How Social Media and PR Made Derby Enterprise Growth Fund the Most Successful RGF in the UK

Posted by on Jun 14, 2017 in Blog, Case studies | 0 comments

How Social Media and PR Made Derby Enterprise Growth Fund the Most Successful RGF in the UK

We collaborated on a social media and public relations campaign designed to let business people know about available grants and loans.

Our efforts were seen more than a million times during a two year campaign.

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The Derby Enterprise Growth Fund (DEGF) gave away £20 million in grants and loans between April 2013 and March 2015 – quicker than any Regional Growth Fund (RGF) in the UK. It helped create 300 jobs through the process.

From August 2013, we worked with PR firm JJPR to promote the fund. We made a good team: we have more than 40 years social media, PR and journalism experience between us.

Multi-Platform Marketing Strategy

Our campaign involved blogging, PR, and a number of social media platforms.

PR: Working with the DEGF team, JJPR interviewed those business owners who were successful in bidding for funding. Thanks to JJPR’s extensive press contacts, stories about DEGF appeared across scores of newspapers, radio and magazines. The DEGF was rarely out of the news thanks to JJPR’s efforts.

RGF blog and social media successBlog: We created a simple WordPress blog. Then, using JJPR’s press releases as a starting point, we turned these success stories into blogs. The 76 blogs posted were designed to encourage business leaders to check out the DEGF website for more information. They also gave us content to share across social media.

Twitter: We recognised that influencers were the key to the success of DEGF over Twitter, so we built relationships with business leaders in Derby and the surrounding areas. We sent out approximately 3,000 tweets throughout the campaign, all of which were predominantly designed to be retweeted, to encourage people to read the blog, and to visit the website.

LinkedIn: Many business owners are on LinkedIn. We used the platform to inform them about DEGF. We used personal profiles to build relationships, we created a DEGF group, and we posted relevant blog content into more than 10 LinkedIn groups.

The Results

We set a number of key performance indicators at the start of the campaign. All of them were achieved. Results included:

– 28% of all enquiries for DEGF funding recorded that they had heard of the fund through social media and PR – 15% through social media, 13% through PR.

– 1,093 clicks from social media to the DEGF website.

– 30,000 views of the DEGF blog.

– 700 retweets of DEGF tweets, reaching an estimated audience of 1 million people.

– £332,000 advertising equivalent of editorial coverage gained.

£20 million pounds of DEGF funding given away.

Got grants and loans to give away? We can help you reach out to businesses. Contact us for a chat about how we may be able to help you out.

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Glazing industry show success thanks to social media

Posted by on Jun 1, 2017 in Case studies | 0 comments

Glazing industry show success thanks to social media

A social media campaign to encourage visitors to a stand at a national glazing exhibition has resulted in leads worth tens of thousands of pounds.

Using a combination of Twitter and LinkedIn, more than 200 delegates were personally invited to find out more about Gate Marketing’s services at the FiT Show at the NEC in Birmingham.

And not only did decision makers in the glazing industry make the stand a must-visit destination, some booked telephone calls and meetings upon receiving the invitation.

The Twitter campaign

575 tweets were posted during the one-month high-intensity campaign on Twitter, with 140 personalised invitations sent to people expected to attend the FiT Show.

FiT Show Twitter campaign statistics for Gate MarketingThere were 873 visits to @GateMarketingUK’s Twitter profile during the campaign and the tweets were seen 46,000 times, which included nearly 11,000 views during the three-day show. All this was achieved with less than 90 followers (around 20 at the start of the campaign), proving once again that the number of Twitter followers is not a measure of success.

The LinkedIn campaign

73 people were invited to visit the Gate Marketing stand through LinkedIn invitations with recipients’ responses being overwhelmingly positive. Several requested telephone calls before the show. Director Andy Wallbanks responded to all queries promptly, building relationships with many people in the glazing industry.

With the Gate Marketing UK stand being next to the main entrance, many of those contacted over social media made it their first point of call, telling Andy and his team that they’d come after receiving their invitations.

“It was an absolute pleasure to work with Status Social,” said Andy. “As for the stats, my word, that’s impressive!

