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, creating content for their online learning platform, and creating an online community for site social media managers
The key focus was to train Mitchells & Butlers social ambassadors on social media – ensuring they have a working knowledge of the various platforms available to them and how they can benefit their business.
Utilising the existing training platform, we created a suite of content to share a total of over 90 posts throughout the year, ranging from video and written ‘how to’ guides to relevant news articles. These were created in line with an over-arching content calendar which highlighted key dates and occasions in the brand’s calendar.
Our video pieces were scripted, storyboarded and produced, before being shared on YouTube and reposted along with the other content on their online learning platform, and to our ‘Content Champions’ Facebook group.
The Facebook group is a space for highly engaged individuals at a site level to ask questions, and gain insight into further social media training.
We also continued to provide face-to-face training session. 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 health check, creating great content, 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 get the attendees creating their own content, with the aim that they would be more likely to replicate this away from the session in their local business.
From our initial year of working on the Local Social brief, membership on the online training platform has increased by 121% from 1,666 to 3,696 members.
The YouTube channel has over 1.3k views on 29 training videos. The ‘Content Champions’ Facebook group has 36 engaged users.
Alongside the marketing manager we delivered a total of 20 face-to-face training sessions across eight of the Mitchells and Butlers brands last year.
Comparing year-on-year posts on Facebook increased across the Mitchells and Butlers business by 15,600, with fans increasing by 14.2%.