Schneider Electric Energy University


A company desiring to keep their audience well-informed, Schneider Electric has a colorful presence on the web and a trusted presence as a brand in a battlefield of energy companies. As a well-established brand, they provide countless services and products for a number of areas pertaining to energy.

The company had a revenue of 24 billion euros in 2012. Its market includes schools, developers, design firms, waste treatment plants, contractors, DIY superstores…most things that you could name needing energy supplied for them.


Energy University stems out of Schneider Electric as an educational program that can certify you for two energy-related positions. In May 2013, over 350,000 people were registered and taking courses online.

What Energy University has learned through their educational program?

1. Educating people is more efficient. You save time and money when people have access to resources that answer their own questions instead of them having to ask you

2. Keep your information concise and make the most of the attention you get. Create videos and fun info graphics to keep people engaged

3. Tie the educational program into the company so that you’re continuing to market

Their goal is to provide a free educational experience to aid one in helping “to identify, implement, and monitor efficiency improvements within your organization” (emphasis added). In connecting to new and current users, they effectively use the following content and social media marketing platforms:

LinkedIn: a closed group, close to 9,000 members. Used to further professional development and facilitate conversations about energy awareness.

Blog: Their blog is used to point people back to the roots of the company primarily in offering solutions and suggesting conversation starters for one’s company.

Twitter: 21,000 followers on the main company’s twitter account. The energy university does not have it’s own twitter account. They tweet about 10 times a day with links to pictures, articles, advice and redirect people to their website.

Facebook: 134,000 people like the Facebook page. They post colorful info graphics and pictures to interact with users.

YouTube: 3,700 subscribers. Wonderful account highlighting the multiple facets that the company covers with exciting, informative videos and content.

Their content marketing is extremely visually appealing. They create info graphics to convey their stats and explain processes and they utilize video to update their different audiences on news, for support and for resource purposes.

Slideshare of Schneider Electric background

Schneider Electric Who We Are TV 


@HiltonSuggests: A Concierge for the Social Age

By Julie Matthews

Concierge service is a fairly standard hotel accommodation. A Hilton Suggests Logotypical concierge assists guests of their hotel, often providing them with suggestions for various venues and services. Less standard, however, is the provision of a concierge that serves travelers regardless of guest status, often approaching them rather than the other way around. With this second type of concierge, Hilton Worldwide has built an innovative Twitter initiative.

Under the handle @HiltonSuggests, Hilton staff members tweet suggestions for everything from manicurists to photographers to travelers around the world. Vanessa Sain-Dieguez, Director of Social Media Planning & Integration at Hilton Worldwide, explains in a guest post on Edelman Digital that authenticity was an important concept in the creation of Hilton Suggests. In order to achieve this authenticity, tweets don’t come from a central headquarters. Instead, Sain-Dieguez writes, “Hilton Worldwide decided to give a voice to select employees in key markets and set out on a mission to build their very own Hilton Suggests team.” In using this team, Hilton Suggests is able to provide personal, conversational suggestions that draw on local knowledge.

There are two elements that make Hilton’s use of Twitter particularly effective:

  1. Useful Content
  2. Conversation

Hilton Suggests is designed to serve potential customers with useful information rather than blasting them with an unwanted sales pitch. This exemplifies a concept called Youtility. In “Is Youtility the Future of Marketing?,” Jay Baer writes of Youtility, “Sell something, and you make a customer. Help someone, and you make a customer for life.” In providing useful suggestions, Hilton is able to get its name in the minds of potential customers and potentially build loyalty and good will with existing customers. Customers are likely to go out of their way to avoid marketing that only profits the advertiser, but they may become engaged with or even seek out marketing that serves them.

In addition to providing Youtility, Hilton Suggests uses its Twitter account as a two-way conversation facilitator rather than a one-way megaphone. In “Social Media is a Conversation: Don’t Turn Your Back” on Social Media Today, Harry Kierbow advocates businesses using social media to have open dialogue with customers. He writes, “Don’t just throw your content out and walk away. Make sure you are accessible and responsive to any feedback coming from your fans.” Hilton Suggests doesn’t just spit out suggestions; instead, the Hilton Suggests team both seeks to start conversations with those looking for something and conversationally responds to tweets directed toward them. For a personal touch, tweets are signed with the initials of the team member that is tweeting.

