Growth in followers in 6 months
Socially driven website visits in 6 months
Audience reach throughout 2016
Since Ricoh Arena was opened in 2005, it has grown to become a diverse and iconic venue, regularly hosting elite business events and concerts for megastar artists such as Bryan Adams and Oasis. They are also the home to Aviva Premiership Rugby team Wasps, who also compete in the European Champions Cup. Hosting up to 4 events a day for 365 days of the year, Ricoh Arena wanted to harness social media, to promote, monitor and analyse their events. After noticing that their social channels were organically becoming more popular, they realised that by formalising the department and defining channel strategies, they could drive significant awareness, web traffic and ticket sales.
To make the new approach to social media a success, Ricoh Arena needed to possess the tools to successfully execute compelling content marketing campaigns, while clearly being able to see which content “sticks”. Joe Hagen, the Digital Marketing Manager at Ricoh Arena was given the task of sourcing the best social media management platform for their needs. After meeting Birmingham-based specialists SocialSignIn at a conference, Joe was intrigued to find out more. “When we were evaluating social media management tools we had been struggling to find an option that would fit our needs, and our plans going forward, but after our initial demonstration with SocialSignIn we could instantly see the potential.”
Proving ROI was essential for Ricoh Arena as they needed to be able to showcase their activity to the event organisers, highlighting exactly what they had achieved for them by way of social reach, engagement and ticket sales – so the suite of reports within SocialSignIn provided a fast and insightful way of doing this. Ricoh Arena also wanted the ability to create, update and manage their social content while on-the-move at live events, capturing engaging visual content. SocialSignIn’s mobile app gave them the ability to do this, allowing them to post images and videos in real-time, and sharing live experiences direct to their social audience.
Since partnering with SocialSignIn, Ricoh Arena has increased their social followers by 40% in just 6 months, creating a large and engaged social community of like-minded people. Now that they know which content “sticks” and why, along with the best time to publish posts, Ricoh Arena has been able to extend its social reach by over 50 million. This online community is then leverage to drive over 50,000 more additional website hits in 6 months. Social channels are now a key contributor to ticket sales across all Entertainment and Sport events, including sell out Bruce Springsteen, Rihanna and Jess Glynne concerts.