Digital Marketing Strategy by Simon Kingsnorth

Author:Simon Kingsnorth
Language: eng
Format: epub
Publisher: Kogan Page
Published: 2016-04-19T10:35:26+00:00

Creating a social media dashboard

The above metrics require some work to piece together. Tools such as Brandwatch (or other social media monitoring tools), Facebook Insights, Google Analytics, Topsy (http://topsy.com/) will help, but the key is to glue all this data together into a social media dashboard that is meaningful to your business.

This starts, of course, with your objectives – if you know what you expect to achieve from social then you know what to measure.

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CASE STUDY Motors.co.uk – Motors’ Most Deserving Student

Background

Motors.co.uk are one of the UK’s leading names in the used-car industry.

Strategy

Motors.co.uk wanted social exposure but did not want a tick-box exercise, so worked with the digital marketing agency Stickyeyes to create a campaign that would truly stand out. The target audience for their campaign was students – a group that has been hit particularly hard by rising insurance premiums, fuel prices and, of course, tuition fees. Motors wanted to address this by rewarding one particularly deserving student, not only to help them get behind the wheel but also to get on with their studies. So the search for Britain’s most deserving student began.

The prize on offer? A fully insured car and a £1,000 donation to the university cause of their choice.

Initially the message was spread by contacting universities and higher-education institutions across the UK. This initial groundswell was then complemented by leveraging Motors’ own social channels as well as participating universities. As the campaign awareness grew the mainstream media became interested, including BBC Radio. Throughout the campaign, Motors published a wealth of content that told the unique and heart-warming stories of each and every one of the finalists.

The winner, PhD student David Moorhead from the University of Bedfordshire, had a story that stood out to the judges. After leaving secondary school having been labelled as ‘stupid’, he later discovered he was dyslexic and dyspraxic. This motivated him to pursue his dream of achieving a PhD. As well as the stresses and strains of his studies, David also travelled across the country every week to care for his unwell daughter. His £1,000 was donated to the university to purchase Claro software, which will help dyslexic students in the future.

Results

With social mentions increasing from an average of five per day to 52 per day (a 940 per cent increase) and more than 50 pieces of detailed media coverage, the campaign was able to reach out to an audience of 14.5 million people.

Key lessons

The Most Deserving Student campaign succeeded in introducing Motors.co.uk to a brand new audience.

The campaign raised awareness not only of the Motors brand, but also of a number of charities and good causes that were being supported by many of our nominees.

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