In one case, user @tmonhollon, asked Hilton Suggests for a food truck recommendation, and a third party @DowntownCLE joined in with a suggestion. Rather than ignoring this and robotically providing an additional, unnecessary suggestion, Hilton Suggests wisely joined the conversation and complemented @DowntownCLE on their recommendation.

Several social media bloggers have taken notice of Hilton’s creative Twitter initiative. In a post on HootSource, Evan LePage proffers Hilton Suggests as an illustration of the fourth of eight tips for social business: engage to build a community. He describes the “non-sales oriented approach” of Hilton Suggests as “an engagement for engagement’s sake position.” In “Digital Concierge Creates Brand Loyalists,” Mackenzie Michel commends Hilton Suggests for going so far as to recommend a restaurant to a customer of a rival hotel. She writes that this increases the probability of that person choosing Hilton Hotels for a future trip. In “Why Just Being Useful is the Secret Marketing Edge for Hospitality,” a quote from Hilton Worldwide social media director Vanessa Sain-Dieguez is included that speaks to this strategy, “That’s where we can make a difference, because they’re not experiencing our hospitality within the hotel, and if you’re not in the hotel, you may not be getting the same service, and we could win you over.”

As of Sunday, September 29, 2013, these are the statistics on the @HiltonSuggests account:

  • 15,189 Tweets

Given its plethora of tweets, Hilton Suggests is clearly a very active project into which a lot of work has been invested. While its number of followers is modest, there is likely a group of people who use the service without following the account, due to the number of @replies it generates. Adapting to a changing social world, Hilton Worldwide has redefined hotel hospitality.

Alleè Creative- Halley Smith


Melissa Harrison is the powerhouse behind Allee Creative, a firm that helps small businesses create and understand content marketing.   With a background in business to business marketing, she has the expertise to share.  She’s spoken at numerous conferences about content marketing, and has been named one of the “36 Content Marketers Who Rock” by the Content Marketing Institute.  According to, she believes that businesses must adapt to what costumers want online.


The company, Allee Creative, describes itself as a “strategic communications consulting and design agency” according to its LinkedIn page, with headquarters in Minnesota.


Allee Creative consistently presents itself as a laid back, relaxed company who can still maturely develop your brand while also having fun.  Its Facebook page is topped by a cover photo that includes 5 women dressed in silly hats and boas.  The page seems focused on providing mostly social media related content, which makes sense considering the platform it would be received on.  All of the media outlets Allee Creative uses are very up to date, excluding the Youtube Channel.  The channel hasn’t been updated in over a year, and the videos are very low quality and dated.


Allee Creative looks like it excels in helping companies find a name for themselves and a separate identity to define themselves with. Allee Creative works with over 40 small businesses and companies, including Kraft Foods, Twin Cities Media Alliance and Artisan Salon and Spa.  Clients range from individuals to larger organizations.

Chicken Thistle Farm- Mary Lyndal and Jenna


Chicken Thistle Farm Website


  • Based in Walworth, NY
  • “Fresh, healthy, local food raised the way nature intended, transparently, pasture to plate.”
  • They sell: chickens, eggs, pigs and turkeys as well as fresh veggies. Their goal is to raise the animals giving them a healthy life, not to bulk them up with hormones. They feed their animal’s natural food and strive to raise them in the right way.


  • The farm posts podcasts several times a month with varying topics about farm life and updates about the business.
  • Coopcast (Credit:


  • Chicken Thistle farm uses their blog several times per month to keep their customers updated with happenings around their farm. They also answer how to questions, for example, how to build a root cellar. Their blog creates online content so when people search for certain topics, they may be lead to the farm’s website for their search, thus generating exposure to the farm.


  • Coopcam is a live video of what is happening at the farm so anyone can see what the chickens are doing at different points of the day.


  • They have 1874 likes on Facebook and they consistently post almost everyday. They interact with the public by replying to posts regularly as well as keeping them updated with happenings around the farm. They not only post about the farm, but they share inserting articles and other relevant farm topics.


  • On Twitter, they have 482 followers and like on Facebook, they are very good about interacting with their customers. 


  • On their YouTube channel, they have 271 subscribers and have posted 30 videos. They focus on sharing glimpses of farm life and their animals. Their last post about the life of pigs has 602 views, so a good number of people are interested in seeing an insight into farm life.

Overall, the farm does an excellent job of interacting and talking to their customers through various social media platforms. They also create a good amount of relevant content on the internet that can lead potential customers to their website.

