tork case study

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“Shannon’s probably the most impressive social marketer in the UK. She works harder than the toughest entrepreneurs with relentless up-to-the-minute research, and truly understands today’s big picture for social technology.

Aside from her gold-dusting of practical tips, her ability to unearth the business’ marketing strategy and transform a company’s culture differentiates her from other consultants in her field.”

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TORK’S CHALLENGE:

Tork UK wanted to test the potential of social media for their business and industry. Working with Perfectly Social, the aims were to drive awareness of Tork UK within the FM sector, firmly establishing the brand as the market leader in Hygiene Solutions.

PERFECTLY SOCIAL SOLUTION:

A campaign with a holistic social media approach, a blog at its core, a survey as the Call-To-Action and a £200 Amazon gift card as the incentive.

Why? 1. The research told us Facilities Managers (FMs) enjoyed

industry-related material. 2. The survey facilitated our desire to generate a

qualified pipeline of leads for your sales team. 3. To equip Tork UK with FM specific key insights in order

to be more effective in this sector in 2011. 4. To have as many variables as possible that we could

test (and learn from) in order to produce a cost effective ‘Campaign-in-a-Box’.


http://www.tork.co.uk/

http://www.tork.co.uk/


Our campaign


Brand-owned media

Blog Two blogs per week, providing relevant FM content and discussion topics, shareable digital content (4 slideshares) and the Survey

Twitter An hour of Twitter activity per day, connecting with key influencers, sharing relevant content and driving traffic to the blog

Facebook Two updates per week, primarily driving traffic to the blog

Earned media

Linkedin Regular participation in discussions within a range of FM-centric groups, seeding links to the blog

Business forums Participation in a range of threads, related to FM and hygiene, seeding links to the blog

FM social networks

Participation in FM discussions, seeding links to the blog


Our campaign


Tork UK blog: digital

content, FM/hygiene content and

survey

Tork UK Facebook

page

Tork UK Twitter profile

Business forum

outreach

Leveraging Key

Influencers

Dedicated Facilities

Management social networks

Tork UK LinkedIn

profile and FM groups

The blog served as the hub of all the campaign activity.

All activity served to drive traffic to the blog and to establish Tork UK within the Facilities Management community.


The Results…


51 qualified sales leads and profiles that yielded key insights for Tork UK.

At a glance:

1492 people engaged with this campaign in a measurable way.

16,412 people witnessed the Tork UK brand four times each online during this

campaign.

9 Key Influencers willing and able to embrace and support the Tork UK brand have

been uncovered for ongoing engagement.


The Results…


Reach:

1. Blog: 1,216 visits to the site as a direct result of campaign.

2. Good Hygiene Is… Digital Content: 400 views

3. Facebook: Daily and weekly engagement spiked during campaign

4. Twitter: 167 incremental new followers as a result of campaign

5. Key Influencers: 9 significant and considerably engaged Key Influencers have been acquired by Tork UK as a direct result of this campaign.


Blog Results


• Incremental growth of readership week by week

• The blog was viewed 1,216 times in total throughout the campaign

• In the month of December the blog was viewed 853 times

• In week 49, the blog was viewed 604 times (a YouTube video caused this drastic increase in traffic)


Digital Content Results



Twitter Results


Increased Twitter followers, reach and engagement

Tork UK reached 1,786 followers. This is an increase of 9.4% (167 followers) since the beginning of the campaign

This graph demonstrates the Tork UK’s follower growth rate and the sharp increase witnessed during over the duration of the campaign (Source: Twitter Analyzer)


Twitter Banter



Conversations



Key Influencers


We established important connections with influential Facilities Management stakeholders and health/hygiene influencers on Twitter. These people respond to and retweet content posted by Tork UK regularly.


Industry Opportunities


1. The opportunity to be featured in dedicated supplier pages within FM trade publications and magazines;

2. Future opportunities with FMX magazine;

3. Hosting 2011’s Women in Facilities Management events (a sub-group of the BIFM);

4. Exhibiting at Total Workplace Management 2011;

5. Unlimited opportunities with one Key Influencer.

51 qualified sales leads were generated, and we reached facilities managers at companies such as TV stations.This campaign put Tork UK in front of FM’s in large and influential companies.


