Viper Marketing & Communications Group

Social Media Plan for Cavendish Maine

Viper Case Study

The Brief

Cavendish Maine are a successful recruitment consultancy working in a variety of specialist sectors. Like many organisations these days they know they need to integrate social media into their marketing mix.

How do you incorporate social media marketing effectively when the team has different levels of awareness and understanding of the subject?
 

The Solution

We needed to link social media marketing with the overall aims and marketing requirements of the business. If we didn’t do this people wouldn’t get the big picture. Social media is very easy to just go and do while thinking the ‘real’ marketing is being taken care of by someone else.

To cope with the different levels of confidence towards social media we knew we needed to create a level playing field. Our training in digital marketing needed to be incorporated.

We took the whole team through a day of planning and learning. A communication planning session in true Viper style in the morning, with our trademark 'helium stick' and lots of Post-It’s to identify business needs, audience profiles and messages and then an Introduction to Digital Marketing course in the afternoon.

The Result

There’s no point jumping into the social media toolbox unless you have a plan. Why are you tweeting? How are you using LinkedIn to develop conversations?

The planning session in the morning created the strategy and the training in the afternoon provided a broad understanding of the social media tools available to put the strategy into place.

These are the people we need to target, this is what we want them to do and this is how we’re going to use social media to do that. Pure and simple.

Everyone from the team went through the day which is really important and where our work is different from many others who just write you a plan. We do it so that everyone gets it.