Tracking the Global Footprint with Social Analytics

When Katie began building out the social media program for Google Cloud Platform, she needed a tool to track social analytics and measurement, not only in the company's own channels but the larger conversation overall. The Cloud Platform, which offers its customers access to the same infrastructure and applications used by Google in its own products, has a global reach with conversations occurring across many different countries and languages. In 2014, she turned to Sysomos (now Meltwater Social.)

Understanding the social media impact of their developer programs would be a massive undertaking without a partner who can help them in more ways than one. Meltwater Social provides them with  the insights they could not get from native social channels, plus the raw data in a robust API feed to combine with their own data sources for internal dashboards.

Challenge

"First, it gives us the reach, engagement and sentiment data that we're looking for, above and beyond our own channels. We're not just interested in understanding how our own posts perform, we want to know what the larger conversation looks like. Second, with the automation, we are able to automatically pull data into our own internal dashboards, which is incredibly valuable from a time perspective."

"We found that while we had a wealth of data from native social analytics properties, they didn't give us the full global footprint of the conversations around critical programs and product areas. We also had real limitations on understanding sentiment and automating the data." To overcome this challenge, Google turned to Meltwater for support. So how exactly has Meltwater Social helped this conglomerate achieve results? "First, it gives us the reach, engagement and sentiment data that we're looking for above and beyond our own channels. We're not just interested in understanding how our own posts perform, we want to know what the larger conversation looks like. Second, with the automation we are able to automatically pull data into our own internal dashboards, which is incredibly valuable from a time perspective." There's no denying that Google understands the value of data, when asked what insights they look for in your social analytics, Katie explained, "Particularly, for some of our major campaigns and initiatives, it's really important to understand the global footprint. What was the volume? How did it compare to similar campaigns? Did it reach the demographics we expected? And, what can we learn moving forward? What is the future of social analytics for your team at Google? For our team, it will be taking it to the next level. We have done an excellent job identifying the upfront data points but we have an incredible opportunity to go much deeper in looking at the relationships between data and our larger product objectives."

Solution

MW Case Study - Google.pdf

"Sysomos [Meltwater Social] gives us the reach, engagement and sentiment data that we're looking for above and beyond our own channels. We're not just interested in understanding how our own posts perform, we want to know what the larger conversation looks like." 

"With the automation, we are able to automatically pull data into our own internal dashboards, which is incredibly valuable from a time perspective."

Particularly for some of our major campaigns and initiatives, it's really important to understand the global footprint. What was the volume? How did it compare to similar campaigns? Did it reach the demographics we expected? And, what can we learn moving forward?

 — Katie Miller, Program Manager, The Cloud Developer Relations Team

Summary

Google is an American multinational technology company that specializes in Internet-related services and products, which include online advertising technologies, search engine, cloud computing, software, and hardware. Their mission is to organize the world's information and make it universally accessible and useful.

How Meltwater supports Google with tracking the global impact of their brand via analytics.

Meltwater Customer Stories: Google

Google

Pair advanced monitoring and listening for real-time insights into an ever-changing market

Stay informed and always prepared to
respond to customers and influencers

Receive competitive intelligence with intuitive, easy-to-digest visualizations

Apply KPIs to Act and Communicate More Efficiently  

Fast fashion is characterized by speed and efficiency, as greater affordability requires smaller margins. Metrics and measurements hold great meaning within this clothing conglomerate and comprised a large part of what H&M Mexico wanted from their media communications platform. They needed a way to monitor and measure the progress of the campaigns they were creating in support of the various collections the company was launching. They wanted to use specific key performance indicators to refine their strategy and tweak their implementation along the way. 

They were also shopping for accurate competitive intel delivered firsthand, within a user-friendly platform, and the ability to act in times of crisis with the benefit of crisis reports containing real-time metrics 

Digital Marketing Strategist Javier Ruiz says, "We'd been using Google Alerts and Google Trends, but these didn't give us the level of granularity we needed. The results were very basic and we wanted very specific metrics. We saw that Meltwater would allow us to access information in real time and obtain reports without having to migrate data, unlike Google. We could have the information 24/ 7 in real time, firsthand, and it would all be organized and complete."

"I like to arrive in the morning, log into Meltwater, and get insight into everything that's happening instantly."

