Case Study – Evening Standard Business Connections

London Evening Standard Business Connections Case Study

Background

Evening Standard Business Connections (ESBC) is London’s premier networking club for London’s SMEs and entrepreneurs. ESBC holds quarterly networking events and invites ‘A’ list entrepreneurs to share their stories enthused audience. Guests have included: Theo Paphitis, James Caan (pictured above) , Jo Malone, Michael Acton Smith, Richard Reed (pictured above), Kanya King, Jacqueline Gold & Doug Richard.

Objectives

Increase Social Media following with London SME audience

Increase Social Media engagement particularly on Twitter.

Increase take up of annual membership priced at £50 which included admission to 4 quarterly events.

Increase bookings for quarterly networking events. Non members pay to attend events while members can attend for free.

Strategy

Twitter used as lead Social Media platform for audience outreach strategy. Many examples of Social proof for quarterly events were collected and distributed. Multi-layered content strategy including written posts, video, podcasts and imagery. Wrote new articles for the ESBC website.

Results

Twitter following increased by 1000% within first year and currently sit at 1402% from start.

Twitter reach and engagement has increased – ESBC tweets have received 39.16 Million impressions.*

Traffic to ESBC website increased by 96.4 % within first 4 weeks of activity starting.

Events bookings increased by 266% for first event after activity started and then remained between 100-300% compared to pre activity events.

Evening Standard Video Testimonial

*Stats from Oct 31st 2012 – Aug 1st 2014