Ensuring consistent, strong messaging across Europe

Avnet

Challenge
Solutions specialist Avnet Technology Solutions EMEA wanted to ensure consistency across regions and languages with a successful PR and social media strategy. Content and messaging needed to resonate with a European audience, while supporting the US PR team’s strategy.

Results 
The #AvnetTransforms hashtag – promoting Avnet’s key message – received 1.1 million Twitter impressions from Feb-June 2016]
Avnet’s visibility in key media across EMEA has increased significantly with EMEA now accounting for 65% of global earned coverage over APAC and the Americas, at an increase of 20% year-over-year. Results include: national coverage in the Times’ Raconteur supplement and channel media coverage in IT Europa, TechTarget Europe (Microscope), CRN UK – tightly focusing on Avnet’s key messaging. Media outreach via social channels has also risen, with key journalists at target publications engaging with Avnet’s posts, including IT Europa, Computer Weekly, Channel Info and Channel PRO.

In the first two months of social activity alone there were 58 retweets for a blog-specific tweet. As an example of scale, one tweet on Big Data had 24,544 organic impressions. This success has continued on the LinkedIn channel, which drove 623% more website sessions in from Feb-June 2016 compared to the previous year.

How
To maintain all-important consistency across PR and social channels, onechocolate aligns all content to six topic areas: IoT, converged infrastructure, big data, mobility, security and cloud. Underpinning this content is the key message “transforming technology into business solutions”, which inspired the brand hashtag #AvnetTransforms.

As the EMEA PR hub, onechocolate manages press releases and generates materials for Avnet’s PR and marketing managers, alongside running EMEA-wide social channels and providing remote social media support for Avnet’s teams.

onechocolate made recommendations following a thorough audit of all blogs and social channels Avnet had previously set-up in Europe. From this, we recommended which channels to keep, and set in place a strategy for growing engagement and follower numbers for these.

Now, onechocolate manages all Twitter and LinkedIn activity from a central EMEA handle, and shares content with local teams for implementation. Activity is strongly aligned to PR, promoting Avnet coverage and industry news, supporting local and international events, and driving website traffic.