“People arrived at the stand with ours circled on their exhibition plan and it was exciting to be told they’d picked us out of 250 other stands to visit because of social media invitations.”

GIt’s not the first time Status Social has seen stunning results in the events sector. Previous campaigns have included filling Derby’s hotel rooms during the CAMRA National Real Ales Festival, boosting the world’s largest quarrying show, generating leads for an exhibitor at Housing 2016, attracting visitors to the 2015 and 2017 Natural Stone Shows and helping to draw record-breaking audiences at the Triple Glazing Question conference.

We’ve also been asked to step in to support several events struggling to attract visitors.

Find out how we helped a glazing company generate £200,000 in sales through social media.

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How a School Attracted New Pupils Through Social Media

Posted by on May 10, 2017 in Case studies | 0 comments

How a School Attracted New Pupils Through Social Media

Social media in schools – headteachers and marketing managers know they need to use it. But how?

Derby High School had two main objectives: To use Facebook to attract more pupils, and LinkedIn to help their students find jobs.

Within a few months of going through Facebook and LinkedIn training, the school could see dramatic results.

Not only had the reach of the Facebook page increased by 5000%, Derby High School had also received enquiries from parents who’d seen its increased Facebook activity, and who wanted to send their children to the school.

Derby High School staff also wanted to build relationships with the local business community to help their students find work experience.

During her LinkedIn training, marketing manager Catherine Warwick was given the target of finding 20 useful contacts. These connections resulted in work experience opportunities and mentors for her sixth formers.

UPDATE: Derby High School hosted an event in May 2017 where local business people were invited to mix with sixth form pupils who’d been given networking training. 28 of the 40 delegates who attended were LinkedIn connections. In previous years, those invited would be people spotted in the news or business people met briefly at networking events. At least a third of people would usually drop out in the days leading up to the event.

“Using LinkedIn we had just three no shows,” says Catherine. “And those who couldn’t make it sent people in their place!  It’s really been fab, I’m delighted!”

Find out more about how we can help you attract students and the business community to your school.

Can’t watch the videos? Then read the transcripts of our interviews with Catherine below.

Derby High School and Facebook

“We’ve been working with Status Social for about six months now, and we first approached them because we wanted to raise the profile of the school using Facebook, and get the parents to like more of our posts and to share some of the great things that are going on in the school, with people in their networks.

“The first thing I realised when we went to the workshop with Mark was that we’ve been doing it all wrong, and he quickly showed us how to rectify that.

“During the workshop, we worked on how to encourage the parents to share all the great things that are going on in the school, and how best to get Facebook to notice us and show us to other people, not just those who are linked with the school anyway.

“Within a week of going to the workshop, our reach of just under 100 people a week, had gone up by nearly 5000%, which was absolutely amazing. Engagement was up by 12,000% and page visits were up by 2000% so within a week we were seeing a massive difference, and within a fortnight, that had gone up even more.

“Now, six months down the line, the numbers are truly incredible. We’ve had enquiries from prospective parents who’ve come to us just because they’ve seen our updates on Facebook, they’ve got no other links with the school, and they want to find out more.

“People who come around on tours of the school say to us “We like the things that you’re doing on Facebook”, so for me, it’s great, and it’s a brilliant way of engaging with our parents who are already here as well, they’re liking seeing all the photos and things that we didn’t always get out to them before, so all in all, it’s been a fantastic success.”

Derby High School and LinkedIn

“Part of my role is helping our students engage with businesses, and a great tool for engaging with businesses is LinkedIn, so I was really keen to find out how I could exploit that a little bit more to help me in my work and to help our students here.

“I approached Status Social who set me a target of getting a least 20 useful business contacts on LinkedIn, and with the information that I’d learnt in their workshop that I went on, this was no problem at all.

“I just followed the guidelines that they’d set me, and within a month I was pleased to be able to report that I’d got at least 20 useful contacts, and 5 work experience placements and mentors for current sixth formers here, so it’s been really, really good for both the students, and also for me.”

Find out more about how we can help you attract students to your schools.

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How to Make £30,000 per Year Using LinkedIn

Posted by on May 3, 2017 in Case studies | 0 comments

How to Make £30,000 per Year Using LinkedIn

LinkedIn is a fabulous tool for business development.