Access a Full Set of Tools Within a Common Platform  

Today Meltwater gives H&M Mexico the ability to pair advanced media monitoring and social listening with a full suite of analytics, outreach, and social engagement tools that help the retailer reach out more effectively. Meltwater enables H&M's communicators to take the pulse of journalists and influencers who are writing about their industry as well as consumers who are in contact with the brand on a variety of channels. This allows the team to optimize their outreach and become more successful moving forward. H&M Mexico's communications team can now generate crisis reports that include real-time metrics, enabling communicators to make better decisions as a crisis is unfolding. 

One such crisis arrived at the beginning of 2018 with the release of a sweatshirt design that conflicted with H&M's belief in diversity. Javier Ruiz says, "We knew the impact at the global level, but we wanted to see how much it was affecting us here in Mexico. Meltwater was able to show us the issue in detail and reveal what influencers were saying. With the insight provided by Meltwater, we issued a press release to the Mexican public to communicate how we were acting as a company to address the misunderstanding."

"Our campaigns are based on market trends. We use Meltwater to evaluate what other leading brands are doing before deciding how to align ourselves to global trends and remain in the forefront."

Meet H&M Mexico.pdf

Acquire valuable intel on competitors and stay a step ahead   

"Every two weeks we use Meltwater to review what our competitors are doing both nationally and worldwide. We can see if they launched a special promotion and discover if we had any share of voice within this digital domain. These and other indicators help us decide whether to launch a campaign in response." 

Employ crisis management tools to act responsibly and mitigate damage  

"The crisis with the sweatshirt was a test. With the Meltwater platform, we were able to get reports searching by word, brand, and hashtag. Meltwater data visualizations showed us we knew how much penetration this was having and how to react. We used this information to address the Mexican public." 

Measure the impact of their event communications support in real time  

"When we opened our flagship store on Madero Street, we used Meltwater to measure the various impacts. These included share of voice and number of impressions in the media, blogs, and social networks. We captured this as it was happening.We knew how many people were visiting and even from which countries."

— Javier Ruiz, Digital Marketing Strategist, H&M Mexico 

H&M Mexico is a part of the Sweden-based retailing giant famous for fast-fashion styling and execution. They operate 38 stores within Mexico and maintain a large online presence to communicate with customers. Meltwater's platform plays a key role in monitoring their communications campaigns— and continuously refining them.

Meltwater helps H&M Mexico measure the impact of their event communications support in real time to acquire valuable intel and stay a step ahead.

H&M Mexico - Meltwater customer story

This Is No Time to Be Fashionably Late

H&M Mexico

Ogilvy Namibia's rapid expansion, particularly over the last year, made it impossible for them to effectively track online media using manual methods. It was resource intensive to manually analyze all relevant online media, decode complicated reports and manage all their digital platforms from different spaces. 

Ogilvy understood it was time for effective social media monitoring tools to help them save time and uncover deeper insights. The need for an automated solution, as well as more intuitive reports, lead them to seek out the services of. 

Furthermore, the company wanted to discover influencers who could help with extending their audience reach and partners who would help with research and training on their digital platforms. 

"The support from the Meltwater team was tremendous in terms of educating us on how best to use the platform. It's so easy to use —  all our digital managers grasped it immediately. We have been in contact with the Meltwater team through all possible means of communication including site visits and conference calls. Instant feedback is provided. Working with Meltwater is indeed more like having a partner than a third party supplier."

Becoming Trusted Leaders in the Digital Industry 

Since starting with Meltwater, Ogilvy have seen a marked improvement in the caliber of their mediated reports. Thankfully, they are now able to assign values to otherwise unquantifiable metrics, giving them a better indication of overall brand health. 

As a consequence of the automated reporting and intuitive, the well-known advertising agency now spend less time looking at individual pages and trying to decode statistics and reports. With their extra time, Ogilvy have focused on growing the Digital Strategies Department and have grown into a trusted leader in the digital industry. It also helped that the Meltwater team was readily available to help Ogilvy at any time with any issue. 

MW Case Study_Ogilvy Namibia_ZA.pdf

"Once we prioritized Meltwater, the increase in campaign awareness, engagement and support was evident. The size of donations grew and we tracked our growing media coverage. This year, we've picked up 74 articles written about us, and we expect that number will just keep growing."

"Learning new things and staying ahead of the game is key in the advertising industry. Meltwater has allowed Ogilvy to not only keep updated with trends, but also to create them, establishing Ogilvy as a thought leader in a dynamic, competitive industry." 

