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Case study: Capgemini grows employees’ social authority

Capgemini saw growth in leads generated via social media after implementing its Expert Connect programme

Capgemini provides consulting, technology and outsourcing services. The company employs more than 140,000 people in over 40 countries and saw 2013 global revenues of €10.1 billion. Capgemini’s position as an authority and influencer is dependent on the ability of its experts to be heard by existing and potential clients. The organisation recognised that certain social media platforms represented an important channel through which its experts could raise their profile and act as a significant lead generation tool. Four years ago Capgemini was utilising these platforms, but it was predominantly to amplify the brand; the vast majority of reach and volume of activity was centered on corporate brand profiles rather than those of individual experts. Back then the business had limited visibility of its online footprint, as well as the activity of its experts and the results they were generating, while levels of social media fluency ranged from proficient users to novices.