Case Study Info

  • Date: May to July 2020
  • Category: Social Media Management
  • Client: Ascot Resources Inc. (TSX: AOT)
  • Skills: Facebook, Twitter, LinkedIn, Web Traffic, Lead Generation

Key 3 Month Social Media Stats

6,656

Press Release post views

102%

Increase in Tweet Impressions

172%

Increase in LinkedIn Followers

60%

Increase in Website Traffic Generated by Social Media

1.3

Average Lead Generated Per Day

Client Brief:

Ascot Resources is already a well-established company and brand, and when SmallCap came on board to take over Social Media management activities on behalf of the Company, Ascot came with a strong Twitter following of approx. 1,400 followers. However, other social media channels were not being utilized including Facebook and LinkedIn which can provide public companies an even broader reach to institutional and retail investors. 

 

Problems

Solutions

Facebook: – Ascot Resource did not have a Facebook page set up and was not utilizing this network
– Facebook is key for connecting with investors as it contains numerous targeted investor groups
– Set up a Facebook Page to start growing the followers and begin reaching an investor audience with Press Releases
– Joined investor groups to begin sharing Press Releases and other major news to 1,000s of investors
Twitter: – Ascot already had a strong Twitter following but it was not being utilized to its best ability
– The goal was not to necessarily grow the followers but to increase reach and engagement
– Focused on tagging and engagement strategies with relevant media and, investors that tagged Ascot
– Used analytics to recognize which posts and activities had the most reach and implemented those strategies
LinkedIn: – Ascot already had a small LinkedIn following but the page was not being used at all
– The goal was to grow the follower base and to increase reach and engagement
– Began posting regularly and frequently tagging personal and business accounts when relevant in posts
– Supported the companies and activities of Ascot Directors and tagged them in posts
Website: – Ascot was generating a good amount of monthly traffic but only 2.5% was generated from Social Media Activities
– Goal to increase investor website traffic generated from social media and increase time on site (traffic quality)
– Incorporated website links in social posts as much as possible
– Shared links to company subscribe page
Sharing press releases linking to website on social media
Lead Generation: – Ascot was not encouraging its current social media following to subscribe to its company Investor Email List
– Ascot did not have a shareable Subscribe page on their website making it easy to share on social channels
– Created an embedded newsletter Subscribe page on the website making it social media shareable 
– Re-engaged the current Twitter follower base and encouraged them to subscribe to Ascot’s Investor Email List

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