Best Use of Social Media

EEF, the manufacturers’ organisation – EEF National Manufacturing Conference
National Manufacturing Conference, held by EEF, the manufacturers’ organisation, is an annual gathering of hundreds of senior executives from UK manufacturing. Social media had been used to a degree in a relatively unsystematic at the conference by one of EEF’s social media accounts in 2015 and 2016. However, for the 2017 conference, EEF’s newly formed Digital and Social Media team created a full-scale conference social media strategy.

The strategy aligned with EEF’s organisational goals as well as the goals of EEF’s Partnerships and Conference team. The Digital team’s social media campaign achieved significant results for the business and in terms of social media metrics (using the conference hashtag #EEF2017):
• 3,400 tweets
• Nearly 800 Twitter accounts participating
• 9.27 million impressions
• Trended in London, the UK, and Europe

Feedback from internal stakeholders, conference sponsors, and delegates was that the social media experience was an integral contributor to the success of the event. The social media conversations, posts and media created were imaginative, celebratory, and created a mood and connections that lasted far beyond the conference to enhance the perception of UK manufacturing within the industry and with the media, government, and public.

EENA – Make EU safe
EENA is a non-profit with the mission to improve the safety and security of people by contributing to the amelioration of emergency services. The organisation aspires to question the status quo, drive change and be a force that brings people together to concretely advance everyone’s safety. The EU is currently debating a telecommunications legislative update that includes provisions on the 112 service. EENA undertook the #makeEUsafe social media action to make sure 112 gains visibility among decision-makers and to showcase the political support to the improvement of the legislation.

The action focused on translating complex technical terminology into relatable messages, utilising the proper tools to reach the correct audiences and making sure an extremely large and diversified ecosystem was properly managed and mobilised so that the message of support was amplified as much as possible. The results of the campaign were fantastic: top-level officials, rescuers from all EU countries, political groups of the European Parliament and victim associations from around Europe went on social media to share their support to the 112 improvement in the EU.

European Crop Protection Association – With or Without
The European Crop Protection Association (ECPA) is leveraging social media in driving a creative and bold communication campaign to explain to key audiences the realities of crop production and the benefits that pesticides can bring. ‘With or Without Pesticides?’ seeks to open up the discourse on modern agriculture and the need for pesticides.

2016, the first year of the campaign, was marked by the ‘Great Pesticides Debate’ in the Bibliothèque Solvay, following which ECPA’s Graeme Taylor went on to host a “Farmers Unfiltered” Facebook Live post-debate discussion (garnering nearly 59K views). According to an annual IPSOS survey, the association’s proactive communication on crop protection has made the organisation the most highly spoken of among its peers by Brussels media and MEPs.

Year two of the “With or Without” campaign broadened the focus from Brussels to national audiences (so far in Denmark, Portugal, Romania, Spain and Hungary), continuing to challenge negative preconceptions through persistent engagement and fact-based dialogue, and the building blocks for an expanded EU campaign in 2018 are already in place.

Nautilus International – Charter for Jobs
The maritime industry supports more than 250,000 jobs and makes an annual contribution of £11bn to the British economy. Despite this and the fact that 95% of everything from fuel to food comes into our island nation by sea, public support for and understanding of the industry remains low.

Nautilus International, the Union for maritime professionals, launched its ten-point Charter for Jobs to encourage the UK government to deliver decent training and working conditions for those working at sea.

Through a strategic social media campaign, Nautilus produced engaging video content, simplifying complex issues through short animations, created a GIF to bring activity to life and directly targeted key stakeholders through its social media channels.

Its campaigning on social media contributed to a number of interactions with MPs and key organisations, enabling legislative discussion and change including one ferry company increasing pay from £3.22 an hour to the minimum wage of £7.50.

Not only did the campaign mobilise politicians into action, the engaging nature of content caught the attention of conferences, schools and colleges, with the Union receiving numerous requests for content to share with their pupils and attendees.

Recruitment & Employment Confederation – IRP Awards shortlisted selfie prop packs
Our campaign idea was a simple one, and built on last year’s idea. We put together an IRP Awards shortlisted selfie prop pack for our shortlisted members. This included a circle cut out selfie board, a paddle board with ‘Shortlisted’ written on it, a gold crown, gold glitter cannon and an instructional postcard. Our target was the 115 shortlisted individuals and companies.

The call to action was to send us a picture, video or Boomerang of themselves and their team using the props from their selfie packs and celebrating their success with the hashtag #IRPAwards, and then to book their tickets for the awards night. We wanted to celebrate and showcase the success of our members, and then encourage them to book their tables for the awards night.

VDMA – #europeworks
#europeworks is the pro-European social media campaign by the mechanical engineering industry association VDMA. With this campaign, VDMA got engaged in the public discussion on the future of the EU with one important message: European integration is key for our future freedom and prosperity. With #europeworks, VDMA contributed effectively to the fight against populism and nationalism in Europe and established the mechanical engineering industry as a strong defender of the ties that bind the European countries together.

Over the course of six months, from the 60th anniversary of the signing of the Rome Treaty to the federal German election, #europeworks was promoted via the social media channels Twitter, Facebook and Instagram and on VDMA’s own internet presence. Overwhelmingly positive feedback from VDMA’s membership, politicians and the broad public proved a sustainable added value for the European idea, strongly supported by the mechanical engineering industry. The 3,200 member companies of VDMA were invited to participate by sharing the contents of #europeworks in their own social media channels and websites, thus becoming an active resonator of the campaign.

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