LR Senergy, originally established as Senergy in 2005, provides energy services for oil and gas fields and renewable energy projects. The company, which employs over 500 people globally, became a member of the Lloyd’s Register Group in 2013, and it has operated independently until the full integration taking place in 2016. With the collaboration, LR Senergy will provide a more extensive spectrum of energy services.
Before embarking on the employee advocacy journey, it was clear that LR Senergy, a consultancy and software provider to the energy sector needed some more brand visibility and getting more out of their content. The company operates in a very knowledge-intensive sector and has a very strong technical workforce. It had a pool of content, but no platform for spreading the information it knew its customers were already looking for – information that is highly valuable in making an informed decision on which software to buy.
LR Senergy, which started the pilot, is a division of Lloyd’s Register, a major provider of risk management services in the energy industry, and it is now undergoing a full integration with this bigger company. This has provided a new challenge: keeping customers and everyone in the new company also up-to-date on their products and services.
LR Senergy needed a platform for systematically sharing relevant information to their customers, and driving people to their website. Smarp was the only provider that allowed the company to test employee advocacy out for a short period of time and help them see what content worked well. The company now had the perfect opportunity to invest, not only in the quantity but also the quality of the content they produced and in really targeting that content at their core market.
Even just during a three-month period, LR Senergy has been able to drive 15 % more traffic to their website, compared to six months prior to the program’s launch. The website bounce rate also dropped by 8% in the same 3-month period, i.e. the quality of traffic also improved, because with Smarp, the company has been able to draw attention to specific content and share it to a particular audience. The average click rate of each share through Smarp for the pilot was a whopping 7.7, with a total reach of 424.2 K.
According to the company, employee advocacy has significantly altered its company culture. The company now has a systematic way to spread and produce content, thus attracting interest from their target audience. The new, bigger Lloyd’s Register brand can now also be supported effectively with employee advocacy. As the Smarp program is scaled up, the number of users will be scaled up.
“Using Smarp has helped us to realize that content is actually a way of getting customers to pursue us, rather than us pursuing them.”
Yekemi Otaru, Strategic Marketing Advisor