Harnessing the Power of Social Media

Oceana is one of the biggest nightclub chains in the UK with 22 clubs up and down thecountry. It prides itself on its quality of customer service and entertainment with each clubhousing five bars and two nightclubs that promise to take clubbers on a journey 'around theworld.'

Here we outline the company’s social media challenges and detail how Oceana uses andbenefits from our web-based social media monitoring and management platform,CROWDCONTROLHQ.

Dispersed Control of Social Media Profiles

The Challenges.

Central strategy, local presence. Oceana has a centralised marketing andcommunications strategy. The explosion of social media made it difficult for the brand touphold its central strategy as customers were looking to engage with a local Facebook pagesor Twitter handle that detailed events at an Oceana close to them. They were notinterested in holding a conversation with the corporate social media accounts handled by ateam at its office headquarters.

Hacking of accounts and rogue posts. There was aconcern that individual employees held the passwords toTwitter and Facebook. There was a risk that ex-employeeswere able to access accounts and post inappropriatecomments or worse, re-brand their pages.

Marketing & Ecommerce Director, Mark Noonan explains: “We wanted to bringthe expertise back into a centralised system that educated, showcased best practice andmanaged key corporate messages in a consistent way, while still encouraging localisedinteraction that fitted with each audience!”

Differing levels of expertise. Oceana’s local managers haddifferent levels of understanding and experience in social media.

Harnessing the Power of Social Media

The Results.

CROWDCONTROLHQ helps Oceana:

Add a personal touch to its communication. Oceana is able to continue toexecute a centralised marketing communications strategy that has a local feel witheach club having its own Twitter and Facebook account. Now each club can co-ordinatewith headquarters to ensure campaign messages are consistent and the brand has onevoice.

Collaborate between teams. The central office works with teams in differentregions to respond to posts without giving out passwords and handing access over tothe local teams.

Protect passwords. Security is now managed centrally, with access and usersattributed locally but safe in the knowledge that accounts remain the property ofOceana.

Oceana states the following benefits are a result of using CROWDCONTROLHQ:

Quicker responses to campaigns. One competition to win tickets to a festivalsaw the same take up in two hours via social media that had previously taken twoweeks using more traditional methods.

Partnership opportunities. Third party sponsors approach Oceana because of theway it uses social media – many want Oceana to run national campaigns for them.

Noonan comments: “This has shown us as a serious and confident player within a relatively new arena. We are attracting followers and friends who in turn are receiving timely, relevant information. It is not just about association, ‘clicking the like button’ but association with knowledge as users get to know the brand and develop a relationship with us.”

“With the level of understanding and quality of communications increasing we can only see success ahead with social media taking its place as a valuable addition to our marketing methodology. CROWDCONTROLHQ has given us that confidence.” concludes Noonan.

Interested in how

CROWDCONTROLHQ might be

able to work with you?

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