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Capgemini Case Study
Capgemini encourages thought leaders to share content
Providing a platform for content sharing
With almost a thousand employees worldwide in
technology and business transformation, Capgemini’s
Expert Connect thought leadership program has
the essential ingredient for employee advocacy:
knowledgeable people with insights to share. The challenge
was to provide an easily manageable way to harness that
knowledge – and to encourage employees to share thought
leadership without the need to learn complex tools or deal
with separate logins.
“We know that having employees active on social is
beneficial for our brand and the sales funnel,” says Parker
Ward, Capgemini’s Head of Digital and Content. “But some
employees aren’t native to social and need some help to
get started.”
Capgemini initially launched its employee advocacy
program with a solution built in-house, but it didn’t offer the
ease of use that would encourage adoption. “Even making
small customizations became too difficult,” says Ward.
Challenge
 Simplify management of employee advocacy program
 Enhance marketing and sales funnels through socially
active employees
 Understand insights into audience engagement and
content preferences
Solution
 Improve adoption of employee advocacy and provide
easy access to relevant content, using LinkedIn Elevate
Results
 Elevate users share 3x more frequently than before, 	
resulting in:
 2x more Company Page followers
 2x more Company Page views
 2x more profile views and connection requests
Parker Ward
Head of Digital and Content
Capgemini
“Elevate has become part of employees’ daily routines. It’s also giving us the analytics we need to map every piece of
content and audience type that’s engaging with us.”
Elevate
Visit business.linkedin.com/elevate to discover how LinkedIn Elevate can drive results for your business.
Copyright © 2017 LinkedIn Corporation. LinkedIn, the LinkedIn logo, and InMail, are registered trademarks of LinkedIn Corporation in
the United States and/or other countries. All other brands and names are the property of their respective owners. All rights reserved. 10-LCS-275-G 0117
“And email became the tool for sending content, which wasn’t
great.” The tool also required a separate sign-in for employees,
hindering their use of the tool along with managers’ ability to
track interactions.
Familiar features and fresh content drive
adoption
LinkedIn Elevate offered Capgemini the range of user 	
features and analytics its social media managers needed.
“Elevate integrates with LinkedIn, so we knew employees
would be willing to try it,” Ward says. “The mobile app is also
a huge plus – it’s important to our users.” Elevate does not
require a separate login from LinkedIn, removing another
barrier to adoption.
By subscribing to RSS feeds, the social media team keeps a
steady stream of relevant content in the Elevate feed, making
it easy for employees to choose stories they want to share with
their connections. “We now have fresh content on a regular
basis,” says Ward. “We see employees engaging with their
connections daily, especially through the mobile app.”
Content sharing now part of daily routine
Capgemini employees are now sharing content 3x more than
they did before using Elevate. As a result, employees are
influencing 2X more Company Page followers and 2X more
Company Page views. Employees are also receiving 2x more
profile views and connections requests. “Elevate is definitely
helping our employees engage more easily with their
connections,” Ward says.
“Elevate has become part of employees’ daily routine,” says
Ward. “It’s also giving us the analytics we need to map every
piece of content and audience type that’s engaging with us –
valuable knowledge that can help improve what employees
share in the future.”
“We now have fresh content on a regular basis. We see employees engaging with their connections daily, especially
through the mobile app.”
Tips for launching a successful
employee advocacy program
 “Don’t let the employee advocacy program
turn into a sales channel,” Ward says. If you
ask employees to spend all of their social
time promoting the brand, their connections
won’t view them as trusted resources.
“Remember that employees have a digital
life outside of work.”
 “Have a clear idea of what you’re trying to
achieve before you select a solution,” advises
Ward. In Capgemini’s case, user-friendly
features were a deciding factor.
 Track social interactions not only by topic
area, but by type of content shared, such
as videos and webinars, Ward says. Such
breakdowns can provide insights on content
your audiences want the most.

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Capgemini - Elevate - Case Study

  • 1. Capgemini Case Study Capgemini encourages thought leaders to share content Providing a platform for content sharing With almost a thousand employees worldwide in technology and business transformation, Capgemini’s Expert Connect thought leadership program has the essential ingredient for employee advocacy: knowledgeable people with insights to share. The challenge was to provide an easily manageable way to harness that knowledge – and to encourage employees to share thought leadership without the need to learn complex tools or deal with separate logins. “We know that having employees active on social is beneficial for our brand and the sales funnel,” says Parker Ward, Capgemini’s Head of Digital and Content. “But some employees aren’t native to social and need some help to get started.” Capgemini initially launched its employee advocacy program with a solution built in-house, but it didn’t offer the ease of use that would encourage adoption. “Even making small customizations became too difficult,” says Ward. Challenge Simplify management of employee advocacy program Enhance marketing and sales funnels through socially active employees Understand insights into audience engagement and content preferences Solution Improve adoption of employee advocacy and provide easy access to relevant content, using LinkedIn Elevate Results Elevate users share 3x more frequently than before, resulting in: 2x more Company Page followers 2x more Company Page views 2x more profile views and connection requests Parker Ward Head of Digital and Content Capgemini “Elevate has become part of employees’ daily routines. It’s also giving us the analytics we need to map every piece of content and audience type that’s engaging with us.” Elevate
  • 2. Visit business.linkedin.com/elevate to discover how LinkedIn Elevate can drive results for your business. Copyright © 2017 LinkedIn Corporation. LinkedIn, the LinkedIn logo, and InMail, are registered trademarks of LinkedIn Corporation in the United States and/or other countries. All other brands and names are the property of their respective owners. All rights reserved. 10-LCS-275-G 0117 “And email became the tool for sending content, which wasn’t great.” The tool also required a separate sign-in for employees, hindering their use of the tool along with managers’ ability to track interactions. Familiar features and fresh content drive adoption LinkedIn Elevate offered Capgemini the range of user features and analytics its social media managers needed. “Elevate integrates with LinkedIn, so we knew employees would be willing to try it,” Ward says. “The mobile app is also a huge plus – it’s important to our users.” Elevate does not require a separate login from LinkedIn, removing another barrier to adoption. By subscribing to RSS feeds, the social media team keeps a steady stream of relevant content in the Elevate feed, making it easy for employees to choose stories they want to share with their connections. “We now have fresh content on a regular basis,” says Ward. “We see employees engaging with their connections daily, especially through the mobile app.” Content sharing now part of daily routine Capgemini employees are now sharing content 3x more than they did before using Elevate. As a result, employees are influencing 2X more Company Page followers and 2X more Company Page views. Employees are also receiving 2x more profile views and connections requests. “Elevate is definitely helping our employees engage more easily with their connections,” Ward says. “Elevate has become part of employees’ daily routine,” says Ward. “It’s also giving us the analytics we need to map every piece of content and audience type that’s engaging with us – valuable knowledge that can help improve what employees share in the future.” “We now have fresh content on a regular basis. We see employees engaging with their connections daily, especially through the mobile app.” Tips for launching a successful employee advocacy program “Don’t let the employee advocacy program turn into a sales channel,” Ward says. If you ask employees to spend all of their social time promoting the brand, their connections won’t view them as trusted resources. “Remember that employees have a digital life outside of work.” “Have a clear idea of what you’re trying to achieve before you select a solution,” advises Ward. In Capgemini’s case, user-friendly features were a deciding factor. Track social interactions not only by topic area, but by type of content shared, such as videos and webinars, Ward says. Such breakdowns can provide insights on content your audiences want the most.