Abstract
PurposeDescribes an award‐winning training program that helped UK business‐to‐business marketing agency IAS to harness the power of social media.Design/methodology/approachExplains the reasons for the training, the form it took and the benefits it has brought.FindingsDetails how digital revenues increased by 400 percent and net profits held at 11 percent of revenue. The company won 23 pitches out of 28, gained 19 industry awards, became an Investor in People and was among the Crains Manchester Business Best Places to Work in 2009.Practical implicationsReveals a sharp rise in staff confidence, togetherness, sense of belonging and competence, with staff turnover at one fifth of the national average.Social implicationsHighlights the importance of keeping abreast of the latest developments in digital technology.Originality/valueReveals how, in a recession, with clients spending on average 20 percent less, IAS increased its revenue by £1m by winning new business at an unprecedented rate.
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