April Sonsona presented on Waste Management's social media strategy for the WM Phoenix Open golf tournament. She discussed how they used influencers to promote sponsor awareness pre-tournament. During the tournament, they ran contests to highlight their services and hosted a sustainability forum. Their efforts on social media generated over 22 million impressions over the 5 day event. Their tracking of key metrics showed their social media efforts were successful in promoting Waste Management's brand and services to business audiences.
Measurement that matters, presented by Natalie Williams
Social Business B2B at WM Phoenix Open
1. SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 32
Chicago, 6-15-2014
Learn more about Member Meetings
socialmedia.org/meetings
SOC
IALMEDIA.
ORG
MEM
B
ER MEETIN
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32
CHICA
GO
Waste Management
April Sonsona
Social media: Social business to
business at WM Phoenix Open
3. April Sonsona @aprils_pen
Waste Management
Lead Social Media for company, built social media CRM
Contractor for Centers for Disease Control
Social Media Strategist - campaigns, content development,
reporting & analytics
The Home Depot
Social Media Specialist, 6 years
Part of original in-house team in charge of social media
campaigns, monitoring, reporting & analytics
Senior Manager, Social Media
4.
5.
6.
7. Process & Planning
Pre-Tournament Activities – Sponsorship Awareness
Influencers
Charities
During Tournament – Services Awareness
Contests
Sustainability Forum
Stages
14. PHOTO CONTESTS
WINNERS
ROUND 1 ROUND 2 ROUND 3 ROUND 4
green on 16th @tpcscottsdale #greenestshow
#WantToWinSuiteTickets @wmphoenixopen
@wastemanagement
Waste Management!! #golf #pga
#stripeshow #greenestshow
Man these guys do it all out here!
#greenestshow @
WasteManagement @WMPhoenixOpen
My first time at the @wmphoenixopen
#greenestshow #axwx #perfectday
WINNINGPHOTOWINNER(S)
15. @Waste Management #greenestshow you guys have convinced my
husband off 16 and to volunteer!
Again, a huge thank you to all my friends
@wastemanagement for having me at their corporate
box! #greenestshow #thinkgreen
21. Summary
Social Business to Business
• Tracking & Measurement
• Influencers Match Target Audience
• Engagement
• Contests
• Sustainability Forum
• Break up event in stages
24. Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 32
Chicago, 6-15-2014
Learn more about Member Meetings
socialmedia.org/meetings
SOC
IALMEDIA.
ORG
MEM
B
ER MEETIN
G
32
CHICA
GO