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See how Jive Software Built Awareness with Office Hero Campaign
 

See how Jive Software Built Awareness with Office Hero Campaign

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Traditionally marketed as an enterprise collaboration tool for senior executives, Jive Software wanted to reach a new audience and broaden awareness for their SaaS application for teams. Through ...

Traditionally marketed as an enterprise collaboration tool for senior executives, Jive Software wanted to reach a new audience and broaden awareness for their SaaS application for teams. Through analysis and content strategy, they launched a multi-faceted social campaign around the “Office Hero”—creating a persona, an interactive social experience, and a mix of paid, earned, and owned social content. The social content created performed 43% better than email and 170-190% better than traditional advertising.

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    See how Jive Software Built Awareness with Office Hero Campaign See how Jive Software Built Awareness with Office Hero Campaign Document Transcript

    • CHALLENGE: Jive’s social business platform enables better collaboration for people at some of the world’s largest companies. However, in the summer of 2012, Jive wanted to emphasize their focus on being a SaaS application for teams. Additionally, they wanted to reach a new audience – managers that run highly collaborative teams. Previously, Jive sold primarily to senior executives. To accomplish this shift, they needed to create a campaign that aimed to generate increased awareness of their cloud software offering, as well as cultivate increased social engagement and reach for the brand overall. SOLUTION: Jive engaged the Spredfast Services team to provide counsel around how best to reach their goal. Analysis delivered in advance of the campaign helped inform content strategy and effective ways to drive social engagement among existing and new audiences. The result was the creation of the “Office Hero” social marketing campaign, which challenged the “doers” in organizations to let their voice be heard and try a 30-day trial of Jive for Teams. The multi-faceted campaign established an “Office Hero” persona, an interactive social experience, and utilized a mix of paid, earned and owned social content to drive additional reach and engagement. Case Study RESULTS: Jive Software is one of the world’s leading social business providers. Their platform combines the power of big data, enterprise integrations and social collaboration technologies to help transform businesses. Increased reach: 150% more Facebook fans and 12% more followers on Twitter Facebook engagement rose from 5.9% to 45% 2.7 million impressions in 6 weeks Social promoted content performed 43% better than email and 170-190% more than traditional advertising We are extremely pleased with the success we’ve seen with both the Spredfast technology and their world-class Services team. “ DEIRDRE WALSH | SENIOR SOCIAL MEDIA MANAGER
    • 200 W. Cesar Chavez St. Austin TX 78701 512.538.0460 | spredfast.com | @spredfast | info@spredfast.com TAKEAWAYS: • Reach + Engagement = Conversions • Ultimately, compelling content drives engagement. • Social is not “one and done” marketing. Once you build the audience, you have to keep them coming back for more. Know what resonates and how to optimize your content mix for continued success. HOW SPREDFAST HELPED: • CONTENT ANALYSIS AND CHANNEL STRATEGY: Upon analyzing Jive’s social data, Spredfast delivered strategic recommendations on how to best optimize content for the “Office Hero” campaign, highlighting opportunities for increased engagement on each of Jive’s social channels. • ENGAGEMENT STRATEGY: Spredfast proposed the launch of an “Office Hero” persona, a fictional character, who embodied the spirit of the campaign and would engage on behalf of the brand. The goal was to make the brand relatable and fun to Real Office Heroes (the community manager audience), without diluting Jive’s position as an industry thought leader. Although many consumer brands have seen success with this strategy, it was an untapped opportunity in the B2B market. • PROMOTED CONTENT: Spredfast and Jive worked together to create a series of social advertisements and promoted content on Facebook and Twitter to help increase the campaign’s reach and drive additional engagement. Optimized information, combined with advanced audience segmentation and targeting, drove success of the campaign. • ANALYTICS: The social publishing and engagement analytics in the Spredfast platform allowed Jive to easily track social KPIs like activity, reach, and engagement. Spredfast reporting features allowed Jive to see how the campaign was doing at a high-level, but could also drill down to how a specific tweet performed. • CUSTOM SOLUTIONS: Spredfast worked with Jive to create a custom Facebook app (http://www. facebook.com/fans.of.jive/app_275196839251084) to further promote the campaign and drive meaningful engagement. This app immersed users in the Office Hero campaign by leading them through a quiz that determined the type of “Office Hero” with which they most identified. Then, they could share their results with their social networks in order to drive virality.