Terra Computer UK

SOCIAL MEDIA

Terra Computer UK, part of the Wortmann AG Group, wanted a social media presence that would engage their audience and present them as part of Europe’s largest computer manufacturer.

Their goals were:

Enhance their brand through social media
Engage with their audience
Provide digestible information on main USPs

Client profile

Terra Computer UK was created as part of the Wortmann AG Group to bring high-quality, German engineered IT products into the UK channel. With a customer-centric approach, the Terra business model is built for the reseller – it provides full UK support, a personalised and tailored service and channel integrity to all its clients.

Over the last 10 Years Terra Computer UK has gone from strength to strength and winning awards for the impact they have made to the UK IT Channel Terra Computer UK has established themselves as a recognised brand to many MSPs (Managed Service Providers) and VARs (Value Added Resellers) in the UK IT Channel.

The requirements

Terra needed to maximise the potential of each of their social media channels. As a business that does not sell direct to consumer, they required a unique strategy that would appeal to all their stakeholders. They wanted to enhance their brand through professional social media posts, creating a platform that would provide their audience with information on what makes them unique. Terra required a team that could fully understand their business values and needs. They needed people who would take the time to learn about the intricacies of their business and decide the best course of action for demonstrating that through the different social platforms.

Terra were restricted in terms of their social media output, with no specific team member taking ownership of the design, management and scheduling. This meant that posts were ad-hoc in nature, resulting in a sporadic and inconsistent social media presence. Posts had become more of a burden and were not able to clearly communicate the messages and brand identity that Terra longed to put out.

A system was needed, whereby Terra could plant the seed briefly discussing the ongoings of the business in an informal brainstorm meeting. This would form the initial concepts that would then grow into fully fledged social campaigns, strategically targeted to their target demographic.

The process

We sat down with Alicia, one of Terra’s directors, at their office to discuss the direction Terra wanted to take with their social posting. Prior to this, we conducted an audit of the existing social media posts, identifying the key opportunities. We then researched other brands in the industry for competitor analysis, with many having astronomical marketing budgets. We looked to identify the marketing goals behind the industry leaders’ campaigns, taking inspiration to emulate them on a smaller budget. This also helped us identify which platform would be the most impactful and the way in which different platforms utilised different content.

Following on from our meeting, we identified the pain points of Terra’s customers that we would like to build our campaign around. We wanted to align our marketing efforts across all platforms to support the sales team to hit targets, we saw great importance in consistency to create a professional brand image that would encourage customers to purchase Terra.

Having set out these focus areas, we then went on to discuss our proposed solutions to tackle the areas of improvement. We set out that going forward, Terra’s social media accounts would all use a selection of bespoke templates to create a formulaic approach to create consistency. That way, Terra’s branding was clear but it also set the precedent for the type of content that needed to be planned, designed and written-up. It also allowed for ad-hoc posts to be created quickly but still to a high standard, consistent with the regular posts.

Terra loved this strategy and now were able to decide, from a variation of design groups, which templates to use for their social media. Between us, we discussed that the type of posts that would typically be the most informative and engaging would be: USP posts, client testimonials, product posts, event updates and brand/team posts. We worked with our graphic designer to formulate the three design groups based on these topics. Out of the three design groups, Terra leaned heavily towards one group in particular. However, they also loved elements used in one of the other template design groups. We decided to use an amalgamation of the two design groups to have a fully personalised and bespoke set of design templates that we could use for Terra’s upcoming company posts.

After the brain-storm meeting, we went away, developed the campaign and devised a logical posting structure with refined ideas, putting everything into a spreadsheet for approval of dates. Once this had been approved and adjusted, we then could batch cook our ideas into actual posts, producing enough content to last for the duration of the campaign, ensuring flexibility with extra designs and room for adding in last minute posts as per company demands.

The finalised designs and ideas from the spreadsheet were then transferred to our scheduling software. Here, we could produce a calendar of posts that displayed how our imagery and caption copy would look across LinkedIn, Facebook, Instagram and Twitter. We sent each of our scheduled posts for final approval, to ensure that tone and informational content was accurate.

Finally, once posts have gone live. It is at this stage where we can begin to monitor the engagement, reach and impressions of the post. Post by post, Terra’s social media presence is strengthening. Social media takes time, thought and persistence to get right. We know that Terra are now on the right track for social media success.

The outcome

Terra’s refreshed social media is now in line with their brand and is capable of articulating and demonstrating where Terra’s is as a growing business. Now, Terra can take pride in their social media presence and feel comfortable to direct potential customers and current clients to specific posts and informative pieces.

Posting quality content about Terra’s technology and services has helped to keep them fresh in the minds of those who engage with the content. Terra no longer has to spend time frantically rushing to post about a product, service or event. All posts have been carefully planned and considered, therefore, allowing room for additional last minute content (and for Terra to dedicate more time to their business). Recently, we have supported Terra by adapting social posts into further developed content for internal marketing purposes and award applications. Terra now has well-maintained social media accounts that represent their brand and values, meaning a stronger brand identity for Terra that people will trust and engage with, generating more business opportunities.