hours reduction in response time
The Woodland Trust started experimenting with social media in 2008. At the time, there was no organisational demand for it and it was viewed as something worth “keeping an eye on”. With limited resource and very little in terms of a plan, they began to watch what other non-profit organisations were doing and tried various content styles to test response rates.
Although their social media presence had been growing steadily over the years, it wasn’t until 2014 that the Woodland Trust created a dedicated social media team. Although small, this did mean that there was consistent resource to give their channels the focus required to build followers, engagement and ROI.
Free tools were initially used to manage the social media operation, but when their followers grew and demands rose they discovered that they couldn’t effectively manage them. They needed to source some more innovative social media management tools to streamline and support their team. This was the catalyst which kick started a technology review and eventually brought them to SocialSignIn. The key functional requirements were effective scheduling of content across platforms, streamlined response management, user-friendly interface, monitoring and reporting capability. And this is exactly why they made the decision to partner with SocialSignIn.
Sharon Wennekers, the Social Media Manager at The Woodland Trust, said “SocialSignIn’s website promised a tool which would enable us to manage all of our activity from one simple-to-use hub and we have not been disappointed. The centralised inbox has enabled us to slash response times dramatically bringing our time down to under an hour in most cases. The time saved has enabled us to allocate additional resource to starting new conversations across channels resulting in both follower and engagement growth, one of our key measures of success.” Another area of SocialSignIn that they find particularly useful is the detailed analytics. Not only can the team monitor campaign results swiftly on a day to day basis, social media managers are also able to provide top level reporting to stakeholders at the click of button. This has helped to increase transparency across the organisation, ensuring informed decisions can be made and implemented quickly.
The Woodland Trust are now looking, together with the SocialSignIn team, at best utilisation of monitoring and reporting capability as well as learning from a year’s experience of the platform. They have already seen great improvements in the past 12 months, Facebook alone has seen a follower increase of over 700% since January 2014. Sharon Wennekers said, ”In our recent 4 week winter brand campaign, we had the objective of distributing 5k packs of free tree seeds to the public. Based on the huge success of our previous two campaigns we had set ourselves an ambitious target of 15k. The response was enormous, thanks to SocialSignIn we were able to manage responses much more efficiently than previously. We also use the media monitoring functionality in the platform to find and engage all those who weren’t tagging us in their posts. After 10 days we had to remove the remaining campaign content scheduled, as we had reached almost 40K applications for seeds. We were really impressed with the results and SocialSignIn enabled us to manage and implement the campaign.”