This case study looks at Grosvenor Casinos and their partnership with Sprout to centralize social media efforts and engage, delight customers at 50+ casinos through the UK. Read their success story!

1. CASE STUDY
Grosvenor Casinos + Sprout Social
Double Down on Social Engagement
Grosvenor Casinos, the United Kingdom’s largest casino brand, sought to standardize
and streamline their social communication while fostering more one-on-one exchanges
with individual customers. The company implemented an extensive and ongoing
program for all of their social media advocates—more than 280 employees trained to
handle social media for their 55 clubs in the UK. Grosvenor Casinos partnered with
Sprout to better engage and grow their social audience in innovative ways.
sproutsocial.com
1.866.878.3231
sales@sproutsocial.com

2. Quick Facts
Hit Me: A Strategic Situation
Grosvenor Casinos is comprised of dozens of individual locations
with unique social media needs, so they commonly faced
organizational, logistical, and messaging challenges including:
Overwhelming Inbox
More than 900 social messages flood Grosvenor Casinos’ inbox every
day and the social media advocates found it difficult to manage their
Location
United Kingdom
inboxes and respond to customers.
One-way Conversation
Without strategic oversight, clubs relied on a broadcasting method for
55
Grosvenor Clubs
social media communication and did not engage in a two-way dialogue
with individual customers.
Fragmented Efforts
When customer inquires came through social media, the multiple social
media advocates within each club were unable to easily easily
300+
Social Profiles
communicate and solve issues in an accurate and timely fashion.
Lack of Analytics
Grosvenor Casinos was unable to see, at both the corporate and club
levels, which messages resonated and which fell flat with their audiences.
280+
Employees Trained
on Social
sproutsocial.com
1.866.878.3231
sales@sproutsocial.com

3. Highlights
76%
Reduction in
Management Time
Focus on Engagement Pays Dividends
To shift Grosvenor Casinos’ previously disjointed social media
efforts, they began by launching global guidelines that included
centralized outreach standards for each club. They coupled
those guiding principles with a promise of empowerment for
each club and provided them with the autonomy to engage their
individual audiences.
500%
Grosvenor then used Sprout to change the way they monitored
conversations, interacted with customers, and collaborated with
their entire team. With Sprout, the social advocates at each club
were able to:
287
Refine Messages
Increase in Responses
Trained Social Media
Advocates
Identify that open-ended tweets and updates receive the most
engagement and, in turn, switch the entire social communication strategy
from announcement-based messages in favor of conversation-based
interactions.
Engage Audiences
440K
Incoming Social
Messages
45K
Twitter @mentions
Sprout’s Smart Inbox lets advocates easily sift through more than 900
daily inbound social messages to distinguish important conversations
and respond in real-time.
Create Content
Advocates now establish and manage a content calendar within Sprout’s
publishing feature from which they schedule messages on a daily,
weekly, and monthly basis.
Collaborate Across Teams
Advocates communicate through the platform and use Tasks to assign
questions to the right person—thereby ensuring the issues were
answered accurately and resolved quickly.

4. A Winning Hand
In a 15-month period, Grosvenor Casinos transformed its
corporate brand and their network of casinos into a strikingly
more sophisticated, socially-driven organization. Major successes
include:
Reduced Management Time
Sprout’s streamlined social inbox and tasking capabilities reduced time
spent managing social media from 19 hours a week to 4.5 hours a week.
Increased Engagement
Grosvenor Casinos tripled their engagement and now responds to 60%
percent of messages versus a mere 5–10% before implementation.
Enhanced Oversight
Sprout’s convenient Group and User account structures created an
accessible environment for management to oversee the entire social
strategy and provide regional or local guidance, feedback and praise.
Consistent Social Voice
The team developed a strong, mutually agreed-upon social persona for
each club resulting in consistent tone throughout all communication.
Streamlined Interaction
Sprout’s single-stream inbox made it easier for Grosvenor Casinos to
monitor, respond to and measure incoming social mentions and messages.
Learn how Sprout can help centralize
your social efforts and increase your
brand engagement at sproutsocial.com.