Derby Book Festival Social Media Campaign Breaks All Records

Posted by on Jul 22, 2017 in Case studies | 0 comments

Derby Book Festival Social Media Campaign Breaks All Records

How do you get your festival seen more than a million times on social media, increasing ticket sales and website traffic? 

The 2017 Derby Book Festival took place 9-17 June. It featured over 70 events, including talks with award-winning author Sebastian Faulks, columnist Tim Dowling, beloved broadcaster Reverend Richard Coles, Guardian Children’s Fiction Prize winner Alex Wheatle, comedians Jenny Eclair & Shappi Khorsandi, and rising stars like Sarah Perry, Joseph Knox, Joanna Cannon and Sarah Day.

We ran a social media campaign across Twitter and Facebook to help promote the festival and sell tickets.

This was the third annual festival, and the third year in a row we’ve provided the Derby Book Festival with social media support. It was also our most successful campaign yet for the festival, and by extension, the biggest and best book festival to date.

In 2015 our tweets and Facebook posts were seen nearly 900,000 times. In 2016 the total figure was around 800,000.

In 2017 we broke all records. Our reach on Twitter came to 579,000 across the course of the campaign, and our Facebook reach came to 578,794. This means that our social media content was seen 1,157,794 times.

This increased presence on social media was accompanied by a significant boost in ticket sales. A total of 4,030 tickets were sold for events in 2016. In 2017, the total stands at over 5,000 – an increase of around 25%.

Derby Book Festival Social Media Campaign 2017

The 2017 Derby Book Festival Social Media Campaign in Numbers

Tweets were seen 579,000 times
The Derby Book Festival Twitter profile was viewed 11,104 times
The Derby Book Festival Twitter account now has 2,610 followers

Posts on the Derby Book Festival Facebook page were seen 578,794 times, an average of 3,937 views for every day of the campaign
Users engaged with the Derby Book Festival Facebook page 10,576 times – an average of 72 engagements a day
The total number of Facebook fans rose from 1,408 at the start of the campaign to 1,657 at the campaign’s end

 

– 12.4% of all website traffic for the duration of the campaign came from social media
– 1,192 visitors to the Derby Book Festival site came from Facebook, and 958 from Twitter

Derby Book Festival Social Media Campaign 2017

Second Only to Google

Looking at Google Analytics we found that, just like last year, social media came second only to Google in terms of the biggest drivers of traffic to the Derby Book Festival site.

53.5% of site traffic came from organic search – that is, Google. 12.4% came from social channels. 25.1% came from “direct” channels – instances where people accessed the site through physically entering the URL in their browsers.

Given the sheer number of people we reached on social media, it’s no big stretch to say that the “direct” figure would be much lower were it not for our efforts. Which is to say nothing of the positive effect that a strong social media presence can have on organic Google rankings…

On top of all this, both Facebook and Twitter proved to be bigger drivers of traffic this year. Last year, Twitter drove 851 people to the Derby Book Festival site, and Facebook 780. This year, 1,192 visitors to the Derby Book Festival site came from Facebook, and 958 from Twitter. Since many of these visitors had chosen to follow our accounts, they are statistically much more likely to have bought tickets.

Derby Book Festival Social Media Campaign 2017

A Shared Vision

Derby Book Festival Organiser Sian Hoyle said:

We really felt Status Social embraced the Festival and understood the spirit and our vision in their posts. We feel sure this is reflected in the engagement.

We do hope to continue our successful working partnership as we move into 2018 and our fourth Festival.

Find out how we can help promote your festival, event or business through social media!

For a free consultation, call us on 01332 776 910, or fill in our online contact form.

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Twitter Media Studio – Have You Tried It Yet?

Posted by on Jun 21, 2017 in Blog | 0 comments

Twitter Media Studio – Have You Tried It Yet?

The Twitter Media Studio has been described as Twitter’s “best kept secret”.

It has so many features – we’re still discovering new ones!

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In June 2017 Twitter very quietly updated itself, as social media platforms are wont to do. The whole platform now looks a lot cleaner and a bit more playful.

But one feature is so new it hasn’t even appeared on every account we manage yet: Increased access to the Twitter Media Studio.

What Is The Twitter Media Studio?

