We were asked to support the Mitchells & Butlers Social Media Manager with delivering social media training and expertise to their local pub and restaurant sites. This included delivering bespoke social media training and creating content for their online learning platform.
The key focus was to train Mitchells & Butlers pub & restaurant social ambassadors to ensure they have a working knowledge of social media and how it can benefit their business.
Utilising the existing training platform, we created a suite of content to maintain a consistent publishing level of three posts per week, ranging from tips and tricks on Facebook, to Q&A pieces and relevant news articles.
Alongside this, we monitored a support helpline where team members across Mitchells & Butlers could call with any social media enquiries, to direct enquiries out of our client’s inbox that we could handle and answer on her behalf.
The second stage to our approach was to offer on-site training sessions. With base training modules already provided, we worked with the marketing team of every confirmed session to create a bespoke session to ensure the training was customised to the participants and followed their brand guidelines.
The sessions covered topics including; The basics of social media, a social media healthcheck, latest news on social media algorithms, a how-to on scheduling content on each platform along with modules on social advertising and influencer marketing.
Each session also included interactive tasks to make the session practical, and get the attendees creating their own content, and more likely to replicate this away from the session in their local business.
Three months from the initial session, there has been an increase of 17.69% Facebook page engagements, 30.52% increase of Facebook page reach and 42.57% increase on Facebook page likes across that brand.
Attendees have since focused on regular posting, resulting in a 347.86% increase of the number of tweets posted, showing an increased engagement from the individual teams.
Instagram statistics for the trained sites have increased by 4,000 followers since training sessions began.
The project continues with monthly training sessions to multiple brands.