[Case Study] – Sydney Based Plumber goes Social

One hour Plumbing is a Sydney based plumbing service that specialises in hot water, blocked drains and other services such as sewer installation, rain water tanks, taps and toilet repairs together with bathroom and kitchen renovation. The unique service guarantee of One Hour Plumbing is that they quote by the job and not by the hour. A few weeks ago, One Hour Plumbing approached ICT Internet Presence (ICTIP) to achieve the following objectives: –

• To revamp the current website with a user friendly design
• Set-up Social Media Marketing sites such as Facebook, Google+, Twitter, YouTube and Flickr
• Improve the Traffic and conversion rate by utilising traditional search and Social Media tools

Fig 1 : ICTIP’s Customer Engagement Model   The Process At ICTIP, we follow an extremely carefully formulated process that helps us best leverage our core competencies with the requirements of the client to help achieve return on investment (ROI).  The figure below details the process that we followed with One Hour Plumbing from inception to delivery. Once the process was finalised, the next step was to decide on the management process that would help both ICTIP and One hour Plumbing to monitor the Return on Investment (ROI). After almost 2  ½ years of managing social media campaigns for small to large organisations, at ICTIP we have a tried and tested management process which has proven to be an enormous success. Fig 2 : Management and Measurement of Traffic and ROI The Outcome After the development process, the website was completely revamped to a modern and social theme which enables the customer to find quick information and can find all the service offerings in one glance. A prominent call to action has also been included which will enable the customers to quickly call for the plumbing services of their choice or request for a quote.  The social media sites have also been integrated into the website allowing customers to connect with One Hour Plumbing via their preferred Social Media Network. The target market that One Hour Plumbing services have been given an upgrade to give a user-friendly and easy to use look. Additionally, the social media sites have also been branding with an overall consistency that reflects the corporate image of One Hour Plumbing. As it is clearly visible, the website and social media sites all have a theme and branding which reflects the overall vision of the company. As per the customer engagement model detailed above, traffic for one hour plumbing has moved from a search centric organic model to a referral centric social media model. Conclusion In the weeks to come, ICT Internet Presence will start managing the day-to-day social media campaigns of One Hour Plumbing. As part of our social media management strategy, we will ensure timely and trending posts which are consistent and connect emotionally with the audience.  Furthermore, our routine analytics will ensure that ROI’s are met by way of: –

1. Pre-planned keywords which reach the target audience
2. Increasing organic and social traffic to the website by minimum 30% within the next three months
3. Customer leads are converted to real sales by telephone calls or online social media presence.

This process will be closely monitored by the client via fortnightly reports that will be submitted to the client with our expert observations and recommendations. Speaking to ICTIP on the progress of the project so far, Stephen Ware, Director says, “We are extremely impressed with ICTIP’s delivery mechanism. After the initial process was finalised, the website was delivered on time with an extremely professional and user friendly interface. Within the first 48 hours of the new website going live, we started receiving greater number of online quotes due to ICTIP’s targeted content strategy. Currently the Social Media sites are being set-up and we look forward to converting more leads to customers.” About ICTIP ICTIP was formed in 2004 with the vision of providing Internet Solutions to Australian Businesses.  We have already worked with several medium to large companies in Australia, Sri Lanka and Europe to help them achieve Return on Investment (ROI) through online marketing. Furthermore, being one of the pioneers in Social Media we have the advantage and the luxury of having had the time to perfect our skills in this domain, and we already have significant experience in promoting varied industries via social media. As a company that is constantly committed to learning and knowledge, we have also written several books on Social Media , Twitter and Social Media Business Secrets, which have already been downloaded by thousands worldwide. Additionally, we have also been conducting periodic workshops on Social Media over the past 2.5 years and over a 100+ Australian companies have already benefitted from hands-on expertise on Social. Furthermore, we also publish weekly articles and newsletters on our internally maintained social media education websites.