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Case Study/
Leading Fortune
500 tech company
Empowering employee
advocacy with social
listening
Fallstudie/ Client
At a glance/
Background Key Results
Our client is the worldwide leader in helping companies
seize the o...
The Goal
Word of mouth marketing has never been more powerful, with 61% of customers admitting they read online reviews be...
Social Listening and
Gamification
Potential Reach
This tech giant operates with a
central social media hub. Its social
med...
All employees within were invited to take
part in the social league tables. Those who
accepted shared their Twitter handle...
About/
Brandwatch.com | @brandwatch | Brandwatch Blog | Press Office
“The Brandwatch set
up was great as it
didn’t involve...
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Case Study: Empowering employee advocacy with social listening

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Our client realized that organic reach through owned channels is decreasing rapidly, this is something that needed to be tackled. It was also understood that employee advocates are twice as trustworthy as a CEO.
This case study covers the process involved in increasing social activity via employee advocacy by 140% through the use of gamification and the Brandwatch social intelligence platform.

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Case Study: Empowering employee advocacy with social listening

  1. 1. Case Study/ Leading Fortune 500 tech company Empowering employee advocacy with social listening
  2. 2. Fallstudie/ Client At a glance/ Background Key Results Our client is the worldwide leader in helping companies seize the opportunities of tomorrow by delivering the amazing results that come from connecting the previously unconnected. Our client is empowering countries, cities, industries and businesses around the globe to move faster in order to keep pace with digital transformation and the move to the Internet of Everything (IoE). With approximately 70,000 partners, our client is very well positioned to provide our customers with next generation networking, security, data center, and collaboration products and solutions that help them achieve their desired business outcomes • Saw employee engagement increase by 55% • Encouraged engagement from 232 employees, across 25 teams. • Their central social media hub combined with empolyee engagement generates a reach of approximately 150,000 people. Increased social activity by
  3. 3. The Goal Word of mouth marketing has never been more powerful, with 61% of customers admitting they read online reviews before making a purchase decision, reviews and opinions shared on social media and via dedicated review websites impact and play a big part in the decision making of our everyday lives. So who better to review and promote your organization than your own employees? Using one of your biggest assets - your loyal and trusted employees - can help shape your organization’s online reputation. Google Trends shows a peak in searches for employee advocacy - search volume for employee advocacy has soared in 2015, more than double when compared with 2014 search data. Particularly relevant to B2B organizations, it is a topic often adopted by brands which perhaps don’t typically have the most vocal customers online when compared with more consumer facing businesses. Our B2B client has a rich history of connecting things, from people and businesses to countries and industries. So, it is perhaps unsurprising that the organization made the connection that by empowering their employees to be proactive and by encouraging their staff to share the organization’s content on their own social media channels that they could create advocates within their own business. The Challenge A modern challenge that brands and organizations face is that organic reach on their own channels is decreasingly rapidly. For a business, reaching your own fans and followers is getting more onerous, especially since the enforcement of some social networks to charge businesses to reach the extent of their own audience. In the long list of priorities for a large organization, seeding content at the optimum time is certainly one that is referred to often. Traditionally the organizational structure for distributing social media content sat firmly within the social teams who own the overall brand voice and own social channels. However, in order to increase the reach and impact your content can have, taking a more holistic view of social media is vital. Research by MSLGroup shows that a brand’s messaging reached 561% further when shared by employees, versus the same messages shared via official brand social channels. By decentralising social media operations within your organization and encouraging advocates from other departments across the enterprise to help share your content, you’re automatically amplifying the message. According to Gartner, the number of companies blocking social media access for employees is dropping 10% per year. Half blocked access in 2010, dropping to less than 30% in 2014. The challenge our client faced was that within such a large organization, how do you empower your staff to share your content - how do you encourage them? The Solution Social intelligence from Brandwatch Analytics provided them with the ability to listen to what their employees were saying on their own social channels. However, the team wanted to gain deeper insights on the online activity of its workforce. Dashboards within Brandwatch Analytics provided the freedom and capability to dissect the metrics most important to them - metrics such as which employee was the most influential online, which topics they were discussing and what content they were sharing. Data like this gave them a better understanding of employee behavior, but this was only the beginning. To drive employee advocacy further, our client created social league tables and began rewarding the staff members who reached the top of the leaderboards with prizes, helping to drive healthy competition within the organization.
  4. 4. Social Listening and Gamification Potential Reach This tech giant operates with a central social media hub. Its social media managers are responsible for all activity on the brand’s corporate channels. This includes content creation, community management and keeping channels up to date with the latest content. This team alone posts around 300 tweets per month, reaching around 50,000 followers. When our client looked at its wider EMEA marketing teams, not just the social media managers, they saw that combined this team posted around 1,500 tweets per month, with a reach of around 150,000 people. The scalability and the possibilities immediately stood out to them. If all EMEA employees could be encouraged to share their content the potential reach was 15 million. SOCIAL MEDIA MANAGERS MARKETING TEAM ALL EMPLOYEES Research by Edelman in 2014 found that employee advocates are twice as trustworthy as a CEO and according to Social Media Today, content shared by employees receives eight times more engagement than content shared by brand channels. Your employees really can be your most powerful social asset. 15,000,000 users reached 150,000 tweets 150,000 users reached 1,500 tweets 50,000 users reached 300 tweets
  5. 5. All employees within were invited to take part in the social league tables. Those who accepted shared their Twitter handles and were setup with a login to Brandwatch Analytics. Global benchmarking The flexible and interactive Dashboards within Brandwatch Analytics allowed Our client to track all employees in one place and provided a central hub for employees to log in and view their progress. The league tables within Brandwatch could be filtered by department or team and then by region or country. Employees started benchmarking their performance against their peers, encouraging a competitive element to the initiative. Desire to learn The gamification element of the social league tables soon took off. Employees became so engaged with the programme they started requesting social media training and reached out to their peers at the top of the league tables asking for tips and advice on how to improve their own presence and reach on social media Rewards To help motivate their employees further our client introduced a badging system which recognised those who hit the top spot of the league tables. Our client also ran a reward scheme which publicly named the leaders in internal communications, helping to drive the gamification element even further. Results Over 232 employees across 25 teams engaged with the social league tables and social activity increased by 140%. This campaign has created a team of passionate, engaged employee advocates who have a desire to share content. Its staff are also more engaged with social media and requests for training resulted in running social media bootcamps for their employees to help educate their staff on how to optimize their social media activity. “The impact score within Brandwatch was the most important metric. It provided us with exactly what we needed to create the social league tables.” “Brandwatch Analytics subscriptions include unlimited users, so we were able to provide all employees with a Brandwatch login at no extra cost.” Senior Digital Strategist
  6. 6. About/ Brandwatch.com | @brandwatch | Brandwatch Blog | Press Office “The Brandwatch set up was great as it didn’t involve too much customization. The insights we needed were set-up automatically for us within the dashboards.” Senior Digital Strategist Brandwatch Brandwatch is the world’s leading social intelligence company. Its social media listening and analytics technology platform gathers millions of online conversations every day and provides users with the tools to analyze them, empowering brands and agencies to make smarter, data-driven business decisions. Acquiring social influencer analytics firm PeerIndex in December 2014, Brandwatch continues on its aggressive business trajectory following on its most recent round of venture funding to the tune of $22 million. The Brandwatch platform, ranked highest in customer satisfaction by G2Crowd in the Spring 2015 social media monitoring report, is used by over 1000 brands and agencies, including Cisco, Whole Foods, Whirlpool, British Airways, Sony Music, and Dell. Brandwatch. Now You Know. www.brandwatch.com

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