Services Provided
Social Media Audit
Competitive Audit & Gap Analysis
Audience Research
Social Media Strategy
Content Strategy
Paid Media Strategy
Community Management
Content Development
Paid Social Media
Social Media Execution
Reporting & Analysis
Mercer offers a wide range of human resources-related consulting, investment management and outsourcing services for companies around the world.
As a consultant, the firm helps its clients design and manage retirement plans and health insurance programs. The firm offers consulting services designed to help clients get the most from their employers. As an outsourcer, Mercer administers benefits programs for its customers.
Mercer operates in more than 130 cities, in 42 countries, worldwide. Insurance giant Marsh & McLennan wholly owns the company, which was established in 1959 as William M. Mercer.
Mercer approached Leap Group with the purpose of developing and implementing a social media strategy worthy of their place in the industry. Not satisfied with past performance and the lack of direction, Mercer was asking for several things across four solution areas:
Work began to understand the industry landscape. Social media audits were conducted of each solution area, and meetings were held with stakeholders from across the country.
These stakeholder interviews allowed for detailed conversations with those close to recent executions and the executives who drive the business objectives.
A thorough audit included content performance analysis to determine what had worked, and not worked, in the past. This was performed for all competitors against each solution area, and gaps were identified where Mercer could take advantage and maximize competitive impact.
A content audit was also performed to identify and catalog all existing content.
Chief Human
Resources Officer
LinkedIn: 300,000+
Facebook: 11,000+
Twitter: 1.5 Million+
Cost to Reach:
$9,125 – US
$31,225 – Global
Compensation and
Benefits Manager
LinkedIn: 300,000+
Facebook: 50,000+
Twitter: 2.5 Million+
Cost to Reach:
$15,750 – US
$28,020 – Global
Chief Financial
Officer
LinkedIn: 110,000+
Facebook: 82,000+
Twitter: 25 Million+
Cost to Reach:
$140,075 – US
$223,500 – Global
Compensation and
Benefits Manager
LinkedIn: 160,000+
Facebook: 120,000+
Twitter: 29 Million+
Cost to Reach:
$123,325 – US
$241,320 – Global
$524,065 – GLOBAL
One of the top insights discovered: All Mercer’s content was top of funnel with no consideration for the true customer lifecycle. This lead to the creation of a full Mercer customer lifecycle for social media. This meant a major shift in content style and messaging.
There needed to be a paradigm shift in who Mercer considered to be their target audience on social media, which previously had been rather conservative, risk-adverse and facts oriented.
The new target audience was more interested in being shown, rather than told, and entertained through engaging content.
Armed with the audit findings and stakeholder outputs, (amp) set out to interview the target audience of each solution area and develop personas to be used for content development and media targeting.
Each persona was then vetted with the solution area stakeholders to gain consensus. Key to the stakeholder phase was gaining some buy-in from all al of the groups while also being granted some creative license to push beyond the boundaries of where Mercer had been in the past on social media.
Now that discovery was complete, we began to create the strategy that would lead Mercer into the next evolution of its social media endeavors. (amp) delivered items including overall goals and objectives, the social identity, target personas, platform designations, paid media plans, KPI’s and metrics for each and creative executions paired with content calendars. They also included content themes and strategy that continued the top of funnel activities down to the bottom of the funnel.
Two of the major social campaigns were focused on the Affordable Health Care Act and Cost of Living. Both yielded record-breaking results for Mercer.
COST OF LIVING CAMPAIGN
increase in indexed campaign content
across Facebook, Twitter, and LinkedIn
AHCA CAMPAIGN
for Mercer among competitors in social conversation around the AHCA
Promoted
Facebook Posts
Sponsored
Tweets
