RW Baird

Internal Community Design

New Strategy, New Community

The financial services industry has strict and sometimes unclear federal regulations regarding digital communications that have left many brands nervous to take part in social media. 7Summits worked with Robert W. Baird to develop a social media identity that both engages their stakeholders and remains within those regulatory guidelines. 7Summits worked with Baird to develop a strategic plan to create a presence on relevant open social channels with a purpose that best aligns with Baird’s business needs. The result allows for a highly targeted and measureable two-way communication with Baird’s target audiences. Building a sense of community and gaining user engagement on platforms such as Facebook and Twitter requires more effort from the brand than just creating profiles. Baird knew that they needed to cultivate the kinds of user engagement that clearly aligned with new media. The new media program developed by 7Summits contains a content strategy, social media optimization tactics, and an open social playbook complete with best practices, regulatory considerations, how-to’s, and activation procedures. A measurement plan along with key performance indicators helps track the positive benefits as the program rolls out.

Bringing the Strategy to Life

With a sound strategy in place, 7Summits executed the first steps of Baird’s roadmap by composing customized, branded profiles on the social networks that are most relevant to Baird’s goals. The design of these profiles supports the strategy and Baird’s branding within the context of a fluent user experience that further complements engagement of its followers.