Silver Vase - Social Media
In the summer of 2015, The Jupiter Circle was approached by Silver Vase Orchids, a prominent orchid farm in Florida, and asked to increase their social media presence. On Twitter, the task fell to me to expand Silver Vase's following and increase engagement with their content while educating and exciting them about orchids.
To best facilitate engagement with the company, I created a steady schedule of three tweets per day, one released in the morning, midday, and the evening. Each tweet generally had a theme associated with it, with the morning tweet focused on general orchid appreciation and reposting content submitted by followers, and the evening tweet dedicated to Orchid care advice. Furthermore, certain days had a theme designated by a hashtag, such as #Motivationalmonday or #PhalaenopsisPhriday.
The midday tweet was always devoted to a two-week long "flash campaign," which was designed to both excite and educate Twitter users about the wide and wonderful world of Orchids. These flash campaigns were designated by a hashtag, such as #Orchidhistory or #ExtremeOrchids, and were designed to create informative and exciting bursts of content that varied in order to keep followers constantly focused on something new.
The results of this work were stunning. Silver Vase's Twitter following skyrocketed, growing by over 1,500% with 428 new followers between May 1st of 2015 and April 30th of 2016, my time at the head of the account. These new followers were also very engaged with the brand, as evidenced by a 7,000% increase in the number of messages the account received. Finally, engagement with Silver Vase posts averaged about 5.1% during this period, far above the standard of .07% for the top 25 brands on Twitter.