1. “Get Some Sunshine”
LANDesk Social Media Campaign
Summer Walters for LANDesk Software
Project Overview: LANDesk Marketing Manager needed to get more social media
activity and awareness going on their social media pages. She hired me to develop,
create, manage and help execute a month-long campaign for their brand. The
following campaign and deliverables were created to meet their goals.

2. Company and Campaign Overview
 About: LANDESK, the global authority on user-oriented IT, enables users to be their
most productive while helping IT embrace the speed of change. Through the
integration and automation of IT systems management, endpoint
security management, service desk management, IT asset management, and
mobile device management, LANDESK empowers IT to balance rapidly evolving
user requirements with the need to secure critical assets and data. In other words,
and according to LANDesk’s CEO, “LANDesk Sells Sunshine.”
 Strategy: I was tasked with creating a social media campaign with the theme of “Get
some sunshine, courtesy of LANDesk” to drive this point home: when IT end users
implement LANDesk automation solutions, they get more free time to enjoy the
sunshine and all the other important things that matter – instead of working late.
 Following: Details of the campaign including, Deliverables, Goals and Results

3.  Campaign: “Get Some Sunshine”
 Date Run: October 2012
 Each day: Ran a new content piece with landing
page to gather the lead
 Objectives/KPI’s: 300 new followers added overall
to FB/Twitter/etc; 35 Photo submissions; 300 overall
“likes”

4. Campaign Content
Deliverables Developed
 Contest
 Survey
 3 Infographics
 4 Memes
 2 Infographic Flyers
 Conversation Starter Tweets/Posts
 Solutions Sheets/Assets Tweets/Posts
 Email Campaign with contest and asset
downloads to get more likes

5. Campaign Final Stats/KPI’s
 Original Sunshine Campaign Goals/KPIs:
› 300 new followers total added to FB, Twitter, LinkedIn during campaign
period
› 35 photo submissions
› 300 overall “likes” on submitted images
 Final Campaign Results:
› 323 new followers
› 21 photo contest entries
› 522 votes/likes for contest finalists
› 500,000 impressions, 1,600 interactions by 1,300 unique users
 Content Developed:
› 4 memes/eCards
› 5 infographics
› 26 employee photos
› 2 CEO blog posts
› 138 total social posts

6. “Get Some Sunshine” Contest
 Premise: Tell LANDesk why you need Sunshine
 Audience: IT Managers who “Like” LANDesk on Facebook and follow on
twitter
 Communication:
› Eblast to all database – eblast to NA install base & prospects
› Facebook “Tab” (tile) on LANDesk FB page
› Posts on Twitter and Facebook
› Banner on homepage of www
 Grand Prize: Trip for Two
to the Sunshine State (Florida)
 Three (3) First Prize winners will each receive a GoPro HD HERO2:
Outdoor Edition camera package.

7. Get Some Sunshine Contest Email Copy to LD install base
You need sunshine. And LANDesk is going to help you get it.
Win a trip for 2 to the Sunshine State!
IT pros, are you burning the midnight oil working too many hours? Has it been so long since
you’ve seen sunshine – you don’t even remember where your shades are? Did you go through
the entire summer watching your friends post about their tropical vacations? Go ahead. Tell us.
If you answered yes to any of these, then LANDesk is ready to send you to the SUNSHINE
State! All you have to do is tell us why you deserve some sunshine for your chance to win. Here’s
how to enter the “Get Some Sunshine, Courtesy of LANDesk” Photo Contest: Stop working.
› Take the picture that most describes why you need to get some sunshine
› Go to (www.URLTBD.COM)
› Fill out the form
› Upload your photo
› Get the most likes
That’s it. You have two weeks. GO! For more information about the “Get Some Sunshine,
Courtesy of LANDesk” Photo Contest, visit www.URLTBD.com
FB/Twitter/LI icons, link to employee page

8. Employee Profiles
 Employee Profiles were shown as
good examples to IT professionals on
what they should submit for the
contest. It also highlights our diverse
employee population (and photos are
the most viral of any post on FB).
 To see the rest of the employee
profiles click here:
http://www.landesk.com/employeesunshine/

