How National Instruments Built and Scaled a Global Social Media Presence
National Instruments, a U.S.-based engineering company, has a solid global presence: offices in 20 countries, from France to Singapore. But their social presence was a patchwork of 57 different accounts that represented the brand world-wide–only ten of which corporate had passwords for, and none of which were coordinated. To scale their social message globally, and to ensure regional offices were both responding to local needs and coordinating with corporate’s overarching message, National Instruments relied on Spredfast solutions.
Corporate headquarters needed to build relationships with social media marketers across the globe to standardize the company’s social message and voice, but they wanted to keep the process collaborative, rather than single-handedly take control from each international office. National Instruments also needed to both understand the intricacies of their audience and how to best reach each subset: audience segmenting and audience targeting became effective ways for them to tailor the content and maximize the value of each campaign. Spredfast offered a way for everyone to collaborate on content and connect with the audience in an efficient, fan-facing way.
How they made it work
- Used Spredfast to facilitate global collaboration on content and coordinate the brand’s message.
- Planned a truly global editorial calendar for everyone to ask questions and align content in order to speak in a consistent way in each country.
- Used global calendar views to visualize upcoming content layout and easily make adjustments or fill in gaps.
- Identified fan engagement by country to break down how audiences and fans differed by interest and demographics.
- Used Spredfast to collaborate on responses to customer inquiries and escalate to internal thought leaders, whether the team was in meetings or on the road.
- Assessed the purpose and goals of each campaign and reported results within a unified planning interface. Effectively used content labeling for campaign, content, copy, and version reporting.
“I think the number one thing that matters to us at the end of a campaign is which content performed best. That’s the first thing we’ll look at, and I find that using content labels in Spredfast helps us pretty quickly identify what type of content works.” –Brian Nunnery