In 2006 South Pole Group was founded in Zurich, Switzerland. It is now made up of over 150 enthusiastic individuals spread across 16 offices globally. Since switching to Meltwater, South Pole Group have been able to amplify their success by accessing high level insights that help inform business strategy every day. “We’re using media intelligence to inform us on what topics are picked up that we deal with, where and by who, to ensure our impact is felt globally” Thomas Schroder, Director of Marketing and Communications said.
Before switching to Meltwater, South Pole Group used a patchwork of different solutions that lacked the substance and time efficiencies the team needed from a service. They found it difficult to truly understand their impact, reach and influence across online and social media. “It was really a big jigsaw puzzle that our communications team had a hard time understanding” says Schroder.
It was really a big jigsaw puzzle that our communications team had a hard time understanding"Thomas Schroder Director of Marketing and Communications at South Pole Group
Since moving across to Meltwater, the South Pole Group team has had many successes with the program. “The immediate benefit was all of the time that was freed up” Schroder says. By employing a combination of twice daily reporting, an easy to use online platform and smart phone application, the team is able to access online and social data in a quick and easy way. Now the team doesn’t have to “look at different news sources to find out who spoke about South Pole Group and where” they simply go to Meltwater to access these insights, Schroder proclaimed.
The team also employs a variety of different dashboard analytics to understand their audience’s perceptions globally. “What really surprised us was the great geographical reach that we were able to identify with Meltwater, with different topics we put out there and being picked up in places that we never even thought of” Schroder explained. This meant the team understood exactly where they were being spoken about, when and which influencers they could approach moving forward with different PR activities.
We’re working across a broad range of topics and we are a global company, so we need to better understand our footprint in different markets, industry sectors and geographies, with Meltwater we have been able to do this in a efficient and effective way.”
Gain insights from global coverage and respond to media in real time
Understand their global audience across online and social media
Provide the executive with high level reports to help inform business strategy
“We have a marketing dashboard we look at, and the top-level marketing dashboard figures form part of our company balanced scorecard,” Schroder said. “That is analysed quarterly by top management, so Meltwater is also informing management decisions as part of the marketing we’re doing here.”
“We are looking at some of our markets and have established a bunch of searches that enable us to work quickly through the daily briefings from Meltwater,” he said. “This has resulted in communicating with new business opportunities and clients, many working in the investment space. We identified the opportunity, then our business developers reached out to these prospects."
“We’re using media intelligence to inform us on what topics are picked up that we deal with, where and by who, to ensure our impact,” Schroder said. “We’re working across a broad range of topics and we are a global company, so we need to better understand our footprint in different markets, industry sectors and geographies.”