CHALLENGE:

In the early days of social media as businesses began to see the need for the right approach, Skype brought Just Drive Media on to help develop social media best practices, employee education and a center of excellence that they could build upon.

APPROACH:

Our initial, foundational work revealed a need for further support. Just Drive Media added a comprehensive social listening program with monthly reporting, including an in depth look at sentiment, topics, and opportunities in earned channels across all product lines. Our reports traveled throughout the organization, alerting product teams to bugs and issues they weren’t hearing about elsewhere, enabling them to issue fixes and respond to customers much more quickly.

Later, in a push to attract more business customers, Skype asked Just Drive Media to help ignite and fuel an active social community around Skype for Business, from the ground up. Pairing our team’s social listening capabilities with our extensive social media expertise, we designed a strategy to drive awareness, encourage advocacy and enhance educational content targeting small business owners. We leaned into our existing social listening program to inform content strategy, engagement, and our influencer approach. We identified key advocates and developed a program to empower the brand’s strongest evangelists to speak on behalf of the brand, launching this alongside a successful influencer program anchored in content and amplified with a series of local events in key SMB markets.

OUTCOMES:

Our efforts helped significantly increase the size of the Skype for Business community, and resulted in higher general awareness, better engagement, and more conversations with current and potential customers.