Objectives

Oracle's Primavera is the leading global provider of cloud and on-premise Enterprise Project Portfolio Management (EPPM) solutions. EPPM leaders and executive stakeholders across all industries rely on Oracle's Primavera solutions to improve strategy execution, operations, and financial performance.

Traditionally Primavera used it social channels to broadcast corporate messages to business audiences. This typically meant one way conversations in a typical corporate tone.

Oracle Primavera wanted to reinvigorate and re-engage its social media channels in a way that would help deliver demonstrable benefits to the business, encourage greater social engagement amongst users and prospects and to raise share of voice against key competitors.

The primary objectives for the campaign were:

• Increase awareness of Primavera and it's suite of tools, with desired audiences in key growth sectors
• Use this increased awareness to generate interest in Primavera to direct traffic to the website
• Where relevant, introduce specific lead generation content, converting awareness into leads

To deliver this and ensure success Primavera and Threepipe derived a strategy that changed the way social marketing had been handled previously. Using an 80/20 rule – 80 per cent engaging, visual and dynamic content designed to appeal to the issues important to Primavera's target audience and vertical sectors and 20 percent specific lead generation activities highlighting wider marketing activities such as whitepapers, reports, events and webinars.

Before starting the campaign in August 2014, Primavera's engagement on Facebook, Twitter and LinkedIn had plateaued and was averaging 1-2 post per week. Seven months after starting work together, Oracle and Threepipe have used the human-to-human approach to grow followers, engagement, shares, likes and deliver lead-generation to the Primavera sales team.

Strategy and Execution

To achieve this objective of creating greater growth and engagement on key social channels, Primavera and Threepipe joined forces to create a more human approach to content that would inspire and ignite the imagination of Primavera's existing customers and prospects.

Primavera's social channels were not just used to broadcast its messages, but to listen to audiences and to encourage a two way dialogue. Threepipe created a content calendar that comprised of the following types of content:

• Primavera marketing assets and lead generation content, e.g. white papers, reports, webinars, data sheets, videos, etc.
• Other Primavera content such as photos from events, team updates, market insights, anecdotal information and so on
• Be a good social neighbour – sharing external content such as sector specific report, industry events, news articles and other content interesting to key audiences

This raw material was taken by Threepipe and converted into exciting, dynamic content that helped boost engagement on Primavera's three key social channels, Facebook, Twitter and LinkedIn.

In seven months, since the start of this campaign in August 2014, Primavera and Threepipe turned the historical approach to social marketing, taking a human to human approach that moved away from stuffy, corporate communications. A mixture of creating compelling, dynamic social media posts that engaged with the customer and carefully promoted post on social channels has had a significant impact on results:

• Increase in rate of posts from 1 – 2 a week to 5-7 times a week
• Growth in Facebook followers of 23% in seven months, from 19,000 followers to 23,425
• Increase in Twitter follows by 15%
• Growth in share of voice from 8.6% in July 2014 to 31.4% in January 2015 against major competitors including Microsoft and IBM Rational
• Promoted post over weekends to ensure continuity of activity

Primavera also experienced a surge in leads generated from social marketing activities – over 6,100 clicks driven to Primavera hosted content and an average of nearly 40 link clicks per post across Facebook, Twitter and LinkedIn.

Media