TECHNOLOGY CASE STUDY TWO N
ightclub oper- ator Luminar Leisure recently
LUMINAR LEISURE
decided to use a central- ised system to control its use of social media. Luminar trades 78 nightclubs across the UK, from large brands such as Oceana and Liquid to smaller, niche venues including the Jam House in Birmingham and the Sugar Mill in Hull. Each brand uses Twitter and Facebook to interact with followers and friends and communicate offers and events they might be interested in. While this was an effective tool for local promotion, Luminar was con- cerned that its approach to social media was fragmented, with individ- ual managers’ understanding of how to use the medium very varied. With this in mind, the company decided to bring the expertise back into a centralised system that edu-
“Accounts and passwords were being managed locally and the risk here was the possibility of a disgruntled ex-employee running riot with our accounts”
cated managers, showcased best practice and managed key corporate messages in a consistent way, while still encouraging the localised interac- tion that was already working. “In addition to our challenge of opti- mising the conversations we were having with users, we were aware of the risks we faced in this new media space,” says Mark Noonan, Luminar Leisure’s marketing and ecommerce director. “Accounts and passwords were being managed locally and the risk here was the possibility of a dis- gruntled ex-employee running riot with our accounts. This type of brand reputation risk is new to most com- panies, but Luminar took it seriously and backed the implementation of a
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CrowdControlHQ centralises Luminar’s use of social media, but still allows localised interaction
dashboard that would not only man- age activity but monitor and protect accounts and conversations.” Luminar implemented
CrowdControlHQ – a social media management tool – which put all the organisation’s social media accounts back under the control of the group marketing team. Security is now man- aged centrally, with access and users attributed locally but safe in the knowledge that accounts remain the property of Luminar.
Managing brand components such as tone of voice, Luminar is now able to co-ordinate marketing and com- munications directly from multiple accounts. As well as allocating mes- sages and tasks to teams managing
Read Leisure Management online
leisuremanagement.co.uk/digital
individual brands and venues, the tool also allows local fl avour to top-down promotions such as third party spon- sorship. One competition offering a chance to win tickets to a festival saw the same take up in two hours via social media as had been seen in two weeks using more traditional methods. CrowdControlHQ also gives Luminar vital feedback in terms of analysis. “An interesting consequence is that a healthy competitive environment has been created, with Twitter-savvy account managers showcasing how it’s done to other less confi dent users,” says Noonan. “They are really learning from one another and push- ing boundaries, which is how we stay ahead in this industry.”
ISSUE 2 2011 © cybertrek 2011
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