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
– YouTube
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)
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