2. KPIs and Deliverables
To make sure we were on track in meeting WhiteSource’s goals, we defined the deliverables such as campaigns, posts, PDFs and gifs, and KPIs, which included metrics such as reach, clicks, followers, impressions, and shares. By monitoring these metrics, we could laser focus on the best-performing social campaigns and content strategy. We also used analytics from each channel to create new insights for the company’s social communications and future social strategy.
3. Campaigns and Content Promotion
After creating a social media marketing strategy, we used a combination of paid campaigns and third-party tools to grow a relevant following on Twitter. We also worked with the client to develop special campaigns, such as a month-long holiday promotion, and to promote the Secure Coding Virtual Summit – an all-day virtual conference. Then, we collaborated with the client on a content promotion schedule and ideation of special content, including PDFs and gifs.
4. Ongoing Regular Meetings and Idea Sharing
At Inspired Marketing, we prioritize close collaboration between our team and our clients’ marketing executive team. To this end, we set up regular meetings with WhiteSource to share ideas and stay updated on company news. The insights from our regular meetings helped us leverage time-sensitive opportunities and develop ideas for special content and campaigns. For example, we helped WhiteSource promote the news of its $75 million Series D funding, announced April 7, 2021, to its social channels. We also supported the company in getting the word out after acquiring Diffend, an open-source malware security and threat detection solution that provides software supply chain security.
5. Employee Advocacy Platform
We managed WhiteSource’s employee advocacy platform, ensuring there was a constant feed of content for employees to share with their networks. We also provided employee training to help them get started using the platform, assisted with onboarding, and collected feedback on what types of content employees were more likely to share. With our help, WhiteSource’s employees now interact with and advocate for the company’s content, messaging and announcements. They consistently show their support by sharing, commenting, and reaching out to the target audience.
6. Agility and Responsiveness
Our team worked with WhiteSource to integrate seamlessly in its processes by using the company’s project management and communication tools. To stay agile and responsive, we created our social strategy, content promotion and campaigns, and shared them on WhiteSource’s project management systems. By being transparent about our process, we worked closely with WhiteSource to create content and design, and effect suggestions in response to the insights we pulled from monthly analytics.