It’s no easy task staying ahead in the communications game, however this is exactly what Ariba aims to do.
The market of collaborative commerce is a busy one and as a result, the news coverage surrounding the industry is equally cluttered. Keeping abreast of this
breaking news is vital.
“Ariba prides itself on defining markets,” begins Karen Master, senior director of Ariba’s corporate communications division. “And from a communications stand point, this means we must be out in front with our messaging, testing the waters with reporters and analysts. “
Ariba Keeps Global Team Informed of Key Updates in the Market
Karen Master, Senior Director of Corporate Communications at Ariba, found staying on top of the news surrounding the busy collaborative commerce market increasingly difficult. The team decided that they needed to improve upon their existing global news strategy to keep up with what was being published surrounding Ariba as well as competitors and new technologies. The need to keep internal teams, especially their executives, up to date with the latest market developments was also a top priority for Karen and her team.
“We wanted something that could bring us relevant news that could be easily accessed and shared across our global operations. That was the primary reason for us to engage with Meltwater in the first place,” Karen explains. “News monitoring plays a critical role in helping us to figure out our messaging strategy, and we needed a partner that could help us do that more effectively than we had in the past.”
Ariba Improves Global Messaging and Positioning
After implementing their new global media monitoring and analytics strategy, the results on behalf of PR, communications and marketing were clear. Through researching the collaborative business commerce market and putting together statistics on the news coverage surrounding Ariba and competitors, the team was able to gain new insights.
“Beyond just a clipping service, Meltwater is a strategic tool that allows us to track and manage our messaging on a global scale and adjust our communications strategy as needed to ensure that we achieve our objectives,” Karen continues.
From a PR and marketing perspective, Karen is now able to more proactively understand what is being published and also more intelligently know when and where to influence journalists with Ariba’s messaging. “As much as we use Meltwater News to track our communications, we also use it to help shape them. If I see a journalist reporting on a story that we’re involved in or have an angle on, I can go straight back to them with our take, or offer them comment from one of our experts in the future.”
Their global media monitoring and analytics strategy paid off as well from a positioning perspective, with the marketing department able to glean strategic insights that weren’t available before.
“We’re fortunate enough to have an executive team here that’s really engaged with our communications activity,” continues Karen. “The results that Meltwater News generates allow me to present strategically to my CMO and work out what we’ll say about the company on an ongoing basis. We don’t have to focus on where we are today, because we’re always looking forward and considering how we’re going to lead the market.”
New Opportunities to Build Relationships With Journalists and Justify PR
Jessica Bolduc of PAN Communications, Ariba’s PR agency, echoes the value their strategy brings from a public relations perspective. “We’ve been using Meltwater News for Ariba since day one, and it has helped us to develop new relationships and opportunities with a range of contacts that we hadn’t necessarily engaged with before. That helps us to keep Ariba front and centre when it comes to the newsmakers out there.”
In addition, implementing Ariba’s new global strategy has not only helped Karen and her team, it also helps justify and show off the work she and the team are doing. “As is the case with just about any organisation, not everyone immediately understands the full value of PR and marketing,” Karen continues. “So being able to provide those kind of metrics and showcase the kind of value that it can drive is really important to us.”
Over the past 16 years Ariba has grown to become the world’s leading provider of collaborative business commerce solutions. Born from an initial idea to create a better solution to the costly and paper-intensive process of buying goods and services, Ariba now provides solutions for over 500,000 companies – including more than half of the
Fortune 500, and operates in 40+ offices worldwide.
Their goal is to make business commerce as easy as consumer commerce, enabling companies to experience better
collaboration with trading partners through the Ariba Network — a cloud-based community for buying, selling, and
managing cash. The Ariba Network also hosts other online communities where business commerce professionals
network and share information and best practices, just like friends on Facebook.