Nasdaq Differentiates Itself As a Digital Media Leader [Case Study]


In the early days, Nasdaq’s social media presence was light-footed and fragmented between several channels, including a forgotten Instagram account. But Josh Machiz, then the head of social media at Nasdaq, believed they could use social to increase visibility for clients by telling their stories in attention-grabbing ways.

Machiz began to do things through social that no other exchange provider had ever done. Nasdaq pioneered live streaming a market bell ceremony, engaged directly with clients via Twitter, and partnered with clients to create loads of live and ongoing content. In a short time, Nasdaq grew from dabbling in social to becoming a digital marketing leader.

“We’re always looking for creative ways to connect clients to their audience. Right now, the language of social is video,” says Nasdaq’s current head of social media, Anna Gonzalez. Her 4-person team was tasked to create more Facebook Live shows, launch Facebook Watch programs, and other videos on demand (VOD).

But Gonzalez and team faced 3 challenges:

  • They didn’t have enough technical, artistic, and analytical skills needed in-house.
  • She didn’t know what the budget would be per project.
  • And she needed a way to scale up and down quickly in locations worldwide.

Solution: Partner with a Freelance Platform that Provides an Enterprise Solution

Gonzalez adopted a hybrid workforce model where her team leads the creative vision and they contract freelancers to do the work, which allows them to scale as needed. She partnered with Upwork Enterprise for its combination of services and large, global marketplace. Aided by Upwork Talent Services, Gonzalez finds talent within a week on average.

“Social is challenging for many of our clients because it’s constantly changing, developing, and evolving,” says Gonzalez. “By having fast access to a diverse group of freelancers, we can give clients fresh, creative ideas and execute on projects quickly.”

Result: Award-Winning Differentiation and Greater Reach

“Upwork enables us to differentiate ourselves from our competitors and produce a larger volume of content at a higher caliber,” says Machiz. With freelance help, the social team accomplished these milestones:

  • Growing social followers from 20K to 3M+
  • Launching an Emmy award-winning Facebook Watch program
  • Producing 80-100 Facebook Live shows per month
  • Generating millions of impressions for each client per IPO

To date, the social team contracts photographers, videographers, motion graphics specialists, graphic designers, editors, audio engineers, and project managers. Based on their success in the U.S., the Nasdaq social team plans to engage freelancers in Hong Kong and Stockholm.


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