How do you incentivise 2000+ employees to provide regular content for their company website?
With our award-winning Insights Dashboard of course...
Faithful+Gould is a world-leading integrated project management consultancy, working on some of the highest profile construction projects in the world. They approached Mercurytide to create a solution to achieve four objectives:
- Produce more thought-leading content
- Achieve an advantageous position in search
- Remove themselves from competitive scenarios
- Improve the volume of leads generated by the website
An integral part of the solution, was to incentivise over two thousand employees and encourage them to write the thought-leading content, thereby increasing the likelihood of potential clients finding Faithful+Gould with specific long-tail keyword searches. Through workshops and sprint sessions, it was agreed that gaming principles (gamification) would be used to encourage engagement and increase recognition for the employee. The big challenge was making this process interesting and mutually beneficial – reward and recognition for the employee, whilst ensuring delivery against the project objectives.
The result was a web app we called the ‘Insights Dashboard’, which empowered employees to create and manage their professional identities on the corporate website, enabling them to upload their expert thoughts and opinions in the form of content. By integrating with Google Analytics, the data is presented to employees and management as real-time statistics, providing them with a ‘score’ of the performance of their content against others in the business.
In less than 12 months, the Performance Dashboard has achieved a 90% employee-adoption rate. The large increase of valuable content has had a huge impact on search rankings, with website traffic, page views, employee profile views and website leads all seeing significant increases.
The Insights Dashboard has since won a Campaign Creative Award for 'Best Use of Customer Insight' and was shortlisted for The Drum Marketing Award for 'Best SEO Campaign of the Year'.
A word from the client
"Above and beyond their undoubted technical expertise, what for me sets Mercurytide apart is the effort they have made to learn and understand our business. This commitment is ongoing and has helped to establish an almost partnership type relationship. It has generated huge efficiencies and ensures that our digital developments align seamlessly with our corporate objectives.”
Martin Holliday, Senior Communications Manager
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