"We spend less time looking at individual pages or trying to decode statistics and reports. We have grown our department and have become a trusted leader in the digital industry."  

Ogilvy & Mather Namibia is a full-service advertising agency and partner of the largest marketing communications company in the world, WPP. Founded in 1996, Ogilvy Namibia has grown into a dynamic, 21-strong office that was awarded the African Excellence Award in the Corporate Advertising category for their commitment to outstanding PR, communications and marketing strategies. A few of their many clients include Checkers, Castle Lite, KFC and DSTV. Today, Ogilvy Namibia is recognized throughout the continent as leaders in innovative thinking, brand insight and marketing thought.

How Meltwater supports Ogilvy Namibia optimise reporting.

Meltwater Customer Stories: Ogilvy Namibia

Ogilvy Namibia

The goal of The Economist is simple: connect the right people, with the right content, at the right time - all over the world. But this would prove challenging in a vast digital landscape, and given the rapid nature of social and newsmedia. After all, more than half of their audience connects with their content in digital format, and the online world can be complex to navigate. 

The team at The Economist needed to gain audience insights, start and drive relevant conversations and meet the rampant demands of a 24-hour rolling media, without compromising on quality. 

Also, a publication like the Economist is revered for credibility, thoughtful insight and relevance, which means that gaining understanding and offering value is just as important as meeting a deadline. While the team generated new and interesting data every day, they lacked the extra layer of insight that would quickly and accurately connect the separate data dots into a more meaningful story, and help their readership grow. 

The Challenge

"One of the biggest challenges we had was putting that all together into a comprehensive, insightful presentation that would allow us to really have a clear picture of where we are across the board, also a deeper dive into the insights from there. Previously we had numbers, but we didn't know what was behind the numbers."

The abundance of data was mined down to specific audiences, helping The Economist identify their readers and giving them an intricate understanding of how those readers behaved and responded. 

"We have worked closely with the team to create really targeted outreach lists and targeted databases so that we understand not only the overall brand impact that we are having but if we are having that impact amongst our target customers. So really trying to drive detail and [understand] where we will have the most impact because that's where we will move the needle for the business". - Lauren Hackett, SVP, Global Communications.

A key goal for The Economist is to align the right customer with the right content on a global scale. Therefore, a crucial task for the communications team is to listen to its communities and understand where their interests lie. According to the communications team, Meltwater "were really fantastic about working collaboratively to develop a format and a structure that would give [them] a monthly snapshot of how our brand was doing as a global brand, but also in various territories around the world." This provides the Economist with actionable data points on trending discussion points, influential figures and daily coverage updates - meaning key decisions in content planning and distribution are guided by this actionable data. 

"The reporting that we've [developed] over time, really helps us to figure out where our opportunity is as marketers, broadly defined. By looking at the themes that are being discussed externally, by looking at the themes that are being discussed in relation to the Economist and our family of brands, we can start to have better planning and make more informed decisions."

The Economist can now specifically cater to its readership, which is one of the largest in the world, offering independent journalism to curious minds.

Understand the true brand impact of their work

Using tools such as the Meltwater Explore and Social Echo, The Economist can clearly identify where and with who their brand is making an impact - guiding next steps in the communications strategy, measuring subscriptions and proving ROI.

Gain powerful marketing, media and audience insights

The global communications team needs to be able to monitor the core markets (the UK & the US) seamlessly. Therefore, access to location-based analytics means they can isolate data points and understand both markets as separate entities. Efficient reporting also means easy access to powerful insights. 

eng-052020-MW-Case-Study-The-Economist.pdf

The Economist is a trusted source for news analysis, which helps over a million people make sense of the world through news media. The team turned to Meltwater to help them achieve their primary goal: Strategically growing their readership through new subscriptions.

Learn how The Economist is using Meltwater to understand the true brand impact of their work, and to gain powerful marketing, media and audience insights.

The Economist - Meltwater customer story

Gaining powerful marketing, media and audience insights.

The Economist

Meltwater Case Study: The Economist

Monitor traditional and social channels to ensure accurate, up-to-date information

Measure and report on major crises and work to mitigate any negative impacts

Identify and target influential sources writing about aviation and air travel

Communicating Effectively During Times of Crisis 

Chileans inhabit a narrow stretch of land more than 2,500 miles long, squeezed by the Pacific Ocean and Andes mountains at each side. Flying to and from Chile includes many operational challenges. The country's location along the Pacific's Ring of Fire makes it susceptible to weather extremes and even occasional earthquakes. Service disruptions are infrequent but do happen. 

