marketechnique

Social + Digital Media » Integrated

Our Work


Social Media Strategy

Options Industry Council

The Challenge

The Options Industry Council (OIC), the leader in options education, wanted to develop a plan for extending their outreach into the social media sphere.

The Solution

Marketechnique conducted an Intense discovery phase, including social monitoring and staff interviews, and developed a strategy plan paired with internal resource allocation necessary to implement that plan.

The Results

An overall strategy plan that leveraged the emerging field of social media and marketing to better serve the audience and reinforce clients content and brand. Plan included:

  • Integrated social media plan that took into account organizational capabilities and mission
  • Strategically vetted set of social media sites to target and tactics for targeting them
  • Resource allocation plan, including training and staffing recommendations
  • Revised organizational chart
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Social Media Analytics

Public Agenda

The Challenge

Non-profit media and research organization requires listening, intel gathering, and competitive mapping of the published and user-generated conversations and communities discussing our nation's financial future and super-sized deficits.

The Solution

Marketechnique used a combination of enterprise-level and free social media listening tools and services to pave the way for a deeper understanding of a national subject of interest.

The Results

A finely-tuned understanding of the quantity, sentiment, and content of conversations going on in real-time between interest groups, organizations, media companies, think tanks, and the general public. The final listening brief included:

  • Keyword research
  • Social graph monitoring report
  • Stakeholder landscape map
  • Recommended social media marketing initiatives
  • Identification of over 75 highly relevant communities for outreach
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Social Media Marketing

Reader's Digest

The Challenge

Connect the classic Reader's Digest brand with social media by launching a Facebook fan page and also experimenting with building a branded community on a smaller, niche social net.

The Solution

Marketechnique deployed as turnkey social media team, providing strategy, media buying, community management, and analytics.

The Results

Launch of the RD Facebook page and a community on Gather.com connected fans with RD content through social networks, integrating with other marketing and audience development efforts. Fan base of newly launched Facebook page grew to more than 1,500 within three months and currently boasts nearly 20,000 fans.

  • Defined and developed messaging and content plans in collaboration with RD editorial team
  • Created and deployed branded Facebook profile
  • Managed the development of RD-branded community on Gather.com
  • Initiated and maintained weekly conversations with Facebook and Gather users around RD content
  • Trained new community management staff in transition
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Digital Marketing

About.com

The Challenge

The COO of a Digital media franchise seeks brand-building, traffic-driving media programs to drive awareness with the trade decision-makers and with consumers.

The Solution

Marketechnique's team was deployed to devise strategy and tactics and implement their annual marketing initiatives. Acting as a plug-in, turnkey marketing department, our team planned and executed online and offline marketing campaigns aimed at reaching consumer and trade decision-makers.

The Results

About.com raised their profile in both the B2B and B2C markets, reaching millions of professionals and consumers with cost-effective, multi-platform media spend. We devised targeted media strategies across the Web, magazine and outdoor sectors, touching all aspects of their marketing:

  • Developed budgets to meet their needs
  • Negotiated the programs
  • Executed media buys
  • Managed, tracked, reported, and optimized spending for campaigns across Web, magazine, outdoor advertising, and e-mail programs

The executed online and offline campaigns designed to drive brand awareness reached approximately 160K pharmaceutical professionals, 320K advertising and media professionals, 1.6MM business professionals and 74MM commuters in the tri-state and Chicago areas.

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End-to-End Content & Product Development

Planet Forward

The Challenge

Non-profit media organization seeks to design, build and launch an interactive community that enables discussion/sharing about the exploration of energy, climate change and sustainability, and integrates Web site and user-gen content from site into nationally airing PBS TV broadcast special.

The Solution

Marketechnique's team served as a plug-in staff from inception through site launch and cable TV integration, managing site design and development. Our team developed site IA, content plan and strategy, and social media site elements, integrating our workflow with the clients editorial and development teams.

The Results

An overall strategy plan that leveraged the emerging field of social media and marketing to better serve the audience and reinforce clients content and brand. Plan included:

  • Launch of full-featured PlanetForward.com website
  • Use of virtual team managed by Marketechnique kept costs low
  • Built clients internal capabilities in Web 2.0 publishing and user-generated video publishing

Over 1MM citizens engaged with the Planet Forward content online, through the PBS broadcast or through social media. The newly launched site received over 30K visits and over 133K page views within a month of launch.

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