David Fenton – Marketing Director

Agenda• Jewson / Saint Gobain• Customers• Social media context• Building Better Communities• Summary

Who we are?Jewson• 600 branches across the country; the UK's leading supplier of sustainable

timber & building materials• We have over 247,000 customers trade with us each year• We are part of the Saint-Gobain group, global leader in Sustainable Habitat

About Saint-Gobain

Jewson target audience• Basic info, without complexity• Local issues• Business advice, e.g, H&S,

accounting, HR• Product info, details of offer, tips and

advice• Peer recommendation & backing• Reliability• Reputation• Feel valued• Successful business • An easy life

Established Builders

• Easy shopping experience• Help, advice, support and training • Convenience• Recommendation• Practical demonstrations• To look good/clever/impress• Progress & earn

Building future loyalty

Young Builders

Building a reputation on social media• Develop a robust social media strategy.

• Pick the right social media platforms.

• Create conversations.

• Start blogging.

• Being ‘social’ and adding value.

When it is done well “I'm managing a conversion project whilst also at home with my little boy and regularly need to make trips to local builders merchants. The reason I'm writing is that without asking for special treatment I've always been given it at Farnham Jewson’s. Today was the best yet with the team loading for me and then one of them offering to keep an eye on my son whilst I paid. I've literally not experienced kindness like it in the 4 months of my building project, It's such a small thing really but means so much when you're trying to do anything with a baby in tow.”

Jewson example Sainsbury’s example Greggs example

Jewson CSR ambitions• Economic, social and environmental As a business, Jewson takes its corporate responsibility for a range of important issues very seriously. In particular, we have placed our commitment to sustainability at the core of our whole operation. We are committed to continuous improvement of our performance.• The marketing benefits of good CSRIt’s no secret that ‘millennials’ are more receptive to brands with good CSR. Not only do they expect things faster, personalised and efficient, they demand a social conscience too. For brands, the message is clear: If you want to attract future customers, focus your efforts on building a reputation for supporting good causes.

The relationship between CSR and social media• Some of the most notable social media trends of the last year have been

focused around CSR, or just generally to drop the acronym – people caring about people.

• Consider the #Cecilthelion as an example.

• The clue with social media is in the word ‘social’. It’s as simple as that.

• Speak to people in a way they can relate to, about things they care about. Therein comes the synergy.

BBC Video

ObjectivesThe campaign aims to position Jewson as a leader in innovation and sustainable building products, increase online community interaction and engagement and create opportunities for the trade customer to win more business in their community.

Target of 600 nominations Increase online community interaction Achieve positive local and national media coverage Create opportunities for the trade customer Encourage employee engagement Engage with a wider target audience and encourage

new accounts openings

Social resultsMetric Phase one Phase two Campaign Total

Total social referrals

13,386 108,842 122,228

Total Facebook referrals

8,556 105,708 114,264

Facebook likes

6% up 7,345 – 7,736

96% up 8,698 – 17,013

Up 131% 7,345 – 17,013

Total Twitter referrals

4,709 2,919 7,619

Twitter Followers

8% up12,696 – 13,692

4% up13, 771 – 14,320

Up 12% 12,696 – 14,320

Twitter Impressions

992,000 102,400 1094,400

Campaign winner

2016 so far…we’re listening • Over 1,800 entries

(shorter nomination time)• Better quality of entrants• Over 20,000 website visits• 105 pieces of coverage

with a media reach of 4,226,396, and a PR value of £245,942

• Increase prize fund to £250k

PR results so far…..

Lessons learnt• The power of local • Partnerships • Put the power in the public’s hands

Elaine Trethowan, from

Penlee Lifeboat Station:

“Winning the top prize was a

huge boost to all our hard-

working volunteers.”

“We depend on our volunteers – they’re the lifeblood of the RNLI, and the spirits of each and every one of them were lifted by this award.”

Fiona Hansford, corporate and

community manager at Diverse

Abilities: “The new home will make

such a difference to children with

disabilities and we are so grateful for

the support from Jewson.”

Nina Lyndon, co-director of the

Hackney Showroom said: "With

the prize funds we’ve been able to

upgrade our facilities and put the

finishing touches on our beautiful

warehouse theatre.”