Managing communications effectively during a service disruption can make or break an airline's fortunes. Before engaging Meltwater, Air France Chile lacked several important communication tools. They weren't properly equipped to fully monitor what was being reported about them or to measure the impact of major news on their reputation. Identifying and reaching out to local media and industry influencers to provide context and additional details was extremely difficult. A four-day pilots' strike in 2016 showed the communications team the downside of not being equipped with sufficient communication tools and being forced to do everything manually. 

"We needed the ability to keep our travel agencies, sales channel, and customers fully informed when we have news about a crisis or an extraordinary situation," says Air France Chile's Marcela González. 

"At the end of the day, it's our responsibility that flight communications work on behalf of our customers, and Meltwater is the key to this."

Powerful Media Tools and Analysis in One Platform  

Meltwater's all-in-one media communications platform integrates traditional and social media tools in a single platform, enabling Air France Chile to plug into the latest news and conversations concerning their airline. Comprehensive media monitoring, coupled with sentiment analysis, allows them to measure how a major event is perceived by the public and work to mitigate any negative impacts on the airline and its partners. The platform's influencer database further allows the communications team to identify and target important journalists specializing in aviation and air travel and work through them to present a more complete picture to the public. These journalists may then become important go-to media resources in the future. 

Taking stock of a situation and effectively planning a course of action requires a comprehensive view of all media. Marcela González says, "We monitor traditional and social media channels constantly to ensure that our work in marketing and communications benefits everyone. Accurate, up-to-date information is key to limiting the negative impact an event has on our customers."

"Monitoring is both a thermometer and a guide. It alerts us to customer sentiment, guides our actions, and introduces us to valuable new media resources."

Meet Air France KLM.pdf

Manage crises by monitoring efficiently through all channels 

"Situations become more complicated when flights are canceled close to the scheduled flight time. This forces us to move faster and become more focused on every detail. Meltwater's traditional and social media monitoring is invaluable for us to manage these situations effectively." 

Go beyond media mentions to understand audiences and industry trends 

"Meltwater reports help us take stock in the face of extraordinary situations. Now we track our mentions in the news, and go much deeper by measuring the sentiment, reach, and advertising weight of this coverage. Meltwater helps us rank ourselves against competitors and learn how the media and the public perceive our brand." 

Target key influencers to become important go-to resources in the future 

"Every airline faces multiple issues requiring different communication capabilities. A pilots' strike is different from a weather delay or an accident. This means identifying qualified media outlets and journalists and working with them to deliver clear and truthful information. With Meltwater, we can do this."

— Marcela González, Marketing and Communications Director, Air France Chile 

Air France is one of the world's preeminent airlines and has been flying to and from Chile for more than 80 years. Chile's weather, topography, and culture often create operational challenges that require informed crisis management. Air France Chile relies on Meltwater's media communications platform to help achieve this.

Meltwater helps Air France go beyond media mentions to understand audiences and industry trends.

Air France - Chile - Meltwater customer story

Navigating in Heavy Weather

Air France - Chile

Understand public perception at all times by tracking brand mentions across traditional and social channels

Track campaign progress as well as key industry topics and report on them via shareable dashboards

Counter any potentially damaging narratives before they spin out of control

Responding in Real Time to Developing Threats 

Financial services companies understand that time is money and reputation matters. Continual scrutiny from the business press as well as people speaking freely on social media created a need at Santander Río for a platform that could monitor and assess their standing with the public.  

Because the bank plays such a pivotal role in Argentina's economy and communities, using metrics to understand perception of the bank's products and services became essential. The communications team was also anxious for insights on how their marketing campaigns and public outreach were being received. 

In addition to reliable data, the PR team wanted to easily share alerts with each other and key stakeholders within the bank. The ability to monitor on the go from anywhere was a must-have feature for 24x7 insight into ongoing media commentary. 

Corporate Communications Analyst Guido Matijas says, "The business news cycle is relentless. The main challenge was to monitor in real time and stay on top of relevant mentions on social media and in the news. I've developed a habit of sharing notes with colleagues right from the mobile app." 

