Case Study

Colt was looking for a comprehensive social strategy which would raise awareness of its Midsize Business Division products Ethernet and Smart Office, establish the brand as a thought leader in its field, and promote the fact that Colt is more than just a telecoms company.

Brief

Colt wanted to:

• Drive interest in its Ethernet service and Smart Office proposition in key European markets
• Use social media activity to start a dialogue about the benefits of using ‘enterprise grade services’ in small and medium businesses
• Establish the brand as a thought leader and educator

Strategy

Colt chose to work with Red Ant because of its strong track record in social campaigns, and its expertise in developing comprehensive social engagement strategies which allow businesses to fully exploit the potential of this powerful medium. Red Ant worked with Colt to:

• Develop an active online presence for Colt through appropriate social touch points 
• Ensure that Colt was in an ongoing position to make the most of the medium and raise brand awareness across Europe.

Execution

Programme of weekly pan-European telephone workshops to educate staff on how to use social media

• Weekly engagement programme of appropriate topics and themes for target audience
• Red Ant acted as consultants to Colt throughout the process
• At the end of the programme, Colt was able to take over the management of and participation in all social activity
• Targeted landing pages for Ethernet and Smart Office, with a focus on growing businesses

Results

• Established an online social presence for Colt which did not previously exist:
• LinkedIn Group - 71% of members from outside the company
• Slideshare – hundreds of whitepaper downloads
• Provided Colt staff across Europe with a practical framework for efficient social activity
• Provided target audiences with tailored information via new product landing pages