"Social has really become the starting point of our marketing. It has 'sped up' our whole marketing process."

- Luuk Slaats, former CEO Centralpoint

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About Dustin (formerly Centralpoint)

Dustin’s vision is to help our customers to be at the forefront. They achieve this by providing the right IT solution to the right customer and user. At the right time and the right price. That’s why their customer promise is – “We keep things moving".

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Challenge

Luuk Slaats has been convinced: “The customer journey now mostly takes place online. Perhaps not completely, but there is certainly a beginning.” It is perfectly clear to him where his marketers need to be to position the company: online. Initially, social media was simply "part" of the marketing mix. However, there was no real strategy behind it, the Social Reach Optimization methodology and the Brand Advocacy platform of Apostle had to change that.

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Approach

Dustin has been utilizing Apostle for over five years now. More than 150 colleagues in the Netherlands and Belgium actively share messages about Dustin on their personal social media profiles. Sharing posts through employees' personal social media channels has exponentially increased their organic reach on LinkedIn. Employees can shine a clear light on what Dustin accomplishes and offers in the IT field. The result: Dustin can radiate thought leadership through the continuous flow of authentic content on employees' social media channels. Because of this, Dustin continuously remains top-of-mind in the customer journey. In addition, employees are more involved than ever before due to Apostle's integrated approach. Our Customer Success Manager, Stefan Kapteijns highlights: “We were able to help someone who has dyslexia enormously by suggesting ready-made posts. The reluctance to share is now gone.”

"We had already decided ourselves that we wanted to make our knowledge accessible to the outside world by turning our employees into ambassadors."

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Results

Thanks to the social branding platform of Apostle, they can easily share their messages about the organization through the social media channels of the ambassadors. Especially on LinkedIn, we had experienced how valuable it is to start a conversation with your target group on social media, without it breaking the bank too much. You really have to anchor it in the organization and safeguard it in your processes. This is only possible if you have an integrated approach to it and Apostle helps with that.

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