Haverford Trust Company
Investing in Growth Through Quality Social Media Marketing
- 15.31% page engagement rate
- 14.93% post engagement rate
- 23k page clicks
Background
Haverford Trust aimed to build a corporate presence on LinkedIn, seeking to leverage its 900 million members across over 200 countries for recruitment marketing, brand recognition, community partnerships, and virtual networking, requiring a strong corporate presence and an engaging executive profile. Slice was tasked with developing a social media launch plan, considering the public nature of social media and strict compliance requirements in the financial services industry.
Strategic Roadmap
To kick off Haverford Trust’s LinkedIn presence, we developed a strategic roadmap outlining roles, timelines, and processes. We conducted a competitive analysis and social tool audit to create content guidelines and establish a streamlined publishing process. Incorporating third-party content on LinkedIn can increase engagement, but navigating the regulations can be tough. To comply with FINRA, we created language for Haverford’s “Terms of Use” and crafted thorough checklists to vet all non-proprietary content.
After several months of finalizing policies and procedures, we obtained approval to begin posting. The internal marketing team at Haverford utilized our calendar template and content recommendations, resulting in an exceedingly successful public launch.
Slice quickly operationalized the daily management plan after launch, maintaining a minimum of three posts from the corporate account each week and at least one piece of thought leadership each week from the executive team profile that we managed. Strategically balancing these two accounts and playing off of one another has helped to add personality and enliven voice and tone while still remaining within compliance guidelines.
Impact
After analyzing the initial two months of Haverford’s LinkedIn posts, Slice generated reports documenting impressive results. Haverford has achieved engagement rates of up to 27% on their posts, with monthly impressions reaching a staggering 14,000. These numbers were reinforced by site traffic data, which revealed that visitors arriving from LinkedIn spent the longest duration on the site, perused the most pages per session, and had the second lowest bounce rate compared to other traffic sources.
Of particular note was the fact that, after years of working together and delivering on our strategy, well over a hundred LinkedIn followers have visited Haverford’s site to explore available job opportunities, indicating that our efforts are aiding in recruitment endeavors.
Haverford’s LinkedIn account, along with its primary executive profile, continue to reinforce the organization’s thought leadership and strengthen its reputation as a trustworthy institution, all while attracting top-notch candidates.
