Post by account_disabled on Oct 21, 2023 22:31:29 GMT -6
EY provides audit, tax, business risk, technology and security risk services, and human capital services worldwide. Working across assurance, consulting, law, strategy, tax and transactions, EY helps its clients answer the complex issues facing our world today. Enabled by data and technology, diverse EY teams in over 150 countries provide trust through assurance and help clients grow, transform and operate.EY Canada was struggling to find its unique voice on social platforms to break out of the sea of sameness. The company provides assurance, consulting, strategy and tax services to businesses, including private companies and entrepreneurs — however, they lacked a distinguished voice that smaller companies could also relate to. They needed to focus their messaging to reach more specific audiences.
“The depth of our business enables us to have Phone Number List an abundance of content to pull from. While a good challenge to have, it means we have to be extremely thoughtful around prioritizing distinct, thought-provoking content that will garner high engagement and resonate with our targeted audiences on social media,” said Fatima Israel, Head of Brand, Marketing and Communications at EY Canada. They sought to develop a revamped social media strategy to identify and speak directly to entrepreneurs and startup decision-makers.EY Canada had no shortage of quality content but needed a more effective way of positioning it. “We have great content, but our audience doesn’t have a ton of time,” said Dylan Doyle, Social Media Lead at EY Canada. “The question becomes, how do we take great long-form stories and condense them into a meaningful, impactful 20 seconds?”
EY Canada’s inaugural LinkedIn Stories series, The Entrepreneur Shift, shed light on how COVID-19 affected small businesses, and what founders were doing to pivot.This content series was successful as a LinkedIn Story because we were showcasing relatable entrepreneurs telling their authentic stories in a very unfiltered way. We were also producing content on relevant shared human experiences such as navigating the business landscape during COVID-19 or re-tooling to give back to local communities – timely topics of high interest to our diverse audience,” Israel said.The company discovered that the conversations they were having with entrepreneurs were perfect for the Story format.This campaign didn’t have a direct lead generation goal. Instead, EY Canada focused on elevating their brand voice and experimenting with LinkedIn Stories to uncover the recipe for engagement. “Our marketing objective for this was to engage our audiences and drive meaningful dialogue,” Doyle said.
“The depth of our business enables us to have Phone Number List an abundance of content to pull from. While a good challenge to have, it means we have to be extremely thoughtful around prioritizing distinct, thought-provoking content that will garner high engagement and resonate with our targeted audiences on social media,” said Fatima Israel, Head of Brand, Marketing and Communications at EY Canada. They sought to develop a revamped social media strategy to identify and speak directly to entrepreneurs and startup decision-makers.EY Canada had no shortage of quality content but needed a more effective way of positioning it. “We have great content, but our audience doesn’t have a ton of time,” said Dylan Doyle, Social Media Lead at EY Canada. “The question becomes, how do we take great long-form stories and condense them into a meaningful, impactful 20 seconds?”
EY Canada’s inaugural LinkedIn Stories series, The Entrepreneur Shift, shed light on how COVID-19 affected small businesses, and what founders were doing to pivot.This content series was successful as a LinkedIn Story because we were showcasing relatable entrepreneurs telling their authentic stories in a very unfiltered way. We were also producing content on relevant shared human experiences such as navigating the business landscape during COVID-19 or re-tooling to give back to local communities – timely topics of high interest to our diverse audience,” Israel said.The company discovered that the conversations they were having with entrepreneurs were perfect for the Story format.This campaign didn’t have a direct lead generation goal. Instead, EY Canada focused on elevating their brand voice and experimenting with LinkedIn Stories to uncover the recipe for engagement. “Our marketing objective for this was to engage our audiences and drive meaningful dialogue,” Doyle said.