Home » Webinars » Breaking the Social Media Code: How Fujitsu Achieved a 360% ROI with Employee Advocacy
ON-DEMAND WEBINAR
Breaking the Social Media Code: How Fujitsu Achieved a 360% ROI with Employee Advocacy
13 minutes
2 speakers
Recorded March 15, 2017
Transcript
Who is speaking
Sapir Segal
Daniel Klaus
Webinar overview
Oktopost’s Sapir Segal hosts Fujitsu’s Daniel Klaus to break down how the 150,000-employee tech company built a global employee advocacy program, onboarding more than 700 employees across 8 countries to increase potential reach by almost 70% and achieve a 360% return on investment compared to paid social ads. The full story behind those numbers, from the content discovery problem Fujitsu started with to the reporting it used to prove the program’s value, is written up in the Fujitsu employee advocacy case study.
Employees are effective micro-influencers because customers trust recommendations from people they know, and salespeople who use social selling techniques consistently outsell colleagues who don’t.
A content board that lets employees filter and share pre-approved content by network, topic, and vertical in one click removes the biggest early barrier: it was too time-consuming for employees to find relevant content to share.
Fujitsu measured advocacy against paid social ads on the same budget and found advocacy delivered a 3.6x better return, translating to an overall 360% ROI on the tool.
Even with over 700 advocates onboarded, that’s a small fraction of Fujitsu’s 150,000 employees, showing significant remaining headroom to scale the program further.
Your speakers
Sapir Segal
Director of Marketing, Oktopost
Sapir Segal is Product Marketing Team Lead at Similarweb, based in Tel Aviv, and previously worked at Fiverr. With over 10 years in tech startups and enterprises, she builds go-to-market strategies for global markets and scales both product-led and sales-led growth motions.
Daniel Klaus
Senior Manager Digital Marketing, Global Marketing, Fujitsu
Daniel Klaus is Head of Digital Communications and Marketing at RATIONAL AG, based in Augsburg, Germany, with over 15 years of experience in international B2B marketing. He specializes in driving digital brand visibility and building data-driven campaigns that support sales.
How did Fujitsu get employees to share more content, and how much did it increase their reach?
Fujitsu gave employees a dedicated platform to easily discover and share content, onboarding more than 700 employees across 8 countries. This increased their potential reach by almost 70% compared to relying on their three corporate social accounts alone.
How did Fujitsu make content accessible without adding to employees' workload?
They used a content board where employees could filter content by network, topic, and vertical, then share it to LinkedIn, Twitter, or Facebook with a single click, or schedule it for later, removing the need to search multiple internal platforms for relevant material.
How does Fujitsu measure the success of its employee advocacy program?
They track clicks, engagement (retweets, shares, likes), and reach (potential impressions), broken down by campaign, network, and content asset, and compare advocacy's performance directly against paid social advertising spend.
What ROI has Fujitsu seen from employee advocacy compared to paid social ads?
For the same budget, employee advocacy delivered a 3.6x better return than paid social ads, and calculating the earned media value of employee-driven clicks put the program's overall return on investment at 360%.
What's next for Fujitsu's advocacy program?
Fujitsu plans to onboard more employees from additional countries in the coming months, aiming to further improve the program's return on investment as it scales beyond its current base of 700-plus advocates.
