About Mercer

Services Provided

  • Social Media Audit
  • Competitive Audit & Gap Analysis
  • Audience Research
  • Social Media Strategy
  • Content Strategy
  • Paid Media Strategy
  • Community Management
  • Content Development
  • Paid Social Media
  • Social Media Execution
  • Reporting & Analysis

Mercer offers a wide range of human resources-related consulting, investment management and outsourcing services for companies around the world.

As a consultant, the firm helps its clients design and manage retirement plans and health insurance programs. The firm offers consulting services designed to help clients get the most from their employers. As an outsourcer, Mercer administers benefits programs for its customers.

Mercer operates in more than 130 cities, in 42 countries, worldwide. Insurance giant Marsh & McLennan wholly owns the company, which was established in 1959 as William M. Mercer.

THE TIME TO ACT IS

N W
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The Situation

Mercer approached LEAP Group with the purpose of developing and implementing a social media strategy worthy of their place in the industry. Not satisfied with past performance and the lack of direction, Mercer was asking for several things across four solution areas:

mercer-process

The Solution

Work began to understand the industry landscape. Social media audits were conducted of each solution area, and meetings were held with stakeholders from across the country.

These stakeholder interviews allowed for detailed conversations with those close to recent executions and the executives who drive the business objectives.

A thorough audit included content performance analysis to determine what had worked, and not worked, in the past. This was performed for all competitors against each solution area, and gaps were identified where Mercer could take advantage and maximize competitive impact.

A content audit was also performed to identify and catalog all existing content.

MERCER SOCIAL MEDIA PERSONAS

chief-human-resources-officer

Chief Human
Resources Officer

LinkedIn: 300,000+
Facebook: 11,000+
Twitter: 1.5 Million+

Cost to Reach:

$9,125 - US
$31,225 - Global

compensation-and-benefits-manager

Compensation and
Benefits Manager

LinkedIn: 300,000+
Facebook: 50,000+
Twitter: 2.5 Million+

Cost to Reach:

$15,750 - US
$28,020 - Global

chief-financial-officer

Chief Financial
Officer

LinkedIn: 110,000+
Facebook: 82,000+
Twitter: 25 Million+

Cost to Reach:

$140,075 - US
$223,500 - Global

compensation-and-benefits-manager-2

Compensation and
Benefits Manager

LinkedIn: 160,000+
Facebook: 120,000+
Twitter: 29 Million+

Cost to Reach:

$123,325 - US
$241,320 - Global

COST TO REACH ENTIRE AUDIENCE:

$288,275 - Us

$524,065 - Global

One of the top insights discovered: All Mercer’s content was top of funnel with no consideration for the true customer lifecycle. This lead to the creation of a full Mercer customer lifecycle for social media. This meant a major shift in content style and messaging.

Persona Development

There needed to be a paradigm shift in who Mercer considered to be their target audience on social media, which previously had been rather conservative, risk-adverse and facts oriented.

The new target audience was more interested in being shown, rather than told, and entertained through engaging content.

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mercers-new-social-identity
mercers-current-social-identity

Armed with the audit findings and stakeholder outputs, LEAP Amp set out to interview the target audience of each solution area and develop personas to be used for content development and media targeting.

the-digital-future-is-here

Each persona was then vetted with the solution area stakeholders to gain consensus. Key to the stakeholder phase was gaining some buy-in from all al of the groups while also being granted some creative license to push beyond the boundaries of where Mercer had been in the past on social media.

Now that discovery was complete, we began to create the strategy that would lead Mercer into the next evolution of its social media endeavors. LEAP Amp delivered items including overall goals and objectives, the social identity, target personas, platform designations, paid media plans, KPI’s and metrics for each and creative executions paired with content calendars. They also included content themes and strategy that continued the top of funnel activities down to the bottom of the funnel.

Results

Two of the major social campaigns were focused on the Affordable Health Care Act and Cost of Living. Both yielded record-breaking results for Mercer.

Cost of living campaign

164%

Year Over Year
increase in indexed campaign content

25+

million

Campaign Reach
across Facebook, Twitter, and LinkedIn

Ahca Campaign

50%

Share of Voice
for Mercer among competitors in social conversation around the AHCA

2.47%

Click Through Rate
Promoted
Facebook Posts

1.7%

Click Through Rate
Sponsored
Tweets