1. Birmingham Airport utilises social media to drive customer engagement
““CrowdControlHQ has totally transformed our approach to social media customer engagement. It is a powerful business tool that demonstrably manages our social media interactions from end-to-end, putting us in complete control of today’s highly dynamic digital world. In a nutshell, the technology helps protect our brand and produce powerful marketing campaigns that inspire confidence in our commercial partners, drive revenues and ultimately enhances the overall customer experience.”
David Lavender, Press & Social Media Officer
2. Serco Leisure maximises social media marketing using CrowdControlHQ
“CrowdControlHQ beat the competition hands down. The company offered innovative technology wrapped up in one, easy to use package, add to this the superior security features and industry know-how and we had found a winning formula.”
Chris Puszczynski-Phelps, Digital Media Manager
3. Experian where complexity in social media can’t undermine compliance
“The platform gives me control over user permissions across the entire business, as well as the ability to block, automatically delete or flag posts that fall outside what I consider acceptable parameters. This enables us to catch potentially damaging posts or tweets before they go live. The legal team likes this too.”
Caroline Bromley, Experian company security specialist
4. Gloucestershire County Council how the council used social media to learn more about their local community.
“We are gleaning a better understanding of who is engaged with us and who we might be able to use to help us share important information and messages more effectively among communities, as well as to potentially take part in focus groups and consultations in future. In the longer term, we expect it to help us gain a more accurate insight into our customers’ needs, which will help us to deliver improvements to the services we provide for customers.”
Emma Smith, Senior communications officer
5. West Midlands Police when the scale of public communication with the police needs to be managed effectively.
“We started out with a handful of accounts and users, all within the comms team. As the number of accounts and amount of activity increased, keeping track of who was engaging and in what way became a priority. As the channel was becoming more popular, we knew we would have to increase the number of users with access to our accounts. As we work in shifts, we had to find a solution to stop the sharing of usernames and passwords.”
Stuart Davis, Digital services manager
Reporting in Social Media – how to choose the right measurement metrics for the job.
The challenge with evaluating and reporting on social media is that often the Marketing Manager is unsure of the critical evaluation metrics to report on. Often social media gets thrown into the category of ‘cause and effect’ marketing. An expectation is set by well meaning and often misguided senior managers that social media is all about achieving a direct outcome towards customer acquisition. Often, it will be evaluated alongside SEO, banner ads and e-mail response in terms of direct action impact.
Of course social media can and does support the acquisition process, facilitating key messaging at various ‘touch points’ along the customer decision making journey.
But we mustn’t forget that social media also sits alongside the ‘softer’ brand building communications activities – such as sponsorship and PR, activities traditionally known to cause marketing teams a big headache in evaluating impact! Yet there appears to be far less scrutiny in evaluating these elements in contrast with the new kid on the block – social media.
Why? Perhaps it is the fact that the frequency and intensity of social media is controlled by the customer? Or that as a communications channel it can ‘talk back at us’ that puts living fear of god into us when it comes to reporting?
The truth is that social media achieves many outcomes for an organisation. Yes, it can be responsible for some direct action – hits to websites, requests for sales information, demos etc., but to only use it in this way is very short sighted!
Increasingly, organisations are realising the importance of social media in achieving retention; adding greater value for their customers. Providing customers with access to a dynamic customer service environment.
There are cost savings too – businesses are reporting that addressing a customer query in a social environment allows for the answer to spread to many who shared the problem. If twenty people have that same query and would have otherwise telephoned a reception desk or a help centre to ask the question, then social media has made a valuable contribution to resource saving.
So in reporting, the first steps are clearly identifying what elements you are actually measuring and broadening the net wider than simply sales.
Some of the key measures we see in the boardroom include:
As the UK’s leading social media management software provider, CrowdControlHQ provide automated reports from a dashboard at the click of a button, enabling marketing teams to see their performance across an array of social platforms including Facebook, Twitter, Linked In and Google+
The system is completely customisable to cater for the variety of outcomes required from social media today. CrowdControlHQ includes unlimited reporting as part of a monthly licence fee; useful if you have a big campaign underway where daily analytics are required.
Michelle Leavesley @leavesm
Marketing Director, Lecturer in Marketing Communications at Birmingham Business School, Member Institute of Directors IoD
Catch up here on leading perspectives on social media.
Risk Management Product of the Year (Specialised) at the Risk Management Awards 2014 – Winner
CrowdControlHQ was awarded Risk Management Product of the Year (Specialised) 2014 at the prestigious Risk Management Awards held in association with CIR (Continuity and Insurance Risk Management) magazine, against stiff competition from seven other risk and insurance technology providers including Siemens Building Technologies, which was highly commended in the category. The award demonstrates the importance of including social media in corporate risk management processes and the need for a robust social media software management system (SMMS).
Risk Management Solution of the Year at the Global Risk Awards 2015 – Finalist
CrowdControlHQ was shortlisted for ‘Risk Management Solution of the Year’ in the Institute of Risk Management’s (IRM) Global Risk Awards 2015. The prestigious award recognised the company’s success in developing innovative technology that supports the increasing need for home-grown social media risk management and compliance solutions.
Software Innovation of the Year at The Digital Entrepreneur Awards 2014 – Finalist
We were thrilled to be shortlisted in The Digital Entrepreneur Awards dedicated to Internet entrepreneurialism and are hotly contested throughout the world of technology. With a prestigious judging panel including a number of thought leaders from the world of digital, it was excellent to receive recognition for our technical development, creating ground breaking software that provides our customers with social media engagement tools and a host of UK control and compliance features.
Management Team of the Year at the Midlands BVCA Management Team Awards – Finalist
CrowdControlHQ was named as a finalist for Midlands BVCA Venture Capital-backed Management Team of the Year. The award recognises the hard work from the team to ensure that we stay one step ahead of the social media environment, which has evolved dramatically over the past five years.
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