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SocialMedia.org
Video Case Studies
Nicola Pytell
Maximizing a Grassroots Social
Media Program
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
New York
April 17, 2013
socialmedia.org/blogwell
Maximizing a Grassroots Social Media Program
April 17, 2013
2Corning Internal
Overview
• Began participating in Social, Jan. 2009
• Secured channels to protect brand and to
push approved marketing materials
• A Day Made of Glass- elevated our presence
in Social space (>21,600,000) views to date
• In September 2012 we outlined a defined
Social Media strategy for Corning’s
corporate channels that map to our
communication objectives.
3Corning Internal
Corning Social Media Objectives
• Strengthen and protect the Corning
brand
• Foster a network of Corning’s followers
and champions
• Extend opportunities for engagement
• Identify real-time trends and
discussions
• Shape conversations on glass
technology and applications
Our Social Media objectives :
4Corning Internal
Target Audiences
Employees & Corning Communities
Tech & Science Enthusiasts
Customers & Partners
Media
5Corning Internal
Our Current Story Architecture
Glass Technologies
Diverse Growth
Company
Stability/Living the
Corning Values
Innovation &
Manufacturing
6Corning Internal
Stability & Values/Innovation & Manufacturing
• Through past and present
posts, Corning’s corporate
Facebook page helps
bring Corning’s 160 years
of technology and product
milestones to life.
7Corning Internal
Diverse Growth/Glass Tech./Innovation &
Manufacturing
• After Corning Gorilla Glass
reached the one billion milestone
we promoted visual posts on
Facebook that showcased how
Corning does business by the
billions across all divisions.
8Corning Internal
Stability & Values
• Corning’s “News We Love”
series showcases
Corning’s values through
visual messages about
employees, the Corning
community, suppliers, and
customers take pride in
associating with Corning.
9Corning Internal
Corning Social Strategy
Then and Now, Corning @CES
Live updates
and promoting
coverage.
Announcing
new
technologies
Sharing
photos
from the
booth
and show
2012 2013
Real time
photos and
video
sharing.
Promoting
technology
photos vs.
PR links
Video booth
tour showing
real people.
10Corning Internal
Creating Content Using Story Arcs
The story arcs provide an organized structure to ensure Corning’s content is a
variety of posts that showcase all the businesses and key messages.
11Corning Internal
Metric Snap Shot
• Facebook
– 10,000 likes
– 20% increase of followers in the past 6
months
• Twitter
– 6,125 followers
– 18% increase of followers in the past 6
months
• YouTube
– In the past six months Corning’s YouTube
channel views increased by 3.5 million.
– Subscribers increased by 48% in the past 6
months
12Corning Internal
Metrics Overview - Engagement
0
200
400
600
800
1000
1200
1400
1600
1800
2000
Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13
Twitter
Facebook
13Corning Internal
Measuring Program Success
Expand network of followers within defined target audiencesGrowth
Create more compelling, shareable content that resonates
with target audiencesEngagement
Use Social Media channels to insert Corning into preexisting
conversationsActivity
14Corning Internal
THANK YOU!
Learn more about past and
upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
New York
April 17, 2013
socialmedia.org/blogwell

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BlogWell New York Social Media Case Study: Corning, presented by Nicola Pytell

  • 1. SocialMedia.org Video Case Studies Nicola Pytell Maximizing a Grassroots Social Media Program This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell New York April 17, 2013 socialmedia.org/blogwell
  • 2. Maximizing a Grassroots Social Media Program April 17, 2013
  • 3. 2Corning Internal Overview • Began participating in Social, Jan. 2009 • Secured channels to protect brand and to push approved marketing materials • A Day Made of Glass- elevated our presence in Social space (>21,600,000) views to date • In September 2012 we outlined a defined Social Media strategy for Corning’s corporate channels that map to our communication objectives.
  • 4. 3Corning Internal Corning Social Media Objectives • Strengthen and protect the Corning brand • Foster a network of Corning’s followers and champions • Extend opportunities for engagement • Identify real-time trends and discussions • Shape conversations on glass technology and applications Our Social Media objectives :
  • 5. 4Corning Internal Target Audiences Employees & Corning Communities Tech & Science Enthusiasts Customers & Partners Media
  • 6. 5Corning Internal Our Current Story Architecture Glass Technologies Diverse Growth Company Stability/Living the Corning Values Innovation & Manufacturing
  • 7. 6Corning Internal Stability & Values/Innovation & Manufacturing • Through past and present posts, Corning’s corporate Facebook page helps bring Corning’s 160 years of technology and product milestones to life.
  • 8. 7Corning Internal Diverse Growth/Glass Tech./Innovation & Manufacturing • After Corning Gorilla Glass reached the one billion milestone we promoted visual posts on Facebook that showcased how Corning does business by the billions across all divisions.
  • 9. 8Corning Internal Stability & Values • Corning’s “News We Love” series showcases Corning’s values through visual messages about employees, the Corning community, suppliers, and customers take pride in associating with Corning.
  • 10. 9Corning Internal Corning Social Strategy Then and Now, Corning @CES Live updates and promoting coverage. Announcing new technologies Sharing photos from the booth and show 2012 2013 Real time photos and video sharing. Promoting technology photos vs. PR links Video booth tour showing real people.
  • 11. 10Corning Internal Creating Content Using Story Arcs The story arcs provide an organized structure to ensure Corning’s content is a variety of posts that showcase all the businesses and key messages.
  • 12. 11Corning Internal Metric Snap Shot • Facebook – 10,000 likes – 20% increase of followers in the past 6 months • Twitter – 6,125 followers – 18% increase of followers in the past 6 months • YouTube – In the past six months Corning’s YouTube channel views increased by 3.5 million. – Subscribers increased by 48% in the past 6 months
  • 13. 12Corning Internal Metrics Overview - Engagement 0 200 400 600 800 1000 1200 1400 1600 1800 2000 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Twitter Facebook
  • 14. 13Corning Internal Measuring Program Success Expand network of followers within defined target audiencesGrowth Create more compelling, shareable content that resonates with target audiencesEngagement Use Social Media channels to insert Corning into preexisting conversationsActivity
  • 16. Learn more about past and upcoming BlogWells socialmedia.org/blogwell This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell New York April 17, 2013 socialmedia.org/blogwell