Co-lead North America Digital Strategy Practice
When APCO won the work for Nuclear Matters, the Nuclear Energy Industry (NEI) challenged APCO and Rachael Siefert to develop supporters and advocates for the initiative.
Ultimately, thanks to her efforts, in just one year, the campaign resulted in over 5,600 advocates sending more than 80,000 messages to legislators.
Nuclear Matters is NEI’s relaunched coalition, whose mission is to educate the public and policymakers about the advantages of nuclear energy.
Siefert guided a team to respond to NEI’s challenge by prioritizing research in an effort to inform and bring highly-tailored messages whose aim was to motivate.
Siefert managed considerable analysis of online conversations integrated with audience research. Affinio was utilized to map Twitter connections to comprehend things like how target audiences organize themselves online, how they are influenced and the type of content that resonates with them.
This process ultimately enlightens content development, audience recruitment and social media advertising targeting. After utilizing the approach for a year, there were significant results. These included a 45% jump in Facebook likes and 31% increase in Twitter followers.
The effort also increased average monthly organic engagement per Facebook post to 1,200, as opposed to 242 in 2016. It also led to an increase in average monthly organic engagement per tweet to 49 (it was 22 in 2016).
“The NEI team was adamant that Rachael’s approach drove their decision to choose APCO,” said APCO’s President. “And that approach has become a model for how we think about building and sustaining social communities.”