Ordnance Survey

Ordnance Survey (OS) has been making maps of Britain for over 200 years and began their social media journey in 2008. OS wanted to implement a digital strategy in order to engage meaningfully with a wider audience and to meet the business’ objective of raising the brand’s profile. Using engaging content and national campaigns, Ordnance Survey has increased brand awareness, delivered demonstrable ROI and improved audience engagement.
58%

Growth in Facebook Likes

50,000

Twitter Followers

70%

Growth in Instagram Followers

More than just Maps

Ordnance Survey is one of the world’s largest producers of paper maps; each year, 2 million maps are printed, and used by people to explore Britain every day. However, Ordnance Survey is also a data powerhouse, powering sat navs, online route planning and sharing and providing geospatial data to organisations, public bodies and the leisure industry. Want to know if urban green space is adding value to your home? Ordnance Survey can tell you. They have a geospatial database with over 460 million features across Britain with surveyors and aircraft collecting changes every day.

 

Ordnance Survey are also focussing efforts on encouraging the wider public to explore the British landscape in their #GetOutside campaign. By providing free information and guidance on walking, cycling and getaways, OS has established itself as a hub of reliable, local knowledge.

 

The challenge of driving home this brand message of diversity and knowledge is a real one. This is where social media presented a unique solution. Language and tone of voice could be less formal and inspiring video and image content could be at the forefront as audiences were younger than usual target audiences. Gemma Nelson, Social Media Manager, says; “We’re now working to ensure our social media strategy supports Ordnance Survey’s wider business strategy and serves the audiences we want to communicate with.”

As social grew, so did Ordnance Survey’s ambition to reach more people and drive innovation within communities. This is when Geovation was born. Providing space, funding and information to individuals, SMEs and corporate organisations, Geovation aims to drive innovation to tackle social, environmental and economic issues using location data, and was winner of the Geospatial Hub of the Year Award 2018. With two distinct brands to manage, it is more important than ever to regularly analyse the performance of the digital content. Being able to do this using SocialSignIn, Gemma says, helps “…refine our content and messaging by seeing exactly which posts, which wording, which images at which times are driving the most clicks to our website.”

The Path to Social

Having experimented with social media using native channels, marketing and customer services teams began to see the potential of embedding social media more formally into their departments and practices. A new strategy was formed and Ordnance Survey began looking for a social media management platform to meet the medium and long-term needs and objectives of the teams. Gemma says; “With multiple areas of our business engaging with social media, we wanted a way to track campaigns and tag content for our reporting. SocialSignIn seemed like the best solution for a growing social media team.”

 

Streamlining and consolidating social media accounts and adopting new ones, such as Instagram, Ordnance Survey now reach over 160,000 people across social media. Instagram in particular currently has an applause rate of 206%.

Impacting Real Business Outcomes

Focussing on the new digital strategy and with the help of SocialSignIn, Ordnance Survey has driven 70% growth on Instagram and 58% on Facebook over the last 12 months. Gemma says; “The ability to analyse the content and produce custom reports for different areas of the business means we can see what is working and what we need to work on in the future.”

 

But it wasn’t just the social media team seeing positive results. As well as this, the business managed over 53,000 messages over the last 12 months using SocialSignIn. Gemma says the introduction of advanced automation within the platform helped to streamline processes; “By automatically assigning all private messages to Customer Services, as well as setting up keywords, SocialSignIn has helped cut response times for our customers.”

Finding the Right Partner

SocialSignIn quickly became a valuable asset for multiple teams within the organisation.

With the ability to centrally manage all incoming queries, in the office and out of hours on the go, the OS transformed into a truly customer-centric operation. Gemma says; “SocialSignIn offered a great way to see all incoming queries in one place and quickly assign them to different business areas and our customer services team. The mobile app also means that we can manage queries even while we’re out of the office, which is great for brand management.”

 

Having in-built analytics, reporting on social media, website and team performance, as well as social listening results, has meant the OS has been able to demonstrate real business outcomes and gain further social media buy-in. Gemma says; “The analytics are comprehensive and offer detailed reporting options all within the platform, so it’s very practical, as well as convenient.”

 

Having campaign performance visibility has allowed OS to target their marketing activities, resulting in greater ROI. Gemma says; “The ability to tag outgoing content to campaigns also offered the chance to track our B2C, B2B and B2G content and see where our efforts needed to be concentrated.”

Discover how your organisation can provide a remarkable social customer service and drive digital engagement, underpinning wider business objectives.

 

 

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