In this blog we outline how to run a successful social media campaign without it necessarily going viral.
In August 2018, Cambridge Startup Help worked with Cambridge Electric Transport to increase the number of people using the e-bike scheme in the Cambridge Science Park e-bike pilot to over 50 users.
The e-bike scheme was available to employees of the Cambridge Science Park during the months of July and August, giving them an opportunity to go to work in a more sustainable way and save money at the same time. Employees from over 20 different companies collected the bikes at Longstanton and returned them to the same location with bike side assistance as part of the service.
A successful social media campaign is not a stand alone activity
When planning a social media campaign it is important that it is not a stand alone activity. In other words, it needs to form part of an integrated marketing campaign so that all the marketing channels are used including social media. It is a question of maximising the number of touch points a person will have with a brand to raise awareness and bring in leads.
Below is an image of a Facebook page cover for Cambridge Electric Transport, whose objective was to increase the number of users using their e-bikes in a pilot with Cambridge Science Park to over 50 users in just two weeks.
Planning the campaign
Before commencing the social media posting, the campaign was planned and we decided to use a variety of mediums to try and increase e-bike usage as it is integrated marketing that works. The mediums we planned to use were flyers, partner marketing, press activity, email marketing and try out shows.
Start with a limited number of social media profiles
Cambridge Startup Help set up two social media profiles – Twitter and Facebook and posted regularly to these. A combination of sharing other people’s posts and promoting the e-bike scheme were used. Some posting to individual LinkedIn profiles was also done. Lots of photos of the e-bike users were taken and video was embedded in a blog post.
Enhance with a promotion
A promotion ran alongside the social media campaign. The e-bike users could keep the bike for a weekend to show family and friends if they signed up their colleagues. This worked well as we could see from the sign ups that employees from some of the same companies were using the bikes.
Achieving the objective
The objective to sign up over 50 users was achieved due to a successful social media campaign as part of the overall integrated campaign and the trial is now being extended to the other North Cambridgeshire business parks including St John’s Innovation Centre, the Cambridge Business Park and Allia Future Business Centre. Said Perry Carroll of Cambridge Electric Transport, “We had a very tight time frame to grow the number of e-bike users but with marketing consultancy from Emma, Director at Cambridge Startup Help and through good teamwork, we achieved our objective and look forward to extending the e-bike scheme to all the employees on the other North Cambridgeshire business parks.”