Social Media Strategy for Mill on the Brue
Viper Case Study
The Brief
Mill on the Brue is a very successful outdoor activity centre based in beautiful Bruton, Somerset. The brand of environmental values and being family-run has led to many awards and strong loyalty from their guests.
They asked Viper to produce a strategy for their digital media that would:
- Tell the broader story of Mill on the Brue
- Create long term relationships and dialogue with customers through on-line connections
- Make it easier for other members of the team to contribute effectively
- Provide a content guide
Most importantly the strategy needed to be presented in a clear, easy to understand format that would act as a quick prompt.
The Solution
We analyzed the social media output from the team using the Rule of Thirds, scrutinized the connections to understand the existing audience types then produced clear audience profiles.
Each social media platform was given a Job Description to explain it’s purpose and ensure it worked as part of the overall team. As with any Job Description tasks and targets can be allocated which in turn can be monitored.
With the audience types established the content guide, filtered through the Rule of Thirds obviously, becomes obvious.
To justify the Return on Investment we established metrics for monitoring.
A flowchart was decided as the best way to explain and demonstrate the process.
The Result
The flowchart acted as a visual prompt, a simple guide that helped the team from the flash of an idea for content, through an audience filter to the social media platform choice.
By using the flowchart we could also ensure that the analytics weren’t forgotten and that it’s a circuit taking you back to the start where you check the business needs are being met.
Using social media, like any marketing for a business, has to demonstrate it’s worth. We’re confident that the analysis, strategy and resulting flowchart will help Mill on the Brue integrate their digital output with traditional marketing. And, that it builds on their brand ultimately increasing bookings.
To find out more about Mill on the Brue click here
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