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.

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

  1. 1. SocialMedia.orgVideo Case StudiesNicola PytellMaximizing a Grassroots SocialMedia ProgramThis video is fromBlogWellSan FranciscoJune 20, StudiesThis presentation is fromBlogWellNew YorkApril 17,
  2. 2. Maximizing a Grassroots Social Media ProgramApril 17, 2013
  3. 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. 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. 5. 4Corning InternalTarget AudiencesEmployees & Corning CommunitiesTech & Science EnthusiastsCustomers & PartnersMedia
  6. 6. 5Corning InternalOur Current Story ArchitectureGlass TechnologiesDiverse GrowthCompanyStability/Living theCorning ValuesInnovation &Manufacturing
  7. 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. 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. 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. 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. 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. 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. 13. 12Corning InternalMetrics Overview - Engagement0200400600800100012001400160018002000Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13TwitterFacebook
  14. 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. 15. 14Corning InternalTHANK YOU!
  16. 16. Learn more about past andupcoming video is fromBlogWellSan FranciscoJune 20, StudiesThis presentation is fromBlogWellNew YorkApril 17,