Steelcase's digital strategy document provides an analysis of their current social media, website, SEO, online advertising, inbound marketing, mobile apps and marketing budget. It offers recommendations such as partnering with social media influencers, creating more blog and video content, improving customizable options on their website, strengthening social media for better SEO, using paid advertising to counter poor SEO, targeting different age groups through various digital channels, and creating a partnership with Microsoft for a new digital campaign.

1. STEELCASE DIGITAL
STRATEGY
BY SARAH STONE

2. SOCIAL MEDIA
• Already active on several of
the most popular platforms.
• Uses social primarily to
promote new products and
company achievements.
• Also uses social as an
education tool target towards
consumers.

3. SOCIAL MEDIA
GROWTH
• Steelcase can partner with a social
media influencer that their young
audience identifies with.
• Create more blog and
informational video content to
appeal to their older audience.

4. WEBSITE
• Provides consumers with design tools and company
information.
• Connects customers with Steelcase dealers or allows
them to directly purchase products.
• Areas to improve: providing more customizable
options.

5. SEO & KPI
• Little to no SEO when
searching by common terms.
• SEO could be improved
through stronger efforts in
social media.
• Click through rates on social
posts.
• Use a heatmap to track
website traffic.

6. ONLINE ADVERTISING
• Already advertising on social media, taking advantage of re-
targeting ads to promote the brand.
• Could use paid media to back social media posts on their two
most popular accounts: Facebook and Instagram.
• To counteract their poor SEO results, Steelcase could invest in
paid per click ads that would appear at the top of a Google
search.
• Using PPC ads would allow click through rates and impressions
to be tracked easily.

7. INBOUND MARKETING
• Personas
• Older target audience can be reached through
email campaigns with stand-out subject lines.
• Older target audience will be more active on
Facebook, while the younger target audience will
be more active on Instagram.
• Either can be targeted through LinkedIn, as they
are both professionals.

8. MOBILE APPS &
WEBSITES
• There is currently no app to browse Steelcase
products.
• Existing apps are paired with a specific product to
provide insight into the user’s daily habits.
• Steelcase.com reads like a social media feed on mobile.

9. BUDGET
• Projected revenue of $3.1
billion in 2018
• 8 percent dedicated to
marketing efforts
• Half of the 8 percent
dedicated to digital.

10. BIG IDEA
• Steelcase has a working
partnership with
Microsoft.
• The two companies can
team up and create
content for a digital
campaign.
• Designed to appeal to all
age demographics.