A comprehensive internal and external audit was carried out followed by 4 weeks of social media monitoring of all online conversations relating to Center Parcs.
Pain point analysis was undertaken to map the customer journey, pre, during and post trip to identify how social media channels could add value to the overall customer brand experience. Overall measurable strategic objectives and a roadmap were developed for the business.
Face Marketing worked with a core multifunctional client team and developed a train the trainer social programme to address core skill gaps in the knowledge and expertise of the team in social media and community management.
This programme included Facebook, Twitter, Linkedin, YouTube and a Blogging Plan and a phased rollout for each village with comprehensive social media guidelines, workshops and training on how to manage customer reviews on third party sites. Face Marketing managed the social creative work developed by Golley Slater agency which was integrated with the TV campaign.
Process maps were developed for all social media channels to be integrated into existing customer service processes and to ensure customers reviews were collected and shared across third party review sites. Within 3 months Face Marketing had developed the overall strategy and the roadmap for the social media channels using the customer insights from the customer research. The Facebook channel was developed in 6 weeks.