Content Marketing - Mini Case Studies

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I attended a Modern Marketing Salon event focused on #kickingass with awesome content marketing. These mini case studies were shared...

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Content Marketing - Mini Case Studies

  1. 1. Social Media Content Strategy & Success Stories LaSandra Brill Sr. Director, Paid + Earned Media @LaSandraBrill
  2. 2. 4 Key Social Content Strategies Listen to opportunities! Stock & Flow Content Converged Media Social Media Amplification & Activation
  3. 3. Bieber Malware • Real-time marketing response to Bieber DUI and Grammy’s combined with our “Alert” posts warning users not to click a link that might be infected • We saw a 10% spike revenue during the two days when the post had it’s highest engagement Social Marketing 3 Satirical Malware Alert Post
  4. 4. Sochi Olympics Norton Mobile Security Social Media • 1,213 ReTweets to the Yellow Duck Sochi Norton Post on Twitter • 5.5M paid impressions and generated almost 160K engagements, resulting in a very strong overall engagement rate of 2.91% • Low overall CPE of $0.31 Social Marketing 4 Social Media Real-time Marketing Content 1,213 ReTweets Daily Likes / Net Likes
  5. 5. Senate Hearing on: Privacy in the Digital Age • 2,447 mentions of Symantec in regards to the hearing (5% of total mentions) 1. Symantec Fran Rosh testifies on data breach hearing (1,471 mentions) 2. Symantec Whitepaper ’A lack on Point of Sales Systems’ (859 mentions) • Total potential impressions: 9 million • Edited CSPAN footage into 5 videos, gaining 1,160 views Social Marketing 5 Social Media: Senate Hearing and POS White Paper 314 897 166 60 266 226 322 96 74 20 6 0 2000 4000 6000 8000 10000 12000 2/3/2014 2/5/2014 2/7/2014 2/9/2014 2/11/2014 2/13/2014 Overall Volume Symantec Symantec Overall 5% 1,160 Views 128 RTs
  6. 6. Norton at CES • #CES2014 Event Team – 4.9M paid impressions and generated over 73K engagements, resulting in an overall engagement rate of 1.50% – Low CPE of $0.10 Social Media 6 2014 Consumer Electronics Show 4.9M Impressions $0.10 Cost Per Engagement 1.5% Engagement Rate Tweets Sent by35 @nortononline 806 Unique People Engaged 1,042 Total Engagement 1,435,164 Potential Reach 5,577,482 Potential Impressions Avg. Followers Per Person Engaging Impressions Per Person Reached Engagements Per Person 1.3 1,781 3.9
  7. 7. Events: CES 01/6-12 1014 • #CES2014 – 483,895 Posts • #CES2014 and Symantec Brand – 1049 Posts • #CES2014 – from Symantec and Norton Account - 58 posts • @NortonOnline - 697 Followers Added • @Symantec - 305 Followers Added C a m p a i g n & E v e n t s @NortonOnline @Symantec
  8. 8. Social Media Activation Example Presentation Identifier Goes Here 8
  9. 9. Thank you! Copyright © 2013 Symantec Corporation. All rights reserved. Symantec and the Symantec Logo are trademarks or registered trademarks of Symantec Corporation or its affiliates in the U.S. and other countries. Other names may be trademarks of their respective owners. This document is provided for informational purposes only and is not intended as advertising. All warranties relating to the information in this document, either express or implied, are disclaimed to the maximum extent allowed by law. The information in this document is subject to change without notice. Presentation Identifier Goes Here 9

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