B2B

Project background

Sometimes banks get a bad rap for being super boring or unresponsive on social media. I was tasked with creating and implementing a social strategy for a B2B bank in Texas. There are a few things that made this a challenging task:

1. the company didn't know a lot about social media so they needed to be trained along the way.

2. Creating a playbook from scratch and building out social profiles can be a lengthy task to take on and we had a limited budget.

3. How would we come up with engaging content on a consistent basis?

4. What would our process of community management look like?

Creative process

First, I had to begin by building out a robust social media playbook. I worked with account service along the way as we defined our scope, identified the correct platforms on which to establish a presence, create solid content pillars that fit our brand, and crafted a process for implementation and boundaries for community management.

Next, after we got approval for the playbook and set up our platforms, we had to create boundaries for community management. I started off by getting canned responses approved by the client so that we could respond consistently on their behalf in a timely manner. Community management was performed twice a day and a protocol was established between me, the account service, and the client for crisis response if the need should arise.

Then, we implemented our social strategy. To keep things consistent and content also interesting, we began to establish series on each of our platforms: Facebook, LinkedIn, and eventually Twitter. Each month I was responsible for creating an editorial calendar, meeting with the client and account service to get that calendar approved, posting approved content, and sending a report to the client each week.

Final results

A robust social media playbook that the client could share with internal stakeholders.

A growth of 30% in engagement on LinkedIn and a 10.2% increase in engagement on Facebook in the first 6 months.