From  Stats to Insights

When it comes to customer engagement, how does an organization know where to put their time and effort? Resources are tight and time flies by. So, to service our market of product and marketing personas, we sought to uncover a way to prioritize their precious hours. 

Working with a project manager, campaign team, social media marketing experts, agencies, and public relations, I gathered, delivered, and synthesized information to develop a strong narrative that would help people build strong customer engagement foundations. 

PROJECT PROFILE

Company: Twilio

Maureen's Role: writer, editor, project manager, coordinator
Elements: 
Social Media Marketing (paid and organic)
Public Relations
Marketing Automation
Email Marketing

Goals: Engage database, build interest, drive leads

SOCER Audience

When it comes to developing products and prioritizing limited resources, everyone across an organization is impacted. In relation to streamlining customer communication and contact, product and marketing roles take the brunt of it. That's why, as we developed the State of Customer Engagement Report, we worked hard to ensure that the following big questions were answered for those folks: 
  • What should I build? 
  • When should I build it? 
  • What should I focus on on? 
  • How can we keep our customer information safe? 
  • How can we make it as useful as possible? 

The Process

Over 6 months, I collaborated with team members to create a comprehensive report launch in nine languages. With over 25 stakeholders across the global organization, I navigated complex infrastructure to collect input, gather buy-in, and work with the agency to synthesize the critical points that brought this report to life. I led two report rewrites, oversaw the content deliverables, and acted as the project manager during the last quarter of the project.

The Results

Historically, this report has been a major revenue driver. Currently in it's fourth year, and launched on March 30, 2023, the results are still forthcoming. Here are a few preliminary results that we are seeing coming in. 
The LinkedIn livestream based on the script I wrote featuring the Chief Customer Officer at Twilio and his counterpart, Katrina Wong, the head of Twilio Segment marketing.
AWARENESS
  • Organic social platforms garnered 16,752 impressions, 429 engagements, and 165 link clicks.
  • Internal sharing produced 369 engagements, and 167 link clicks.
ENGAGEMENT
  • More than 4,000 unique page views excluding outliers to the SOCER web experience.
  • 82 SOCER articles globally across regions. Message pull-through has also been strong, with 71% of SOCER coverage including CEP messaging.
CONVERSION
  • More than 830 downloads of the SOCER PDF across regions.
  • More than $6M in attributed pipeline.

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