In her BlogWell New York presentation, Corning's Supervisor of Social Media Programs, Nicola Pytell, explains how they maximized a grassroots social media program. She goes into detail about how Corning got — and is strategizing to keep and grow — the attention of their fans using social media.

1. SocialMedia.org
Video Case Studies
Nicola Pytell
Maximizing a Grassroots Social
Media Program
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
New York
April 17, 2013
socialmedia.org/blogwell

2. Maximizing a Grassroots Social Media Program
April 17, 2013

3. 2Corning Internal
Overview
• Began participating in Social, Jan. 2009
• Secured channels to protect brand and to
push approved marketing materials
• A Day Made of Glass- elevated our presence
in Social space (>21,600,000) views to date
• In September 2012 we outlined a defined
Social Media strategy for Corning’s
corporate channels that map to our
communication objectives.

4. 3Corning Internal
Corning Social Media Objectives
• Strengthen and protect the Corning
brand
• Foster a network of Corning’s followers
and champions
• Extend opportunities for engagement
• Identify real-time trends and
discussions
• Shape conversations on glass
technology and applications
Our Social Media objectives :

5. 4Corning Internal
Target Audiences
Employees & Corning Communities
Tech & Science Enthusiasts
Customers & Partners
Media

6. 5Corning Internal
Our Current Story Architecture
Glass Technologies
Diverse Growth
Company
Stability/Living the
Corning Values
Innovation &
Manufacturing

7. 6Corning Internal
Stability & Values/Innovation & Manufacturing
• Through past and present
posts, Corning’s corporate
Facebook page helps
bring Corning’s 160 years
of technology and product
milestones to life.

8. 7Corning Internal
Diverse Growth/Glass Tech./Innovation &
Manufacturing
• After Corning Gorilla Glass
reached the one billion milestone
we promoted visual posts on
Facebook that showcased how
Corning does business by the
billions across all divisions.

9. 8Corning Internal
Stability & Values
• Corning’s “News We Love”
series showcases
Corning’s values through
visual messages about
employees, the Corning
community, suppliers, and
customers take pride in
associating with Corning.

10. 9Corning Internal
Corning Social Strategy
Then and Now, Corning @CES
Live updates
and promoting
coverage.
Announcing
new
technologies
Sharing
photos
from the
booth
and show
2012 2013
Real time
photos and
video
sharing.
Promoting
technology
photos vs.
PR links
Video booth
tour showing
real people.

11. 10Corning Internal
Creating Content Using Story Arcs
The story arcs provide an organized structure to ensure Corning’s content is a
variety of posts that showcase all the businesses and key messages.

12. 11Corning Internal
Metric Snap Shot
• Facebook
– 10,000 likes
– 20% increase of followers in the past 6
months
• Twitter
– 6,125 followers
– 18% increase of followers in the past 6
months
• YouTube
– In the past six months Corning’s YouTube
channel views increased by 3.5 million.
– Subscribers increased by 48% in the past 6
months

13. 12Corning Internal
Metrics Overview - Engagement
0
200
400
600
800
1000
1200
1400
1600
1800
2000
Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13
Twitter
Facebook

14. 13Corning Internal
Measuring Program Success
Expand network of followers within defined target audiencesGrowth
Create more compelling, shareable content that resonates
with target audiencesEngagement
Use Social Media channels to insert Corning into preexisting
conversationsActivity

15. 14Corning Internal
THANK YOU!

16. Learn more about past and
upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
New York
April 17, 2013
socialmedia.org/blogwell