1: Integrating Social Networking & Live Events
Client: Marketing Consultancy,
$1 million in revenue, 5 employees
Challenge: How to choose the right
social media platforms and other innovative marketing channels
without compromising a firm’s brand identity and authenticity.
Situation: The firm’s CEO
is a visible, provocative public speaker and thought-leader. For
more than 20 years, the boutique marketing consultancy has relied
on his appearances as its primary business development and marketing
vehicle. Yet, the “always on” marketing cycle and
ability of other consultants to build a virtual presence have
crept into the organization’s market share, putting the
firm behind the curve and very much on the outside, looking in.
The CEO attempted to launch a blog, a Facebook page, and a Twitter
feed, but he rarely had time to update them and often leaned on
his team to generate content. The results have been disappointing.
Ping’s Services: Ping reviewed
the client’s overall marketing and social media efforts
for brand continuity, engagement quality, and efficacy. We then
conducted a full competitive analysis, including live interviews
and secondary research. The result was a multi-pronged strategic
marketing plan integrating the organization’s social media
efforts, live events, and content marketing campaigns.
Results: The firm eliminated
activities that contradicted its authentic voice, and focused
only on channels where prospects and customers already receive
messages. The integration of live and virtual communications has
enabled an evolving, dynamic dialogue among prospects and customers.
In just six months, the firm reestablished its reputation as a
thought leader in the industry, grew its client base by 40%, and
increased its business with current customers by 20%.