
Worked with the internal team for a one year activation to manage and innovate on their internal program to boost organic reach through GaggleAMP making content for LinkedIn and X.
• 83,207,318 impressions
• 5 countries
• 4 languages
• +20% YOY growth
• Wrote copy and directed 16 graphics every month customized for each region
• 7.8% engagement rate
In-House Social Media Training
Employees ranged different background (geographically, language, age, technical knowledge) and all had a different idea of what “success” looked like on social media compared to leadership.
Trained employees to:
• Optimize profile: headshot, banner images, bio, links, job copy
• Overview of social media platforms updates and best practices
• Post: how to create a post, different types of post, making social-fist content
• Engage: Benefits of reposting, commenting, and engaging in professional circles
• Start a newsletter to put their thoughts into a measurable stream
YouTube
Found the main pain points were there were too many teams owning this product (social media was not one of them) and this resulted in many different styles of branding, copy, video and community engagement.
• Conducted bi-weekly meetings with major stakeholders to align on strategy
• Hired a motion graphics designer to create a unified branding experience (intro slate, auto slate, and a customer intro/outro slate for each vertical with different CTAs)
• Reviewed all videos and identified a set of curated playlist to make it easier for a user to navigate
• Took down outdated videos with information that was no longer relative
• Created a how-to guide for engagement and community management