Case study · Social media management · Social Security System
Buti na lang
may SSS.
A social media management plan for the Social Security System (SSS): audience research, one brand idea, a month-by-month content calendar and five hashtag content pillars, built to change how people feel about SSS online.
01 — The challenge
From “unresponsive” to #ButiVibes.
The deck’s online campaign analysis put the problem plainly. Before, people described SSS online as:
unresponsiveunreliableunfriendlyunpleasanthateful
The plan works toward a different set of words:
responsivereliablefriendlypleasant#ButiVibes
The objectives behind it: connect (real relationship), inspire (membership), acquire (future activation) and continuity (social management).
The strategy: showcase heartfelt and emotional moments, with most stories on retirement, maternity and loans, carried by online brand ambassadors.
02 — What the research said
Members wanted the benefits, on Facebook.
Kontribusyon ay ipong mas may pakinabang.
Reinforcement line · SSS social media approach
03 — The idea
One line, three layers.
Buti na lang may SSS.
Aming kontribusyon, sa SSS, ipong nagbibigay proteksyon.
Sa SSS, ikaw naman — kontribusyon ay ipong mas may pakinabang.
04 — The content system
Five pillars, one calendar.
- Pillar 01
#SSSingkwenta8
A make-over of all SSS digital and ad assets for the anniversary, with the SSS “Baliktanaw” and a new #Singkwenta8 logo.
- Pillar 02
#SSSPanatag
SSS programs and the benefits of becoming a member, told through member testimonials.
- Pillar 03
#SSSProtektado
The SSS Flexi Fund and SSS PESO Fund, with investment tips.
- Pillar 04
#SSSButivibes
Upbeat, shareable good-vibes posts.
- Pillar 05
#SSSFaqs
Straight answers to members’ common questions.
Mards at Pards, the online ambassadors: Margs, a typical employee and a mother who stays strong; Pards, an OFW, a loving husband and a father of three.
05 — The targets
What success was measured against.
The deck sets these as campaign goals; it does not report final outcomes, so none are shown here.
Team
Social media management.
- Mark Montehermoso — Client/Accounts Relation
- Jesus Diosana / Cristine Bernardo — Process Management
- Prince Alvarez / Camille De Lara — Content Management
- Azalea Padilla — Monthly Report and Analysis
- Joshua Marquez — Project Creative Producer
- Jose Antonio — Creative Producer
- Fern Adquino — Creative Producer
About this case study. Facts and figures are quoted from Neuwark’s SSS social media management deck; the goals are targets, not reported results. Key art and scene images are illustrative. SSS names, marks and benefits belong to the Social Security System.
Your institution, online.
Running social media for a public institution? Tell us what people think of you today, and where you want them to land.