What did we learn?


1. A holistic offline and online approach is the ideal combination for best social media results. Including: Industry events, publications, sponsorships, and association affiliation.

2. FM communities are worth the investment. They have yielded significant traffic to our site and provided over half of our conversations on Twitter. The first three weeks were spent developing rapport leaving us with just under 9 weeks of campaign support and activity

3. Key Influencers are worth their weight in gold. Our FM Key Influencers have offered us access to their networks, offered up guest blogs and room on their newsletters that go out to their entire database.

4. Campaign duration should be at minimum three months – ideally five months for B2B not 6 weeks.


Do you need to tick these boxes? 1. Boost online awareness of your business

or brand;

2. Boost your SEO, SMO and SEM;

3. Forge relationships with Key Alliances in your field;

4. Boost your reputation in your field through freshly-pressed, community-centric content;

5. Reduce marketing costs while seeing an ROI on your efforts;

6. Seize opportunities in real time.



SOCIAL PR SOCIAL MARKETING SOCIAL CRM ONLINE REVENUES

The evolution of PR is social PR. We create Opportunities to View (OTV) online because your audience needs to see something sixteen times in a four week period to get them past inertia.

Blogger outreach is a really big part of that. ;)

Social events online and offline – they create opportunities you just can’t get anywhere else.

Content – freshly pressed content, curated content.

Organisations who blog 20x per month generate 5x traffic and 4x the leads.

PAX use Twitter first, email second and Facebook third to get travel information.

Customer service through social moves negative sentiment to neutral to positive and ultimately to advocates, to respond to the community for you. This means shutting down negative comments, answering basic questions or providing reviews and recommendations.

Blogger outreach – the heart of all social campaigns in 2013. This straddles PR and marketing regularly.

Retain to up-sell and cross sell. Especially when you’re earning a commission from it.

Loyalty.

This is where we have set our targets for LLA and 2013.

How do we up-sell, cross sell, and get our PAX to spend more at retail airside?

The future of all business.

Information/product-based sold through inbound marketing techniques.

Another area we are exploring. This is unchartered territory and we’re looking to pioneer it for LLA.

The birds eye view of organic social business activity:



KEYWORD RESEARCH PAY-PER-CLICK EMAIL MARKETING

Machine-made solutions:

PPC – there is no other place you can advertise your products to people at the exact moment they are looking for them.

Keyword research is a practice used by search engine optimization professionals to find and research actual search terms people enter into Google, Bing (Bing and Yahoo are merging) along with other search engines - when conducting an online query.

We research and locate highly targeted keywords in order to achieve better rankings, increase website quality score, and maximize return on investment by selling to people who want to buy your product or service.

Pay Per Click (or PPC) is an internet advertising model used to direct traffic to websites, where advertisers pay the publisher only when the ad is clicked. With search engines, advertisers typically bid on individual keywords or keyword phrases relevant to their target market.

Our hands-on traffic management team monitors keyword activity, click through rates, and many other aspects of your campaign daily in order to reduce keyword costs and increase sales.

This strategy is used to directly market a commercial message to a group of people using email.

It usually involves using email to send ads, request business, or solicit sales, and is meant to build loyalty, trust, or brand awareness.

Our in-house team of sales writers will craft informative expert content that encourages your current and potential customers to take action (i.e. purchase your product or service).

CustomSolutions

Highly targeted, interactive, and custom-designed blogs, websites, and mobile apps.

An overview of machine-made solutions:



We’re not your mother’s social <enter cool industry jargon here> agency.

We work with Marketing Directors in the travel and tourism industry who are tasked with delivering more results with less budget, less time and fewer resources.

This means social has to work hard to reduce operating costs whilst supporting their bottom line.

We’re Perfectly Social - and we don’t have to tell you how brilliant we are… our clients volunteered to do that for us. Really.




Seen something you like, or just have a feeling your social needs fixing?

I don’t suppose it’s worth having a ten minute chat about what we could do for you, is it?

Find out what your social needs - contact Shannon today:Shannon Eastman

077 2031 2585

[email protected]

@ShannonEastman

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tork case study

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