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

1. Social Media Content Strategy &
Success Stories
LaSandra Brill
Sr. Director, Paid + Earned Media
@LaSandraBrill

2. 4 Key Social Content Strategies
Listen to opportunities! Stock & Flow Content
Converged Media
Social Media
Amplification &
Activation

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. 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. 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. 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. 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. Social Media Activation Example
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9. Thank you!
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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.
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