Case Study: Instructure achieves 3,846% increase in content shares in 2 months with EveryoneSocial

How Instructure Motivated Employees, Grew Content Shares by 3,800% in 2 Months

Instructure, an education-technology company, needed to motivate employees to adopt EveryoneSocial and share company content—but faced skepticism about asking people to spend time on a new tool in addition to their day jobs. Shannon Ma, global email marketing manager, led the effort to overcome adoption barriers and build momentum across the organization.

They formed a dedicated advocacy team, targeted early adopters in sales, demoed the platform at a field kickoff, enlisted leadership, provided ongoing support via email and Slack, and used newsletters plus gamified contests to drive participation. In two months users rose 336% (22 → 96), shares jumped about 3,846% (45 → 1,771), engagements increased 1,514%, and clicks grew 5,523%.

Instructure

Shannon Ma

Global Email Marketing Manager