© 2014 BY KRISTIN MARTIN DESIGN.

INFORMATION

Indianapolis, IN

kmartin.dpu@gmail.com

317-460-3709

INVESTING IN CONTENT TO MEET OUR AUDIENCE'S NEEDS WHILE GENERATING LEADS.

The focus of this project was to increase social media engagement by understanding how our audience prefers to consume content.

 

To drive engagement (not just impressions) across social channels, you must have a strong understanding of your target audience and their behavior.  Within my first month at Celadon, I focused my time on understanding our followers and their needs.  

 

I identified that 80% of our audience consumed our content through mobile devices and tablets. With that in mind, we focused on repurposing and developing new content by applying mobile-first design thinking.

MY ROLES

  • Analytics

  • Competitive Analysis 

  • Content Planning

  • Design

  • Video

PROCESS

By analyzing Celadon’s social media and website data, I gained a clear understanding of our audience personas, the content they found most engaging, and how they preferred to consume content.

Using this data, I developed a competitive analysis and engagement report and presented it to our team. With these data points in mind, we developed a content strategy segmented by social media platforms.

SOLUTION

By looking at Facebook, Twitter, YouTube, and LinkedIn, I defined a set of key characteristics for content that consistently increased engagement and organic reach.

 

Characteristics included:

  • Consistent brand image

  • Post frequency

  • External website links

  • Mobile-friendly dimensions

RESULTS

  • Increased organic Facebook engagement by 20% within the first month of strategy implementation

  • Increased minutes viewed on Facebook by 15% since transitioning to mobile-friendly video and embedding video content

  • Increased Celadon Logistics LinkedIn engagement by 200% after introducing video content

Mobile-first Design Strategy

The Celadon Group

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