Posts by Mark

How Twitter campaigns fill Derby’s hotel rooms during beer festivals.

Posted by on Jul 16, 2014 in Case studies | 0 comments

How Twitter campaigns fill Derby’s hotel rooms during beer festivals.

Status Social runs the social media campaigns for Derby Tourism’s winter and summer beer festivals, achieving the targets set and bringing visitors into the city. Read on to see how we were successful.

When was the last time you tweeted 160 times in one day?

Derby Tourism want to encourage people to stay in their city and spend money. So when the Campaign for Real Ale (CAMRA) picked Derby to stage their National Ales Festival, it was seen as the ideal opportunity to introduce a new audience to the area.

So how would social media help? Stella Birks is visitor services development manager at Derby City Council:

“We’d engaged with social media for a while – more dipping our toe in the water really – and wanted to make it a far more effective tool and fulfil our objectives. So we turned to Status Social to help us understand how to take that next step and make the social media far more effective.”

CAMRA Derby Beer festival tweeting

The method

The most effective social network for such a campaign was deemed to be Twitter. Over the next three weeks, Status Social:

• Tweeted 1,200 times; up to 160 times a day.

• Tracked down and personally invited approximately 1,000 real ale fans to the event.

• Produced three blogs about beer and Derby’s attractions and edited two more.

• Produced tweets that were designed to be retweeted, especially by influential people in the tourism industry.

• Encouraged real ale fans to check out the festival pages on the Visit Derby website, including the hotel deals on offer.

• Promoted a beer festival competition in conjunction with an email marketing campaign.

Social media tourism

“We were expecting more website traffic; to reach more markets,” reports Stella. “What came as a surprise, and was certainly a learning process for the team, was the way that Status Social could specifically target interest groups.

“Through the campaign we also understood how you can get those key influencers retweeting for you – so actually taking your message out there for you, letting other people do the hard work on your behalf.”

The results

All of the key performance indicators set for the three-week campaign were beaten. Highlights included:

• 1,645 hits to the Visit Derby website through Twitter.

• 339 retweets of the @DerbyBeer content reaching a potential audience of approximately 200,000 people.

• 1,342 hits to the Derby beer blogs.

• 2,729 competition entries.

• 147 people checking out the available hotel offers.

• Hotels in the city reporting an increase in bookings during the festival.

Beer industry social media

The verdict

“It was very important for us that we achieved the key objectives – getting people to stay overnight in Derby and spend more,” says Stella. “As far as the campaign for the CAMRA National Winter Ales Festival was concerned we saw genuine business coming into Derby as a direct result of the Twitter campaign. We were very pleased with our return on investment and feel very positive about being able to build on that in the future.”

Status Social has also recently worked with Derby Tourism on their summer beer festival, once again achieving the KPIs. For a chat about how we can help you achieve your business objectives call us on 01332 776910 or email us.

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How Twitter has helped a Commonwealth Games star to win

Posted by on Jul 1, 2014 in Blog, Case studies | 0 comments

How Twitter has helped a Commonwealth Games star to win

England Commonwealth Games shooting star Caroline Povey finds Twitter invaluable as an athlete. Like most people in sport, Caroline has to raise her own sponsorship to be able to compete.

Through Twitter, Caroline, who is a trap clay shooter, has discovered an avenue to help her get funding. She has also been offered help and support from businesses and is using the social network to promote a crowdfunding campaign.

Derbyshire-based Caroline will be taking part in the Commonwealth Games in Glasgow this summer and has been a regular member of the Great Britain shooting team since 2004, winning the UK Championships four times. During a Derbyshire Sport event designed to encourage businesses to work with athletes, Caroline explained how Twitter has become an invaluable tool….

Caroline Povey shooting Commonwealth GamesThis is a news report by Status Social and is not an endorsement by Caroline Povey of Status Social or its services.

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Social media management: 7 questions to ensure you’re not being ripped off

Posted by on Jun 11, 2014 in Blog | 0 comments

Social media management: 7 questions to ensure you’re not being ripped off

“Have you set key performance indicators for your social media manager?” I asked the business owners I was chatting to. “Is he or she bringing in new clients?”

My words were met by blank stares. No, they hadn’t set key performance indicators (or KPIs for short), in fact they didn’t know they could set targets for the social media management they had outsourced.

I wasn’t surprised. After all, social media is still a relatively new industry and people don’t know what questions to ask to ensure they are getting the best service from their social media provider.

So to avoid being ripped off when it comes to social media management, here are seven questions to ask:

Social media management questionsWhat are you going to do for my business? And no, I don’t mean how many Twitter followers and Facebook likes you’re going to get for me (although that’s always a nice thing).

I mean, how are you going to help my business grow, get more customers, increase my brand awareness, improve my customer service?

If I’m paying you, I want to get my money’s worth. It would be great if you actually made more money for me than I invest in your services – how about it?

Social media management questionsWhat’s your social media management strategy? How are you going to achieve my objectives and is it a strategy I’m comfortable with? How will you portray me? What platforms should I be on?

And don’t say Facebook because everyone else is on there – the question is, can I be successful on there? Would I be better using Google+, Pinterest, Vine or Quora instead?

Social media management questionsHow much content are you going to put out? One Facebook page and a tweet doesn’t really cut the mustard so how much effort are you going to put in?

The average life of a tweet is seven minutes so I’m expecting a concerted effort to get me noticed. Don’t tell me people will get fed up if I put out too much content – if it’s good content they will love seeing it.

