Akamai Integrated Digital Campaign

Akamai came to Overdrive to unify their digital marketing efforts so that various components could work together at all prospecting customer touch points, and the performance of their online lead generation programs would be significantly improved.

Ingredients:

  • Paid Search Management (SEM)
  • Search Engine Optimization (SEO)
  • Social Media Community Management
  • Social Platform Management and Measurement (SocialEye)
  • Social Content Development and Publishing
  • Social Promotion and Contests
  • Facebook and Twitter Advertising
  • Web Tracking
  • Marketing Dashboards
  • ROI Optimization

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Search Engine Marketing and Conversion Optimization

Overdrive restructured Akamai’s paid search program, coupling it with conversion optimized paid search landing pages. This resulted in significantly increased conversion rates and ROI.

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White Hat SEO

Overdrive assessed Akamai’s online natural search presence for all major search engines, using our findings to improve Akamai’s search rankings, natural site traffic, and lead flow.

  • Code Compliance
  • XML Sitemap
  • Meta Tag Development
  • Content Development
  • Training
  • Social Media Integration
  • Interlinking
  • Call to Action Integration
  • Constant Keyword Level Rank and Competitive Tracking

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Social Media Marketing and Community Management

Overdrive helped Akamai unify their social channels into a single communication engagement platform. Our social media managers and content developers made Akamai’s social platform a lively and valuable place for their customers, prospects and employees to socialize and engage. Services included content and post development, moderation and engagement optimization.

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SocialEye Platform

Overdrive utilized the SocialEye platform to help manage Akamai’s social media publishing and engagement tracking.

Social publishing

  • Content Creation
  • Scheduling and Publishing

Social metrics

  • Connections/Community
  • Engagement/Interactions
  • Video/Audio Plays
  • Distribution/Downloads
  • Buzz/Chatter
  • Impressions/Reach

Web/ROI metrics

  • Traffic/Page Views
  • Leads/Conversion
  • Revenue
  • Media Value

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Paid Social Media Marketing

Overdrive complemented organic social publishing with paid social advertising.

 

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Social Engagement and Community Growth

Engagement with Akamai’s social posts increased substantially, while their Facebook fan base experienced rapid growth.

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Source, Create and Publish Stream

Overdrive implemented an end-to-end workflow system for ongoing content collection, creation, and publishing.

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Social Content Development and Publishing

Overdrive produced a steady stream of content and posts informed and optimized via SocialEye’s engagement tracking feature.

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Social Engagement

Overdrive’s use of the SocialEye social media management platform allowed social media managers to gain insight into which posts received the most engagement from Akamai’s social community.

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Social Contest: #KickingAndStreaming

Akamai’s social community was engaged in a contest and crowdsourcing promotion based around the 2014 World Cup.

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Unified Tracking, Reporting, and Optimization

Overdrive employed end-to-end data collection and dashboarding in order to both minimize waste quickly and effectively identify successful channels and tactics for rapid ROI optimization.

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Success!

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