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.

CASE STUDY

Grosvenor Casinos + Sprout Social Double Down on Social Engagement

sproutsocial.com 1.866.878.3231 sales@sproutsocial.com

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 di�cult to manage their

inboxes and respond to customers.

One-way Conversation

Without strategic oversight, clubs relied on a broadcasting method for

social media communication and did not engage in a two-way dialogue

with individual customers.

Fragmented E�orts

When customer inquires came through social media, the multiple social

media advocates within each club were unable to easily easily

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.

Hit Me: A Strategic Situation

sproutsocial.com 1.866.878.3231 sales@sproutsocial.com

Quick Facts

LocationUnited Kingdom

Grosvenor Clubs

55

Social Profiles

300+

Employees Trainedon Social

280+

To shift Grosvenor Casinos’ previously disjointed social media

e�orts, 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.

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:

Refine Messages

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

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.

Focus on Engagement Pays Dividends

Trained Social Media Advocates

287Increase in Responses

500%

Reduction in Management Time

76%

Incoming Social Messages

440K

Twitter @mentions

45K

Highlights

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.

A Winning Hand

Learn how Sprout can help centralize

your social e�orts and increase your

brand engagement at sproutsocial.com.