Mercy Ships uses Emplifi to steer social media content globally

The international charity consolidates their social media efforts into one centralized platform

Mercy Ships is an international charity that uses hospital ships to deliver free, world-class healthcare services, capacity building, and sustainable development to those without access in the developing world. Founded in 1978 by Don and Deyon Stephens, Mercy Ships has provided its services in more than 55 countries. In 2021, Mercy Ships wanted to grow brand awareness, engagement, and reach with a goal of increasing donors and volunteers through social media.

With offices in 16 countries, Mercy Ships needed a way to streamline their social media management. They wanted to share learnings across the organization and re-engineer the way they work together on a single, centralized platform with a common set of tools.

Aligning global teams

Each Mercy Ships office was using a different technology platform to manage their social media program, and some offices had no management platform at all. Meanwhile, content distribution was conducted manually, which was extremely time-consuming for the team.

"There was no central place to share our global and national content," said Francesco Paolo Tuzzolino, Digital Marketing Director at Mercy Ships. "We wanted to consolidate all social media efforts into one centralized platform to be able to share content among each other. Our goal was to have one voice, one brand, and one story."

Now with Emplifi Social Marketing Cloud, Mercy Ships is able to more effectively manage their teams and track content performance in one location. Mercy Ships and its affiliates are able to use unique governance workflows for content approval to continue to grow their audience base. Leveraging Emplifi's integrated cloud storage, they can manage the sharing of images, GIFs, videos, and all other assets across time zones, teams, regions, and profiles.

Faster and easier content publishing

The Mercy Ships global brand team uses the Emplifi Social Marketing Cloud to manage the entire social media process from ideation to publishing, and to streamline collaboration across teams. With multi-channel capability, Emplifi enables Mercy Ships' offices to align their brand voice and messaging across Facebook, Instagram, Twitter, and LinkedIn. They are also able to schedule all their posts and campaigns through one interface.

Emplifi's secure content distribution model has not only saved Mercy Ships time, but improved their cross-team communication and approvals system. Mercy Ships can also monitor the performance of assets across multiple markets to better understand their various local audiences.

"Emplifi has simplified the way we work on social media and enabled more collaboration as multiple users can customize their access," added Tuzzolino. "The platform makes everyone more efficient and effective. We were able to create dashboards for each region so they can easily monitor their own campaigns."

Moving forward, Mercy Ships plans to implement Emplifi's content labeling, social listening, and advanced analytics tools to optimize their social media performance.

Smooth sailing ahead

In Emplifi Social Marketing Cloud, Mercy Ships gained a unified social media platform to plan, create, and publish content while engaging with social audiences in real-time and measuring performances. With streamlined content approvals on a single platform that everyone can follow, Mercy Ships can now post high-quality content quickly and easily — in a singular voice.

Want to increase collaboration and efficiency among your global social media teams? Schedule a demo with an Emplifi expert today and learn how to streamline your social media programs.

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