National timber group

Training social media champions to help grow local audiences

National Timber Group

Situation

A newly created national timber merchant contacted us following the acquisition of a number of regional firms. It was agreed that regional brands should be retained to maintain local brand loyalty.

All of the regional branches had Facebook pages (initially created by a central marketing team), however, most were not being utilised by the local staff. In some instances, local branches had created personal profile pages and were posting non-authorised content, plus making the official pages looked neglected.

Let’s Talk identified that an opportunity was being missed to engage with the local customer base and to raise awareness of products, services and special offers. A strategic approach needed to be developed to leverage the value of the Facebook pages.

Solution

To make the most of the current social media channels being used, we started by auditing all of the profiles under the national brand ‘umbrella’ and corrected all information on official pages, as well as shutting down any unauthorised pages.

We also set up a ‘social media champion’ network, across the branches. Support included:

We also carried out a strategic ‘Test & Learn’ analysis on boosted content, building the business case for use of paid social media, for the senior management to evaluate.

Outcome

Let’s Talk carried out training across 51 branches. Within 6 months, with our support, the work of the social media champions achieved:

Across the brands, we also increased the audience sizes by 18% on Facebook and a significant 49.3% on Instagram.

Client

National timber group

Services

Project

Support growth of individual branches through social media optimisation
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