SCA, the global Swedish hygiene and paper company, embarked on a social media strategy about two years ago. They have achieved a great increase in traffic across social channels and this is how they did it.

They started with with three very specific goals:

  1. Recruit – talent acquisition in all countries SCA are present
  2. Engage – having an online dialogue going with customers and brand advocates
  3. Inform – keeping investors up-to-date with latest reports, facts and figures

Based on these three goals they mapped out their attack and chose to focus on Facebook, YouTube, Scribd and SlideShare.

What they did on Facebook

Facebook was the natural starting point as many of SCA’s brands are well known to consumers. The Facebook Page has over 4,000 members and gets about 200,000 posts views per month.

Social media manager Konstantin C Irina says: “The aim is to recruit, engage and inform in a way that our Corporate web can’t do”. The HR departments in Sweden and the US share the responsibility for publishing content and engaging with the fans.

SCA use Facebook for campaigns such as ‘period’ above as well as sharing stories and news about the people and brands of the company.

As we can see, they have listed all the SCA brands and other Facebook Pages for increased exposure. They have also integrated a careers tab on the Facebook Page. If you click on it you are shown all current job opportunities globally with SCA.

What they did on Slideshare and Scribd

In order to reach out to investors globally and in particularly in the States, SCA wanted to distribute their financial reports, statements from the CEO and other documents on social media.

On Scribd, we can notice they have uploaded 50+ documents which have been read more than 25,000 times (it’s now more than 30,000 reads). SCA can still work on getting a few more followers though!

SlideShare is in use for investors and other targeted groups who have an interest in financial information. Some of SCA’s presentations on SlideShare have been viewed about 1,000 times each and include interim reports, AGM reports, meetings with analysts and investors. The bonus here is that SlideShare allows SCA to see precisely who has downloaded which presentation. It’s worth noting that SCA have opted for a paid for account on SlideShare – probably the way forward for any large corporation.

What they did on YouTube

YouTube has been massive for SCA. They have uploaded almost 300 clips and keep uploading them on a regular basis. The SCA clips have been viewed over 435,000 times (and counting). The videos range from employer branding, adverts, overviews, interviews with managers and footage from production plants.

The results

The outcome has been impressive and I would have thought this has inspired the company to keep at it on social media. This is what SCA have achieved through their social media strategy thus far:

  • 672,956 views across all web March 2011 – up more than 50% over 1 year when the company started the social media campaigns.
  • 63% of the traffic is going to the corporate website, 37% goes to social channels.
  • No increase in web communications budget, SCA have managed to do all this without any more costs – just an increased work load for the team.

A full interview with the SCA social media manager Constantin Irina is coming up next… Image credit: SCA

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