Creating an Entrepreneurial Ecosystem
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. We sought to drive awareness, encourage advocacy and improve product and feature education in order to:
- Help bring new business/mixed users to Skype and increase the number of “high value” customers
- Support additional sales to existing Skype users/customers by educating them on the value of Skype in the workplace
Our team designed a social media and content marketing strategy to:
- Build a sense of community through quality content, engagement, recognition and customer service
- Educate current/potential customers on differentiators and ways Skype can help their business
We also launched an influencer and advocacy program to grow awareness of Skype business scenarios and to increase engagement with Skype in the SMB ecosystem and in social channels.
In 18 months, we helped boost Skype’s business following by 85% and achieved or exceeded engagement goals across all key channels, including exponential boosts in retweets and @mentions on Twitter, discussions and commentary on LinkedIn, and post engagement on Facebook. Our ambassadors blog about Skype to their audiences and actively participate in our social channels by retweeting, commenting, answering questions and posting discussions. The campaign also contributed to a large number of new paid product purchases, registrations and downloads for Skype.