Twitter announced its Media Studio in August 2016. It was introduced it as a “comprehensive desktop destination where you can access all of our video publishing tools and resources in one place.” But as well as video, the dashboard also lets you view all of your images and GIFs.

Take a look at some of its key features:

Twitter Media Studio Features

Beyond this announcement, Twitter didn’t do much to promote its Media Studio. Indeed, initially only selected partners could access these features. Amanda Webb at Agora Pulse believes that Apple were early adopters. They appear to be using the dashboard to distribute Tweets while keeping their feed empty.

In March 2017, Twitter made its Media Studio available to all users. As far as we can tell though, you need to have a Twitter Ads account to access the features.

And that’s where things get interesting!

Can YOU Access The Twitter Media Centre?

As I said earlier, at the time of writing we’re only able to access Twitter Media Centre on one of our client’s accounts: That of Kinedo by Saniflo, the exceptionally talented manufacturers of stylish shower cubicles.

This is what we see on the drop down menu when we click on Kinedo’s Twitter icon while signed into their account:

Twitter Media Studio

By point of comparison, here’s what we saw on the drop down menu when signed into the Status Social Twitter account:

Twitter Media Studio - Status Social

Not a sausage!

At first we thought that this had something to do with Twitter Ads. We’ve not used Twitter Ads on any of the accounts we currently manage. We thought that perhaps Kinedo had experimented with paid content on Twitter before they started working with us. But we asked for clarification, and they told us that they’ve never signed up for Twitter Ads either.

So how do you get the Twitter Media Centre?

We wish we could give you a straight answer but there isn’t one! We managed to get one set up for another one of our clients through studio.twitter.com but “Media Studio” still doesn’t appear on their Twitter drop down menu. Yet, we went through the same process for Status Social and it now appears on ours!

We set one up using a link to the Twitter ads account, clicking on the ‘Creatives’ tab at the top of the screen and choosing the ‘Media’ option. But this process wasn’t available for another of our accounts!

Let us know if you’re able to access the Twitter Media Centre.

What Does The Twitter Media Centre Look Like?

Maybe you can’t access the Twitter Media Centre from your account. Maybe you’re unwilling to set up a Twitter Ads account. In any case, you might have to wait a while before you access your dashboard.

So let us give you a sneak preview of what it looks like:

Twitter Media Studio Dashboard

That’s Kinedo’s Twitter Media Studio Dashboard. We tend to add an image to every Tweet we send out, so it’s essentially an archive of every tweet we’ve ever written for them. There’s a powerful search function as well as the ability to filter photos, videos, and GIFs.

With that “Upload Media” button in the top right, you can upload new photos, videos or GIFs for later use. This might make it easier to manage our clients’ social media accounts. If we have a useful image that we’re not quite ready to use yet, we can now upload it so it’ll be ready when we are.

If you click on one of the photos, you see this:

Twitter Media Studio - Media Detail

You get the original body of the Tweet along with the precise date and time when it was first uploaded. You get the ability to specify user accounts to share the photo with. There’s also an option to use the same photo in a new tweet.

It is possible to schedule new tweets directly from the Media Centre. But so far, it seems a lot more fiddly, and a lot less powerful, than the scheduling platforms we currently use.

Twitter Media Studio offers so many features that it’s going to take us a while to work out how to make the most of it. And by the time you read this post, it’s possible that this feature will have been rolled out to all users.

But we can’t wait to start experimenting. And we look forward to learning just how many of you can access this dashboard!

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WhatsApp For Sales – How A Midlands Luxury Watchmaker Became Social Media Pioneers

Posted by on May 17, 2017 in Blog | 0 comments

WhatsApp For Sales – How A Midlands Luxury Watchmaker Became Social Media Pioneers

Midlands watchmakers are pioneering a new way to use WhatsApp for sales.

They’ve transformed the messaging app into a communication channel for luxury brands. In this post, we’ll explore how you can do the same for your business.

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So you want to buy a luxury watch. But where should you look?

Well, you could always head to the high streets of Geneva, Paris, or London.

Or you could simply get your smartphone out and head for WhatsApp.

Midlands-based MJJ Watches was established in 2012 by Matthew Jones. From day one, the majority of his clients have been professional footballers. MJJ has sold to soccer stars across the world, including those at football clubs in China, such as Guangzhou FC.

Now 10% of its sales come through WhatsApp.

