Fujitsu America needed to revamp a lackluster social presence across Twitter, Facebook, Instagram, and LinkedIn for three of their business units.
Who is Fujitsu:
Fujitsu America is the parent company of a group of Fujitsu-owned companies operating in the Americas, including the products we were brought in to assist with: Happy Hacking Keyboards, ScanSnap Scanners, and Fujitsu Imaging Solutions. Technology peripherals that focus on the small-to-medium business (Fujitsu Imaging Solutions); personal and small business scanners (ScanSnap); and high-end keyboards for gamers and coders (HHKB).
Fujitsu’s social media accounts were suffering from not enough original content, too many posts for the audience size, and a lack of a formal editorial strategy. Further Fan growth, engagements, and product interest were trending below average.
Fujitsu’s content process at that time relied heavily on ad hoc activities: promotions, sales, blogs and consumer interaction necessitating quick turns on content creation. Content calendars were done weekly, and images and messaging were frequently re-used.
In for the win:
Buzzgen was able to immediately create content that focused on both the different audiences across social (Facebook, Twitter, Instagram and LinkedIn) and the different product audiences. ScanSnap was more consumer focused; Fujitsu Imaging was medium-to-large business units; and Happy Hacking Keyboard had a vocal group of coders and gamers who were passionate about peripherals.
Hashtags, tagging, and tie-ins with social media and calendar holidays were also implemented, as well as optimally timed postings linked to specific days and hours.
That strategy immediately produced dividends with accounts growth between 20 to 40% in under three months. Clicks on posts grew 36%. Engagements were up 18% and impressions increased even though the actual number of posts decreased. One of the optimizations Buzzgen implemented was to cut down the number of generic posts and focus more on day and time of posting, and audience-focused content.
Lions Clubs International Foundations (LCIF) needed to launch a Facebook page in order to be able to receive donations via Facebook’s non-profit donation tools. But, starting a new page in 2019 – as organic growth on Facebook across the board dwindled to a trickle – was a huge challenge.
Who is LCIF:
LCIF – Lions Clubs International Foundation – is the charitable giving arm of Lions Clubs International (LCI), a global 1.4-million-member service organization that has been around for 100+ years. Lions Clubs International is focused on its members and service clubs, while the Foundation receives charitable donations and delivers those donations in the forms of grants to support local and global humanitarian efforts.
Low organic growth: The median organic growth for a Facebook page is between 25 and 88 followers per month (0.64% to 2.22% per week). Non-profits typically fall on the lower end of that scale.
Missing a key donation channel: Since 2018, Facebook has been emerging as a transformative online giving channel. Some non-profits have seen more donations via Facebook than all of their other digital channels combined (that’s email, web giving, digital ads, search, and monthly donors).
In for the win:
In order to create a donation platform of some significance a large and varied audience would be needed.
Buzzgen Media paired up organic strategies:
- Targeted editorial calendar
- Active social listening to boost engagement
- Adjusted post frequency
- Strategized best practices editorial – copy, images, and video
With a combination of boosted posts and a clever mix of advertising campaigns (reach, like, and conversion objectives) that were highly optimized to supercharge the follower growth.
Buzzgen Media was able to grow LCIF’s Facebook page to 100,000 followers in six months. Those followers went on to create more than 1,000 Facebook Fundraisers in the first few months, resulting in a new donation stream for LCIF that was expected to reach 6 figures in under 18-months.
In 2012, Stanford Graduate School of Business was looking to increase applications to their Executive Education, MBA, and PhD programs using digital channels. At the time Buzzgen began working with them they were not using any paid search or paid social marketing, but were relying on email marketing, direct mailers, and alumni channels to fill their GSB classes.
Who is Stanford GSB:
Since 1925, Stanford GSB has been home to bold thinking, rigorous teaching, and breakthrough research. The University is closely aligned with Silicon Valley, both in who they are and how they think – entrepreneurial, open-minded, and eager to tackle problems – in business and beyond.* They offer non-degree, certificate and full-time degree programs for post-graduate students.
High-end product: This product is highly targeted to a niche market and tuition’s can range from $20,000 to $100,000 for programs that last from three months to more than a year to complete.
No tracking, no digital history: Prior to 2012, Stanford was not collecting any digital data on its programs, online landing pages, or organic social impact on applications.
In for the win:
In four years of working with Stanford GSB, Buzzgen was able to help them go from:
- 6 programs offered online to 14
- No tracking to being able to show ROAS by publisher and channel
- Spending $0 on SEM to having SEM become the #1 source of applications
- Reducing agency fees to 13% of their budget
- 48 applications a year to 231 applications a year