5. SOCIAL MEDIA
ONLINE AUDIENCE PROFILING
In the past month, the top
5 accountancy firms in
Manchester were
searched for, reported,
discussed and
recommended 3,456,106
times online.
Each is a new opportunity
What does your digital
landscape look like?
6. CONTENT IS
EVERYTHING
Content is at the heart of everything we do Why will I talk
about it, share
Social media rewards companies who post pertinent,
it, use it?
informative material (written, images and video).
We check every campaign against our 7
How do I get involved?
guiding principles: Co-creation, mobilise
1. Original the community?
2. Timely
3. Relevant and of value What will keep
4. Collaborative the conversation
5. Enduring going?
6. Transparent
7. Persistent
7. BRITANNIA
‘BUILDING COMMUNITIES’
Challenge: Results:
Britannia Building Society sponsors Stoke City Football Club. It Engagement with the fans was huge.
asked us to help it to engage with ‘Potters’ – the passionate body Over 4,000 fans ‘liked’ the facebook
of Stoke City FC supporters. page, the proudtobeapotter website
received 20,844 visits and 63,000
Solution: page views and 2,000 fans submitted
We devised a strategy that enabled fans to participate and photographs of themselves to be
express their dedication to the club. Fans were invited to submit included in the art project.
photographs of themselves which together built two giant images
of Sir Stanley Matthews and club captain Abdoulaye Faye. This The campaign’s achieved 32.5 million
user-generated iconic art showcased their pride and passion for opportunities to see. The iconic
the team and was displayed at Stoke FC’s Britannia Stadium artwork scheduled to stay for two
months is still there.
8. INN
TRAVEL
‘LOCATION, LOCATION, LOCATION’
Challenge: Results:
Aimed at independently minded families, Inn Travel offers activity Armed with this vital intelligence we
holidays such as walking, cycling and skiing across Europe. designed a social media campaign to
Wanting to increase their profile, Inn Travel asked us to promote engage with families where the most
their holidays on YouTube. return would be gained. We designed
a ‘best holiday picture’ competition
Solution:
where the best pictures posted to our
Before embarking on any content creation we first conducted a
photostream won a holiday in the
comprehensive social media audit, to understand how their target
Himalayas
market research, recommend and make decisions about their
holidays. This revealed that their audience referred to blogs and
flickr to research holidays over YouTube.
9. STARLIGHT
‘INSPIRING SUPPORT’
Challenge: Results:
After arranging a TV series with Channel 5, charity Starlight Our approach enabled Starlight to
Children’s Foundation asked Bell Pottinger to grow its social achieve a far higher profile online than
media engagement. they had hoped for. Starlight wanted
a 20% uplift in Facebook likes, we
Solution:
delivered 35%. Looking for a 20%
We identified that Starlight needed to use featured celebrities,
growth in Twitter followers, we
gaining access to their millions of followers. To build
delivered 44%.
understanding, case studies of children’s wishes being granted
were posted on facebook and twitter. Previews of the next week’s During the 10 week campaign they
show were also posted. A series of tactical details ensured that were mentioned by others over 800
interest was converted throughout. times, delivering their message to
over 3m people.
10. DRAYTON
MANOR
‘LIKE IT’
Challenge: Results:
Faced with mounting pressure from competitive theme parks, Their fan base grew to over 71,000
Drayton Manor asked our team to help it to build attendance within 12 weeks and YouTube reviews
using social media. generated over 8.4million views
Solution:
We embarked on a facebook strategy to build loyalty with
customers and increase repeat visits.
A series of exclusive offers were designed which were seeded at
the park.
These capitalised on the active interest of visitors whilst at the
park, but designed to feed through to a loyal online community.
The power of key opinion formers was harnessed to drive further
visitors to the facebook page. These were linked to Drayton
Manor’s YouTube channel and facebook page.