9. Midnight Oil Survey
Tell LANDesk how much you burn the midnight oil
and get your chance to Win $100 Gas card.
 The first 25 people who filled out the Survey received a $5 gas card.
Grand prize winner was selected by random drawing.
 Audience: IT Managers who followed us on Twitter, liked us on FB and
are on our email address list (US-only).
 Terms and conditions apply
 Survey Duration:
› 1 week
 Recruitment Communication:
› Eblast to all database
› Posts on Twitter and Facebook

10. Midnight Oil Survey:
Final Infographic
 Over the course of the campaign we conducted
a survey with 6 questions and used the results
to create an infographic to show what IT
managers work life looked like.
 This was a three-pronged approach for getting
exposure
› Sent an email to a new audience to offer
an incentive for filling out the survey and
add them to our database/social media
platforms
› Posted the survey on social media to get
more likes
› Posted the results to get more like and
viewership

11. Infographics

12. Four Memes
 Memes
Posted every
few days
added some
comic relief

13. Two Graphic Flyers
 Graphically
driven lists are
very popular
ways to post

14. Blog Post (CEO Kick Off Blog) ghost-written by me for the CEO
See the rest of the blog post here:
 http://www.landesk.com/blog/wha
t-i-do-sell-sunshine/
People often ask me “what is it that you do?” Here is what I tell them: I sell sunshine. Inevitably,
when someone hears this, I get a skeptical look and an ironic tone asking me – “Really? Come on
now, how is that possible?”
Let me tell you.
Technically, I’m the CEO of LANDesk Software, the leading provider of systems lifecycle
management, endpoint security, enterprise mobility and IT service management solutions across
the enterprise. Simply put, if you’re an IT Manager, I run a software company that sells the
software you need to manage your IT department simply. Technically speaking.

15. Accompanying Tweets/Posts
 Tweets and FB posts were created to
accompany every activity in this campaign
with the #hashtag #getsomesunshine
#landesksunshine
 2 Blog entries (ghost-written by me) from the
CEO kicked off and wrapped up the
campaign and contest
 The infographics were also accompanied with
blog posts
 Each post was attached to a hot lead landing
page to gather the lead

16. Hot Lead Landing Page for each post
 A landing page accompanied each creative
piece posted on the LANDesk page so when
a user clicked on the jpg post it automatically
went to a landing page with the Get some
Sunshine icon
 Each landing page had a hi-res graphic
(meme, flyer, infographic) on the left side and
on the right a form to gather the lead with the
call to action: “Ready to get some sunshine?
Fill out this form and someone will get right
back to you.”

17. Timeline October 2012
Monday Tuesday Wednesday Thursday Friday
1
Eblast – Contest
Home Page – Contest
FB/Twitter – Contest
FB Tab - Contest
#getsomesunshine
2
FB/Twitter - infographic
Chaos vs. Management
#getsomesunshine
3
FB/Twitter Post – Herman
Munster Meme
#getsomesunshine
4
eblast –Survey
FB/Twitter Post – Survey
#getsomesunshine
5
FB/Twitter – CEO Blog
#getsomesunshine
8
eBlast – Contest reminder
FB/Twitter post – Contest
reminder
#getsomesunshine
9
FB/Twitter – infographic
Workaholics, get some
sunshine.
#getsomesunshine
10
FB/Twitter Post –fishing
with son Meme
#getsomesunshine
11
FB/Twitter Post – Survey
reminder – 2 days left
#getsomesunshine
12
FB/Twitter – Conversation
Starter
#getsomesunshine
15
eBlast – Final Voting week
for the contest, tips on
how to share
FB/Twitter post – Vote for
your favorite photo
#getsomesunshine
16
FB/Twitter – infographic
#getsomesunshine
17
FB/Twitter Post – Dinner
with wife Meme
#getsomesunshine
18
FB/Twitter Post – top 5
Flyer
#getsomesunshine
19
FB/Twitter – Conversation
starter
#getsomesunshine
22
FB/Twitter post – Photo
Contest Winner Blog
#getsomesunshine
23
FB/Twitter – Conversation
starter
#getsomesunshine
24
FB/Twitter Post – Beach
vacation meme
#getsomesunshine
25
FB/Twitter – top 10 Flyer
#getsomesunshine
26
FB/Twitter – infographic
Survey Results blog
#getsomesunshine