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About TiE Global
TiE Global is a nonprofit organization based in California, USA. It is the world’s largest network fostering entrepreneurship and has over 11,000 members in 61 chapters worldwide. With a global reach and a local focus, the heart of TiE's efforts lies in its five foundational programs: Mentoring, Networking, Education, Funding, and Incubation.
The roadblocks to TiE's social media success
TiE aimed to enhance its digital presence and engage a wider audience. They wanted help crafting a cohesive social media strategy to bolster their online community, elevate event participation, and showcase the impact of their entrepreneurial initiatives.
However, they were facing several challenges:
- Inconsistent engagement: With multiple global chapters, social media posting strategies and engagement with the global community were not coordinated.
- Limited event promotion: Many of TiE’s flagship events, such as the TiE Global Summit, TiE Women & TYE competitions, and Hackathons, lacked enough online visibility and pre-event momentum.
- Audience segmentation: TiE has a diverse audience, including investors, entrepreneurs, mentors, and corporate leaders. Each segment required personalized content that addresses their specific needs.
TiE turned to Mavlers for expert guidance and support to address these challenges.
Aligning with TiE's Vision
To effectively address TiE's requirements, we established the following key objectives:
Build a consistent posting schedule across all their social media platforms - LinkedIn, Twitter, Instagram, and Facebook, ensuring higher engagement.
Highlight key TiE events, such as the TiE Global Summit, Hackathons, and Women’s Conferences, to increase registrations, digital presence, awareness, and live attendance.
Leverage data insights to tailor content and drive higher engagement, particularly through community-focused initiatives.
A strategic approach to enhance TiE's social media presence
To address the challenges and accomplish the goals, Mavlers implemented a tailored social media & digital strategy:
Consistent content calendar
A structured content calendar helped unify the chapters’ voices and ensured a steady stream of engaging posts, keeping the TiE brand top-of-mind for followers across platforms. Posts were targeted to LinkedIn, Instagram, and Twitter to maximize reach.
Audience segmentation & personalization
By analyzing TiE’s global audience, we created specific posts targeted at entrepreneurs, investors, and partners. Tailored content for different stakeholders ensured that each audience received content relevant to them.
Event-centric promotions
Each major TiE event was backed by a detailed social media campaign that included countdown posts, speaker spotlights, live Q&As, event recaps, etc. Hashtags like #TGS2024 were heavily utilized to foster community engagement.
Event-centric assets
In addition to running digital campaigns, we created event flyers and banners to drive registrations for major TiE events. These materials were used across TiE’s email marketing campaigns, websites, and social media channels.
Customized newsletters
To strengthen internal communications, we crafted visually appealing newsletters.
Data-driven adjustments
Regular performance analytics allowed us to adjust content formats in real-time, shifting focus from less effective formats to those that generated the highest engagement, such as video recaps, event teasers, behind-the-scenes posts, etc.
Brand website
We manage the TiE website and regularly update the site as per the requirements and needs.
Measuring success: Key Performance Indicators
The tangible impact of our social media efforts for TiE Global
Boosted engagement
Average engagement rates across LinkedIn increased by over 30% from January to July 2024. Posts like this one on LinkedIn saw engagement rates above 10% on key content related to chapter announcements and event promotions.
Increased event registrations
Our promotional campaigns for the TiE Global Summit and Hackathons led to over 1,000 + registrations.
Greater follower growth
Across all platforms, TiE saw a 15% growth in followers within the first 6 months of 2024, driven by targeted campaigns and engaging content.
Social presence
Starting with a minimal digital footprint, Mavlers significantly increased the brand's reach, impressions, views, and engagement, building a strong presence within the entrepreneurial community.
TiE Global’s social media growth
Over the past year, TiE Global’s social media presence has seen significant growth across platforms, showcasing the impact of a focused digital strategy.
On LinkedIn, the platform with the highest engagement, TiE Global’s follower count grew from 30,372 in May 2023 to 38,410 in September 2024, reflecting an impressive 26% growth. Profile clicks surged from 1,005 in May 2023 to 2,727 in September 2024, while impressions remained strong at 18,392, despite being lower than May 2023’s peak of 20,934.
On Instagram, the follower count rose by 79%, from 510 in May 2023 to 912 in September 2024, with impressions increasing from 1,931 to 2,144 in the same period. Engagement remained consistent, with over 100 interactions in recent months.
For Facebook, the platform maintained steady growth, with total followers rising slightly to 7,653 by September 2024. Engagement and impressions also improved, demonstrating an ongoing effort to optimize content across the platform.
Where TiE stands today in the global
startup ecosystem
Today, TiE Global is a prominent force in the global startup ecosystem. Through strategic social media campaigns and engaging content, TiE has successfully expanded its global reach, enhanced brand visibility, increased event attendance and participation, and fostered a vibrant online community.