Case study
Shaping a social media strategy and organization that efficiently contribute to business

Business challenge

Industries: Tourism & Leisure, Retail & e-commerce

One of the most visited leisure and hospitality resort in Europe and an international love brand, had an extensive SoMe (social media) activity, but because initiatives were fragmented and siloed, without a clear vision of their ultimate contribution to the company business, online conversation was far from its real potential.

In a context of an overwhelming acceleration of SoMe opportunities, our client’s Internet & CRM department wanted to rationalize its social media ecosystem and organization to move one step ahead with an efficient strategy and shift from SoMe experimentation to SoMe maturity.

Project objectives

The objectives of the project were:

  • Materialize a “big picture” of SoMe initiatives and devise a clear SoMe strategy to focus efforts on the SoMe levers that contribute the most to business
  • Provide guidance principles to better organize social media activity in collaboration with other departments involved with SoMe
  • Evangelize SoMe within the company      

What Equancy did

We supported our client’s SoMe presence optimization and development on the long term, including both long-term strategic vision and short-term tactical and operational support, based on our proprietary methodology (the “3 Ts” Analysis ©, the Social Media Diagnosis Matrix ©). Relevant aspects included:

  • Audit and diagnosis of our client’s SoMe activities, analysis of the competitive environment and review of SoMe trends
  • Development of a SoMe strategy detailing social media roles and business contributions for the brand, and prioritizing opportunities and touch points according to the client business goals
  • Audit and recommendation of organizational principles based on a cross-functional SoMe affinity map
  • Sourcing and selection of social listening and analysis tools to map our client’s key online conversations and opportunities
  • Rationalization of touch points and value propositions of our client’s SoMe ecosystem
  • Definition of the website socialization strategy and the Pinterest strategy
  • Sourcing and selection of a social media publishing tool and content partners
  • Definition of a mobile social media strategy

Results

Social Media Roadmap validated and added as a key project to the client’s Annual Operations Plan

Services

Strategic market analysis
Social media strategy
Solution sourcing
Strategic performance metrics & reviews

Related case studies

Revamping an online platform thanks to customer personas built from web tracking data
Creating multichannel real-time recommendations for more engagement and conversion
Uncovering business opportunities in a customer portfolio
Capturing the brand signature in a unique customer experience