WhatsApp for Sales

WhatsApp For Sales: A Communication Channel for Luxury Brands

MJJ’s communication channel is somewhat different to traditional luxury brands. Customers tend to see luxury goods as an investment, not a consumable. So selling luxury goods usually requires a lot of face-to-face communication. Because of this, purchasing luxury goods can be quite an intimate experience.

MJJ Watches attempted to use WhatsApp to recreate this intimacy. So how did they do it?

WhatsApp for Sales

WhatsApp For Sales: So Personal yet So Formal

When using WhatsApp for customer service, you can see when customers are online. You can also see when they’re typing, and when they’ve read your messages. MJJ says this makes things more intimate, making it easier to build the strong relationships necessary to sell luxury goods.

But WhatsApp alone doesn’t convert clients, so MJJ use it as part of a wider social media strategy.

MJJ regularly post high quality images of their goods on social media platforms including Instagram, Twitter and Facebook. This has resulted in widespread brand awareness. Customers are invited to open up a dialogue, and this dialogue is conducted through WhatsApp.

There are two vital lessons to take from this:

1. You Need to Innovate. Your business must evolve at the same pace as the world you operate in. The luxury goods industry is defined by its traditions. A luxury goods company wouldn’t have even considered sales through electronic mediums 20 years ago. However, through successfully embracing new technologies, MJJ has marked itself as a pioneer.

2. You Need a Social Media Strategy. MJJ realised the importance of understanding what networks work best for them, and developed a strategy tailored to help them meet their goals. Although WhatsApp has proven to be very powerful, it would be nothing without the brand awareness developed on Twitter, Facebook, and Instagram.

Read how London based jeweller Diamond Rose uses WhatsApp as a customer service tool.

How’s your business performing on social media?

MJJ uses social media to boost brand awareness and drive sales, all while delivering the highest possible standards of customer service.

We can show you how to do the same.

We’ll work with you to develop a bespoke social media strategy. We’ll help you to identify your business goals, tell you which platforms you need to be on, and show you how to use them to achieve your objectives.

Get in touch to find out how we can help you achieve your objectives through social media!

 

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Facebook Quietly Updates Itself Overnight

Posted by on Apr 5, 2017 in Blog, Social Media Tips | 0 comments

Facebook Quietly Updates Itself Overnight

Like all social media channels, Facebook changes all the time.

This week we noticed an update to Facebook’s page manager panel.

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What’s the Facebook page manager panel?

If you manage pages on Facebook, it’s the column that appears to the right of your homepage. It gives you a quick overview of how your pages have performed over the past week.

Here’s what it used to look like:

Facebook Page Manager BEFORE

And here’s the updated version:

 

Facebook Page Update April 2017
What’s changed?

1. The panel has grown. It now shows a lot more information, and it’s a lot more interactive. But doesn’t it look less cluttered?

2. It lets you know if you’ve any new notifications or messages.

3. There’s a means of updating the page directly from your homepage. You can publish a post, upload a photo, create an event, or start a promotion.

4. The panel used to display your page’s reach (the number of people who saw your content in the past week). Instead, you can now choose to view your likes, your views, and some essential information about how many comments and shares your posts received.

5. The “sell more Eventbrite tickets” bit looks like a “tip”, the sort you see on Facebook Event pages. This may vary from day to day.

6. You can scroll through your five most recent posts. It tells you how many likes each received, but again, no reach. You have the option to boost each one, so this update is possibly designed to encourage people to spend money promoting posts.

What does this mean?

All of us at Status Social manage Facebook pages for our clients. But not all of us saw this update!

Sometimes Facebook tests certain features with certain users. New features are only rolled out to all users if they perform well enough.

So this might be an experiment on Facebook’s part. Or it might be a sneak preview of how your Facebook homepage will evolve in the very near future.

And it’s a good evolution – this new page manager panel is a lot easier to use than the old one. You can perform a lot of basic functions directly from your homepage.

This strikes me as the sort of thing that I’ll soon take for granted. I may start wondering how I ever got by without this function.

But what are the implications of this update?

First, as Facebook Pages are primarily used by businesses, we can view this as a move to make the whole platform more accessible for businesses.

The numerous prompts to boost posts and to promote the page confirms Facebook’s motivation for making their platform more business-friendly: They want to make money through promotions!

