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BlogWell New York Social Media Case Study: Corning, presented by Nicola Pytell

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In her BlogWell New York presentation, Corning's Supervisor of Social Media Programs, Nicola Pytell, explains how they maximized a grassroots social media program. …

In her BlogWell New York presentation, Corning's Supervisor of Social Media Programs, Nicola Pytell, explains how they maximized a grassroots social media program.

She goes into detail about how Corning got — and is strategizing to keep and grow — the attention of their fans using social media.

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  • 1. SocialMedia.orgVideo Case StudiesNicola PytellMaximizing a Grassroots SocialMedia ProgramThis video is fromBlogWellSan FranciscoJune 20, 2011socialmedia.org/blogwellSocialMedia.orgCase StudiesThis presentation is fromBlogWellNew YorkApril 17, 2013socialmedia.org/blogwell
  • 2. Maximizing a Grassroots Social Media ProgramApril 17, 2013
  • 3. 2Corning InternalOverview• Began participating in Social, Jan. 2009• Secured channels to protect brand and topush approved marketing materials• A Day Made of Glass- elevated our presencein Social space (>21,600,000) views to date• In September 2012 we outlined a definedSocial Media strategy for Corning’scorporate channels that map to ourcommunication objectives.
  • 4. 3Corning InternalCorning Social Media Objectives• Strengthen and protect the Corningbrand• Foster a network of Corning’s followersand champions• Extend opportunities for engagement• Identify real-time trends anddiscussions• Shape conversations on glasstechnology and applicationsOur Social Media objectives :
  • 5. 4Corning InternalTarget AudiencesEmployees & Corning CommunitiesTech & Science EnthusiastsCustomers & PartnersMedia
  • 6. 5Corning InternalOur Current Story ArchitectureGlass TechnologiesDiverse GrowthCompanyStability/Living theCorning ValuesInnovation &Manufacturing
  • 7. 6Corning InternalStability & Values/Innovation & Manufacturing• Through past and presentposts, Corning’s corporateFacebook page helpsbring Corning’s 160 yearsof technology and productmilestones to life.
  • 8. 7Corning InternalDiverse Growth/Glass Tech./Innovation &Manufacturing• After Corning Gorilla Glassreached the one billion milestonewe promoted visual posts onFacebook that showcased howCorning does business by thebillions across all divisions.
  • 9. 8Corning InternalStability & Values• Corning’s “News We Love”series showcasesCorning’s values throughvisual messages aboutemployees, the Corningcommunity, suppliers, andcustomers take pride inassociating with Corning.
  • 10. 9Corning InternalCorning Social StrategyThen and Now, Corning @CESLive updatesand promotingcoverage.AnnouncingnewtechnologiesSharingphotosfrom theboothand show2012 2013Real timephotos andvideosharing.Promotingtechnologyphotos vs.PR linksVideo boothtour showingreal people.
  • 11. 10Corning InternalCreating Content Using Story ArcsThe story arcs provide an organized structure to ensure Corning’s content is avariety of posts that showcase all the businesses and key messages.
  • 12. 11Corning InternalMetric Snap Shot• Facebook– 10,000 likes– 20% increase of followers in the past 6months• Twitter– 6,125 followers– 18% increase of followers in the past 6months• YouTube– In the past six months Corning’s YouTubechannel views increased by 3.5 million.– Subscribers increased by 48% in the past 6months
  • 13. 12Corning InternalMetrics Overview - Engagement0200400600800100012001400160018002000Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13TwitterFacebook
  • 14. 13Corning InternalMeasuring Program SuccessExpand network of followers within defined target audiencesGrowthCreate more compelling, shareable content that resonateswith target audiencesEngagementUse Social Media channels to insert Corning into preexistingconversationsActivity
  • 15. 14Corning InternalTHANK YOU!
  • 16. Learn more about past andupcoming BlogWellssocialmedia.org/blogwellThis video is fromBlogWellSan FranciscoJune 20, 2011socialmedia.org/blogwellSocialMedia.orgCase StudiesThis presentation is fromBlogWellNew YorkApril 17, 2013socialmedia.org/blogwell