Embracing Social for Brand Awareness

Client Snapshot

Frontier Embraces Social to Supercharge Brand Awareness

Frontier Business

The Short Version

A great social media presence starts with a great content strategy. Frontier understood that and partnered with Bulldog to build brand awareness and drive leads while staying on budget.

THE OPPORTUNITY

Likes, shares, and retweets—the lifeblood of any brand on social media.

Even as one of the top telecom companies in the country, Frontier Business’s social media feeds felt more like customer service bulletin boards than information hubs. Their target audience—a mix of I.T. pros, CIOs, business owners, and techies—uses social media to discuss the industry tech trends. Frontier had the right solutions but wasn’t part of the right conversations, and the competition was outspending them in advertising.

To drive better engagement, Frontier needed to boost brand awareness, improve sentiment, and move prospects further into the buyer’s journey. That meant working with Bulldog to turn social messaging into cost-effective content marketing.

 

Frontier Social Examples

 

THE SOLUTION

Define a content strategy and develop audience-centric messaging by listening first, talking second.

How did Bulldog help Frontier find their voice on social media? By using social listening tools, market research, and leveraging influencers to help Frontier improve its share of voice across Twitter, Facebook, and LinkedIn.

Through in-depth research, Bulldog identified keywords Frontier needed to incorporate into its messaging, the right hashtags to put their mark on trending industry topics, and the types of content to share—such as eBooks, infographics, and assessments—to help its target audience make key decisions about their I.T. network equipment.

This also helped Bulldog take Frontier’s social media channels in fun and new creative directions with valuable content, quizzes, sweepstakes, and even audience-specific memes. To improve Frontier’s share of voice, Bulldog used social influencers as a cost-effective way to improve organic reach of each social post.

The Results

Frontier Business dramatically increased social engagement with a new strategy and refreshed creative that put its audience first.

SOCIAL ENGAGEMENT INCREASED

5–10%

POSITIVE SENTIMENT GREW

58–85%

NEGATIVE SENTIMENT KEPT UNDER

2%