When Tyco became part of Johnson Controls, the company needed to educate the marketplace and its customers on the new brand. But not only was Tyco still using their legacy social media channels, it was going to take time to rebrand their digital properties — two issues that set the stage for a challenging integration.
Percent Fan Growth
Leveraging Tyco’s existing social media properties, Matter introduced the “new” Johnson Controls by sharing industry-focused content to grow awareness and gain new followers across all social channels. The team also helped manage legacy Tyco and Johnson Controls executives’ personal LinkedIn pages, promoting the brand’s presence to their individual networks and building greater visibility for the new integrated capabilities that encourage cross-selling. Finally, Matter initiated an employee advocacy platform that equipped executives with content to raise awareness of the brand’s new, extensive solutions portfolio.
With these tactics, the nine legacy Tyco channels generated an average fan growth of 18 percent across handles over the last year. The introductory “Tyco is now Jonson Controls” posts received above average engagement, garnering over 36,500 impressions for a standalone post. Matter currently manages personalized Executive LinkedIn programs for 16 senior-level executives, providing customized individual content, platform management, and profile and network optimization.
Additionally, the employee advocacy platform is actively used by 386 Johnson Controls employee ambassadors —and growing. It includes timely social media content on relevant company and industry news, and is averaging 9 shares per ambassador. Given the success of the company integration social media efforts, Matter has initiated a new social media campaign to help recruit additional sales employees in supporting Johnson Controls expanded business.