Objective:

  • Drive more brand awareness of a global Biotech’s business unit to a targeted audience on Twitter and LinkedIn.

Optimization Technique:

  • Twitter
    • Updated Twitter channel with new branding
    • Posted on average 60 tweets/month which consisted of both branded and industry related content
    • Researched and engaged with key influencers and partners
    • Launched a listening program
    • Launched a variety of promoted tweets campaigns to drive traffic to specific branded tweets and generate new, high quality followers
  • LinkedIn
    • Launched new Showcase Page on LinkedIn and added unique channel branding
    • Posted on average 50 LinkedIn posts/month which consisted of both branded and industry related content
    • Launched LinkedIn sponsored post campaigns that targeted specific job titles and company names
    • Launched a social media employee advocacy program to encourage employees to share LinkedIn posts organically
    • Helped select sales reps with updating their LinkedIn personal profiles to better showcase company profile

Results in a 12-Month Period:

  • Twitter
    • Gained 8K followers on Twitter and generated 50+ leads
    • Generated over 1K engagements and approximately 23K visits to the website
  • LinkedIn
    • Gained approximately 3K followers and generated 90+ leads
    • Generated over 2,700 shares and over 8K visits to the website