Using Social Media to Amplify Awareness
In 2010, Teradata, an established Big Data warehousing company, acquired Aprimo software, a cloud-based integrated marketing software company and later renamed the acquired product line Teradata Applications.
Teradata Applications helps enterprise companies analyze insights from Big Data to improve the customer experience. Teradata competes with Salesforce, Adobe, Oracle, IBM and many others in the crowded marketing automation software industry. The Teradata Applications team needed to increase awareness for its new product line among global marketers and CMOs from mid to large-size companies. A print advertising campaign was underway, but Teradata also wanted to leverage the reach of social media to amplify awareness with customers, potential new users as well as industry influencers.
Social Scouters was hired to develop and execute the social media strategy. We wrote a social media strategy that outlined the plan for global promotion of content and landing pages. We also created the global promotion plan to synchronize and communicate a complex media buy schedule and multi-language content to a globally distributed team in 12 countries.
Our social media services included:
At the end of our four-month project, we achieved or exceeded all of our guaranteed results:
In less than two months, the U.S. paid Twitter ads written by Social Scouters generated:
In one month, the U.S. paid LinkedIn ads written by Social Scouters generated:
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Yellow box shows community growth of 1,000 new followers in three months by Social Scouters. This growth rate previously took the client one year to achieve.
Social Scouters provided live social media coverage at three events. The blue bars represent spikes in number of daily tweets. The red line indicates rapid growth of new followers with a residual lift effect.
Social Scouters' Twitter organic content writing and visuals including live social media event reporting.
Social Scouters' content writing for top performing paid Twitter ads.