Agency: Keiler & Co., Farmington, Conn.
Why we chose it: Deloitte wanted to better incorporate social media into its brand-building strategy to shift the public perception of old accounting firms as static and using outdated methods to reach the public. The company, with 25,000 aggregated fans, saw a value-added opportunity in Facebook and pounced, designing a globally aligned approach to its Facebook fan page that united the Deloitte-branded pages with a consistent look and feel. But it didn't stop there. The global fan page design itself went through a complete overhaul, incorporating improvements in the technology and design of the page to enhance flow and bolster internal resources to monitor content and reply to incoming comments. Within the first two weeks post-refresh, the company added 2,000 new fans, exceeding 15,000 total fans. Deloitte conveyed a commitment to embracing the trends in social media through its Facebook page in the right way: by redefining a strategy to better serve consumers' needs.