Motorola Solutions



           Motorola Solutions strives to assist people in being their absolute best in the moments that matter. They provide devices that enable firefighters and police officers to more efficiently do their job and connect businesses and personnel through communication networks, applications and services, by providing hand held devices that communicate real time information.

            Jennifer Mesenbrink took an editorial job with Motorola Solutions in 2009, one of her responsibilities being to oversee all social media content and posts. In a brief profile on, Mesenbrink says that’s where the “marketing” chapter of her life began.

Here, I’ve had the chance to write and edit, manage and grow a team, preside over the biggest web launch in the company’s history, manage 

the creation and publication of more than 300 blogs and helped build social media from the bottom up.

         And do that, she has. Now as the Senior Manager and Global Editor-in-Chief, she has built a very involvednetwork for the company. Motorola Solutions is very involved in all different types of social media outlets: Facebook, Twitter, LinkedIn, Pinterest, Youtube and Google+, specifically.

            The company’s mission is to help their customers be the best they can be, and I believe it shows through their social media posts. On Facebook and Twitter, posts are often. Posts on Facebook are typically self-promoting, featuring new apps, devices, or events that the company is involved with.

            The same thing occurs on Twitter, but it is mixed with retweets and replies to mentions. The company also has several twitters, based on area of focus, such as “@Motpublicsafety” which is the section focused on bettering devices for public safety officials. This twitter account is actually the most popular of the twitter handles, having a 1,000 or more followers and tweets than the others.

            On Youtube, Motorola Solutions posts multiple videos a week. The videos feature content ranging from newly developed products to event appearances and interviews; there are even tutorials.

            They recently celebrated the company’s 85th birthday, and posted many special things to celebrate. 85 tweets about their history were posted on their twitter, which was promoted on Facebook. This video from the CEO was also posted, in honor of the company.


Red Bull Media House


Rachael Headley

Red Bull Media House is a company that offers the ultimate “umbrella brand”, meaning that it offers opportunities for media partnering in just about every medium. According to their website,, they offer content in TV, mobile, digital, audio and print, with the intention of reaching a global audience.

Within these specific media outlets, Red Bull Media House has two subdivisions: Servus Media and Terra Mater Factual Studios. Servus is a subdivision based in German speaking regions and is available through a TV station as well as a magazine, focusing on traditional subject matter. Terra Mater produces feature films and documentaries focusing on science, nature, wildlife, and history.

One sub sect of Red Bull Media House is their “moving images format”. Under the heading of moving images are feature films, action features, moving image magazines, reality series, documentaries, shorts, and live broadcasts. Several outlets like the Red Bull Content Pool, Terra Mater and Servus are how these particular channels are utilized.

Another sub sect is photography. Red Bull Media House covers news photos, portraits of athletes, portraits of artists, photo spreads, sequence shots, and art photographs.

The next sub sect is music. Red Bull Media House does everything from producing music to curating it, and making it available to consumers through Red Bull Studios, Red Bull Music Academy Radio, and Red Bull Records.

The final sub sect of Red Bull Media House is news. Covering sports and cultural events, Red Bull is on the scene through video clips, texts, stories, photos and interviews.

One of the most successful promotions Red Bull has done is the Stratos project, also known as the “greatest jump in history”, where Felix Baumgartner jumped from space to land, breaking the sound barrier. A trailer for the upcoming documentary on the jump can be found at

Baumgartner broke the sound barrier on October 2012, when he became the fastest man in a free-fall reaching a speed of Mach 1.24, or 883.90 miles per hour when he jumped from the stratosphere (

To see a gallery of photos from the Stratos project click:

On, when searching “Red Bull Stratos Project” over 26,000 results appear. The video posted by Red Bull about the Stratos project has over 35 million views. Those views do not include the views of the other 26,000 videos available with the same tag. did a case study on Red Bull’s Stratos project and provided a graph showing the increase in subscribers to Red Bull’s youtube channel. The numbers jumped 87,801 subscribers in one day.


photo courtesy of

As far as Facebook goes, Red Bull’s Stratos Page ( was highly interactive with fans. On the day of the actual jump, there was over 900,000 interactions and over 83,000 shares (information courtesy of

Twitter did not gain quite the recognition that Facebook did. Where Red Bull’s Twitter didn’t see as much of a follower gain, the Twitter handle @redbullstratos received over 20,000 mentions over the course of two days (information courtesy of

Red Bull also utilized a blog for that particular project: This allowed Red Bull to connect with their consumers as well as share the specifics, pictures, and information about the jump and promotions to come as a result of the jump.



