Dynatrace is a category leader across established use cases such as APM, Infrastructure monitoring, and Digital Experience Monitoring, as well as the emerging category of AIOps. The company provides software intelligence to simplify enterprise cloud complexity and accelerate digital transformation. For Dynatrace, this meant that it was essential to promote their thought leadership actively.
John Rocker, Social Media Manager at Dynatrace set out to build the brand’s thought leadership on social with their employee advocacy program.
John is the go-to expert for everything related to social media at Dynatrace. His role is running the day-to-day operations of their global social media channels, managing their employee advocacy program, and training employees company-wide on social media best practices.
For John, Dynatrace’s thought leadership wasn’t just about the product and the great things they were doing as a company. He said, “It’s also about the people behind the product. They validate our knowledge of our space as a whole, and everyone can be an expert in what they do.”
As an example, John recalled when Dynatrace’s Founder & CTO, Bernd Greifeneder, and Alois Reitbauer, VP, Chief Technical Strategist, ran a LinkedIn Live session to talk about the transformation of the company, product, and culture.
Essentially, this is the goal of Dynatrace’s employee advocacy: to enable executives and employees to provide thought leadership on social media.
Everyone feels they have ownership of how they can help Dynatrace become successful. John said, “Being able to tap into your employee base and their followers, audience, and one-to-one connections that are seen as more authentic coming from them instead of the brand. We felt this is something we had to take advantage of.”
Making The Transition
When LinkedIn announced the discontinuation of the Elevate employee advocacy platform, John realized it was time to find a new solution.
Employee advocacy is a significant driver of social traffic to the website and lead generator for white paper downloads and webinar registrants. John knew he needed to keep their conversions in full gear as they made a transition. Most importantly, the new platform had to be both easy to use and provide a seamless transition for users.
One of the challenges John had in mind was ensuring there was consistent employee adoption with a new platform. The big question he needed to answer was, “How can we make the transition as seamless as possible?”
The sales, marketing, and engineering teams were already quite active on LinkedIn. Since employees were significant users of the LinkedIn ecosystem, there was a sense of familiarity with LinkedIn Elevate. Despite this, John knew there was an opportunity to expand on the program’s efficiencies.
Seamlessly Onboarding and Transition to a New Platform
John had heard about PostBeyond’s employee advocacy platform through word-of-mouth from the social media communities that he was active in. When he first engaged with PostBeyond, he was impressed with how keen the team was when it partnered with him to support the transition.
As far as the transition goes, John has been able to leverage PostBeyond to continue their success. Within 30 days of launch, he was able to continue driving website visitors, conversions, and webinar registrants.
