New York, October 29th, 2016

If someone asks you to give an example of good use of social media, you wouldn’t be blamed from thinking about companies like Coca Cola or Nike. But the use of Facebook, LinkedIn Twitter, Snapchat, Google, Uber, and other tech solutions have made all customers savvy, connected and has given them a voice. For this reason, the right use of social media cannot be exclusive to mass consumed products and brands.

This digital transformation is more than simply building a website as a virtual shop window allowing customers to contact them. It’s about being where the buyers are- at home, on their mobiles, in the office; and relating to their needs.

We are in the era of the ‘social business,’ where the connected consumer expects to obtain information and services on demand. This applies to everyone, including traditional business such as RR Donnelley, a fortune 500 company based in Chicago, Illinois, that provides print and related services.

When RR Donnelly realised its lack of investment in social media marketing was making it lag behind its competition, it turned to Blue Fountain Media (BFM) to generate affinity with decision makers at potential client companies through social media.

Gabriel Shaoolian, founder and CEO of the New York City digital agency explains, “In our view you should not isolate social media into its own group. At BFM we believe that social media platforms are multi-channel/multi-purpose opportunities. For example, paid social products are leveraged by our paid media and content teams, while community management and organic social content is handled by our PR and content teams. This allows us to tap into our team members strengths much more effectively than simply having a ‘social team’.”

BFM developed multiple profiles for RR Donnelley products and brands. It created posts and engaged with other content authorities daily on Facebook, Twitter, and LinkedIn. It also created appealing social media advertising to target audiences.

The results were outstanding. There was an audience increase of 324% month-over-month. 250% increase in referral traffic to the RR Donnelley digital properties and the engagement rate rose to 22% instead of the average 4% that its competitors generate. With this campaign, BFM managed to help generate genuine new business leads for sales via social.

BFM builds its own proprietary technologies for reporting and monitoring performance of its social platform efforts. When necessary, and if it makes sense to its client’s needs, the agency also employs 3rd party tools like Hootsuite or SimplyMeasured.

To organise a 360 social media strategy, BFM has a clear path. “Our digital strategists and marketing managers share ownership of our clients’ strategies across channels (including social). They also rely on the granular expertise of our specialist team members,” points out Shaoolin.

The way projects are organised at BFM varies from client to client. “We put together a team of specialists across paid media, content marketing, design, and PR in order to handle project that will rely on social platforms heavily,” says Shaoolin.

So, what is the future of social, at least on the next five years?

“I believe we’ll see products coming from major platforms that will allow us to create many different kinds of content distribution networks simultaneously – public and private feeds that feel more natural and better reflect how we share information “IRL.”

Name a challenge your team is currently facing.

“With any new technology set, educating folks on the power of a platform is always the biggest challenge. Getting more traditional B2B marketers to realize that even busy doctors, for example, are using social platforms for content discovery is always a challenge.”

Can you describe your agency in key words?

Results-Driven.

Una foto publicada por Blue Fountain Media (@bfmweb) el 26 de May de 2016 a la(s) 2:43 PDT

What piece of advice would you give a recent grad looking to work in digital marketing?

“Spend time getting a deep understanding of how digital marketing channels and platforms can work to drive real results. Everyone born after 1989 is a “social media expert” so figure out how to be a marketing expert who can use social platforms to drive results and you’ll have a long career.”

How did you get started in the industry?

I loved designing websites. I saw them as game changers as to how companies and individuals would communicate with the world. That is obvious now; but it was not back when I got started. It’s also fun! And if you love what you do, you have a better chance at succeeding at it.

What do you like doing in your free time?

What free time? Any competitive CEO or business leader will tell you that business is on their minds nonstop. Even when they are on vacation, on a beach, sipping a margarita, they are thinking about either how to solve a problem or how to take the company to the next level.

Which cities outside where you live interest you creatively?

I’ve always lived in NYC and it never gets boring. It’s a city that ensures you are on top of your game or you get left behind. It’s a true reflection of our digital world.

Thanks Gabriel!

Learn more about Blue Fountain Media

Follow BFM on social media:
http://www.facebook.com/BFMweb
http://www.twitter.com/BFMweb
https://www.linkedin.com/company/blue-fountain-media

By Geny Caloisi.
genyc@topinteractiveagencies.com

bfmBlue Fountain MediabrandsCommunity Managementdigital transformationMarketingmediaprojectsSocial Media Marketingteams