Soul Motion - Creative Social Media Agency
CASE STUDY
BOURNEMOUTH TOURISM
SOCIAL MEDIA STRATEGY DEVELOPMENT
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.
SERVICES
Social Media Audit
Social Media Strategy Development
Social Media Management
WHEN
November 2016 - 2017
CLIENT
Bournemouth Tourism
GOAL
Improve Reach, Engagement and channel growth.
BRIEF
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 social media strategy for Bournemouth Tourism from 2017 going forward, to link into their wider destination marketing strategy.
OUR RESPONSE
We conducted a thorough review of the Love Bournemouth social media channels, going all the way back to 2012 to review patterns, any best practice and areas for improvement to take forward. As well as this, comparisons with 'competitor' destinations, to identify where Love Bournemouth was doing better and where it could learn from those other destinations.
In brief, it was deduced that 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, would lead to greater levels of reach and engagement. In addition, that more hero style imagery was more appropriate high level exposure than close up imagery with no identifiable geographic marker could achieve.
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 (2016v2017) we saw increases across the board.
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.
+112%
FACEBOOK LIKES
+56%
INSTAGRAM FOLLOWS
+26%
TWITTER FOLLOWS
+44%
FACEBOOK REACH
+350%
INSTAGRAM IMPRESSIONS
+46%
TWITTER IMPRESSIONS
+77%
FACEBOOK ENGAGEMENT
+318%
INSTAGRAM ENGAGEMENT
+131%
TWITTER ENGAGEMENT