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’s 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 communicate and solve issues in an accurate and timely fashion.
Lack of Analytics
Grosvenor Casinos was unable to see, at the corporate and club levels, which messages resonated and which fell flat with their audiences.
Focus on Engagement Pays Dividends
To shift Grosvenor Casinos’s 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 individual audiences. 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:
Identify that open-ended tweets and updates receive more engagement and, in turn, switch their social communication strategy from announcement-based messages to conversation-based interactions.
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 issues are answered accurately and resolved quickly.
A Winning Hand
In a 15-month period, Grosvenor Casinos transformed its corporate brand and network of casinos into a strikingly more sophisticated, socially-driven organization. Successes include:
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.