"There are important stories you become aware of that interest you. Having a platform that allows you to follow every development is vital."

Comprehensive Monitoring and Close Coordination 

Today Santander Río uses Meltwater to monitor brand mentions across all traditional and social media channels. Keyword searches further allow them to monitor and research an unlimited number of topics. If a critical mention or complaint gains steam, the communications team uses Meltwater to collect and assess other comments related to the topic. 

Meltwater's powerful analytics enable the bank?s communicators to measure customer and public sentiment. Shareable dashboards and close coordination with the social networks team helps determine whether further action is required.

An internal newsletter and multiple RSS feeds round out the Meltwater offering to ensure all stakeholders are well informed. What the team is doing with Meltwater is clearly working. By countering narratives before they widen into something bigger and potentially damaging, Santander Río appears responsive and in control to both their customers and shareholders.  

Guido Matijas is quick to credit the platform and its mobile app, saying "Meltwater's tools enable us to detect and anticipate issues that, left unaddressed, could easily become threats down the road. Meltwater has become an excellent strategic communications partner by looking out for our interests."

"Meltwater is fundamental to our success. It plays a key role in helping us respond to inaccurate or incomplete information before it acquires traction with the public."

Meet Santander Rio-2.pdf

Formulate and execute long-term media strategies 

"Our workday begins with Meltwater's media monitoring reports. Based on the sentiment and our level of exposure, these reports dictate everything that follows. We use the platform's intelligence to help us craft the messages we want to convey to our stakeholders and to create our communications strategy." 

Monitor events and alert colleagues from anywhere via the mobile app 

"The mobile app offers me a real-time snapshot when I'm on the road. The sentiment analysis is like a thermometer that reveals how people feel. Changes in public opinion appear right in the app. If I get an alert or an important mention, I can share this with my team and we can jump into action."

Assess message reach and audience perception via shareable dashboard  

"People here love the analytics and frequently share the dashboards with colleagues in other departments. Meltwater has made the dashboards more intuitive and easier to use. They're also now easier to secure—— you can assign passwords to your dashboards— which is a big deal when you're handling sensitive data."

— Guido Matijas, Corporate Communications Analyst 

Serving 3.5 million customers and more than a quarter million businesses, Santander Río is Argentina's largest private bank, with headquarters in Buenos Aires. They began using Meltwater's media intelligence platform
to better understand the communities they serve —  and get closer to them.

Meltwater helps Santander Río Bank formulate and execute long-term media strategies.

Santander Rio Bank - Meltwater customer story

In Touch with Their Community

Santander Rio Bank

Gain insights from local and global coverage and respond to media in real-time

Provide executives and senior engagement with high level reports to help inform
business strategy

Stay up-to-date with industry trends and news

Outside Insight to Inform Business Strategy

Prior to using the Meltwater media intelligence platform, it was a challenge for the Olympus Australia and New Zealand communications team to monitor local and global media coverage as well as industry news and trends.

Since Olympus started utilising the Meltwater platform three years ago, the team has the ability to gain additional insights from global coverage, the ability to monitor media in real time, and provide the C-Suite with high level reports to help inform business strategy. “Meltwater has improved my team’s efficiency and it saves time. We can better understand our customers and audiences, and we are constantly updated with industry trends and news.” says Michael Tsoukalis.

"The increased functionality of themobile app has really rounded off a robust and ready-to-use at any time and on any device functionality set to allow me to always stay on top of sentiment and news. I have found local support and coverage has typically added great value in helping me better utilise the platform. Thanks Meltwater!"

2020 Olympus Case Study.pdf

The Meltwater platform has brought a market intelligence function to Olympus Australia and New Zealand and has allowed the team to partner closely with internal stakeholders both directly by sharing relevant news items with them as well as via the creation of a weekly Intranet News Digest. The increased functionality of the mobile app has really rounded off a robust and ready-to-use real-time media monitoring service that enables the team to always stay on top of sentiment and news.

Olympus is a world-leading manufacturer and distributor of high-quality optical, electronic and precision engineering products, for scientific, medical, industrial and consumer applications. Olympus’ mission is to have a profound and positive impact on society by making people’s lives healthier, safer and more fulfilling through their products and business activities.

