How These Hootsuite Customers Achieved Social Transformation
Last month, we shared the Social Transformation Report which analyzed the results of our survey of 2,162 marketers conducted with Altimeter Group. The report delivers insights about the true value organizations realize from their social media efforts. In modern organizations, we noted three key trends:
That all sounds great, you say, but what do these trends actually look like in real life? In this blog post, we examine how several Hootsuite customers capture more value from social media in each of these three areas.
Download the full Social Transformation Report to find out how 2,162 marketers are using social media in their organizations in the wake of COVID-19.
1. How to deepen relationships with social listening and employee advocacy
Our study found that social plays a leading role in developing and deepening relationships. However, while 75% of organizations surveyed focus on connecting with customers, mature organizations are almost twice as likely to also connect with communities, employees, and partners on social media. How are they doing this? Through Hootsuite’s social listening, social engagement, social analytics, and employee advocacy tools.
At Avidia Bank, a mutual community bank headquartered in Hudson, Massachusetts, the social media team sees social as an opportunity to understand customers better.
“Social opens up that communication channel and it becomes a conversation,” explained Janel Maysonet, CMO at Avidia Bank. “It’s all about knowing the customer.”
The social media team at Avidia monitors social channels for mentions or reviews and responds within one business day. It also addresses any trends or issues that are flagged by its customer service team. For example, if there are any complaints about fraud or phishing attacks on Avidia customers, the social team communicates promptly.
Actively listening to conversations and sentiment for each stakeholder (customers, employees, partners, investors, and the community) is an essential element of any effective social media strategy. Social listening tools can help organizations get the full picture of an audience’s sentiment, discover what they are searching for or reading about, and understand how they feel about your brand or competitors.
The Avidia team is also launching a new customer relationship management (CRM) system that will enable them to quickly contact customers and follow up when they spot a negative review or critical post on social media.
SODEXO connects with community and employees with Hootsuite Amplify
SODEXO, a global food services and facilities management company, addresses multiple stakeholders with a single social media strategy.
“We take a 360-degree approach to our communications,” explained Kim Beddard-Fontaine, SVP of digital and employee communications at SODEXO. “There isn’t a wall between internal and external.”
To do this, SODEXO’s communications team employs the perfect blend of content, employee advocacy, and social advertising strategies.
The company recently ran a highly targeted social campaign to reach C-level executives at a single organization with social posts about SODEXO’s corporate social responsibility commitment. To extend the reach of the campaign, the team promoted it with paid social posts. At the same time, employees with connections to executives at the prospect shared campaign content via Hootsuite Amplify to their personal social media networks. SODEXO confirmed that several of the prospect’s executives read and engaged with the post, which eventually played a significant role in winning the contract.
SODEXO deepens relationships with employees through its advocacy program and also by frequently sharing content about them. It reaps the reward of lots of engagement and increased reach and traffic to their website in return.
2. How to drive operational efficiency with social
Our research found that social media can drive operational efficiencies and contribute to key business results in areas like employee engagement, customer satisfaction, and brand health.
Our research found that employees who view posts about their colleagues and their company feel a stronger connection to their organization, with 28% reporting increased employee engagement.
The employee advocacy program at Ochsner Health System has 300 brand ambassadors and a 40% adoption rate.
The organization creates engaging content that highlights the great work of its employees and partners. Recently, Ochsner created a “COVID Hero Diaries” series to call out the brave workers on the front line.
“These are stories that they’re proud of,” explained Alexandra Gaudin, senior digital content specialist at Ochsner Health. “The stories resonate with our brand ambassadors, who are proud to work for a company that is doing that initiative.”
The company has some employee-only channels too, including this Instagram account dedicated to sharing new job postings, interview tips, and updates about promotions, etc.
Download the full Social Transformation Report to find out how 2,162 marketers are using social media in their organizations in the wake of COVID-19.Get the report now
In addition to boosting employee engagement and satisfaction, social media boosts the efficacy of other marketing campaigns by amplifying the impact of digital channels like websites and email marketing. It can also help reduce customer acquisition costs.
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October 20, 2020 at 12:33PM