US Minority Contractors Association needed assistance promoting their EV Infrastructure three-day webinar in April 2024 in less than 30 days.
At the beginning of March, Holloway Media Services was tasked with building an organic social media campaign to secure 30 attendees for USMCA’s webinar. This promotion also included four emails with branded graphics and copy, plus optimizing the USMCA’s Facebook and LinkedIn pages. In addition to the USMCA social presence, HMS reposted links from the USMCA LinkedIn page on USMCA President/CEO Larry Bullock’s LinkedIn page to increase his connections and bring attention to the webinar.
Through publishing meaningful social media content and sending emails about the importance of MBE, DBE, and WBE businesses pursuing contracts in the emerging EV infrastructure industry, USMCA garnered over 100 registrations for its three-day national webinar. Consistently posting on social media about the event made this achievement possible, as the same overall message was reiterated with branded graphics, motion graphics, speaker photos, and short videos. We also ensured that each of the speakers were given copy and graphics to post to their individual social profiles, asking them to tag the USMCA. While not directly impacting the USMCA profile numbers, it did assist in the end goal of webinar registrations and general brand awareness.
At the start of this campaign, the USMCA’s Facebook page had 376 likes—much lower than its LinkedIn page, which has 1,500 followers. So, it’s no surprise that LinkedIn continued to be the USMCA’s strongest social media platform.
From March 12 through March 31, the USMCA Facebook and LinkedIn pages received 2 daily posts, garnering 6 new likes on Facebook and 121 new followers on LinkedIn – 42 posts total for each platform.
During the campaign, Facebook profile views were up 76% with an average of 6 per day. Facebook page impressions soared to 2,000, a 1346% increase, and the page reach hit 1,000 – 3121% increase and an average per day of 54. Over on LinkedIn, page views were up 157% at 252 – an average of 10 per day. Unique views were up 207% at 116 – an average of 5 per day. Post engagement on LinkedIn jumped 1226%, while Facebook post engagement remained flat. All of this was done organically by adding meaningful content about the webinar to get potential attendees interested in registering.
On March 7, we began sending LinkedIn connection requests on behalf of Larry Bullock. By April 4, we had sent 165 connection requests, 100 of which were accepted. Larry now has 1,736 connections on LinkedIn.
During this time, we also added 16 posts to Larry’s LinkedIn profile, and his followers noticed. Most of these posts received likes, comments, and reposts. Posting USMCA content on Larry’s page creates a connection that we believe holds a powerful opportunity for Larry’s followers to become followers of USMCA.
In contrast, during the 30 days from February 7 to March 7, prior to the event promotion, the USMCA Facebook page received 210 impressions (an average of 7 per day), had a page reach of 46 (an average of 2 per day), and only 96 profile views. Only two posts were added to the page during this time. On LinkedIn, USMCA received 18 new followers but added no new posts. Page views were 96 (an average of 3 per day), and unique views were 59 (an average of 2 per day).
Altogether, we sent over 175 direct clicks to the webinar sign up pages, (as tracked through UTMs and shortened links), building on a rapidly deployed, 100% organic social media campaign, successfully promoting the webinar and achieving every registration metric that was set forth by the USMCA.
Many thanks to the speakers and attendees who helped USMCA by liking and sharing the event! It allowed us to interact with them and further showed the social platform’s algorithms that more people want to see this content. The combination of meaningful content for your audience and engaging with followers when they like, comment, or share a post gets you noticed by the algorithms and your followers.
As a heart-led company, Holloway Media Services also did everything within our power to support the organization behind the scenes. We reached out to speakers to organize photos and bios, ensured that the links were accurate and led to the correct landing pages, and worked closely with organizers of the webinar to ensure that everything we promoted aligned with their vision and mission to support Minority, Diverse, Veteran, and Women-Owned Business Enterprises (MBE/DBE/WBE). We attended meetings, encouraged participation on behalf of the various stakeholders, and drove organizational growth on behalf of the USMCA to grow their core mission and provide value above-and-beyond a short-term partnership for this event.
When your audience sees that you care, they’re more likely to return to your page for more content in the future, building your brand and your campaigns successfully. Just like the USMCA, we’d love to help you leverage your organic social media to build excitement and successfully engage your followers.