View the case study from here.

Other information courtesy of Red Bull’s website.

Mayo Clinic

What is the Mayo Clinic?

     Mayo Clinic is a non-profit hospital and research group based in Rochester, Minnesota. It is the largest first integrated non-profit medical practice in the world. The Mayo Clinic has three hospitals in the United States located in Minnesota, Florida, and Arizona, within these three hospitals, the Mayo Clinic employees more than 42,000 people. The Clinic also owns and the Mayo Clinic Health System which consists of over 70 clinics and hospitals employing more than 14,000 people. The Mayo Clinic specializes in treating difficult medical cases through tertiary care.

     Mayo Clinic spends over $500 million a year on research. The Mayo Clinic also operates several schools of medicine, including the Mayo Graduate School, Mayo Medical School, Mayo School of Graduate Medical Education and May School of Health Sciences.

     Mayo Clinic has been close to the top of the U.S. News and World Report List of “Best Hospitals” for more than 20 years. It has also been on Fortune Magazine’s list of America’s “100 Best Companies to Work For” eight years in a row. 

     Lee Aase is the Director of the Mayo Clinic Center of Social Media. After his day job, he serves as Chancellor of Social Media University, Global, a free online higher education institution that provides hands on training for social media.

     What the Mayo Clinic is doing to bring social media to health care:

The “Gold Standard” for Social Media   

  The Mayo Clinic has 464,915 “Likes” on Facebook, 623,000 Twitter followers, over 69,000 followers on Google Plus, and around 7,900 followers on Pinterest. The Mayo Clinic also has a Flickr, YouTube, and 6 blog posts.

     Joan Justice, author for states that the Mayo Clinic is the “gold-standard for the use of social media by healthcare organizations.” Justice also states that Mayo Clinic is the  “most popular medical provider channel on YouTube.”


     The Mayo Clinic’s YouTube Channel has over 13,000 subscribers and more than 10 million views.


The Mayo Clinic’s Pinterest Page has 20 Boards consisting of health related topics.

 Social Media Center:

                       The aspirations of the Mayo Clinic are intentional that they have a center for a Social Media Center. This center is offered in ordered that the correlation between patients as well as employees may be expressed through the medium of social media.

                       The Mayo Clinic website states, “Mayo Clinic believes individuals have the right and responsibility to advocate for their own health, and that it is our responsibility to help them use social media tools to get the best information, connect with providers and with each other, and inspire healthy choices. We intend to lead the health care community in applying these revolutionary tools to spread knowledge and encourage collaboration among providers, improving health care quality everywhere.”


The Mayo Clinic has SIX blogs. They have a news blog, “Advancing Science” blog, two blogs for patient sharing, a “Diversity in Education” blog, and a “Mayo Clinic Center for Innovation” blog.

                       The Mayo Clinic has made sure that each special interest is represented in their blogs.

Life Technologies: video animation with Jasmine & Drew


Life Technologies is an American based company focusing in biotechnology. This corporation formed out of a few different mergers over the past 30 years, and they now have many brands that seek to provide products and services to members in the fields of scientific research, genetic analysis, and applied sciences. A few of their brands include Applied Biosystems, Ambion, Giboco, Invitrogen, Molecular Probes, Novex, and Ion Torrent.


At a Glance:

  • $3.8 billion revenue (2012)
  • 10,000 employees
  • 180 countries
  • 50,000+ products
  • 5,000+ patents & licenses
  • 675,000 citations
  • #296 largest company

Upon doing online research, it can be seen that Life has a significant presence in the social media world. They currently have 10,044 followers on LinkedIn, 67,030 likes on Facebook, 18,407 followers on Twitter, and 4,829 subscribers on YouTube. They use these platforms to engage anyone and everyone involved in the industry by posting articles with helpful tips, pictures from events that support their various causes, questions to help achieve goals, and promotional material about rallies they support.

Life Technologies does a great job utilizing social media platforms, releasing content in a timely and consistent fashion that encourages good discussion. One thing to note is how effective their YouTube channel is. It currently has 601 videos uploaded with over 2 million views. The videos are grouped into categories like Spotlight, Recent uploads, Our Products, How-To’s & Demos, Popular Uploads, and Careers. This helps to direct viewers right to what they might be looking to find.