Meltwater provides Olympus with high-level reports, monitors global coverage, and tracks industry trends

Using Real-time Insights to Inform Business Strategy

Olympus

Get a better understanding of potential clients

Like lots of communications professionals, Roxana Tintea, Planning and Insights Manager at Hill+Knowlton Strategies wears many hats. "On a day to day basis my role ranges from bringing on new business, to educating stakeholders, to crafting bespoke media monitoring services for clients and helping them achieve their strategic goals." Roxana required a solution that would help facilitate her daily tasks.

"Many PR teams are having to fight for their budget and justify their existence through ROI. However, they struggle to demonstrate their value internally without visual, easy to understand data. Before Meltwater, I found it difficult to help clients understand how they were performing. Many of them used Google Alerts, which just isn't ideal due to the small source base, meaning they only saw a small snapshot of the wider picture."

Roxana has used a number of different media intelligence platforms. Before switching to Meltwater, she found it time-consuming having to set up new searches. "Other platforms are not always user-friendly and involved contacting support to change simple things." With so many tasks to juggle as it is, Roxana didn't have time to waste on administrative tasks and so searched a more intuitive solution.  

"Many of my clients have the perception that media monitoring is scary. However, measurement is crucial for brands to justify why their
campaigns are effective. Using a range of metrics, I get a bigger picture of how the brands are performing. The more data sets the better as I can spot patterns and potential opportunities and threats. The benefits of Meltwater are obvious. It's really easy to use, quick, and I can easily make changes to my keyword searches without having to speak to technical support."

An easy to use, customizable media intelligence tool  

Roxana appreciates how user-friendly Meltwater is. "Many of my clients have the perception that media monitoring is scary. The benefits of Meltwater are obvious. It's really easy to use, quick, and I can easily make changes to my keyword searches without having to speak to technical support. The help section within the platform has loads of 'how-to' guides and videos." Roxana feels from an agency perspective that Meltwater is the best choice to suit her needs. "It's visually appealing, allows backdating of content and offers the most flexibility out of all the other media monitoring platforms I've used." 

Roxana uses Meltwater as a business development research tool. To ensure their company has the best chance of being chosen, Roxana uses the media intelligence platform to get a better understanding of the potential client, their competitors and the full media landscape. "I'll look at their online media coverage over a 6-12 month period and analyze what media they've been featured in, the tone of conversations, whether they've had any big spikes around launches or crises and then do the same around their key competitors. I'll then benchmark the brands analyzed to understand who's most positively discussed, how much of a share of voice they have in their industry and more." This helps H+KStrategies to personalize their pitch. The data can also be used when bringing the potential client onboard, ensuring they create a more effective strategy. 

Another way Roxana uses Meltwater's media intelligence solution is to 1) show her clients the value of what H+KStrategies is doing for them 2) help her clients justify their existence internally. "Measurement is crucial for brands to justify why their campaigns are effective. Media monitoring helpsmy clients understand whether they are meeting their business goals. Using a range of metrics, I get a bigger picture of how the brands are performing. The more data sets the better as I can spot patterns and potential opportunities and threats."

MW Case Study - Meet Hill + Knowlton Strategies.pdf

Meltwater Helps Hill + Knowlton Strategies 

See if their PR efforts have moved the needle  

"My favourite feature of the media monitoring platform is the ability to visualise results. It's important for clients to understand both how many mentions they're getting, but also the wider context of these mentions. The range of metrics offered by Meltwater allows me to do this."

Understand opportunities and threats    

"We use Meltwater to understand brand challenges our clients or prospective clients are facing. If our client is having a brand crisis, for example, I'll use Meltwater to get ahead of the narrative and understand mentions in real-time to try and lessen the impact. I also use the tool to understand whether there has been long term brand damage". 

"I'll look at their online media coverage over a 6-12 month period and analyse what media they've been featured in, the tone of conversations, whether they've had any big spikes around launches or crises and then do the same around their key competitors."

— Roxana Tintea, Planning & InsightsManager at Hill + Knowlton Strategies 

Hill + Knowlton Strategies is a global public relations consulting company, with 90 offices in 52 countries. Hill & Knowlton strategies believe that in today's digital world, the strongest companies need to align their business and communications strategies around performance and
purpose to drive audience preference. Their goal is to put the public back into public relations, and that charge shapes every area of our practice.

How Meltwater supports Hill + Knowlton Strategies spot opportunities and threats.

