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Social Media – The River Cottage experience
welcome
#rivercottage
About the Project
What are the project aims?
• To provide improved broadband connectivity in specific rural areas that get slow* or non-existent services (and may never get high speed services)
• to support business productivity• to benefit the wider community
*(under 2mbps)
Who is involved?
• Devon & Somerset County Councils• Funded by RDPE (Rural Development
Programme for England)
Delivery Partners• Tooway Direct – broadband solution• Cosmic – providing IT support & advice
What is the project offering?
• If you are eligible
– Free satellite and installation (pay monthly fee for broadband starts at £25 a month)
– Free one-to-one IT help and support– Free group workshops
How fast is my speed?
Visit
www.broadbandspeedchecker.co.uk
Social media & River Cottage
Strategy, facts and figures
River Cottage on…1.Marketing2.Campaigning3.Crisis
Questions
What is River Cottage?
‘less dependence on the outside world, food integrity, and the consumption of local,
seasonal produce.’
As a business?
Food, multimedia & TV company
– Courses & events – Restaurants - Plymouth & Axminster
Canteens– Film company (Keo films)– Books, DVDs, food column
River Cottage TeamSocial media side
•Graeme – marketing manager•Murry – digital producer
Time spent working on social media? Roughly 1.5 days a week
Facts & figures
• Social media tools used by River Cottage
• the ‘guided tour’ of application, facts and figures
• the overview of strategy and how impact is measured
14
What tools do they use?
Off site– Twitter– Facebook– Flickr– YouTube
On site– Blog– Forum
Social Media Cycles• River Cottage is on its 3rd – 4th
Cycle• The process is cyclical – not linear• Constant review, monitoring,
improvement• Repeat the things which work well• Fit to business activities, key
messages, events
Facts & figures - Twitter
7 Twitter accounts
@rivercottage60,143 Followers
@RCHQevents3,683 Followers
@RCFeedback210 Followers
Twitter - Canteens• Plymouth
– @plymouthcanteen– Followers 1,959– @plymfeedback– Followers 0
• Axminster– @axcanteen– Followers 2,411
Facebook.com/rivercottagehq
• River Cottage HQ– 62,273 ‘likes’
– 3.4 million impressions per week
– 2140 new likes last week
Facebook Check-in• HQ – 1,351• Axminster Canteen – 2,392• Plymouth Canteen - 1071
Check-in/Places
156 official videos
YouTubeVimeo
YouTube
Flickr
Onsite - Community
ForumsCreate your own blogQuestionsRecipesMy page
300,000 users
Find a recipe
Upload your own recipe
Community created blogs
River CottageWhat’s the strategy?
Customer journeyMoving people
From interested• Growing• Sustainability• Curious about the Brand• Curious about Hugh• Living a rural life
..to passionate
•Brand advocates•Attend events•Join in campaigns•Get into growing/eating/cooking•Lifestyle choice
What’s the strategy?• Who? Audience
– urban : people desire country living, association with River Cottage product and experience
– local : developing connection with the local base and ability to visit, buy and share experience
• Why? Engage– Build brand– Communicate – Customer services– Marketing channel– Campaign
Demographics
Biggest segment-25 – 44 year olds
Gender-split -44% male56% female
Sprout social demographic
What’s the strategy?• What? Brand
– Recipes– Menus– Sell events– Added value– Advocacy
• Where? Channels– Twitter– Facebook– YouTube– Flickr– Blogs
• When? – During TV shows– During events– Pre and post events
and courses
ListenGoogle AlertsTwitterGoogle Reader
ParticipationTwitter Facebook
Content creationYou TubeBlogFlickriTunesTwitter
Community buildingForumFacebookLinkedInNewsletter
Virtual worlds
Social media engagement ladder
Less time More time
Choose your Channel• Find the right application and platform for the
message and content• Where is your audience?
• Split channels – Separate brand– Different audience– Emphasis (eg campaign)
• Use #hashtag
Questions?
sales & marketing
River Cottage on…
Sales & Marketing
using social media for ‘bottom line’ activities – and how does it support general promotion and brand?
