Manpower - Ask Manpower
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In March 2014, Manpower sought to enhance its marketing strategy and client relationships through a campaign called 'Ask Manpower,' which included a Google Hangout featuring discussions on social media's value. The initiative aimed to support sales, generate leads, and change perceptions of the company. The campaign was successful, leading to increased sales activity, with 1,500 calls and 445 meetings within a week, and establishing Manpower as a thought leader in the industry.
Manpower - Ask Manpower
- 1. Manpower – Ask Manpower Case Study – March 2014
- 2. Manpower was looking to launch a campaign that would pull together their marketing strategy, sales performance and client relationships. Carve was engaged to find a way to leverage their quarterly campaign ‘Better Access’ and create an all-encompassing ‘social solution’ to answer 4 key objectives: support the sales efforts of Manpower consultants, generate more leads for the company, capture contact data for existing and new Manpower clients and to change existing perceptions of Manpower as an organisation that is not forward thinking.
- 3. With multiple objectives and varied audiences Carve proposed a Google Hangout. The idea was to have a debate hosted by panellists with varied social media expertise and opinions around the value of social networking. The Hangout covered expert discussions: personal branding online, the business value of networking, social media at work and best practice tutorials. Complementing the Hangout and supporting Manpower’s commitment to social business thinking, Carve created a guide (‘Social Networks: A snapshot’), providing an insightful overview of social media platforms and its business usage.. The guide was designed to appeal to a diverse audience, both prospective and existing customers. Users expressed interest in the Hangout and/or the guide via the Ask Manpower microsite using a simple data capture form. Carve designed a new name and brand for the campaign – ‘Ask Manpower’. This brand has been used for all successive campaigns, helping position Manpower as thought leaders and innovators.
- 4. The project was reported at board level as being “one of the best campaigns in six years”, resulting in a significant increase in sales activity – 1500 calls were made in one week, securing 445 meetings , in effect doubling the usual number of contacts made. Manpower was also able to capture data via the registration microsite and now use this model for ongoing sales activity. Click infographic to see high resolution
- 5. 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.