Meltwater Customer Stories: Hill + Knowlton Strategies

Hill + Knowlton Strategies

A requisite for monitoring current issues and impactful coverage

With its internal and external communications and media team of nearly 25 professionals, Save the Children handle a variety of responsibilities related to online and offline media. These teams ensure that the Save the Children organization is the leading voice for children related issues. The organization has a rigorous calendar of activities, advocacy programs and campaigns they run for the welfare of children every year, some on a large scale while others on a moderate scale, nevertheless attracting a lot of media attention. Beyond this, the organization also wanted to pitch the media with credible data found from primary and secondary research conducted by their teams on trending issues around children such as female education, child labor, street children etc.

The team needed to measure the reach and monitor the quality of media that was writing about the organization. They also needed to understand the pulse of the public and current relevant issues.

"The daily morning and afternoon alerts help us stay on top of the pulse of the industry and react accordingly to the trending topics and themes. We can tailor campaigns and address the issues in time and spread awareness within the public."

After experimenting with various monitoring and tracking solutions, Save the Children partnered with Meltwater to help solve their media and PR needs. The Meltwater listening tool allows them to track news and information on various issues related to children such as child health, child abuse, child education etc. It also helps the team to share relevant information they need to action or start spreading awareness about. Besides tracking general industry topics, they also track the coverage of their popular campaigns and advocacy programs. Customized searches using relevant keywords assist them in benchmarking their share of voice in the media against activities and campaigns of other NGOs aimed at children welfare.

Monitoring the source of their published material helps maintain the quality of their coverage and journalist relationships, along with providing an opportunity to identify other potential publications covering similar topics. During events and campaigns, other tools from the Meltwater suite, such as the influencer contact database, assist them with their PR efforts by offering access to thousands of journalists and bloggers. Segmenting the journalists according to beat and publications allows them to disseminate their press releases to targeted and relevant sources and gain maximum results.

MW Case_Save the Children_IN.pdf

The Meltwater share of voice dashboards help in measuring Save the Children's media exposure in comparison to other NGO's involved in similar initiatives. The share of voice metric keeps them on track of the number of opportunities they must contribute to in order to adhere to their mission of being the number one leading center for child related issues.

2. Share news coverage directly on website

Save the Children's Newsfeed that's featured on their website is powered by Meltwater and helps their site become a go to source of information. Teams are able to cherry pick recent coverage about the organization and wider industry so they can control the conversation. Not only does this have a positive impact on fundraising, but it also significantly helps from an SEO perspective.

The monthly news and social media reports prepared by the Meltwater team helps Save the Children to monitor the overall health of the organization. For example, they can track whether they're being credited for giving a realistic picture and facts, whether certain celebrity endorsements have been successful, and what other programs have remained popular with the audience. They then use success data from these reports to help pitch to donors and partner with potential advocates.

Save the Children is an independent global NGO present in 120 countries who are leading the way in rights of minors. In India, they're active in 20 states and have changed the lives of 6.1 million Indian children. They believe every child deserves a bright future and run programs to reach the most deprived children with the aim of providing them with opportunities to learn, a healthy start in life and protection from harm.

How Meltwater supports Save the Children with their media reporting efforts.

Meltwater Customer Stories: Save the Children

Save the Children

Managing and optimizing a business to local markets involves customization and a lot of attention. For this reason, Vans decided to move its digital and social operations to a niche PR agency. However, this shift was also accompanied by the challenge of limited bandwidth - where reporting and data collection were identified as the bottlenecks. Digital and social media is sometimes perceived as a very new sphere for upper management, and getting sign off without hard facts, data and ROI was a significant challenge. 

We required real-time monitoring and analysis of industry trends in order to justify strategic business decisions and stay ahead in a market that's occupied by immense competition. 

"It was very easy to get started with Meltwater. With around the clock support and guidance, we accomplished an optimum account setup for smooth automated functioning. Everything is with a touch of a button ensuring quick turn around times. Meltwater has allowed us to become more informed about our customers social media needs and responses. The service and after-sales support has been amazing from Bevan and Jess—  we consider them a part of our team."

Meltwater Platform helps Vans evidence ROI 

With Meltwater's extensive keyword searches, Vans receives real-time updates of our initiatives, as well as real-time reports in the form of dashboards. The Meltwater platform is able to capture the pulse of Vans' customers at all times. 

