Case Study: Cotswold Outdoor – Social Media Strategy
Objective
- Increase traffic to website
- Increase brand engagement
- Generate greater exposure of the brand
- Generate an increase in online sales through social media channels
- Connect with customers on a localised level
Approach
Cotswold Outdoor, one of the UK’s largest outdoor clothing and equipment retailers, requested Martech Social to create and implement their full social media strategy.
To accomplish this, Martech initially undertook a social media landscape review in the form of a detailed audit to produce the foundations for an effective strategy.
The audit included physical visits to several stores to gauge the promotion of social channels by employees.
On completion of the audit, a full strategic document was produced including key findings, a competitor analysis, a plan to drive online community engagement, increase Twitter and Facebook followers and how to effectively use location based tools.
With the key requirement being connecting customers on a localised store level, Martech implemented core tools for engagement through their store pages on their online community which handles direct customer enquiries, feedback and content. New Facebook development was carried out to provide the customer with a clear journey connecting them with the brand and their local stores from a single fan page.
The fan page is now used to communicate brand messages using existing Facebook functionality with additional bespoke functionality added allowing Facebook users to connect with their local region and store on the same page with the development of a unique Facebook plugin.
All Cotswold Outdoor stores have been added to location based services, providing mobile and social exposure.
Other development included creating a bespoke badgification system to allow members of the Cotswold Outdoor community to be rewarded for contributing and sharing content.
Outcome
- Social followers of Cotswold Outdoor are able to connect with the brand across multiple platforms
- Increase in traffic to the ecommerce site due to higher levels of visitors across multi-channel social media
- Increase in user sign ups to Facebook, Twitter and Community
- Localised social media campaigns and connectivity for the brand and for customers
- Staff have the ability to respond, communicate and interact with their customers on a one to one basis through dedicated store pages on the Cotswold Outdoor Community.