Grosvenor Casinos + Sprout Social
Double Down on Social Engagement
Grosvenor Casinos, the United Kingdom’s largest casino brand, sought to standardize
and streamline their social communication while fostering more one-on-one exchanges
with individual customers. The company implemented an extensive and ongoing
program for all of their social media advocates—more than 280 employees trained to
handle social media for their 55 clubs in the UK. Grosvenor Casinos partnered with
Sprout to better engage and grow their social audience in innovative ways.
Hit Me: A Strategic Situation
Grosvenor Casinos is comprised of dozens of individual locations
with unique social media needs, so they commonly faced
organizational, logistical, and messaging challenges including:
More than 900 social messages ﬂood Grosvenor Casinos’ inbox every
day and the social media advocates found it difficult to manage their
inboxes and respond to customers.
Without strategic oversight, clubs relied on a broadcasting method for
social media communication and did not engage in a two-way dialogue
with individual customers.
When customer inquires came through social media, the multiple social
media advocates within each club were unable to easily easily
communicate and solve issues in an accurate and timely fashion.
Lack of Analytics
Grosvenor Casinos was unable to see, at both the corporate and club
levels, which messages resonated and which fell ﬂat with their audiences.
Focus on Engagement Pays Dividends
To shift Grosvenor Casinos’ previously disjointed social media
efforts, they began by launching global guidelines that included
centralized outreach standards for each club. They coupled
those guiding principles with a promise of empowerment for
each club and provided them with the autonomy to engage their
Grosvenor then used Sprout to change the way they monitored
conversations, interacted with customers, and collaborated with
their entire team. With Sprout, the social advocates at each club
were able to:
Increase in Responses
Trained Social Media
Identify that open-ended tweets and updates receive the most
engagement and, in turn, switch the entire social communication strategy
from announcement-based messages in favor of conversation-based
Sprout’s Smart Inbox lets advocates easily sift through more than 900
daily inbound social messages to distinguish important conversations
and respond in real-time.
Advocates now establish and manage a content calendar within Sprout’s
publishing feature from which they schedule messages on a daily,
weekly, and monthly basis.
Collaborate Across Teams
Advocates communicate through the platform and use Tasks to assign
questions to the right person—thereby ensuring the issues were
answered accurately and resolved quickly.
A Winning Hand
In a 15-month period, Grosvenor Casinos transformed its
corporate brand and their network of casinos into a strikingly
more sophisticated, socially-driven organization. Major successes
Reduced Management Time
Sprout’s streamlined social inbox and tasking capabilities reduced time
spent managing social media from 19 hours a week to 4.5 hours a week.
Grosvenor Casinos tripled their engagement and now responds to 60%
percent of messages versus a mere 5–10% before implementation.
Sprout’s convenient Group and User account structures created an
accessible environment for management to oversee the entire social
strategy and provide regional or local guidance, feedback and praise.
Consistent Social Voice
The team developed a strong, mutually agreed-upon social persona for
each club resulting in consistent tone throughout all communication.
Sprout’s single-stream inbox made it easier for Grosvenor Casinos to
monitor, respond to and measure incoming social mentions and messages.
Learn how Sprout can help centralize
your social efforts and increase your
brand engagement at sproutsocial.com.