Part IV: Case Studies
Society for Human Resource Management
Expanding Awareness and Professional Development Through #NextChat
As the leading society for human resource professionals, the Society for Human Resource Management (SHRM) provides professional development while promoting the human resources profession as a strategic business partner through its weekly Twitter Chat.
Over recent years, HR professionals have assumed an increasingly strategic role within their organizations – and within the business community. To support this strategic shift, SHRM executed a multi-platform social campaign focused on two primary objectives:
- Enhancing professional development of its members and the larger HR community.
- Promoting awareness of the strategic value of HR within the business community.
Two focal points of this integrated campaign are SHRM’s blog and its weekly twitter discussions – #NextChat. SHRM’s goal was to enhance content contributions and active participation from the leading voices within both the HR and business communities. To measure success, SHRM utilized Hootsuite and, more recently, the HR specific dashboard “HR Marketer.
SHRM identified many of the most influential HR voices across Twitter and the blogosphere and engaged with them both off and online as part of its Official Blogger program. These leading voices were specifically chosen given their reach, relevance and resonance within areas of expertise that mattered most to both HR professionals and the business community. This methodology enhanced both the quality of the content contributions as well as the amplification of the content through the reach of our influencers on Twitter and RSS feeds. Additionally, SHRM promoted the weekly chats and the “special guest” across multiple social platforms (Blog, Twitter, Facebook, LinkedIn) leading up to each weekly chat.
By engaging with top influencers, and cross-promotion, SHRM’s #NextChat saw a 500% increase in unique participants (more than 2,700 participants) between June of 2015 and 2016 with a reach of over 30 million. Engagement increased by more than 1,000% with more than 37,000 tweets during these chats. Finally, 25 of the top 30 HR influencers were significant contributors to #NextChat and the SHRM Blog.
Eurometaux – European Association of Metals
Using Twitter to Attract Influential Video Viewers
Eurometaux represents the non-ferrous metals producers and recyclers in Europe, constituting the interface between the industry and European authorities and international or intergovernmental bodies.
Eurometaux developed a two minute Circular Economy animation about the value of metals and the importance of recycling them. The association wanted to share the video with EU policymakers and other key stakeholders. The organization’s Twitter following was low and people were not inclined to click through to watch the video on YouTube.
Rather than just hosting the video on YouTube, the association uploaded it directly for auto-play on Twitter (with subtitles for those watching on their phones). Modest paid promotion was used to engage with their target audience, with a focus on those Twitter users in Brussels who have an interest in EU environmental policy.
In two days, the video was viewed 1,500 times, with over 50 shares. More importantly, Eurometaux could prove its target audience had been reached, and justify the video to their board. Several EU policy makers retweeted the video, including key MEPs, Commission officials, and even, unexpectedly, Jonathan Hill, EU finance commissioner.
View their channel on YouTube: Eurometaux
EUROBAT – Association of European Manufacturers of Automotive and Industrial Batteries
Expanding an Audience Base Through Twitter
EUROBAT is the association for the European manufacturers of automotive, industrial and energy storage batteries. EUROBAT has 52 members from across the continent comprising more than 90% of the battery industry in Europe. The members and staff work with all stakeholders, such as battery users, governmental organizations and media, to develop new battery solutions in areas of hybrid and electromobility as well as grid flexibility and renewable energy storage.
EUROBAT launched its social media strategy last year. The decision was driven by the fact that more and more decision makers in Brussels and beyond are becoming increasingly active in the social media sphere. The expectation was that social
media would be an opportunity to enter into direct dialogue with them.
Twitter was selected as the main social media channel, with the objective to interact with policy makers and to engage with stakeholders such as supply chain partners. A LinkedIn profile was established for the main purpose of increasing communication with members. Board members were informed about the launch of the social media strategy and kept up-to-date in regular intervals.
Through the Twitter account, followers are kept informed about EUROBAT participation and key messages. Additionally, Twitter is used to share summaries of EUROBAT publications on policy areas such as mobility, energy, battery energy storage, environment, recycling and chemical legislation. One key element of EUROBAT’s approach is to place messages on the account at regular intervals supported by visuals. The association has also started promoting its events and related content through live tweets.
The organization’s LinkedIn presence will be expanded in the coming months to facilitate a more in-depth exchange on policy and technical developments with both regulators and the business community.
Through the social media accounts, EUROBAT has managed to reach out to a larger audience which includes decision makers, members and anyone interested in automotive and industrial batteries. This is an important addition to their communication strategy and more established forms of communication such as press releases. An indicator of the effectiveness of their social media strategy has been significant growth in the number of followers and impressions for EUROBAT on Twitter. In conclusion, the social media strategy supports and strengthens EUROBAT’s advocacy and communication strategy.