Contrary to previously compiled manual reports, Meltwater reports helped build value and prove ROI for the brand's various digital initiatives. This further allowed adequate allocation of budgets from the senior team and board members. The team appreciates the flexibility, accuracy and the reporting metrics the platform has to offer. 

MW Case Study_Vans_ZA.pdf

"We integrated Meltwater into our House of Vans JHB event, to track and monitor reach, AVEand response in the time leading up to the event. By doing so, we were able to increase/ decrease the amount, flow and level of information to ensure that we were achieving positive unpaid media and social media reach as part of the hype leading up to the event. The overall objectives were to ensure that there was high attendance and high awareness—  Meltwater assisted us each day building up to the launch! This was in the form of tracking social media output, as well as utilizing the influencer outreach function. The Vans customer had every opportunity to engage, register and be a part of the event." 

"The fashion industry is trend based and often relies on bloggers and micro-celebrities to drive purchase intention. The Influencer contact management database helps us connect and interact with the potential influencers and media professionals to disseminate refined and directed content facilitating our PRand communication efforts in generating awareness and leads." 

"The reports form the crux of our strategy and decision making process. For example, the Meltwater team catered to our requirements by providing us with social media reach and engagement AVEfigures that helped us recap our post event results. Due to the success of our digital initiatives and events, we can now look at investing more in web and advertising." 

Vans Off the Wall was established in 1966 and has since turned into an iconic, Southern California based youth-culture inspired footwear, apparel and accessory brand of the conglomerate VF Corporation. They are a global brand with presence in more than 75 countries and over 600 retail locations. The brand is driven by creative self-expression brought to life from the world of art, music, sports and street culture.

How Meltwater supports Auto Trader SA with event execution and reporting.

Meltwater Customer Stories: Auto Trader SA

Vans

Structuring and collecting all information was a struggle

The Salvation Army wants to be able to monitor what is written about them. With Meltwater's media monitoring, they can easily follow what is said, and at the same time, have the insights presented in a structured manner through analysis and reports. With the data Meltwater provides, The Salvation Army can analyse how many conversations mention them and the context of mentions, for example, whether it's a positive or negative story.  This way, they can see and understand whether their strategies are successful or need adjustment.

By monitoring what's being said about their competitors, The Salvation Army can more effectively benchmark, therefore helping them to make comparisons and set targets. 

"I would say that you need to have competitive intelligence. Competitive intelligence is necessary to know whether your communication efforts are working"

The Salvation Army also uses Meltwater's press tool to identify relevant journalists. The journalist search function lets them find journalists writing about the subjects and areas where they wish to be visible, therefore avoiding a spray and pray approach. Media visibility is important for the Salvation Army since it increases the chance of people being aware of their work, which is likely to have a positive impact on donations too. By being able to identify relevant journalists, they can work more efficiently and connect with the people who are interested in what they have to say, naturally, this has a positive increase on their media exposure.

Meltwater helps the Salvation Army to monitor what's written about them in editorial and social media.

Using Meltwater's press tool, the Salvation Army can contact with journalists who are interested in their work and thereby increase their media exposure.

The Salvation Army uses Meltwater media monitoring to keep an eye on what's being said about them in editorial and social media. Using Meltwater's media monitoring, they can then view and analyse the data presented and develop various reports to guide strategic decision making. In addition to this, The Salvation Army also uses Meltwater's press tool to find relevant journalists to contact and spread awareness.

How Meltwater supports Salvation Army with monitoring their industry and competitors.

We have clients all over the world and here are some of their stories.

Google

H&M Mexico

Ogilvy Namibia

The Economist

Air France - Chile

Santander Rio Bank

Olympus

Hill + Knowlton Strategies

Save the Children

Vans

The Salvation Army

Pride In London

Fred Perry

Sodastream

Medicines Sans Frontier

Canadian Football League

Old Dominion University

SaskEnergy

Guinness World Records

Food For The Poor

Plan International

LINK

Rio Convention & Visitors Bureau

Belize Tourism Board

Fund For Peace

Seventh-Day Adventist Church

Goodman Media International

The Ohio State University

Brote

Keller Williams Realty

Aeromexico

Acciona

LEWIS Pulse

Search for Common Ground

Union Gospel Mission

TECHO

Todos pela Educação (All for Education)

360i

Innovate BC

DNV GL Healthcare

ChizComm

Get in touch to hear how we can support your business—whatever the industry or vertical.