Barbara Nelles, senior writer, International Sleep Products Association
Growing a community of fans
In 2008, when Julia Rosien joined a bedding/mattress manufacturer as Communications Director, the website was dated and unwieldy and no longer reflected the brand. Although the company retained PR firms, the only links pointing to the site were insubstantial and ineffective.
Julia immediately began strategizing a re-branded website that included social media, a sleep resource center, a blog and an easy to use ecommerce interface. She directed the development and designs and worked closely with all the teams involved.
Aligning the new website to its core company values of transparency and natural solutions drove all content creation, design and development and the SEO infrastructure.
During the rebuilding of the site, Julia established communities on Facebook, Twitter and LinkedIn – and launched a blog. Because the company’s digital footprint was light, Julia became the online spokesperson for the company and used her personal networks to grow the communities.
Between 2008 and 2010, the company’s social networks took on a life of their own. When Julia retired as communications director in October 2010, she left a connected and engaged company.
- Facebook – More than 3,500 fans
- Twitter – More than 6,500 followers
- YouTube – More than 1,100 channel views
- Twitter grade of 99/100
- Website grade of 99/100
- Traffic rank – top 1.47% of competitor’s websites
- Alexa ranking of 456,404
- Google indexed pages – 364
- Inbound links – 6,530
- Google Page rank of 5
This company’s growth is a study in grass roots marketing of an already strong brand. The blossoming of community support and engagement from sales reps, retailers and end consumers shows that transparency from B2B to B2C is achievable.
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