Leveraging Social Media to Increase Share of Voice and Generate Leads

StayWell

CLIENT OBJECTIVE:

After experiencing significant growth as a result of a merger, an acquisition and investment, StayWell was suffering from a fractured digital presence, marketplace confusion and the need for a brand realignment.

In July of 2017, the mid-market health empowerment company hired ARPR as its agency of record to elevate its digital presence and implement a social media strategy that reflected its newly-aligned brand architecture and messaging framework.

In addition, StayWell wanted to leverage its social media channels to build brand awareness among target media and key influencers, ultimately helping to increase engagement, gain quality followers, refer long-term website traffic, and assist in lead generation for each of its key market segments over the long-term.

ARPR’S APPROACH:

To begin, ARPR conducted an audit of StayWell’s existing social media accounts, including legacy and inactive profiles acquired from various mergers, to determine the brand’s current cadence, share of voice, engagement rates and follower baselines.

StayWell

Following the audit, ARPR developed a custom, comprehensive social media strategy that outlined recommendations for optimizing the company’s social media presence and a plan of action for sun-setting legacy accounts.

Once all social media profiles, including LinkedIn, Facebook, Twitter, Instagram, Google+ and YouTube, were consolidated and updated, ARPR began implementing an organic social media strategy that addressed all of StayWell’s target audiences and positioned the company as a resource for patient engagement, population health and employee well-being.

To supplement ongoing organic social media efforts, our team executed daily engagement, live-event coverage during tradeshows and periodic social advertising campaigns.

THE RESULTS:

Overall, the social media strategy proved successful in creating a unified, on-brand and active social media presence, resulting in more credibility and a higher share of voice.

In the nine months following the initial social media strategy implementation, overall web traffic increase by 42%. StayWell’s Twitter, LinkedIn and Facebook accounts were all top 5 referral sources to StayWell’s website. In fact, LinkedIn was consistently the number one traffic referral source – accounting for 14% of all website referrals from September 2017 to June 2018.

Further, in just nine months, StayWell’s Twitter account received an 8.5% increase in followers and a triple-digit increase in engagement; LinkedIn followers increased 20.7% and engagement per post increased by 65.8%; Facebook page “Like” count increased 460% and engagements increased 171%.  All of these metrics exceeded the internal goals solidified by ARPR and StayWell.