How to Boost Internal Communication
Success Stories

DNA Incorporates Employee Advocacy Into Its New Social Selling Strategy


About DNA

DNA Ltd. is a Finnish telecommunications company. The company provides high-quality voice, data and TV services for communications, entertainment and working.

The challenge

Social media has become an integral part of any business, and it is full of opportunities for sales professionals. When it comes to sales, social media is very handy in terms of creating awareness, maintaining top of mind, personal branding and lead generation. Back in 2014 DNA was looking for solutions to encourage sales people be more active on social media. DNA acknowledged that sales people should be equipped with the proper tools to meet the demands of the modern business life.

DNA understood that the social media skills of their corporate sales people varied a lot – some were social media natives, while others were not that familiar with the topic. In order to be successful with the initiative, DNA needed to first ensure that everybody had sufficient skills to act on social media.

The solution

DNA launched a social selling program in the autumn 2014. The initiative started with a series of social media and social selling training sessions to get people on the same page. At the time, they were introduced to Smarp. DNA immediately saw a link between employee advocacy and the new social selling initiative.

DNA understood that an employee advocacy solution would enable sales people to grow their personal brand and be perceived as experts in the industry. In addition, Smarp analytics makes it easy to track how shared content is performing, and to identify what kind of content generates traction among the advocates and their networks. This provides valuable feedback for content creation and program management. 

The results

DNA’s social selling initiative, powered with an employee advocacy program, has proven to be successful. Sales people found the leaderboard and gamification features particularly engaging. Since its introduction, Smarp’s use has been expanded to the whole corporate business organization. In the first year DNA’s 207 active Smarp users reached 2.19M people with 5,280 shared posts, generating 11,320 unique clicks and 3,330 social reactions.

What our client says about Smarp

“Since starting to use Smarp I have become more active on social media. Smarp has helped me to grow my networks and open interesting conversations with potential clients. Using Smarp should be a part of your daily professional life.”

Marko Mäkinen, Sales Director, DNA