Corus – Social media case study

wob brand afternoon

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About me

Head of Digital at IAS B2B Marketing (project lead – BOSS)

Involved with Web marketing since 1996

Social media junkie: Blog (http://marckeating.posterous.com/)

Twitter (http://twitter.com/MarcKeating)

Flickr (http://www.flickr.com/people/keatster/)

LinkedIn (http://uk.linkedin.com/in/marckeating)

YouTube (http://www.youtube.com/user/marckeating)

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Beat the wolfCorus Colors Integrated Campaign

4Business Development Plan for Munier-BBN - Next Steps - English Version

New build

Refurbishment Refurbishment projects are too small to be listed within Glenigan

No sales and marketing database (property owners, landlords, property management companies)

No awareness in the market for Refurbishment

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We would like some ads please

Property owners, landlords, property

management companies

Architects Contractors Property developers

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Social media research

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Research Over 8k members

within “facilities

management”

Over 11k members within the “property

management”

Key target prospects

active within Twitter and YouTube

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Contact strategy

SMPRNews room

Web TV, Podcasts, FAQ’s, Ask the expert, Samples, 3D examples, Downloads, Brochures

Corus Colorsgroup

MD profile

property groups

LinkedIn strategyTwitter strategySlideshare strategyYouTube strategy

Staff profiles

Target customers

SMPR

Press targets and social media cloud

http://www.beatthewolf.com

Propertytargets

Comment tracking on key journalsCorus Colors Web site

SEO

PPC

Trade ads

E-mail

Wordpress Blog

Text adsLinkedIn

Architects and main contractors only

Architects and main contractors only

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From fireworks

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From fireworks

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Campaign site

View by business goal

Segmented entry points

Integration of social streams including Twitter, Blogs and YouTube video

150+ pages of content

Targeted user journeys

3,538 - Visits

8,906 – Page views

Business Development Plan for Munier-BBN - Next Steps - English Version

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Step 1

Step 3

Step 2

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Blog & social media integration

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Corus TV

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Interactive features

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Social media channels

YouTube

LinkedIn

Blog

Twitter

20Business Development Plan for Munier-BBN - Next Steps - English Version

Twitter

82 tweets posted over course of campaign

425 click throughs

5 clicks per tweet - CTR of 4%

Received 2 twitter listings

123 followers on twitter (Building surveyors, architects, contractors, property developers, property advisors, HSE, asbestos organisations, building media, journalists)

Following 97 people on twitter

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Twitter

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Twitter

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Blog

9 blogs produced

620 blog views

64 click throughs (10% click thru rate)

‘Flat roof’ blog most read

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LinkedIn

4 LinkedIn profiles created

‘Corus Refurbishment Group’ created

Joined 16 key groups

Started 64 discussions across LinkedIn

Received a total of 27 comments across 8 groups

Engagement of 42%

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Profiles

Links to other campaign Web

sites and channels

Wordpress blog feed pulled into site

Keyword optimised profiles

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Profiles

Groups that Dave has joined and is

posting within

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Group discussions

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Influencers

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Search optimisation and pay per click (PPC)

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Segmented e-mail

4 x segmented emails (Architects, Main Contractors, Sub-contractors, Building Surveyors)

E-mail 1 stats:

Total 4,303 contacts targeted

Reached 3,778 (delivered)

791 opened (20.9%)

159 clicked thru (4.2%)

Average time on site: 00:02:38

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Analytics and management tools

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Follow up campaign

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Key learning's

Content is key and can also be the biggest barrier

The client has to get internal buy in and build a support team

Have a plan for dealing with comments (positive and negative)

Don’t expect results overnight

Don’t let the bonfire go out!

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BMA awards “Award of excellence”

questions?