With 96% of business failure in the first 10 years, finding a company that has survived for over a century and a half is like finding a $ 5 bill stuck under your sneakers – of course, it can happen, but it’s a nice surprise. when it really occurs.
What has a 155-year success story done that other companies have not done? A few things, in fact. We recently spoke with Vincent Colegrave, director of digital and social Solvay , to learn how global chemical company remains relevant in a rapidly changing world.
As an 11-division international brand, Solvay is ready to meet the needs of a diverse customer base. The company manages dozens of social media accounts in five languages to keep everyone up to date on Solvay news and events.
“We have 40 people actively managing social media internally,” says Vincent. “We have content in Chinese, French, Italian, English and Portuguese. We really are a global company. ”
How does such a large and worldwide team remain in such close collaboration?
Basically, it is about having a proper support network.
With 11 business units to manage, tracking Solvay’s social media needs was a challenge for the distributed marketing team.
To put it all together, Vincent sought out a partner to optimize planning, publishing and reporting across Solvay’s various digital channels. Sprinklr – with industry -leading social tracking capabilities, rules engine and advertising solutions – is ideal.
“We are in a market that is lagging behind other markets; so this is a huge step forward for us, ”says Vincent. “With Sprinklr, we can create something unheard of in the B2B world, in the way we interact with customers.”
The company always seeks to generate more personalized online interactions, as well as solve customer problems quickly through social channels. Vincent says Sprinklr’s unique capabilities made it possible.
“Publications and reports were much slower before,” he says. ”Now each time we post something, we can monitor the workflow, know which campaign it belongs to, and which languages and audience we want to target. This gives us the ability to put into action the strategy we had in mind. ”
Thanks to Sprinklr’s complete suite of social media management solutions, Solvay can monitor each campaign to see which ones are performing best. With this information in mind, the company can not only repeat the results in future campaigns, but extend them.
“When we ran a campaign to announce the new CEO, we were able to track it through Listening and identify the top accounts that were talking about us, and make the right paid advertising decisions, as well as invest or not.”
With these efforts, the team saw increased engagement and visibility for the ad. She took advantage of advertising dollars, as Solvay only applied funds to strategies that had already proven their worth.
For a company to not only survive but succeed for the same time as Solvay, it must evolve over time. To do this, corporate leadership must accept new ideas while maintaining a central focus on reliability and customer service.
Fortunately for Solvay, Vincent has the perfect solution to keep things going in the right direction: a concept called intrapraneurship. The idea is to look for opportunities to create value in an existing business.
“My personal goal is to prove that this humanized approach to what we do is something we can replicate in all companies, even those unfamiliar with digital,” he says. The goal is to get corporate leaders out of the comfort zone so they can move toward a new growth path. In Vincent’s case, the path is digital, and he is already showing results.
Since Sprinklr’s implementation in Solvay’s digital plan, the marketing team has saved approximately 40 hours per week in communication alone. Keeping all campaigns stored on a single platform means staff no longer need to contact you via phone calls and emails to see how everything is doing.
While some transformations have a definite deadline, digital transformations are never truly complete – there is always a new improvement to be made. Solvay continues to look for ways to streamline processes and keep the company on a growth path.
Vincent says the next step, for example, involves completing the integration with Google Analytics at Sprinklr. Together, these processes will provide additional insight into customer engagement so you can see how online visitors are interacting with content.
While these tactics evolve over time, the main goals remain the same: to create value for the company and its customers.
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