Pan Macmillan had limited visibility in the social media market and a very disjointed approach to their social marketing. I was asked to help them bring these various social profiles together to compete in the book publishing marketplace on social channels.
The brief was to audit the existing social landscape including competitors and owned social channels and then to create a strategy to move Pan Macmillan to the forefront of social engagement and visibility in the book publishing industry.
- Increase from 7,582 to 22,000 Twitter followers.
- Increase from 257 to 5,004 Facebook likes.
- Social traffic increased by 624% YoY.
A full audit was undertaken to understand Pan Macmillan’s position in the marketplace and existing social assets. Once understood we could then move onto forward thinking social strategy that integrated with the other marketing techniques and improved the overall experience for the users.
Various channels were merged to create much more powerful and wider-reaching social outlets and the non-performing irrelevant channels were discontinued. Social profiling was undertaken to identify brand promoters & champions and