It can get you past gatekeepers to the decision makers. It can help you get found by potential customers on Google. It can increase your brand awareness so that people choose you when the time is right.

But it can also be used as a seek and contact tool. You can use it to warm up prospects before you turn to other methods to bring them to conversion.

That’s Steve Dance’s technique. For the last two years he’s generated business worth £30,000 per year via LinkedIn.

And it all started with some social media training by Status Social!

Make money on LinkedInSteve is the CEO of compliance solutions provider RiskCentric. He’s a busy man with limited time, so he uses name recognition to his advantage. Using the skills taught by us, he first searches LinkedIn to find those he thinks could be potential customers.

“We know the type and approximate size of organisations that can use our products and services,” says Steve. “We use LinkedIn to find relevant job titles in those organisations. Then, if we’re not already connected, I send a connection request.

LinkedIn training success“If the connection request is accepted, we then try to establish a dialogue – initially by telephone as it’s more personal. If I get through to my prospective client during the call, I start by thanking them for accepting my LinkedIn connection request. If I get a warm response to this, I move the conversation on to their information management issues and our services.

“I’ve engaged four or five new clients through this process. But LinkedIn is a marathon, not a sprint, so I’ve got to be patient.”

What’s Your LinkedIn Business Development Strategy?

Steve’s approach has brought him success, but it’s not an approach that would work for every business. In some sectors it’s impossible to get through to your target customer on the telephone. That’s where LinkedIn can be used, to warm them up through a series of messages.

Alternatively, if you regularly update your LinkedIn profile with “the right sort of posts”, you might become irresistible to your target audience.

But for Steve, his technique worked, bringing him £30,000 of annuity business.

There are many ways of using LinkedIn to grow your business.

Have you found your technique yet? If you haven’t, talk to us on 01332 776910 or 0115 824 8242.

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How To Revive An Inactive Social Media Account

Posted by on Mar 3, 2017 in Blog, Case studies | 0 comments

How To Revive An Inactive Social Media Account

What’s white, shiny, and seen 153,442 times?

It’s the Derby Christmas Ice Rink of course!

Our task was to reignite the Derby Christmas Ice Rink Facebook and Twitter profiles following nine months of inactivity.

We beat the key performance indicators set by the client, Showplace, by 103% on Facebook and 29% on Twitter.

Reviving Inactive Social Media Accounts – How Did We Do It?  

Using Twitter, we found influential people and businesses in the Derby area and tweeted them about the arrival of the Christmas ice rink. We used emotive language and an enthusiastic tone of voice. This encouraged the recipients of the tweets to share them with their followers and click through to the ice rink website.

Derby Christmas Ice Rink - How to revive an Inactive Social Media account

Derby Christmas Ice Rink - How to revive an Inactive Social Media account

Derby Christmas Ice Rink - How to revive an Inactive Social Media account

Derby Christmas Ice Rink - How to revive an Inactive Social Media account

On Facebook we used the audience we built up during a previous campaign. We posted content we knew they would engage with and share with their friends. In this way, the audience effectively sold the ice rink for us on Facebook.

We created an immediate impact by tailoring the content for the most engaged audience: women aged 18 to 44. So within two months, 101,542 people saw our activity on Facebook. That’s an average of 887 people per post.

The Twitter target was for our tweets to be seen 40,000 times throughout the campaign. They were viewed 51,900 times in just over seven weeks.

Across both platforms, we saw 211 website clicks and 767 post engagements.

Plus, it gave me the chance to find entertaining ice skating videos for content!

 

Learn how we used social media to promote beer festivals or increase gym subscriptions.

And find out how we revived inactive social media accounts for the Format Photography Festival and the Derby Book Festival.

To talk to one of our expert social media consultants, call 01332 776910 or email hello@statussocial.co.uk.

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Social Media & Fitness – How We Helped a Health & Fitness Facebook Page Reach over 200,000 People

Posted by on Feb 1, 2017 in Blog, Case studies | 0 comments

Social Media & Fitness – How We Helped a Health & Fitness Facebook Page Reach over 200,000 People

Can social media help people achieve their health and fitness goals?

