Spredfast ZGM Agency Case Study

case study ZGM Collaborative Marketing is a mid-sized agency based in Calgary, Alberta. Staying true to “collaboration,” ZGM is a full-service agency that is specialized in seamlessly integrating strategic, creative, interactive, media and social services.Challenge: Results:As an innovative marketing agency with services ranging fromadvertising and digital capabilities to strategy and planning and The time spent monitoring &design, ZGM knew it was only a matter of time before brands managing social initiatives was cutstarted to realize the value of using social media as a way to in half by using Spredfast.achieve larger campaign goals. To stay ahead of the curve, ZGM Improved reporting and analysiswanted to start providing social media services as another core of the success of campaigns andcompetency for helping clients solve their business problems. ongoing initiatives by providing keyHowever, as a mid-sized agency, they knew the challenges insights.of managing an organization’s social media presence werecomplex and that they couldn’t do it alone. The ability to start building benchmarks for engagement levelsSolution: and set measureable goals to workIn early 2011, ZGM proactively began the search for a software toward.vendor to partner with, knowing a social media management Added-value of ongoing training,system would help their team manage clients’ social media whitepapers and excellent customerprograms more efficiently and effectively. After looking at service from Spredfast for improvedmore than 10 vendors and conducting trials with five, ZGM social capabilities at ZGM.chose Spredfast based on the platform’s built-in workflows andapproval paths, as well as its ability to allow users to managea breadth of social channels from one dashboard. With a SMMS in place, ZGM was able to start counselingclients to integrate social media activities as valuable components capable of helping achieve largercampaign goals and help their clients manage these activities in a coordinated, strategic way.

Takeaways:» Community activation and charity campaigns are very well suited for Facebook.» Using social media channels as a conversion mechanism is effective. For one client, Twitter activity drove almost one “Spredfast is really helpful & third of all website traffic during a given campaign timeframe. makes us look smart. As an agency just delving into social,» Facebook engagement increases when brands ask questions the data & analytics we get or include links to photos. from using Spredfast validate our strategy and content» Contests drive “likes” on Facebook. recommendations to clients.” - Heleena Webber Account Manager, ZGM» Social analytics can reveal what topics or type of content an audience is most interested in and help inform future campaigns and activity.How Spredfast Helped:» Search Streams – The ability to set up search streams by social channel, keywords or specific social accounts allows ZGM to quickly stay up to date on key industry trends in the home building industry for one client. The same functionality was also used to create separate streams for a political candidate client to help the team have insight into what was being said across social channels about him and his opponents during campaign season.» Monitoring & Listening - Using Spredfast’s social business platform, ZGM can efficiently keep track of multiples clients’ social media presences across networks all from one dashboard. Using personalized dashboard views, ZGM account teams can monitor how content on one client’s YouTube, Facebook and Twitter pages is performing, while also being able to monitor another client’s multiple Facebook pages for customer service needs from one, centralized location.» In-depth analytics - For a political candidate client, ZGM used Spredfast’s built-in analytics capability to gain insight into how the social community reacted to the candidate’s point-of-view on key topics, to track which social channels were driving the most website traffic and to identify key influencers who could serve as strong advocates for the candidate. For another large retail client, ZGM uses Spredfast to measure the level of content engagement and reach for the brand’s various Facebook pages and can then make suggestions for adjustments to the content strategy as needed. Social Business in Action Leveraging the value of Spredfast’s social media management system allows ZGM to more efficiently implement, monitor and manage social media activities for their various clients and provide informed social strategy counsel based on data captured through the Spredfast platform. 412 Congress Ave., Austin, Texas 78701 | @spredfast | info@spredfast.com

Spredfast ZGM Agency Case Study

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