BILL Social Media Strategy
Customer Story Carousels
At BILL, I led the Customer Stories pillar and worked closely with the Customer Stories team that regularly interviewed our BILL customers for our blog’s case studies. To turn the case studies into dynamic social media content, I led my team in creating Social Media LinkedIn & Instagram carousels. These became an integral part of our social media strategy, as the Customer Story Carousels regularly achieved engagement rates of 10-15%, beating our KPI goals. Our customer story features became our best-performing overall social media pillar, and often resulted in the most content, at about 10-20 stories per month.
Quote Posts
To hit our goals of 2x posts per day, our small social media team devised ways to reuse our customer content and stories. We turned our customer story case studies into Quote Posts and highlighted key quotes from their social media carousels. We also used Quote Posts to highlight our partners, such as the Black Entrepreneurs ABLE program.
Videos
Videography, animations, and GIFs were also a large part of our strategy for making our social media engaging. We collaborated with our marketing & customer stories team to turn full-length videos into bite-size videos for social media, from 15-30 seconds on Instagram to 1-2 minutes on LinkedIn.
Employee Spotlight Carousels
Building upon the success of our customer carousels, we found that employee spotlights led to a huge boost in our social media engagement from not just our employees, but their connections as well. We turned our employee spotlights into Employee Resource Group spotlight carousels and special features for company celebrations like Black History Month, Asian Pacific History Month, and Mental Health Awareness Month. As the Social Media Liaison to the ERGs, I coordinated the designs with our Creative Team and worked directly with the ERG leaders.
Timely Content Pillar
For our Timely Content pillar, we regularly engaged with trending news & stories through polls and stories to engage with our audience. We also updated our customers on the latest brand news and updates on our company.