UNITING EY WITH

U AND IA Digital Strategy for EY

Created by Abby Chandler

TARGET AUDIENCE AND ONLINE ADVERTISING• New Entrepreneurs• Career Seeking Young Adults• College Students

• Opportunities at EY• Business Advice• LinkedIn, News sites, etc.

SOCIAL MEDIA MARKETING• FACEBOOK • Contest: Monthly

• Share one article/post• Provide description of how

that information was helpful or interesting

• Prize: $1,000

• Contest: Monthly prompt• Respond to prompt with picture

and hashtags• What does success in business

look like to you?• Prize: $500

• INSTAGRAMSOCIAL MEDIA MARKETING

“Success in business looks like collaborating with others in a fun and efficient way #EYcontest #SuccessinBusiness”

KPI’s • Increases in number of

retweets/likes per post• Number of new followers• Number of clicks to linked

articles or to the EY website in tweets

SOCIAL MEDIA MARKETING• TWITTER

WEBSITE DESIGN• Responsive design • Involve customer with

brand• Connect with us Social

media• Promote contests,

feature winner posts

KPI’s • Number of clicks to social media accounts• Time spent on EY website• Number of pages clicked through on EY website

= DRAWING CUSTOMERS IN INBOUND MARKETING

• Make people want to be a part of Vision 2020• Use Google Analytics to see where social referral

traffic comes from • Build blog exposure and brand awareness

EMAIL MARKETING

KPI’s • Click conversion rate• Unsubscribe rate

• Involve consumers with the firm• Directly email EY back with:• Business questions• Suggestions for company website• Topics for EY to address

• Feature responses

EY MOBILE APP“EY, U and I”

• Current EY apps: limited in capabilities, lack interactivity• Feature social media contest winners, links to accounts• Easily accessible ways to connect with EY• Links to EY website and EY blogs• Users able to comment/like pages or articles

BUDGET AND CONCLUSION• Facebook contest = $1,000• Instagram contest = $500• Total monthly cost = $1,500

• Total yearly cost = $18,000

• Total cost for 4 regions = $72,000

• App cost $500,000 - $1,000,000 (according to Savvy)

• Functions and sharing capabilities• ROI > High Initial Cost

$28.7 billion in revenue for 2015Digital Strategy: Investment of time, money, and vision

Greater exposure and better relationships