11. SEARCH ENGINE OPTIMISATION
SEO
We believe in the power of independent recommendation; 70% of people select the
'natural' results over the pay per click. To help clients improve their profile in the natural
ranking results we developed our Search Engine Optimisation (SEO) service. Services
include:
SEO Audit - we assess your website against over 200 ranking criteria used by search engines. We look for
opportunities in all categories of natural search including instant, maps, business, product, images, news and
video to name a few. Our report details a prioritised list of quick fix actions, coupled with a recommended
schedule to reach specific traffic volume goals
Competitive SEO benchmarking - a conduct a thorough market audit, providing you with a detailed picture of
market share online. Our analysis details a strategy of how you can rank more competitively driving higher
website traffic.
Ongoing SEO campaign - after appraising your business objectives and current online presence, we develop a
campaign that includes content creation, link building and roll-out of key word strategy. Our campaigns pinpoint
ranking goals and report results on a continuous basis.
Reputation management - when reputations are damaged on-line the legacy can impact an organisation for
years. Negative stories can remain visible within Google for years. We work with organisations to reinstate a
positive digital brand presence.
12. CLIENT EXPERIENCE
SEO
Challenge: Challenge: Challenge:
A successful North West law firm, GT LAW Solicitors represents clients Relate for Parents & Families asked
who have suffered as a result of an us to raise their profile online, enabling
tjl solicitors specialise in accident,
more people to find them when
personal injury and cosmetic accident. Business comes from looking for parenting advice.
negligence. Similar to GT LAW, they website traffic and referral
needed to increase the more profitable organisations that charge fees for
business from their website. each referral. They needed to Results:
increase business from their website. Relate for Parents saw the number of
conversation counts double. Most
Results (within 3 months): importantly they saw their ranking for
They have seen a 307% increase in Results (within 1 month): key search terms move. 7 of them
traffic for Feb compared to their best The website saw an increase in traffic moved to the top 10 and one was at
month last year. of 40% month on month number one.
4 fold increase in enquiries. The website generated 62 enquiries in
14 days (didn’t measure before)
13. CLIENT EXPERIENCE
SEO
Challenge: Challenge:
Drive customers to relatively low 80% of holidays are now researched
margin specialised product online-only first online and an increasing number
retailer minimising cost of customer of us buy holidays online. Sunmaster
acquisition yet building brand as approached our SEO consultant to
leader in its segment. increase their visibility and increase
their share of the online holiday
Results: market.
90% of all new customers are
acquired by organic search. Results (within 5 months):
Cost per acquisition is £2.02 (via PPC Website traffic increased by 138%
campaigns this is £4.60). Top ten positions were achieved for
Deliver 55,000 unique visitors per 1,757 search terms
month from search results alone. As on page was more relevant we
More than £0.5m revenue pa were able to drive down the PPC
generated from search management. campaign cost by 13%
The campaign achieved an ROI of
255.6%
14. DIGITAL ADVOCACY
Creating tools to deliver support and advocacy online.
• Websites for public consultations
• Amplifying customer recommendation
• Blogger relations
Our blogger relations
campaign resulted in a
27% sales uplift.
15. Digital to support PR
Vehicle creation
Digital newsroom
Branding of social media channels
Micro-sites
Newsletters
Forums
Content creation
Video
Infogram of story
Training & services
Social media audit
Digital reputation management – tracking & contributing
Social media policy & training
Driving broader awareness
SEO
PPC
Digital distribution – bloggers & SEO
16. WHY
GRN
Our track record.
We create original, timely and relevant content
that cuts through the noise and connects with
your audience. We:
‘think like an editor’ to get noticed
‘feel like the customer’ to create advocates
‘guided by your business’ to deliver against your objectives
Our proven approach has enabled us to deliver
results to small local companies, national brands
and government organisations.
To find out how we can help you, get in touch with:
@LinseyHenshaw
lhenshaw@goodrelationsnorth.co.uk
+44 (0)1625 500 800
