When earthquakes occur it is paramount that our brand be top-of-mind and our company viewed as innovators in disaster response, reconstruction and seismic risk reduction.
In 2012 we started with 118 Facebook followers and less than 200 Twitter followers. By 2014 we had an established budget and focused marketing plan ending with 4,000 followers. we focused on content marketing and lessons learned and we committed to surpassing our 2014 totals. Using advanced social targeting techniques and consistent, interesting and engaging content we gathered an audience that cares about seismic safety and building a more structurally resilient world.
Painstakingly analyzing results of each social effort, we fine-tuned our message, length of post or video and released new media based on our findings. Our major successes were three-fold.
First, beyond our paid posts, we received more than 860,000 viral (free) shares and engagements – many times spending less than .001¢ per engagement. This tells us that our content was spot on.
Second, based on experience, quick reaction and pre-planning, we started a Facebook group related to the Nepal earthquake within minutes of the disaster. Member requests immediately poured in. This group has more than 9,000 active members and follows our developments and successes in Nepal with great enthusiasm. Many project contacts have been made directly through relationships created from this group.
Finally, with more than 8 million brand exposures across posts, tweets and video views, we have proven that strategy and engaging content can take a small budget to great heights.