Ellisons, the UK’s leading supplier to the hair and beauty industry (a small business audience, with all target companies less than 20 employees) wanted to increase online revenue by 50 per cent and nurture customer engagement.The Crocodile defined social media as the right strategy for this small business audience and was appointed to create and deliver a piece of transformational work that would embed social media into Ellisons’ marketing and communications.Key highlights are:Creation and empowerment of a social steering committeeUse of two key channels to appeal to small business audience: Facebook and TwitterProgramme of price-driven offers exclusive to Facebook and Twitter followersContent strategy designed to appeal to SME audience and drive website traffic and transactions, and encourage genuine dialogue Use of social channels for customer service and product testingKey results exceeded all expectations:71 per cent increase in the value of online orders 44 per cent increase in the number of businesses ordering online Incremental ROI of 1534 per cent36 per cent increase in website trafficFacebook now 3rd biggest referrer to www.ellisons.co.uk