Situation / Challenge

Intelsat, the world’s largest satellite operator, stood at the crossroad of change. No longer did pure bandwidth sales suffice in a world of ubiquitous connectivity with all parts of the telecom spectrum fighting for their space. As Intelsat shaped its business objectives for the market, it recognized the importance of using all forms of communication to effectively reach its stakeholders.

Intelsat aimed to delve into new markets, offering new services and aligning with new partners. Recognizing that traditional communications, like traditional business models, could only take its voice so far, Intelsat determined to become the satellite industry leader in social media. Intelsat hired Sage to take its social program to a new level, opening previously unused channels of engagement and developing more targeted connections with key organizations and individuals.

Approach

Sage supported Intelsat’s social media development on three fronts by:

• Developing a steady stream of strategic content for daily postings on LinkedIn, Twitter, Facebook and Instagram

• Initiating a brand ambassador program enabling members of Intelsat’s sales and product groups to leverage their outreach into niche markets and geographic regions

• Narrating a live, high-profile satellite launch event complete with crisis communications planning and myriad rich-media assets

Results

Sage successfully helped Intelsat transform its social voice from a basic corporate monologue to a varied and compelling channel of engagement. By shifting its content mix, Intelsat continues to deliberately shape its public persona to better reflect both its current business values and aspirational endeavors. The company has also inspired and supported members of its sales and marketing teams to use their personal social media for cultivating both personal and business relationships.