Content Marketing - Mini Case Studies

Social Media Content Strategy & Success Stories

LaSandra BrillSr. Director, Paid + Earned Media@LaSandraBrill

4 Key Social Content Strategies

Listen to opportunities! Stock & Flow Content

Converged MediaSocial Media Amplification & Activation

Bieber Malware

• Real-time marketing response to Bieber DUI and Grammy’s combined with our “Alert” posts warning users not to click a link that might be infected

• We saw a 10% spike revenue during the two days when the post had it’s highest engagement

Social Marketing3

Satirical Malware Alert Post

Sochi Olympics Norton Mobile Security Social Media

• 1,213 ReTweets to the Yellow Duck Sochi Norton Post on Twitter

• 5.5M paid impressions and generated almost 160K engagements, resulting in a very strong overall engagement rate of 2.91%

• Low overall CPE of $0.31

Social Marketing4

Social Media Real-time Marketing Content

1,213 ReTweetsDaily Likes / Net Likes

Senate Hearing on: Privacy in the Digital Age

• 2,447 mentions of Symantec in regards to the hearing (5% of total mentions)

1. Symantec Fran Rosh testifies on data breach hearing (1,471 mentions)

2. Symantec Whitepaper ’A lack on Point of Sales Systems’ (859 mentions)

• Total potential impressions: 9 million

• Edited CSPAN footage into 5 videos, gaining 1,160 views

Social Marketing5

Social Media: Senate Hearing and POS White Paper

2/3/2014 2/5/2014 2/7/2014 2/9/2014 2/11/2014 2/13/20140

2000

4000

6000

8000

10000

12000

314897

166 60 266 226 322 96 74 20 6

Overall Volume Symantec

Symantec Overall

5%

1,160 Views

128 RTs

Norton at CES

• #CES2014 Event Team– 4.9M paid impressions and

generated over 73K engagements, resulting in an overall engagement rate of 1.50%

– With an overall spend of $36.6K, this campaign had a low overall CPE of $0.10

Social Media 6

2014 Consumer Electronics Show

4.9MImpressions

$0.10Cost Per Engagement

1.5%Engagement Rate

Tweets Sent by35@nortononline

806Unique People Engaged

1,042Total Engagement

1,435,164Potential Reach

5,577,482Potential Impressions

Avg. Followers Per Person Engaging Impressions Per

Person Reached

Engagements Per Person

1.3 1,7813.9

Events: CES 01/6-12 1014• #CES2014 – 483,895 Posts

• #CES2014 and Symantec Brand – 1049 Posts

• #CES2014 – from Symantec and Norton Account - 58 posts

• @NortonOnline - 697 Followers Added

• @Symantec - 305 Followers Added

C a m p a i g n & E v e n t s

@NortonOnline

@Symantec

Social Media Activation Example

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Thank you!

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This document is provided for informational purposes only and is not intended as advertising. All warranties relating to the information in this document, either express or implied, are disclaimed to the maximum extent allowed by law. The information in this document is subject to change without notice.

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