Blaze a trail that’s cool, yet authentic
The material handling conversation on social media is still in development, as evidenced by the absence of lift trucks when scrolling through trending Twitter topics. When Yale Materials Handling Corporation, one of the oldest lift truck brands in the world, wanted to amplify its voice and help build the material handling conversation on Twitter, we knew strategy and creativity were key.
Developing Yale’s social media strategy started with identifying key audiences, then targeting those individuals, companies, partners, associations and key influencers. We leveraged our knowledge of the material handling industry to strike the balance between fun and informative, creating and curating relevant content to capture attention and spur engagement.
Keep it consistent, but keep it fresh
Social media is a critical piece of a brand’s online identity. Rather than simply tweeting pictures of forklifts or links to press releases, we partnered with Yale to develop campaigns based on conferences, trade shows, current promotions and trending topics. Some of our favorites:
• #TransformationTuesday tweets highlight case studies of customers taking operations to the next level with Yale solutions.
• #ForkliftFriday tweets are a staple of the social media content calendar, celebrating the end of a productive week with a lift truck twist.
• Spot a Yale lift truck hard at work? There’s a hashtag for that! (#YaleSpotted)
Ongoing reporting and analysis help refine the program and keep strategy fresh. Comparing weekly and monthly metrics for impressions, engagements and new followers reveals what type of content is most effective and drives a cycle of continuous improvement.
Yale set out to increase followers by 50 percent and engagement by 25 percent over the course of a year. In less than eight months, Yale has:
• Increased followers by more than 200%
• Increased engagement by 400%
The qualitative yin to the quantitative yang
Numbers rarely lie, but they do not tell the entire story. The right qualitative feedback fills in the gaps to help answer whether or not Yale’s social media has the right effect internally and externally.
And it’s a hit! Yale’s social media presence boosts employee morale and helps raise the bar for social media use in the material handling industry, with trade associations and keynote speakers regularly sharing and engaging with posts from Yale publicizing industry events.
Here’s what one industry twitter account had to say regarding Yale’s revamped social presence:
And the content, tone and style of the posts resonates with those most familiar with the brand, striking the right chord internally:
"I love what we’re doing on social media. The content really fits where we want to take the brand. They're exactly the topics we should be on top of."