With a bit of planning—and widespread adoption of the Hootsuite enterprise platform—Grupo Expansión drove impressive revenue and audience growth numbers while uncovering meaningful efficiencies that have transformed how the organization manages social media.
Time saved: The flexible but powerful workflow and approval settings within Hootsuite allowed for more clearly defined roles and responsibilities, which Grupo Expansión estimates resulted in 10 hours saved per employee, per campaign.
Revenue growth: Improved efficiency allowed them to create and publish campaigns for clients that netted an impressive 200 percent growth in revenue from social—more growth than any other channel within the organization.
Efficient workflow: The Hootsuite platform made it easy to establish a smart and nimble workflow for every employee that uses social across the organization. Everyone from sales to creative were able to work in tandem to create content, publish it in a timely way, respond to customers, and even demonstrate value to clients.
Security: Given the high-profile titles they publish, brand security is extremely important to Grupo Expansión. Hootsuite’s approval function made it possible for more than 70 employees to work in social media without sharing passwords or the risk of accidentally (or maliciously) publishing content.
Audience growth: Grupo Expansión’s entire social presence experienced a 20 percent lift in audience size—more than any other channel, including the publications themselves.
Recognition: Repeated impressive results got the attention of senior management, who now include social media results as part of the organization’s overall key performance indicators.
In an increasingly social world, large organizations have begun to embrace social as more than just an awareness play or afterthought. Using Hootsuite, Grupo Expansión was able to quickly demonstrate to external clients and advertisers that social media can be a powerful way to increase reach and drive revenue—not to mention the major time- and money-saving efficiencies that played a big role in moving the revenue needle internally.