Nextbase Social Media Management Case Study | MintTwist
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Nextbase

Social media management for Nextbase; the market leader for smart Dash Cams in the UK, with a growing presence globally.

Nextbase Logo on Blue Background

Project overview

Nextbase approached us with a goal to improve the consistency of their feed, present themselves as thought-leaders of road safety, and develop a more engaged audience on their social profiles.

Despite already owning the vast majority of market share for the UK Dash Cam industry, Nextbase weren’t receiving the same results on their social pages. Our main challenge for this project was to create a purpose for following their profiles when their customers did not yet see a need or desire to stay connected with the brand.

Nextbase Twitter page on laptop

Our approach

Social media audit

The foundation of any of our successful social media strategies begins with a methodical social audit. Our audit process for Nextbase consisted of a profile and content audit, competitor and industry analysis, and audience analysis.

The audit showed a number of areas that could be improved across profiles:

  • Key information could be presented more clearly on pages to help direct users to take actions, without this content dominating the feeds
  • Content was too heavily geared on product promotion which was unengaging to their audience groups
  • No hashtag strategy was in place, missing an opportunity to reach new users
  • The social shop could be populated to show their full range where only 1 product was visible
  • Various formats (particularly Instagram) were not yet being employed
  • Comments and direct messages were not being responded to in most cases

Bespoke social media strategy

Next, the output of the audit was a comprehensive social strategy that aids customers through their full journey. This was delivered primarily in 2 sections: profile optimisation recommendations and a bespoke content strategy.

To optimise the profiles, we offered recommendations such as a restructuring of Facebook tabs, populating the social shop and adding Instagram highlight sections to provide useful information to users.

Secondly, we developed a bespoke content strategy. This looked to achieve Nextbase’s goals by offering their audience the content they wanted to see. Data and insights analysed throughout our audit provided the best approach for this.

The final strategy included:

  • Topics to post on
  • How to make use of various formats
  • Optinal post frequency and best times to post
  • A refresheed look and feel for creatives
  • Increased collaboration across teams to optimise use of all content available
  • A full hashtag strategy

Unique challenge

In addition to developing a social strategy and managing the brand’s monthly content, Nextbase also required help in their community management.

We embarked on this with tailored training sessions with the Nextbase team. Afterwhich, we took ownership in responding to all direct messages, post comments, and social ad comments. We aim to provide exceptional customer service through accurate and appropriate responses to all, which helps maintain positive brand perception and social sentiment.

Furthermore, we work closely with the Nextbase teams to offer recommendations across their product development, website, paid advertising, and support teams based on customer feedback.

Results

Since the first phase of the project, we have been developing a consistent monthly content calendar following the insights from our social audit and strategy. The result of which has been hugely successful.

+33
%

Facebook average reach

+314
%

Facebook organic engagement

+166
%

Instagram average reach

+70
%

Instagram organic engagement

(1 year working together vs 1 year prior – across Facebook, Instagram and Twitter)

Users increasingly see Nextbase’s social pages as a place of both humorous and educational content which they gain value from seeing. Furthermore, the vast majority of customer queries are resolved directly on social with no need of moving to the website or contacting support teams.

And so…

As a result, we continue to work with Nextbase, managing their Facebook, Instagram, and Twitter pages in terms of content planning and creation, day-to-day social media management, and community management. Experimentation remains a key factor for continuous strategy optimisation. We continue to test new topics and formats with their audience. Our aim remains the same; to continue to grow an engaged audience on the Nextbase UK pages.

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