EBSCO Publishing Social Media Strategy

EBSCO Publishing

Social Marketing Strategy

Cord Tocci

About• Subsidiary of EBSCO

Industries• Serves as an information

database• Library reference center

– Full-Text– Online journals– eBooks

• Used By– Libraries– Schools– Academic institutions– Medical institutions– Corporations

Domestic and International

Ipswich, Ma Headquarters

•Worldwide•1200 + Employees

•Domestic 800+•International

•400+ Employees•Asia•Australia•Africa•Europe•North America•South America

•Growing larger each year

Marketing Strategies

• Internet based company– Targeted audience

– International connections

• Social media platforms– Twitter

– Facebook

– YouTube

– LinkedIn

http://cdn.business2community.com/wp-content/uploads/2012/08/social-media-for-sales-

people.jpg

• Social Media Platform

• 140 million users

• Share personal ideas, thoughts, business messages, links, pictures, etc

• Follow friends and favorite interests– Athletes

– Companies

– Movies

– News

Twitter Strategy

Current Strategies

• Product Updates

• Links to Tutorials

• News on EBSCO

• Acquisitions and Partnerships

New Strategies• Roadmap• Job Openings• Support • Conversing With Fans

• Social Media Platform

• 900 million users

• Create a Profile

• Join Groups

• Follow Professional Pages– Artists

– Actors

– Athletes

– Etc…

• Connect with friends

– Wall posts

– Comments

– Post Images /Videos

• Tag friends

– “Like”

• Play games with friends

Facebook Strategy

New Strategies

• Share news and updates – Company updates

– Acquisitions

– Promotions

– Job Openings

• Develop a fan base– Provide support

– Allow comments

Current Strategies

• Company Information

• Video Sharing Platform

• Over 800 Million unique users visit each month

• Upload and View videos

• Share videos via link to anyone

• Comment and Rate videos

• Manage favorite videos through an account

YouTube Strategy

Current Strategies

• Initiatives

• Public Relations

• Tutorials

• Product Demonstrations

Added and Updated• History and Future• President and Vice President’s Messages• Meet EBSCO Employees

Don’t just speak… Show!

• Business Social Networking Platform

• 175 Million users

• Similar to Facebook

• Designed for Professional Networking

• Great resource for resume

• Connect to co workers and friends to show your connection to the professional world

LinkedIn Strategy

Current Strategy

• Job Postings

• Careers at EBSCO Overview

• What people are saying

New Strategy• Current employee updates• Up to date full list of openings• Reach our for more followers

Revenue of Interest

• Hits per site– Before and After

Statistics– Source of links to EBSCO

pages

• Where did you hear about us?– New Customers– New Employees

• Compare profit growth over past quarters to future

http://aristoassociates.com/wp-content/uploads/2010/11/Social-Media-growth-investment-firm-300x262.jpg

Sources

• All current strategies were determined by examining the current social media sites of EBSCO Publishing.

• EBSCO – About (http://www.ebscohost.com/about-us)

• EBSCO Images (www.ebscohost.com)

• LinkedIn Press Center (http://press.linkedin.com/about)

• YouTube Statistics (http://www.youtube.com/t/press_statistics/)

• Facebook Newsroom Company Info (http://newsroom.fb.com/content/default.aspx?NewsAreaId=22)

• Twitter – About (https://twitter.com/about)