Each of the 22 Oceana clubs all over the country engaged with local club goers in an independent manner, using individual social media accounts. The danger of lost passwords or hijacked accounts and the fact that local manager had different social media skill levels led Ocena’s central management to look for a solution. CrowdControlHQ helped Oceana to centralise and secure their social media strategy but still keep the conversations going at a local level.

1. Harnessing the Power of Social Media

2. Oceana is one of the biggest nightclub chains in the UK with 22 clubs up and down the
country. It prides itself on its quality of customer service and entertainment with each club
housing five bars and two nightclubs that promise to take clubbers on a journey 'around the
world.'
Here we outline the company’s social media challenges and detail how Oceana uses and
benefits from our web-based social media monitoring and management platform,
CROWDCONTROLHQ.

3. The Challenges.
Dispersed Control of Social Media Profiles
Central strategy, local presence. Oceana has a centralised marketing and
communications strategy. The explosion of social media made it difficult for the brand to
uphold its central strategy as customers were looking to engage with a local Facebook pages
or Twitter handle that detailed events at an Oceana close to them. They were not
interested in holding a conversation with the corporate social media accounts handled by a
team at its office headquarters.
Differing levels of expertise. Oceana’s local managers had
different levels of understanding and experience in social media.
Hacking of accounts and rogue posts. There was a
concern that individual employees held the passwords to
Twitter and Facebook. There was a risk that ex-employees
were able to access accounts and post inappropriate
comments or worse, re-brand their pages.
Marketing & Ecommerce Director, Mark Noonan explains: “We wanted to bring
the expertise back into a centralised system that educated, showcased best practice and
managed key corporate messages in a consistent way, while still encouraging localised
interaction that fitted with each audience!”

4. The Results.
Harnessing the Power of Social Media
CROWDCONTROLHQ helps Oceana:
Add a personal touch to its communication. Oceana is able to continue to
execute a centralised marketing communications strategy that has a local feel with
each club having its own Twitter and Facebook account. Now each club can co-ordinate
with headquarters to ensure campaign messages are consistent and the brand has one
voice.
Collaborate between teams. The central office works with teams in different
regions to respond to posts without giving out passwords and handing access over to
the local teams.
Protect passwords. Security is now managed centrally, with access and users
attributed locally but safe in the knowledge that accounts remain the property of
Oceana.
Oceana states the following benefits are a result of using CROWDCONTROLHQ:
Quicker responses to campaigns. One competition to win tickets to a festival
saw the same take up in two hours via social media that had previously taken two
weeks using more traditional methods.
Partnership opportunities. Third party sponsors approach Oceana because of the
way it uses social media – many want Oceana to run national campaigns for them.

5. Noonan comments:
“This has shown us as a serious and confident player within a
relatively new arena. We are attracting followers and friends who in
turn are receiving timely, relevant information. It is not just about
association, ‘clicking the like button’ but association with knowledge
as users get to know the brand and develop a relationship with us.”
“With the level of understanding and quality of communications
increasing we can only see success ahead with social media taking
its place as a valuable addition to our marketing methodology.
CROWDCONTROLHQ has given us that confidence.” concludes
Noonan.

6. Interested in how
CROWDCONTROLHQ might be
able to work with you?
Let’s chat!