Leveraging Global Events for Visibility Through Social Media Exposure
Lauryn Williams has been a longtime friend and colleague of Diplomatic Enterprises, so it was only natural for her and her team to work with us to leverage the upcoming exposure she would obtain from the 2014 Sochi Winter Olympic Games. They sought our assistance for needed instruction on how to optimize Lauryn’s social media presence and create a campaign that would deliver an increased amount of visibility.
Challenges Most Olympic athletes, especially multi-medal winning athletes like Lauryn, tend to come with significant amounts of exposure from sports and news websites that carry a lot of authority, and contain information about his or her specific event, but nothing that addresses what Lauryn plans to do in the future and how people can connect with her on a more personal level. Lauryn’s time was also limited, as with any athlete training daily for intense, upcoming competition.
Strategy Diplomatic Enterprises performed a thorough audit of the client's website, looking for areas that could be improved upon and seeking new opportunities that would allow her to leverage existing and future web and social media traffic. The audit found that we could immediately improve the “stickiness” of Lauryn’s website by shifting some of her more updated content higher in the website, and adding a dynamic “Sochi Winter Games” countdown people could use to track the number of days until Lauryn competed.
Another important result of the audit was that we found much of the On-Page SEO for the website wasn’t optimized, thus holding her website down when compared to the higher authority websites featuring her older content.
Results In just a few short weeks, Diplomatic Enterprises was able to optimize Lauryn Williams’ online presence, and increase the ranking and visibility of her website and blog events. Capitalizing on the Sochi games, we were also able to increase the amount of Instagram, Twitter, and Facebook followers by 25% during that period, and our hard work was featured in the Huffington Post.
Lauryn’s Social Media Snapshot in November 2013 Facebook-5,000 friends (maximum allowed) Facebook Fan Page-2,500 Twitter-5,820 followers IG-942 followers
Lauryn’s Social Media Snapshot-May 2014 Facebook-5,000 friends Facebook Fan Page-5,292 (211% increase) Twitter-9,963 followers (171% increase) IG-4,154 followers
“Before I became a member of Team Diplomat, I was only a casual user of social media, just using it to keep up with friends and share small parts of my life from time to time. When I hired them, they taught me the importance of optimizing what I do so that people could learn more about who I am and what I do, and I’m extremely pleased with the results.” -Lauryn Williams, 4x Olympian