A leading tourist destination for well over a century, Soul Motion has brought Bournemouth's social media presence into the fast lane.
With well over 7 million visitors per year, Bournemouth is one of the UK’s top tourist destinations.
Looking to maintain and build upon that leading presence and reputation, Bournemouth Tourism sought out Soul Motion to review and develop an effective and optimised social media strategy to drive growth and engagement.
BRIEF
'SOCIAL MEDIA AUDIT AND SOCIAL MEDIA STRATEGY DEVELOPMENT'
In 2016 Soul Motion were commissioned to conduct a comprehensive audit of all the 'Love Bournemouth' brand social media channels as well as develop a new social media strategy for Bournemouth Tourism from 2017 going forward.
This case study will highlight this strategy the key milestones that have been achieved since the implementation of this new strategy whose aims were to optimise for peak performance and increase organic reach, engagement and follower growth across all channels.
RESULTS
The annual results exceeded the clients KPI’s expectations and increased followers across all three channels. We increased the number of followers on all three channels (Facebook, Instagram, Twitter), reach, video views and engagement.
Comparing year on year results (2016 vs 2017),
we increased:
Followers/Page Likes:
• Facebook up by 112%
• Instagram up by 56%
• Twitter up by 26%
Reach/Impressions:
• Facebook Reach by 44%
• Instagram impressions by 350%
• Twitter impressions by 46%
Engagement:
• Facebook up by 77%
• Instagram up by 318%
• Twitter up by 131%
'RESULTS ANALYSIS'
The results definitively show a positive correlation between improvements and changes included and implemented as part of the audit and strategy and the significant increases in followers, reach and engagement across all channels.
More carefully chosen imagery and video content, containing a mixture of curated UGC (user-generated content) as well as a greater level of original content covering the breadth of the destination offering greatly increased the engagement levels on the Facebook page, overall social reach along with an impressive rise in followers and similarly on it's Instagram and Twitter channels.