www.kinshipdigital.com

Case Study: Unisys

Background Unisys (NYSE: UIS) is a global systems integration company that

partners with businesses and governments to improve the operational

efficiencies of their mission-critical environments. They manage data

centres, modernise critical applications, and support the end users of

some of the largest public and private entities on earth, while keeping

everything safe and secure.

Challenge Unisys has an extensive set of social media properties, many of

which are global in nature but which do not provide insights for Unisys

in Asia Pacific. Nor do they allow engagement at the regional level. In

addition to this, Unisys was unsure as to whether its branding around

certain market issues was resonating with target customers or not.

For Unisys Australia and New Zealand it was important to understand

• Where are their customers online?

• What are their customers’ social behaviors online?

• Are the target customers identifying with the branding that

Unisys was using?

• How are Unisys professionals (employees) using the social web

• for customer engagement?

• How Unisys’ partners and competitors position to the market

Strategy KINSHIP digital undertook an in-depth assessment to identify relevant

places and spaces occupied by Unisys customers. KINSHIP digital

identified which networks were important for Unisys professionals to

engage with target segments and how relevant Unisys was seen in

conversations on the key terms that they were positioning and

marketing against.

Results • A factual outline of the current Social Media engagement for

Unisys Australia and New Zealand across brands, customers and

competitors.

• An analysis of those findings and the implications for Unisys

Australia and New Zealand.

• A set of strategic recommendations to further improve the

engagement of Australia and New Zealand customers through

social media in order to support Unisys business goals.

The KINSHIP digital team was also invited to speak to a select set of

Unisys customers on their own social business strategies.

Client Testimonial “The team at KINSHIP digital has

assisted Unisys Australia to

examine the Cloud Computing

market in which we operate.

KINSHIP digital has identified

where our clients, partners and

competitors are active within the

social media and traditional

media environments. The

insights and related KINSHIP

digital recommendations have

assisted Unisys Australia in

defining our approach to

engaging customers and

influencers through the powerful

medium of Social Business.”

Jennifer Arnold - Marketing

Director Unisys Asia Pacific