Social media management questionsHow are you going to build relationships? Social media is supposed to be social so I don’t want you just broadcasting sales messages. I’m not into spam and neither are my prospective clients.

How are you going to turn people into buyers or advocates of my business? And who are you going to target?

Social media management questionsHow quickly will you respond to enquiries? Most people expect an answer on social media within 24 hours but when I’m paying you to manage my account, I expect my customer service to be much faster.

And I expect you to know my business well enough to answer well without having to contact me each time I get an enquiry. And how will you handle a crisis?

6How will you measure the results? If I’m paying you to manage my social media, I want to know it’s worth the money. How will I know?

What systems will you use to measure? And no, I don’t want you to count success through Facebook likes and Twitter followers because popularity doesn’t always equate to my bottom line  

Social media management questionsCan you prove it works? I want to know how you’ve achieved success before? What were the KPIs set and how did you achieve them? Show me testimonies from your customers that mention you met their business objectives.

I want to know you’re not just another opportunist trying to make money because you know how to tweet.  

Above all don’t take chances with your brand. Don’t spend money on social media that doesn’t bring results. And don’t become a victim to someone trying to make a fast buck by pretending to be someone they’re not.

By Mark Saxby. Mark is a director of Status Social, one of the UK’s first specialist social media consultancies. Status Social manages nearly 20 social media accounts with achieving results at the heart of every one.

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Status Social takes on Royalty

Posted by on May 30, 2014 in Status Social News | 0 comments

Status Social takes on Royalty

We’re really excited to announce that the Status Social team has a new administrator – and she comes with links to Her Majesty.

Caroline Salmon spent 15 years working at Royal Crown Derby where she worked in personnel, reception, sales and took visitors on tours of the factory.

Caroline will ensure everything at Status Social runs smoothly, ensuring our clients know what’s going on and that we all eat properly.

She is currently designing a set of porcelain figurines of the Status Social team which will hit the high streets any time soon.

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How the people of Cleethorpes sold their town on Facebook

Posted by on May 11, 2014 in Case studies | 0 comments

How the people of Cleethorpes sold their town on Facebook

Who knows their town better than anyone else? The people who live there of course. So who better to tell visitors about the best places to stay, the nicest restaurants to eat at, the best sights to see?

Status Social was asked to market the British seaside resort of Cleethorpes in the spring of 2011. Facebook, Twitter and a blog, all under the title of Tourism North East Lincolnshire’s ‘Visit Cleethorpes’ brand, were going to be the channels.

The social media campaign’s aim was to attract tourists to Cleethorpes, particularly visitors from South Yorkshire, who have been coming to the east coast resort for more than a century.

Cleethorpes and Grimsby social media training and management

Initially Twitter grew fastest. Engaging with almost anyone who mentioned the word Cleethorpes attracted a large following. Using an irreverent tone, the account attracted even cynics with a tongue-in-cheek attitude to the town’s knockers. A row over which was best – Cleethorpes or Las Vegas, was won when the US city admitted it didn’t have a pier.

Followers of @CleethorpesUK tweeted how the account helped them know what was going on in Cleethorpes, bringing visitors to Cleethorpes from across the country through the tweets.

The blogs were written by Status Social’s former award-winning BBC journalist Mark Saxby and focused on anecdotes connected to an element of life in Cleethorpes. Over the 18-month programme of blogs, they generated nearly 20,000 hits on the Visit Cleethorpes website, helping it to page one on Google.

Social media management Cleethorpes and GrimsbyBut it was on Facebook where social influence really came into its own. When fans asked for recommendations, we wanted to remain impartial. So we invited our fans to do it on our behalf and they did so in droves. When someone asked a question on the Facebook page, empowered fans would answer within minutes, giving great social media customer service. They also used the page to encourage their friends to come to Cleethorpes.

Visit Cleethorpes social media managementThe fans went a step further: they turned the Visit Cleethorpes Facebook page into their own brochure site. When one fan shared their photo of the resort, we encouraged others to do the same. Over the three years, more than 100 top quality photos of Cleethorpes were shared by both amateur and professional snappers.

And did it lead to business for Cleethorpes? Indeed it did. People returned to Cleethorpes after decades of absence after seeing the social media, they attended events they hadn’t known were going on on their doorsteps, they went out and bought fish and chips when we posted about fish and chips.

Nigel Lowther is from Lowther Associates, who led the marketing campaign for Visit Cleethorpes:

“Something new is happening in Cleethorpes – and the resort’s businesses have Status Social to thank. Members of the resort’s tourism group, working through my company, asked Status Social to market the town via social media. Genuine business has been generated in the resort as a result. The numbers have not been achieved without a huge amount of effort, enthusiasm and expert knowledge.”

Cleethorpes logo editedCouncillor Mike Burnett is the deputy leader of North East Lincolnshire Council and chairman of Tourism North East Lincolnshire: “On behalf of Tourism North East Lincolnshire, I would like to thank you and your team for your considerable efforts promoting Cleethorpes over the last three years.

“Visit Cleethorpes on Facebook and the @CleethorpesUK Twitter account has been an unqualified success because of your guidance, commitment and expertise.”

In March 2014 after three years, Status Social’s involvement with Visit Cleethorpes came to an end. But not before Status Social proved how effective social media could help rejuvenate Britain’s seaside towns – encouraging help from those who live there.

Want to know how effective social media management could help you then call Status Social on 01332 776910 or email us.

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