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Strategy
Platform
Channel strategy
• Social media has presence in several areas of their website. - About Eon
- Careers
- Media
• Social presence in the 9 countries.
Differenciated channel strategy based on each country.
They want to achieve:
• Brand reputation and awareness.
• Identify any business opportunity and threats.
• To optimize social care services in the UK.
• New talent recruitment
Social Care
• Dedicated account for the UK (Any posts since 2018).
• UK accounts integrated with Salesforce.
• Main of the countries manage their inbounds independently.
• Remarkable growth of social care channels vs. Traditionals’.
- +10-20% care cases per year.
Social listening
• To increase engagement by taking part on conversations.
• Business opportunities and threats indentification.
• Crisis management.
Lead generation
• Just started to define a leadgen strategy.
Usage
• Publishing
• Planner
• Monitoring and engagement
• Asset management
• Reporting
• Care – Integration with Salesforce
• Listening tool integration
Social Studio purpose
• To streamline work process and improve workflow
• Inbounds management.
• Governance – overview of all their pages’ performance.
• To increase efficiency – automated steps.
• Approval process.
• To improve security.
Conclusions
• The most appreciated value of Social Studio is their
support team.
• When working with an advanced social listening
strategy, Social Studio’s listening module can be
insufficient.
• Their integrations with chatbots is still in a early stage.
+110 licenses
+50 accounts
4 years of usage
50% B2B
+899k Followers
+417k interactions
+1k posts
• Geo-targeted profiles on
Facebook.
• Individual Linkedin and
Youtube profiles for each
country.
• Global, UK care, and other
main countries with Twitter
accounts.
• Global, UK, Swedish,
Italian, US and Hungarian
Instagram accounts + one
career dedicated profile.
UK is the country receiving more
care inbouds through social.
• They receive a total of 2M
inbounds per months (CCC+DCX)
• Around 9k of them are Social care
inbounds (on monthly basis).
Compared to other countries with
an average of 600.
• UK also has a social care Twitter
profile called @EONhelp with
more than 24k followers.
• UK increased their care inbounds
from 3k to 9k in 18 months. Thanks
to their social networks and Social
Studio, they didn’t need to
increase their team.
50 service cloud users in the UK.
• They are also using
Crimson Hexagon
since their listening
strategy is pretty
advanced and didn’t
get enough detailed
information with Social
Studio’ listening
module.
• Advertisement is being
managed through an external
agency due to API limitations.