River Cottage Events• About 300 events every year at RCHQ
• Private, public, invited events & courses
– 4 day courses– Day courses– Day and evening events– Weddings, corporate events, parties
How can social media help sales? …
‘Generates a good crowd of followers who know you and like you’
– Encourage shares– Give out good content– Mix sales into the messages
‘It’s all about the website’
Everything comes back to the website - Central destination
Easy to book & pay
Back end integration with database
Creative selling‘Create stories – lead through editorial’
– Visual – Photography, video
– Engaging people – with product– In experiences
– Raising desire for product & experience
“Make it Fun! … don’t be too worthy”
Hugh’s Fishing Trip posted to…
– Fish Fight – Blog – attract people to corporate days– Workshops – training how to prep & cook fish– Autumn Cookery Course – extended training – Facebook page– Twitter streams– 1 video 6 uses
– Content shared ….. then used to sell
River Cottage Posting rules
Don’t post ANYTHING unless
1. Small amount of value2. There’s advocacy attached3. Shares expertise or knowledge
Example:
Get Growing in Spring
Two day visitor weekend March
Pre-event publicity• Created stories around speakers, animals,
activities going on during the event
• Stories were Tweeted, Facebook, through e-newsletter and blogged
• Created a hash tag #GetGrowingInSpring
Run up to the event
On the day of the eventGraeme took photos all day and posted them on TwitterStill engaged with people during that dayPosted on Twitter and Facebook
Re-tweeting people’s comments(listening using TweetDeck)
After the event…
Encouraging people to post their photos
Public event
Advertise events in Facebook Events
Facebook Page – Book a table at the Canteen
Dealing with Feedback
@Rcfeedback•Sells events•Not a big twitter feed or following•But used in website auto-pull feeds on feedback
Dealing with complaints
Learning points
• Create stories• Use video content and re-use liberally• Use content to encourage share – then sell
• Encourage commentary• Engage before, during and after event• Encourage click-through to website
Learning points• Patience is Key
– Accumulated effect – it takes time– Immediate returns are obvious but trickle-effect
is also working
– Build-up of messages and engagement– Tickets sell so fast, because people are for
tickets already. They are already waiting, engaged.
Questions?
River Cottage on…
Campaigning
•Brand reinforcement•Building community•Advocacy is an important business skill – show you care!•Building your reputation •Shows wider interest and commitment, passion
Campaigning & Social Media – a match made in heaven!
Campaigning
• Hugh’s Fish Fight– Half of all caught fish thrown back at sea
– ‘discards’
- Hugh joined the campaign to stop discards at sea
How did they do it?
3 nights of TV helped! Channel 4 Fish Fight
800,000 signed up to website petition
Website encouraged Sign up to Facebook, newsletter and Twitter
243,000 likes
30,478 followers
• All this aimed to– Tweet to the MEPs involved in the debate
– On the day of the debate….– 140,000 Tweeted in support of the fight
changed the minds of the European Parliamentary debate
Campaign break down
Website with
Twitter addresses
Look at the number of likes and shares!
Campaigning
• Compared to – – Chicken-Out
• Pre-Social Media• 160,000 signed petition online
• FishFight Campaign nominated for BAFTA Award – new media
Lessons Learned• It’s not about selling, just using media as a
way to influence big change
•Must not harm the brand. It must reinforce it
•Build drama, get deadlines and create events
•Decide an end date
How can we campaign?• Decide if you want to set up your own campaign
or join in an existing one
• Create Facebook Group or Page• Decide if new channel or #HashTag• Create editorial – make it good• Get the storyline• Plan as a 2 year project, create deadline, find it a
home after (exit strategy!)
Questions?
River Cottage on..Crisis management
Social Media use during and after crisis – how can it help, how can it assist recovery of a business
River Cottage Crisis
Serious Fire – 7th February 2012
Badly affected HQ buildings
River Cottage Crisis– Phone lines on-site were down – no
communication
• Immediate Tweets to share info (and reassure)• Twitter became the communication channel on
which to develop key messages, share updates and inform audiences
• Commitment to regular updates – follow-up
Immediate decisions on priorities1. Safety – staff and visitors on-site2. Support for short-term/guests arriving that morning3. Protecting long term bookings and business
‘Be positive’
Handling the media• Gathered interest from press and TV -local,
regional, national
• Press became reliant on social media channels for updates
• News content driven by River Cottage staff and spokes-people
• River Cottage remained in control of the story and used materials from social media
River Cottage Crisis
• Key Social Media use– Twitter
• Short, sharp messages and updates• Sharing photos and messages of support
– Blog• Narrative and explanation• Information about bookings, what to expect
Business as usual – 2 weeks
• Social media helped– get message out quickly, accurately,
succinctly– Provided place for positive support and
response from public– Allowed central resource for materials
for the Press, kept control of news stories
What happened?
- Follower numbers increased
–Interest and business support grew as a result–Guest feedback on the new experience was highly positive and supportive
–Reduced impact on business, speeded recovery– Maintained reputation
Lessons Learned
• Act quickly• Say what you will do and do it• Provide images and video for content• Ask followers to spread the word• Tweet short messages – point to your
blog or website longer messages• Video is very powerful
Questions?
Summary
Lessons Learned
1. ‘Learning to use social media is about cycles’
2. ‘Our strategy? We’re about moving people from interested to passionate’
3. ‘Point back to the website’4. Don’t post anything unless.. It has
value, advocacy, expertise5. ‘Social media is about content’
6. ‘Engage with people’7. ‘Monitor wisely’8. ‘Make it fun’9. ‘Think about when to split channels’10. ‘Be patient’
Consider two points from this morning for you to take away to either do or learn to do…
Questions?
Take a moment….
Would you like help?
Our digital mentors team are here to help you
0845 094 6108talk@cosmic.org.ukwww.cosmic.org.uk@cosmic_uk
Evaluation forms!
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