Evans Cycles social business case study
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WWW.BLOOMSOCIALBUSINESS.COM SOCIAL BUSINESS CASE STUDY Evans Cycles
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Evans are the UK’s largest specialist cycle retailer. In order to achieve their social business goals they have set up programmes for customers and employees. One of these programmes includes “Ride it and Rate it”, a consumer review programme that allows staff to assist customers to make better choices about their purchases. They also launched the "Ride It" blog, a space for staff to share their passion for cycling through social content. Read this case study to discover how Evans have become a well-rounded social business.
Transcript of Evans Cycles social business case study
WWW.BLOOMSOCIALBUSINESS.COM
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
Getting customers more involved in the
product
Allowing customers to make better purchasing and
maintenance choices
Being open to feedback with
transparent reviews
Demonstrate employees passion
for cycling
Foster customers’ passion for cycling
What does Evans Cycles want to achieve?
WWW.BLOOMSOCIALBUSINESS.COM
Social business programmes
MARKETING
SALES
B2B SALES
CUSTOMER SERVICE
PRODUCT PLANNING
HR
How are departments across the organisation involved in the programme?
“Ride it and Rate it” • Consumer review
programme • Assist customers to make
better choices about their purchases
• Invites positive and negative feedback on a public forum
• On-site consumer reviews, shared through social channels
• Core focus of the brand’s blog content strategy
WWW.BLOOMSOCIALBUSINESS.COM
Social business programmes
MARKETING
SALES
B2B SALES
CUSTOMER SERVICE
PRODUCT PLANNING
HR
How are departments across the organisation involved in the programme?
Social customer service • @askevanscycles
dedicated customer service Twitter account
• Implemented social media engagement tool to manage workflow and collaborate between teams
• Customer service staff trained in social media engagement
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Social business programmes
MARKETING
SALES
B2B SALES
CUSTOMER SERVICE
PRODUCT PLANNING
HR
How are departments across the organisation involved in the programme?
Staff riders • Evans Cycles staff sharing
their passion for cycling through social content
• Requirement for all staff to have a passion for cycling
• Blog posts on the “Ride It” blog
• Staff members’ cycling activity monitored and shared via Strava
• Staff tips videos shared via YouTube
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Social business programmes
MARKETING
SALES
B2B SALES
CUSTOMER SERVICE
PRODUCT PLANNING
HR
How are departments across the organisation involved in the programme?
Social customer insight • Internal stakeholder
research • Customer-led approach, to
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
• Analyse engagement rates to optimise posting frequency and content/sales messaging balance
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Organisational culture and approach
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
What values and approach did Evans Cycles need to adopt to make it happen?
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“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 HollomanThe Social Media MBA: Your Competitive Edge in Social Media Strategy Development and Delivery
" ActionlySocial Story: Evans Cycles shares how to engage with customers online
" Business 2 CommunityRevisiting the Cliché, “The Customer Is Always Right”
" Useful Social MediaThe power of social reviews: it’s good to share
