We were tasked with building a comprehensive corporate social media strategy for Russell Investments that would guide the company’s foray into social media marketing, across all business divisions domestic and international.
Building the Strategy
We executed a comprehensive policy audit and held stakeholder interviews with representatives from business divisions globally, legal + regulatory, as well as Russell Investments customers such as financial advisors.
Our output defined a social noble purpose for the brand, and outlined a social voice and content strategy. We designed the ideal social media ecosystem for the regulated business.
We established staffing and infrastructure needs, and defined corporate rolls & responsibilities. We also built a social media best practices workbook and three-year phased rollout plan for the team.
Our work served as a roadmap and instruction for Russell Investments to launch its social media presence worldwide.