Women's Professional Organization Dramatically Elevates Branding and Social Footprinting Using MarketBeam
ABOUT THE COMPANY
WOMEN IN TECHNOLOGY INTL.
Women in Technology International (WITI) is committed to empowering innovators, inspiring future generations and building inclusive cultures, globally. For over 30 years as a leading authority of women in technology and business, WITI has been advocating and recognizing women’s contributions in the industry and encouraging students to pursue STEAM careers. The organization delivers programs and platforms for individuals and companies — designed to enhance innovation, competitiveness and global reach. WITI’s ecosystem includes more than three million women and men in technology, 60 networks, and 300 partners, worldwide.
With the changing times of digital marketing and social media, WITI recognized an opportunity to enhance their social media presence. Social media is a key way that WITI’s members use to communicate beyond their usual email newsletters. Although WITI already had a presence on social media through their LinkedIn, Twitter and Facebook pages, this wasn’t generating enough traffic to their events and it wasn’t carried out in a cohesive way. WITI needed a solution that would enable them to amplify their social media efforts, drive people to their events, and elevate their brand in this digital age.
As a branding guru and WITI’s VP of Marketing, Parna Sarkar-Basu first learned of MarketBeam’s product at WITI’s conference in 2017 where MarketBeam was one of the top 5 startups selected to participate in their conference’s Startup Village. Frustrated with the social media tools she was using, Sarkar-Basu saw an opportunity to use MarketBeam’s platform to solve WITI’s social marketing challenges. Thus, the relationship between WITI and MarketBeam was born. Within a few weeks, WITI Boston was blown away by the results they achieved! They had increased event registrants by over 400 percent in just weeks of members sharing content on their social networks.
WITI Boston recommended that MarketBeam be used by the networks to amplify the WITI brand and leverage each members’ social contacts to get more people to each event. The MarketBeam team worked quickly to onboard WITI’s corporate team and networks to maximize their event attendance.
“We push content out more frequently and that has made a huge difference. We promise our sponsors we will give them a social media shout-out so we can do a lot of postings especially leading up to the event. Our Facebook engagement has been better than it has ever been over the past two years.”
Kari Schori, WITI Network Director & CIO at Westpoint Insurance Services
Once WITI’s social media strategy was in place, WITI encouraged team members to join MarketBeam’s app and participate in its social media efforts by sharing WITI’s content. Members added a personal touch to their posts before sharing updates with their social networks. This was quite an achievement given that the WITI marketing team could now track their cumulative social media efforts.
MarketBeam is now used by dozens of WITI networks around the U.S. Sarkar-Basu described the benefits of MarketBeam’s social marketing tool as, “Not only is our corporate team involved in advocating on social, but our local networks are involved too, which is a great asset for any professional or community-based organization. We were able to get the local networks up and running within two weeks of our on-boarding call with MarketBeam’s team.”
increase in event attendance impressions
total Impressions
earned media value
WITI’s Boston network noticed event attendance was dwindling. Sarkar-Basu led WITI Boston’s initiative to increase local event attendance. Within weeks of using MarketBeam, the Boston network achieved these results with just six board members once they started sharing content through MarketBeam using their social networks
“MarketBeam is a centralized tool for all social activities of any organization. It helps scale marketing campaigns by analyzing results accurately. Our network directors push content via MarketBeam to their local channels and to corporate channels”
Parna Sarkar-Basu, VP Marketing at WITI
increase in event attendance impressions
total Impressions
increase in silent auction items
Kari Schori and her team in WITI’s Tampa Florida network organized Geek Glam, an annual fundraising event. By using MarketBeam in the 2-months leading up to their fundraiser, WITI Tampa increased their social reach that resulted in:
“We push content out more frequently and that has made a huge difference. We promise our sponsors we will give them a social media shout-out so we can do a lot of postings especially leading up to the event. Our Facebook engagement has been better than it has ever been over the past two years”
Kari Schori, WITI Network Director & CIO at Westpoint Insurance Services
WITI Columbus’ Director of Marketing and PR, Chelsea Akers says MarketBeam has completely transformed the way her team shares content on social media.
“We weren’t able to track our activity, so we weren’t getting any feedback on where we were getting the most engagement, who is sharing the content, or whose networks are engaging the most people. It was definitely more of a challenge and more of a guessing game of what was working and what wasn’t until we started using MarketBeam”
Chelsea Akers, WITI Columbus’ Director of Marketing and PR
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