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SOCIAL BUSINESS CASE STUDY



Evans Cycles



               WWW.BLOOMSOCIALBUSINESS.COM
•    UK’s largest specialist cycle retailer
      •    Founded in 1921
      •    Currently employing over 1,000 employees
      •    Turnover of over £75 million
      •    46 stores throughout UK
      •    No social media activity prior to June 2010
      •    Social commerce key sales channel since 2010

WWW.BLOOMSOCIALBUSINESS.COM
Evans Cycles social business aims
What does Evans Cycles want to achieve?


                        Allowing customers
 Getting customers                                      Being open to
                           to make better
more involved in the                                    feedback with
                          purchasing and
      product                                        transparent reviews
                        maintenance choices



              Demonstrate
                                        Foster customers’
            employees passion
                                        passion for cycling
               for cycling




                       WWW.BLOOMSOCIALBUSINESS.COM
Social business programmes
How are departments across the organisation involved in the programme?


     “Ride it and Rate it”                                 MARKETING

 •  Consumer review
    programme
                                             HR                          SALES
 •  Assist customers to make
    better choices about their
    purchases
 •  Invites positive and
    negative feedback on a
    public forum
 •  On-site consumer reviews,
                                         PRODUCT
    shared through social                                              B2B SALES
                                         PLANNING
    channels
 •  Core focus of the brand’s
    blog content strategy                                  CUSTOMER
                                                            SERVICE

                             WWW.BLOOMSOCIALBUSINESS.COM
Social business programmes
How are departments across the organisation involved in the programme?


                                                        MARKETING
    Social customer service

 •  @askevanscycles
    dedicated customer                    HR                             SALES
    service Twitter account
 •  Implemented social media
    engagement tool to
    manage workflow and
    collaborate between
    teams
                                      PRODUCT
 •  Customer service staff                                          B2B SALES
                                      PLANNING
    trained in social media
    engagement
                                                        CUSTOMER
                                                         SERVICE

                          WWW.BLOOMSOCIALBUSINESS.COM
Social business programmes
How are departments across the organisation involved in the programme?


          Staff riders                                     MARKETING

 •  Evans Cycles staff sharing
    their passion for cycling
                                             HR                          SALES
    through social content
 •  Requirement for all staff
    to have a passion for
    cycling
 •  Blog posts on the “Ride It”
    blog
 •  Staff members’ cycling
                                         PRODUCT
    activity monitored and                                             B2B SALES
                                         PLANNING
    shared via Strava
 •  Staff tips videos shared via
    YouTube                                                CUSTOMER
                                                            SERVICE

                             WWW.BLOOMSOCIALBUSINESS.COM
Social business programmes
How are departments across the organisation involved in the programme?


    Social customer insight
                                                            MARKETING

 •  Internal stakeholder
    research
 •  Customer-led approach, to                 HR                         SALES
    understand how Evans
    Cycles can be useful to
    their customers
 •  Asking customers what
    they want and need
 •  Analyse customer Q&As to
    inform product copy                   PRODUCT
                                                                        B2B SALES
 •  Analyse engagement rates              PLANNING
    to optimise posting
    frequency and content/
                                                            CUSTOMER
    sales messaging balance                                  SERVICE

                              WWW.BLOOMSOCIALBUSINESS.COM
Organisational culture and approach
What values and approach did Evans Cycles need to adopt to make it happen?


        Shared business goals
        •  Defined first what social media means to the business


              Flexibility
              •  Instilled a test and learn culture to understand what works (or doesn’t) with their audience


                Openness
                •  Open to share positive and negative feedback from customers


              Meaning
              •  Staff are encouraged to share their passion for cycling, and celebrate customer passion


        Customer-centric
        •  Consumer insights key in understanding how Evans Cycles can offer value and be useful to customers


                                   WWW.BLOOMSOCIALBUSINESS.COM
“Our view is that anything that lets consumers make a
  better choice about products - be it blogs, Facebook,
reviews on retailers sites, whatever the next big thing is
etc - is a good thing. And it will only move more in this
   direction as more consumers turn to their networks
and search to make better purchasing decisions. That's
     why our efforts in blogging focus on getting real
 customers to review products through our Ride it and
                   rate it programme”
                              	
