Driving Awareness through Traditional and Digital Media
When Splunk wanted to ramp up communications in its growing public sector market, it turned to Qorvis MSLGROUP to oversee its media program as well as manage its public sector social media channels. While Splunk’s corporate voice was strong, its connection to its booming public sector happenings had opportunity for immediate growth across traditional and social media. Despite its impressive government client list, Splunk’s public sector news and client success stories were not getting the attention they deserved. Qorvis MSLGROUP identified unique story lines within Splunk and began offering Splunk experts to reporters as well as sharing pre-written content with targeted publications. In just nine months, Qorvis MSLGROUP secured more than 40 articles for Splunk in relevant public sector trade publications covering key industry topics including cybersecurity and data analytics in addition to Splunk-specific subjects such as leadership changes, new customer announcements and event participation.
As the same time Splunk launched a social campaign geared specifically toward public sector audiences in the technology space. Qorvis MSLGROUP created a new Twitter handle, @SplunkGov, to highlight government IT news, industry trends and—above all—Splunk’s incredible customer success stories. By engaging in the larger government tech conversation, @SplunkGov was able to pick up hundreds of followers and develop social media relationships with industry leaders from its partner and customer base. @SplunkGov evolved into a hub of public sector content. In addition to supplying daily social media copy, Qorvis MSLGROUP live-tweeted Splunk’s government industry events and webinars to engage in real-time conversation. To tap into larger social audiences, Qorvis MSLGROUP mounted paid social media campaigns to ensure widespread exposure, and further position Splunk as a thought leader in the government tech space. In the first four months of social media activation, Qorvis MSLGROUP achieved the following results:
• Generated 1.3 Million Twitter Impressions
• Created over 380 pieces of unique, original content
• Received over 2,000+ clickthroughs on Splunk website links
With an established social presence at hand, @SplunkGov’s following now includes more than 800 relevant government users, including former federal agency executives, government-focused reporters and big data industry buffs.