This is a question we already explored with our social media for gyms campaign. But it’s one thing to use Twitter to encourage people to join a gym. This time, the challenge was to use Facebook to encourage people to attend exercise classes.

24 Fit is a Derby-based fitness group that puts on about 30 exercise classes a week.

In early 2017 they planned to launch a number of new classes in a number of new venues. They approached us in late 2016 with a relatively simple brief – to use Facebook to generate awareness of these new classes.

A good metric by which to measure the influence of a Facebook page is through the number of people who saw the page content (known as “reach”).

When we took over the management of 24 Fit Derby’s Facebook page, it had a weekly reach of around 200.

In just six weeks, we’d boosted this weekly reach to over 200,000. We also generated over 200 link clicks and increased the page likes by over 100:

Social Media Fitness

Our Strategy – Get People Excited

Our first step was to check 24 Fit Derby’s Facebook Insights to see when their fans were most active. We found there to be spikes of activity at 9:00am, 5:00pm, 7:00pm, and 9:00pm, so we decided to post four times a day during these periods of peak activity.

Next, we created Facebook events for all of the upcoming classes that 24 Fit wished to fill. There were three benefits to doing this:

1) It created a comprehensive timetable of classes on the group’s increasingly-popular Facebook page.

2) It gave anyone interested in attending all the information they needed, along with a place where they could ask any additional questions.

3) It ensured that anyone who registered their interest in each event would receive regular notifications in advance, increasing the likelihood they’d attend.

With our ideal posting times in place, and with our calendar of events sorted, the next step was to do all we could to get people engaged and excited on Facebook.

What Sort of Posts Work Best on Facebook?

24 Fit shared a huge amount of photos and videos with us, so we had plenty of content to work with. We also attended and filmed a few classes ourselves, one of which we streamed live.

It soon became clear that when it comes to boosting reach and engagement on Facebook, nothing is more effective than video.

Social Media Fitness

Social Media Fitness

Social Media Fitness

Social Media Fitness

We posted at least one video a day, with captions that were carefully crafted to encourage engagement. We used an energetic and effusive tone.

Whenever anyone commented on our posts, we answered them as quickly as possible. Even when they weren’t asking a direct question, we’d still make a point of acknowledging their input.

This sent a message to Facebook that this was an active and popular page, and it’s possible that the algorithm reacted accordingly: The more people engaged, and the more we interacted, the more people our posts reached.

If a post was performing particularly well, we’d boost it. By paying a small amount, we grew the reach by thousands.

The Results – A Phenomenally Popular Facebook Page

Things took off quickly. The following screenshots demonstrate how 24 Fit Derby’s Facebook page grew on a daily basis in just one week in early January. Pay particular attention to the reach, which by the end of the week had grown by 2,877%:

Facebook Stats 3 Jan - 24 Fit Derby Social Media Fitness

3rd Jan, 2017

 

Facebook Stats 4 Jan - 24 Fit Derby Social Media Fitness

4th Jan, 2017

 

Facebook Stats 5 Jan - 24 Fit Derby Social Media Fitness

5 Jan, 2017

 

Facebook Stats 6 Jan - 24 Fit Derby Social Media Fitness

6 Jan, 2017

 

Facebook Stats 9 Jan - 24 Fit Derby Social Media Fitness

9 Jan, 2017

 

And as the post stats demonstrate, most of this reach was organic. Boosting posts certainly helped, but the reach would have been impressive enough regardless:

Facebook Post Performance - 24 Fit Derby Social Media Fitness

By the end of the campaign the page’s reach, which had peaked at 202,633, had dipped. But given that the reach stood at around 250 when we took over the account, this still represented a major boost:

Facebook Post Performance - 24 Fit Derby Social Media Fitness

So can social media help people to achieve their health and fitness goals?

This case study demonstrates that Facebook can prove extremely effective at generating awareness and kindling excitement for exercise classes.

And as we’ve proven with previous case studies, Twitter can be used to encourage people to actually sign up to these classes, or even to invest in gym memberships.

Are you a personal trainer looking to fill your timetable? Or perhaps you run a gym and you wish to boost your membership numbers.

In any case, get in touch and we’ll show you how to achieve your goals on social media.

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