  
                 Will Lockie, Evans Cycles




               WWW.BLOOMSOCIALBUSINESS.COM
References

" Christer Holloman
    The Social Media MBA: Your Competitive Edge in
    Social Media Strategy Development and Delivery
" Actionly
    Social Story: Evans Cycles shares how to engage with
    customers online
"   Business 2 Community
    Revisiting the Cliché, “The Customer Is Always Right”
"   Useful Social Media
    The power of social reviews: it’s good to share


                   WWW.BLOOMSOCIALBUSINESS.COM

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Evans Cycles social business case study

  • 1. SOCIAL BUSINESS CASE STUDY Evans Cycles WWW.BLOOMSOCIALBUSINESS.COM
  • 2. •  UK’s largest specialist cycle retailer •  Founded in 1921 •  Currently employing over 1,000 employees •  Turnover of over £75 million •  46 stores throughout UK •  No social media activity prior to June 2010 •  Social commerce key sales channel since 2010 WWW.BLOOMSOCIALBUSINESS.COM
  • 3. Evans Cycles social business aims What does Evans Cycles want to achieve? Allowing customers Getting customers Being open to to make better more involved in the feedback with purchasing and product transparent reviews maintenance choices Demonstrate Foster customers’ employees passion passion for cycling for cycling WWW.BLOOMSOCIALBUSINESS.COM
  • 4. Social business programmes How are departments across the organisation involved in the programme? “Ride it and Rate it” MARKETING •  Consumer review programme HR SALES •  Assist customers to make better choices about their purchases •  Invites positive and negative feedback on a public forum •  On-site consumer reviews, PRODUCT shared through social B2B SALES PLANNING channels •  Core focus of the brand’s blog content strategy CUSTOMER SERVICE WWW.BLOOMSOCIALBUSINESS.COM
  • 5. Social business programmes How are departments across the organisation involved in the programme? MARKETING Social customer service •  @askevanscycles dedicated customer HR SALES service Twitter account •  Implemented social media engagement tool to manage workflow and collaborate between teams PRODUCT •  Customer service staff B2B SALES PLANNING trained in social media engagement CUSTOMER SERVICE WWW.BLOOMSOCIALBUSINESS.COM
  • 6. Social business programmes How are departments across the organisation involved in the programme? Staff riders MARKETING •  Evans Cycles staff sharing their passion for cycling HR SALES through social content •  Requirement for all staff to have a passion for cycling •  Blog posts on the “Ride It” blog •  Staff members’ cycling PRODUCT activity monitored and B2B SALES PLANNING shared via Strava •  Staff tips videos shared via YouTube CUSTOMER SERVICE WWW.BLOOMSOCIALBUSINESS.COM
  • 7. Social business programmes How are departments across the organisation involved in the programme? Social customer insight MARKETING •  Internal stakeholder research •  Customer-led approach, to HR SALES understand how Evans Cycles can be useful to their customers •  Asking customers what they want and need •  Analyse customer Q&As to inform product copy PRODUCT B2B SALES •  Analyse engagement rates PLANNING to optimise posting frequency and content/ CUSTOMER sales messaging balance SERVICE WWW.BLOOMSOCIALBUSINESS.COM
  • 8. Organisational culture and approach What values and approach did Evans Cycles need to adopt to make it happen? Shared business goals •  Defined first what social media means to the business Flexibility •  Instilled a test and learn culture to understand what works (or doesn’t) with their audience Openness •  Open to share positive and negative feedback from customers Meaning •  Staff are encouraged to share their passion for cycling, and celebrate customer passion Customer-centric •  Consumer insights key in understanding how Evans Cycles can offer value and be useful to customers WWW.BLOOMSOCIALBUSINESS.COM
  • 9. “Our view is that anything that lets consumers make a better choice about products - be it blogs, Facebook, reviews on retailers sites, whatever the next big thing is etc - is a good thing. And it will only move more in this direction as more consumers turn to their networks and search to make better purchasing decisions. That's why our efforts in blogging focus on getting real customers to review products through our Ride it and rate it programme”   Will Lockie, Evans Cycles WWW.BLOOMSOCIALBUSINESS.COM
  • 10. References " Christer Holloman The Social Media MBA: Your Competitive Edge in Social Media Strategy Development and Delivery " Actionly Social Story: Evans Cycles shares how to engage with customers online "   Business 2 Community Revisiting the Cliché, “The Customer Is Always Right” "   Useful Social Media The power of social reviews: it’s good to share WWW.BLOOMSOCIALBUSINESS.COM