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Case Studies / Unit4

Unit4 Aligns 8 Local Teams Around a Global Social Media Strategy

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Company Name
Utrecht, Netherlands
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Unit4's next-generation enterprise software supports its customers in delivering an exceptional People Experience to their customers - from students and professionals to the public servants and non-profits doing good in the world. Unit4 transforms work to be more meaningful and inspiring through software that is self-driving, adaptive, and intuitive, intelligently automating administrative tasks and providing easy access to the answers people need.

Aligning Local Teams Around One Social Media Strategy

Unit4's operations are spread across the world, including offices in North America, Singapore, Australia, UK, and all over Europe. From the social media management perspective, one of the biggest challenges for a global B2B company like Unit4 is to align teams and marketing activities across all locations around one social media strategy.

Unit4 needed a social media management platform to accommodate its team structure and provide tools for streamlined content management and approval. The company had several key requirements including a high-level overview of user activities, LinkedIn's audience targeting, a mobile app, and ease of use.

Unit4 evaluated about 10 vendors selected based on the G2 score and the company's functional requirements - and saw the best fit in Oktopost.

Platform Where All Content Comes Together

For Unit4, Oktopost has become a place where its social media content comes together. The Calendar provides a clear, color-coded overview of all campaigns and posts created by contributors with different permission levels. And to get the content out, Unit4 set up approval flows for multiple marketing teams.

Getting Started With Personalized Onboarding

Before migrating to Oktopost from its previous SMM software, Unit4 has received from us technical and strategic guidance on setting up and using the platform. An onboarding process was customized to the company's work process, social media objectives, and marketing stack.

First, Oktopost's CS rep booked an individual onboarding session with Savana ter Burg, Communications Program Manager at Unit4. Then together they hosted a series of webinars for training future platform users and answering their questions.

Starting with a new social publishing platform, my advice is to be closely involved in getting everyone on board. Once every team member is using the right campaigns and so on, you get the most value out of Oktopost: you have a nice overview, where each campaign is represented by a different color, to help you visualize your main social media campaigns.

Streamlining Content Management With Custom Roles & Approval Flows

There is a lot of content getting posted on the company's LinkedIn profile. Except for global posts, most of it is produced in local languages and targeted to audiences in different locations. Unit4's social media channels, including a LinkedIn global profile, are owned by the Corporate Communications department that approves all content from local marketers before it's posted.

To create a permission structure that would accommodate Unit4's needs, Savana ter Burg added a custom user role for content contributors which allows to create and schedule posts and also see team-based analytics. The engagement-by-time-of-day report helps Oktopost users identify the best time to post for every location. After posts are scheduled, they are sent to Savana ter Burg who approves social content before it goes out.

Visualizing a Global Social Calendar in One Place

With Oktopost, the Corporate Communications team can access a full picture of everything that local teams, PR agencies and other contributors have scheduled. While the team can see social media activities across all campaigns in one place, their local colleagues have access to local calendars, from where they can edit and balance out posting times in our easy drag-and-drop interface.

Enterprise Social Publishing That Runs Like Clockwork

For global marketing teams, like the one of Unit4, a streamlined operational process can save a lot of time and resources while improving performance. Oktopost is a perfect tool for large-scale B2B teams that need a flexible and robust social media management platform where everyone can stay updated on overall activities and align with the company's social media strategy.

Today, Unit4 enjoys conflict-free scheduling, review and approval: the Corporate Communications team tracks all activities and reviews scheduled posts in one place, while other contributors have access to publishing and analytics. Oktopost's local and global editorial calendars are easily accessible for internal and external stakeholders across the world.

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