Thursday, June 27th, 2019 | 6 min read
With 96% of businesses failing in the first 10 years, finding a company that has survived for more than a century-and-a-half is akin to finding a $5 bill stuck to the bottom of your shoe – sure, it happens, but it’s a nice surprise when it does.
So, what has a 155-year-old success story done that others haven’t? A few things, actually. We recently spoke with Vincent Colegrave, Head of Digital & Social at Solvay, to learn how the global chemical company stays relevant in a rapidly changing world.
As an international brand with 10 divisions, Solvay is equipped to serve the needs of its diverse customer base. The company manages dozens of social media accounts in five languages to keep everyone updated on Solvay’s news and events.
“We have 50 people actively engaged on social media in-house,” says Vincent. “We have content in Chinese, French, Italian, English, and Portuguese.”
So, how does such a large team spread around the world stay in such close collaboration?
It’s all about having the right support network.
With 10 business units to manage, keeping up with Solvay’s social media needs was a challenge for its distributed marketing team.
To bring it all together, Vincent looked for a partner to optimize planning, publishing, and reporting across Solvay’s many digital channels. Sprinklr – as the world’s first enterprise Unified Platform with industry-leading social listening capabilities, rule engine, and advertising solutions – fit the bill.
“We’re in an industry that is lagging behind others on digital, so this is a huge step forward for us,” Vincent says of the unified dashboard. “With Sprinklr, we can step up our game in the B2B world in the way we interact with our customers and to foster real information sharing between all teams.”
The company is always seeking to drive more personal interactions online and solve customer issues quickly through its social channels. By breaking down silos and allowing dozens of employees to share one singular view of engagements, Vincent says that Sprinklr has made this possible.
“Publishing and reporting was much slower before,” he says. “Now, every time we publish something we can track the workflow, know which campaign it belongs to, and which languages and audience we want to target. This gives us the capacity to put into action the strategy we had in mind.”
No matter the industry, crisis management is a necessary consideration for enterprises. Solvay keeps track of what people are saying online through automatic alerts set up in Sprinklr’s rule engine. The immediate triggers allow employees to investigate potential issues and react quickly to maintain transparency and trust.
“As an industrial company, we have plants around the world and we want to be as close as possible to the communities and to the people that live around them,” Vincent says. “Having a platform like Sprinklr gives us the capacity to share the right set of messages when we need to.”
Thanks to Sprinklr’s all-inclusive suite of social media management solutions, Solvay is able to track each campaign to see which ones are performing best. With that information in mind, it can not only repeat the results in future campaigns, but amplify them.
“When we ran a campaign announcing our new CEO, we were able to monitor it through Listening, identify key accounts that were talking about us, and make the right decisions for paid advertising and whether to invest or not,” he says.
Through these efforts, the team saw increased engagement and visibility for the announcement. It made great use of advertising dollars since Solvay only applied funds to strategies that had already proven their worth.
For a company to not only survive, but to succeed as long as Solvay has, it must evolve over time. To do this, corporate leadership must embrace new ideas while maintaining a central focus on reliability and customer service.
Fortunately for Solvay, Vincent has the perfect solution for keeping things moving in the right direction: a concept called intrapraneurship. The idea is to look for opportunities to create value within an existing organization.
“My personal goal is to prove that this human approach to what we do is something that we can replicate in all companies, even ones that are not familiar with digital,” he says. His objective is to get corporate leadership outside of their comfort zone to move toward a new path of growth. In Vincent’s case, the path is digital, and it’s already showing results.
Since implementing Sprinklr into Solvay’s digital plan, the corporate communications team has saved approximately 50 hours per week in staff communication alone. Having all campaigns stored in one platform means the team no longer has to reach out via phone calls and emails and can exchange directly to see how things are performing.
While some transformations have a clear end-date, digital transformations are never truly complete — there’s always a new improvement to be made. Solvay continues to look for ways to optimize processes and keep the company moving on a path of growth.
Vincent says the next step involves, as an example, finalizing its integration with Google Analytics in Sprinklr. Together, these processes will provide further insights into customer engagements to see how online visitors are interacting with content.
While the tactics evolve over time, the main goals remain the same: providing value to the company, and to its customers.Solvay Customer Story_v06 (1)
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