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Social media case studies

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Social media case studies

  1. 1. Social Media Case Studies Date: February 2013 1     E:charlotte@optimumexposure.co.uk  T:  0113  225  2500    F:  0845  280  2368    M:  07970  280694   Optimum  Exposure  is  a  trading  name  of  Republic  of  Yorkshire  Ltd,  a  company  registered  in  England  and  Wales  .  Registered  Number:  6813370.   Registered  Office:  Technology  House,  237  Lidgett  Lane,  Leeds,  LS17  6QR    
  2. 2. Etisalat UAE Back in Spring 2010, the UK marketing agency for http://www.etisalat.ae/ approached me to support them taking Etisalat into social media. The company was suffering from negative mentions on forums and Twitter and wanted to engage with their audience. We set up: https://www.facebook.com/Etisalat https://twitter.com/etisalatUAE http://etisalatuae.blogspot.co.uk/ Working with virtual teams across the UK we covered the channels 12 hours ago. Initially it was about reputation management, and working with the customer services team in UAE, we managed to turn around people s perception of the customer service. People could tweet in that they had a problem on broadband or telephone, we d get them to DM their account details. The team in UAE would then call them, and people were impressed by the Twitter customer service, this soon rippled out into the forums. We the worked with the teams installs next generation internet, and if enough people in one area requested the service, they got prioritised in the installation, so they could roll out the technology where there was demand. After the proof of concept of the campaigns and the positive impact this had on the company, we migrated managing the campaigns internal (and supported the migration & training). I recently stopped working on this project, as it s all managed internally, but it was a great example of collaboration and of success. APMG International APMG International is a company based in High Wycombe and have a presence internationally. They are a business examination board (running ITIL, Prince2, ISO20000 etc) that are accredited by the Office of Government Commerce. The brief was to create a learning next work amongst people who have taken their exams, so they could cross sell. They also have Accredited Training Organisations who actually deliver the exams, so we needed to connect with them and reach other organisations that they could work with. 2 years ago, we initially set up: http://blog.apmg-international.com/ https://twitter.com/APMG_Inter http://www.linkedin.com/groups?gid=2712448&mostPopular=&trk=tyah We did a lot of sign posting from the existing website (http://www.apmg-international.com/)into the blog which has driven a lot of visitors, along with other forums, discussions, and social media sites. Since then we have also launched http://www.apmg-international.tv/ and we do regular panel discussions and get people to send in questions (via twitter and email) for the panels prior to the event. We also run regular webinars, which are prompted, via social media and we are currently testing live tweeting from these.The campaigns have been a success, leading to more ATOs signing up, increased brand awareness, and more candidates doing more exams & courses. 2     E:charlotte@optimumexposure.co.uk  T:  0113  225  2500    F:  0845  280  2368    M:  07970  280694   Optimum  Exposure  is  a  trading  name  of  Republic  of  Yorkshire  Ltd,  a  company  registered  in  England  and  Wales  .  Registered  Number:  6813370.   Registered  Office:  Technology  House,  237  Lidgett  Lane,  Leeds,  LS17  6QR    
  3. 3. Tabitha Bags This brand relaunched summer 2012 http://www.tabithalondon.com . I wasn t involved in the website redesign and picked up the campaign after the relaunch. We work closely with the PR company, ensuring the mentions and features in Vogue, Closer etc are mentioned online as well. From understanding the dynamic customer journey (http://bynd.com/blog/beyonds-response-to-altimeter- research-theme-the-dynamic-customer-journey/) we understand this is an aspirational brand, and getting celebrities shown using the bags is key. Therefore we are using social media as a means of engaging with the fans to engage them to drive sales. The channels are: https://www.facebook.com/TabithaBags http://pinterest.com/tabithaoflondon/ https://twitter.com/tabithabags On Landscape Is a business (http://www.onlandscape.co.uk/) that has been running for 2 years. We are all landscape photographers who realised there was a niche for an online community / magazine for landscape photography. I also believe in walking the talk. If I m advising people on their social media, I want to be able to prove that I genuinely capable and trustworthy of delivering the campaigns, so having a space where I can test strategies as well is important. We launched in October 2010 at a national conference at the National Media Museum. Using social media we did live coverage of the conference and within 24 hours had 300 pre-subscribers for the magazine. Since then we have grown the business up to over 5,000 subscribers with an international reach (1/4 subscribers are international from US, Australia, Netherlands and other countries). We are active in a lot of forums, being generous with knowledge and know-how on photography ‒ so not pushing the magazine, but more of a soft sell. We are up to 6,000 comments on the articles and it s growing daily! We also have rebranded this week and within 2 days of the relaunch we have a good migration of members migrating to the new Facebook and Twitter pages. https://twitter.com/on_landscape https://www.facebook.com/onlandscape We ve been in pilot phase for the past 2 years and are now working on developing the community further. Social media plays a key role in brand awareness and new subscribers, and is the main sales pipeline. 3     E:charlotte@optimumexposure.co.uk  T:  0113  225  2500    F:  0845  280  2368    M:  07970  280694   Optimum  Exposure  is  a  trading  name  of  Republic  of  Yorkshire  Ltd,  a  company  registered  in  England  and  Wales  .  Registered  Number:  6813370.   Registered  Office:  Technology  House,  237  Lidgett  Lane,  Leeds,  LS17  6QR    

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