Goldsmiths University of LondonCase Study – October 2014

Goldsmiths communications objectives are

numerous, ranging from encouraging student

applications to promoting their rich academic

heritage to the wider public. Social media has

quickly become one of their most influential and

agile communication channels in recent years, but

one that did not have a structured approach. How

could they create a focused social strategy that

would talk to academics, industry experts, political

influencers, students, prospects, the local

community, alumni and staff, all at the same time?

How do you tell a consistent story to such diverse

audiences, across different platforms, that are

managed by dozens of different stakeholders?

The Challenge

Carve worked closely with Goldsmiths on an

advisory basis, providing them with all the tools,

training and guidance to conduct a social media

audit. This included audience analysis and

segmentation, content appraisals, competitor

benchmarking and platform scoring. This

research-led approach allowed Goldsmiths and

Carve to devise a strategy that will expand their

audiences, improve internal workflow, bring the

Goldsmiths story to life through a focused content

plan, translate Goldsmiths’ values with a unique

tone of voice, increase the sense of inclusion

within the Goldsmiths community and finally

measure the impact with robust social media

metrics.

The Solution

Carve received excellent feedback from the

Goldsmiths communications team after the

presentation of the strategy which they will

be implementing in FY15. The strategy will

be translated into an accessible playbook

and social media handbook for internal

distribution across various Goldsmiths

departments. And whilst the strategy has

not been fully implemented yet, results are

already noticeable – within 4 months there

was a 30% increase in followers on

Instagram and a 20% increase on Facebook,

without the use of paid promotion.

The Results

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About us

Founded in 2006 and headquartered

in London, Carve is a boutique

consultancy that advises some of the

world’s leading organisations on the

strategic use of social media.

 

Our people-first approach helps

businesses build the systemic

capability to create value through

better connectivity and collaboration.

Results-driven, our programmes

include transformation through Social

Recruiting, Social Selling and

Enterprise Social Networking.

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