Content Marketing - Mini Case Studies
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Transcript of Content Marketing - Mini Case Studies
Social Media Content Strategy & Success Stories
LaSandra BrillSr. Director, Paid + Earned Media@LaSandraBrill
4 Key Social Content Strategies
Listen to opportunities! Stock & Flow Content
Converged MediaSocial Media Amplification & Activation
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 Marketing3
Satirical Malware Alert Post
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 Marketing4
Social Media Real-time Marketing Content
1,213 ReTweetsDaily Likes / Net Likes
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 Marketing5
Social Media: Senate Hearing and POS White Paper
2/3/2014 2/5/2014 2/7/2014 2/9/2014 2/11/2014 2/13/20140
2000
4000
6000
8000
10000
12000
314897
166 60 266 226 322 96 74 20 6
Overall Volume Symantec
Symantec Overall
5%
1,160 Views
128 RTs
Norton at CES
• #CES2014 Event Team– 4.9M paid impressions and
generated over 73K engagements, resulting in an overall engagement rate of 1.50%
– With an overall spend of $36.6K, this campaign had a low overall CPE of $0.10
Social Media 6
2014 Consumer Electronics Show
4.9MImpressions
$0.10Cost Per Engagement
1.5%Engagement Rate
Tweets Sent by35@nortononline
806Unique People Engaged
1,042Total Engagement
1,435,164Potential Reach
5,577,482Potential Impressions
Avg. Followers Per Person Engaging Impressions Per
Person Reached
Engagements Per Person
1.3 1,7813.9
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
Social Media Activation Example
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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.
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