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Lumension Social Network Campaign Exceeds Expectations

Social media…is it part of your marketing strategy? With all the hype surrounding blogs, Facebook, Twitter and YouTube we wanted to share one of our clients approach to incorporating social media into their overall marketing and advertising strategy.

C. Edward Brice, SVP of Worldwide Marketing, Lumension
Prior to the Web, companies controlled the engagement with their prospects and customers through information. With the advent of the Social Web and introduction of social media, companies are no longer in control of the selling process. The people are in control. Today, companies must recognize and understand their customers buying process and develop value-added content that facilitates how their customers want to buy. With this in mind, Lumension took a unique approach to Web 2.0 to achieve the following:

  • Establishing a voice for the company
  • Building brand awareness
  • Establish thought leadership
  • Creating a compelling dialogue with its ecosystem
  • Educating the market

Lumension did this by launching its social media strategy and publishing rich, compelling content to syndicate using the web 2.0 technologies. As part of the strategy to build awareness, Lumension has created several channels to publish and syndicate thought leadership and industry-related whitepapers, ebooks, webcasts, podcasts, videos, and newsletters. In addition, Lumension provides value-added content tools such as ROI calculators, free slices of its technology in order to reach the right buyer personas and get them to engage with Lumension. Further, as part of the social media program, Lumension launched its corporate blog called Optimal Security, in tandem with Facebook , iTunes Channel, Twitter , and YouTube Channel , all Lumension branded. YouTube has generated over 8,000 views, Twitter Channel has over 500 followers, its viral ebook has generated over 5,000 downloads, and its blog is visited by more than 2,000 visitors each month, including key industry journalists who syndicate their blog content on a regular basis.