But more importantly, this new page manager panel does not show you your page’s reach. You can still view your page’s reach on the page itself, and by accessing Insights. But maybe that’ll change soon, too.

Instead of reach, you’re shown the number of likes your page has. You’re also shown how many likes each of your five most recent posts received.

This suggests that Facebook may not care about reach as much as you. They’re all about the engagement!

Elliot Davies is a social media manager at Status Social. He looks after numerous accounts for our clients, generating leads and increasing brand awareness. Find out more about his results on our case studies page.

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5 Rules for Great Customer Service on Social Media

Posted by on Mar 15, 2017 in Blog | 0 comments

5 Rules for Great Customer Service on Social Media

Customer service on social media.

Get it right and your customers will love you.

Get it wrong and you’ll be forever used as an example of how not to conduct yourself online.

Here’s how to get it right.

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We’ve all been there.

A negative review. An unhappy customer. A strongly worded letter.

Don’t take it personally and don’t panic.

Research finds that an estimated 67% of consumers use Twitter or Facebook for customer service enquiries. In this blog, we’ll explore five things to keep in mind when it comes to customer service on social media.

These five rules will help you minimise damage to your brand and turn lemons into lemonade.

Get Clarification

Get an understanding of what’s happened.

You might be tempted to disagree with the complaint or defend the situation. Instead, politely acknowledge the comment. If necessary, ask for further information. If you’d rather take it offline, you can request a direct message (DM).

It might sound like social suicide to continue the disagreement in public. But if it can be resolved quickly, other customers visiting your page will appreciate seeing a timely resolution.

Be Honest

So you’ve got the customer’s perspective of what’s happened. It could be a catastrophe or it could be an admin error. In any case, your reply should be human and genuine.

Let the customer know what the next step is and when they should expect an update. If you’ve told the customer you’ll get back to them within a certain time period but haven’t had an update, don’t just leave them in the dark. Be honest and open.

Customer service on social media

Be Human

Many keyboard warriors can be defeated with one quick and easy step:

Use your name!

It’s much harder for someone to be very angry or disappointed when they know they’re complaining to an individual rather than a computer.

A name, an honest response, and a request for their side of the story will reassure the customer that they’re being taken seriously, and that their problem will be resolved.

Understand

You’ll find customer service on social media a lot easier if you have a thorough understanding of:

1. The process for customer complaints

2. Who you need to contact

3. The product or service that you’re working with

4. Your brand

5. Your tone of voice

When a third party handle your customer service on social media, it’s essential to have a clear line of communication and a guide for handling complaints.

This is why we help our clients produce FAQs so we can respond to customers quickly and effectively.

Crisis Management

Research shows that 72% of customers expect a response within an hour on Twitter. 38% will talk negatively about your service if you don’t respond and 60% of those will then go on to other networks to complain about you.

Think about how long it takes to type 140 characters, especially if you’re fuelled with rage. Things can escalate quickly.

If someone influential is complaining about your company, this could have a ripple effect with a wider audience. You may lose control of the situation.

In these circumstances, don’t tackle it on your own. Get a second opinion. Gather evidence to support what’s happened. And if things are getting really serious, think about a company statement that will help diffuse the complaint.

Then, get back to regularly sharing excellent content, the sort your loyal audience will value and engage with. This will encourage positive interactions on the page.

Context is Everything

Of course the customer’s always right. But context is everything. Does the customer just want a gesture because they’re disgruntled, or are they genuinely upset about their experience?

Don’t let things spiral out of control. You can keep on top of your complaints by regularly checking your social media accounts throughout the day. This can be time consuming so dedicate a certain amount of time for each check.

If you’ve left it too long, prioritise the notifications that need immediate action. You can handle any positive or neutral comments once you’ve a bit more time on your hands. If you think a complaint doesn’t need a response, it’s still worth asking someone else for a second opinion.

Top tip: When you’re handling responses make sure you’re sociable and you actually care about resolving the problem.

How Good Is Your Customer Service on Social Media?

Have you ever had a social media crisis on your hands?

We’re here to help.

Get in touch for a free consultation so you’re better prepared next time.

Further Reading

We know the hospitality industry is a hot spot for social media feedback, so we wrote this blog on how to manage your online reputation.

Here’s 10 of the most brilliant social media customer service exchanges.

And finally, read the story of how Joshie the Giraffe became a customer service sensation online.

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