The use of video animation to showcase various pieces of their everyday work life is an innovative way to keep viewers engaged by showing instead of telling. Most other companies submit long documents with large bodies of text, so this technique sets them apart. By posting videos like “Life Outside the Lab,” Life Technologies tries to make every conversation relatable to and enjoyable for anyone and everyone.

Another way Life Technologies uses videography to is display information from the Executive Summary of its Annual Report, which is a great way for everyone to know exactly what the goals are and how things are going without having to read a lot of jargon. In it, the CEO Greg Lucier says,” We’ve hired over 200 salespeople so that we can have a more direct selling relationship with these new researchers coming online in [China].”

In our view, in order to be a great company, you have to be a good company. For us, that means being a great corporate citizen but also a steward of the environment.

WineLibrary.TV – Anna Smith & Rebecca Brown


Wine tasting is often thought as pretentious and aristocratic venture and yet, Gary Vaynerchuk shows how it is for everyone.

Vaynerchuk’s family arrived in the USA from Russia when he was only three years old. His father owned a liquor store and wine soon became second nature for Vaynerchuk. He gained a lot of knowledge by reading wine magazines when he was bored working the cash register at the store.

Vaynerchuk began WineLibrary TV because he wanted everyone to feel free to try different wines. Popular brands are not important to him and he stressed the importance of going with what appeals to one’s palette instead of seeking the wine “expert’s” approval. He wanted to educate his viewers in a casual, straight-forward style.

The company soon grew from a $4 million dollar business to a $45 million dollar business simply from the popularity of his videos online. “Vaynerchuk, 33, is proof that passion and hustle can breed success,” says Business Week Magazine.

A community was formed where viewers can connect with one another and exchange ideas and opinions. Jancis Robinson, British wine writer, said in the New York Times, “His influence is less as a style dictator than as a new media pioneer, showing how things can and will be done.” Varnerchuk never wanted to be the one to dictate what wines were the best but give everyone their own voice.

Along with Vaynerchuk’s popularity among his viewers came popularity with national media. He interviewed with big networks such as CNN, ABC, and CBS. He was also featured on The Ellen Degeneres Show, Late Night with Conan O’Brien, and Nightline, just to name a few.


Cleveland Clinic by Maddie Davis and John Dickson


Cleveland Clinic is a new face and a hot commodity in the world of social media. Like most companies in this day in age they are highly focused on their social media brand in the ever-changing world of technology. They’re involved in almost every social media platform including: FacebookYouTubeTwitterInstagram LinkedInPinterestGoogle+ and multiple mobile apps.

The Cleveland Clinic is considered one of the top four hospitals in the United States. Cleveland Clinic prides itself on not only competent care, but also a degree of compassion that is unrivaled among its counterparts. This is communicated very well across Cleveland Clinic’s world of social media.

On Facebook and Twitter, Cleveland Clinic posts often and is very involved in communication with other users. They often post links to articles they think users might find interesting. Another important facet of Cleveland Clinic is their consistency with posting across all platforms. For instance, if there is a post on arthritis on Facebook, there is normally one on twitter two. This creates a sense of united front within the company.

On YouTube, the Cleveland Clinic posts three or four videos a week. Cleveland Clinic’s Instagram is very similar to the YouTube. The instagram posts almost exclusively videos, creating the similarity. Most video posts focus on how to help a viewer in daily life. The videos are basic day-to-day health tips and information on new technology as well as new procedures. This fits in with their overall social media strategy to use their content as a service to users, and not a chance to solely talk about the company.

Here is Cleveland Clinic’s video that has received the most traction on social media:

The overall strategy of Cleveland Clinic’s social media campaign is to help the user in daily life. To provide information to the user that is going to be applicable to the user. They don’t seem too terribly concerned with using their posts to explicitly puff up their own brand. Amanda Todorovich, the Social Media Leader at Cleveland Clinic said this:

“I think the biggest lesson is that not all the so-called “rules” apply to every brand. It’s really important to stay true to who you are and develop a strategy that serves your customers”

This strategy is effective. It’s effective because it creates the feeling of relationship between the user and the Cleveland Clinic. Therefore the user is more likely to develop a sense of loyalty towards the company.