The Solution
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.
MERCER SOCIAL MEDIA PERSONAS
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
COST TO REACH ENTIRE AUDIENCE:
$288,275 - Us
$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.
Persona Development
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.
Results
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
Year Over Year
increase in indexed campaign content
Campaign Reach
across Facebook, Twitter, and LinkedIn
Ahca Campaign
Share of Voice
for Mercer among competitors in social conversation around the AHCA
Click Through Rate
Promoted
Facebook Posts
Click Through Rate
Sponsored
Tweets