B2B Social media management, Influencer and branding | HeyOrca
Qetsiyah Jacobson
About HeyOrca
HeyOrca is a social media scheduler for teams and agencies. It allows users to create, collaborate, and build communities all in one place.
Problem
HeyOrca is a small startup with a limited budget, so they have never prioritized hiring a social media manager. They do not have a strategy for building brand awareness on social media; they just post whenever they can.
They also didn't have a solid brand identity that could push their community to share their content. Since their main goal was to “become more mainstream,” build an engaged community around their brand, and be known as a trusted resource for social media managers, they needed a social media strategy that could help them reach those goals.
Solution
Social media management
Developed and implemented a social media strategy to focus on community building and brand awareness. This included graphic and video creation.
Instagram carousel post design example. We wanted to focus on creating digestable educational content.
I wrote scripts, recorded and edited short-form video content to be posted accross socials and repurposed for video ads.
Brand management
HeyOrca did not have any clear brand guidelines. I gave the brand a makeover and developed clear internal and external brand guidelines and templates to maintain a fresh and cohesive brand across all social channels and promotional graphics.
To maintain consistent branding, I verified all promotional brand assets for the entire company and designed any graphic assets. I also developed video tutorials and templates to ensure consistency across teams.
Re-designed their blog covers
A complete rebrand of their social media graphics. We wanted to keep things inviting, light and airy compaired to what was previously done.
Influencer marketing
I introduced a B2B creator program to build brand awareness. I also negotiated contracts, created briefs, managed budgets, and created reports to determine the success of campaigns.
To create the HeyOrca Creator Program, I made internal and external guidelines on creator partnerships, sourced creators and set up KPI’s to measure our success throughout the campaigns. I made sure to create briefs that adhered with the FTC guidelines, managed budgets and negotiated rates.
Our main goal with the creator program was to build brand awareness and drive traffic back onto our blog. The campaign was successful and helped increase our brand mentions significantly.
Results:
These numbers were over the span of 6 months
New website visitors: 4,082
Total Engagements: 8,244
Total Post Impressions: +274.7k
The landing page I designed for the program on Canva
Weekly webinar hosting
Every Thursday at 2PM EST, Alyssa and I hosted weekly webinars on various topics within the social media industry. I was in charge of creating promotional assets and finding guests within my creator network to co-host.
Results:
Average number of sign-ups: 297
Show-up rate: +35%
I hosted over 40 webinars on all topics related to social media marketing
Employee advocacy
The employee advocacy program was initially tested with 3 employees (including me). I made sure to update their profiles, give them topics to talk about by sending 3 prompts per week, educate them on LinkedIn growth and edit their posts to be more engaging.
I did an interview with Lia Haberman all about my strategy feel free to read it here.
On the left: Content that was posted prior to me getting hired. On the right: Content posted after being re-formatted and proofread by me.
Results:
Total Impressions: +778k
New followers on our company’s LinkedIn page: +1,417
New followers on our individual accounts: +3.3k
To ensure employees saw the benefit of employee advocacy, I would host personal branding Lunch and learns and 1:1s and send three prompts per week to push employees to post.
Employees posting after being coached by me
Podcast management
To maximize the way our content could be digested, I hired a podcast producer to edit our podcast. I would manage the timeline, set up meetings and set a budget to ensure its success.
Blog writing
I was responsible for updating the weekly trending audio blog post for HeyOrca. I would look up the most trending sounds that were commercially available and break down how to use the trend for readers in a digestible way. The goal was to not only drive traffic to the website and convert new users but also make it easy for people to create on-trend content.
I would also fact-check all the technical blog posts written on the HeyOrca blog. To ensure everything was up to date with current trends and practices within the industry.
Results
These results were achieved within the span of 10 months after implementing my social media strategy. We were able to see a significant difference in community growth, impressions and views.
Follower increase: +7,682
TikTok views: +153k
Pieces of organic mentions/month: +80
Average LinkedIn engagement rate: 15.2% (2% is the industry standard)
Total TikTok Reach: +133.4k
Difference in monthly follower increase to the year before: +378.67%
Testimonial
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Posted Sep 20, 2024
As HeyOrca's Social Media Community Manager, I was responsible for all things social, branding, and influencer marketing.
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HeyOrca
