Mailchimp is an all in one marketing platform popular amongst SMEs and startups, providing a suite of marketing automation tools that enable smaller businesses to compete with larger enterprises.

Mailchimp itself has grown from a small startup, focused solely on email, to become one of the world’s best known marketing tech platforms, so it understands the pressures faced by small businesses trying to scale up with limited marketing resources.

In this case study we hear from Jason Maldonado, Senior Manager of Social Media at Mailchimp explaining how his team uses Meltwater social media monitoring to identify trends and themes that inform the company’s content strategy. He also discusses how Meltwater’s social solutions automates much of the company’s social media activity, enabling him to focus on more valuable, strategic work.

Mailchimp is an all in one marketing platform popular amongst SMEs and startups, providing a suite of marketing automation tools that enable smaller businesses to compete with larger enterprises.

Meltwater Customer Stories: Mailchimp

Mailchimp

Mailchimp Case Study

Streamline management of owned social channels

Listen for relevant mentions across broader social media

Perform as much ad-hoc social research as needed

Making the American Outdoors More Accessible

The government website, Recreation.gov, is the online gateway to thousands of campsites and other leisure activities across America. Every year millions of people use the site to plan and book their adventures in the great outdoors.

In 2017, Booz Allen won the contract to rebuild the aging site and manage it on behalf of the numerous federal agencies it supports. Booz Allen helped these federal partners reinvent Recreation.gov, building it from the ground up with modern e-commerce solutions for a transformed digital customer experience (CX). The project had to be handled with care, Recreation.gov had an extremely loyal user base who were used to the site functionality and were likely to be vocal about and changes.

The project scope included everything from site design and build, to management and marketing of all digital properties, including the development of content for the site as well as various social media channels associated. Outside of technical management of the website, the team has to manage the Recreation.gov brand, working closely with the client team to share an understanding of consumer sentiment and feedback. The project also manages relationships with stakeholder groups such as the US Forest Service and the National Park Service in order to ensure a seamless integration of branding and collaboration across specific locations.

Challenge

“We landed on Meltwater Social because we get the most bang for our buck with our license - we can search for as many things as we want, no limit on volume or queries which was particularly important for such a broad topic – parks and outdoor recreation.”

The Booz Allen digital experience team partnered with Meltwater Social to demonstrate the need for a social solution that encompassed publishing, engagement, and listening all in one platform. The Meltwater team helped build social listening reports which identified customer sentiment to help inform general marketing and social media strategy.

Meltwater Social’s publishing and engagement platform, Engage, was used to manage the Instagram and Facebook pages. The tool’s analytics capabilities enabled Booz Allen to identify which content was performing best, to help inform their ongoing strategy and ensure optimal ROI from social activity. Meltwater’s listening tool, Explore, was also used to monitor for relevant mentions of Recreation.gov beyond the owned social channels. Having this integrated in one platform simplified analysis and reporting.

Solution

“When we were working to sell in the need for a social media publishing, engagement, analytics, and listening tool, our Meltwater account team worked with us to build a really robust report, which is when the problem with bots showed up. It’s SUCH a pleasure to work with our reps Jeannette & Emilia.”

Booz-Allen-CaseStudy.pdf

Meltwater Social Helps Booz Allen Hamilton

1. Find social insights that help win pitches

“We leverage Meltwater to quickly develop an eye-catching snapshot of the digital landscape relevant to that clients work and priorities. These Digital Listening overviews typically lead to actionable insights that ultimately drive conversation toward additional work. It is now a standard that we pull a report before we go into a prospective client conversation.”

- Sara Snead, Lead Associate, Booz Allen Hamilton

2. Manage multiple social channels in one platform

“It was useful to be able to publish and schedule through the tool, but also the analysis was really robust so we were able to see where we were increasing engagement and what that looked like over time.”

- Christine DiNardo, Associate, Booz Allen Hamilton

3. Track sentiment across owned and earned social channels to drive customer experience improvements

“We used Meltwater to understand how people were talking about specific campsites, what issues they encountered, and workarounds citizens used. This data is continually leveraged to drive improvements in the park experience across the US and to understand consumer sentiment specific to the website and booking to drive an enhanced digital experience.”

Summary

For more than 100 years, business, government, and military leaders have turned to Booz Allen Hamilton to solve their most complex problems. As a consulting firm with experts in analytics, digital, engineering, and cyber, they help organizations transform. And when they were building a new platform for Recreation.gov, where social media listening would be central to ongoing customer engagement, Booz Allen worked with Meltwater Social as an integrated piece of the solution.

Discover how Booz Allen Hamilton uses Meltwater to streamline management of owned social channels and listen for relevant mentions across the social space.

How Meltwater supports Booz Allen Hamilton with social media management

Booz Allen Hamilton

Splash Communications is a full-service marketing think tank conceived out of a love for both marketing and scuba diving. Since their founding in 2005, they’ve been on a growth tear that reaches across global markets and audiences. For the last three years, they’ve relied on Meltwater to help them create a bigger Splash.

Making a Bigger Splash

Acquire the Ability to Take on Bigger Assignments

How does a ripple become a wave, and a wave a tsunami? Splash founder Elysa Leonard was asking herself questions like these when she set her sights on growing bigger. Her agency had recently passed the 10-year mark and she was looking to take on more challenging projects. Opportunity arrived in the form of a global conference she was tasked with doing PR for. The subject matter was technical in nature—fog computing’s relationship to the Internet of Things (IoT)—and Leonard needed to identify experts & journalists to generate interest. She knew that technology could play a key role here. “I knew that getting the [bigger] work required bigger tools.” 

Her long-time client, QuirkyCruise.com, needed a targeted email list that they could use to support their ambitious advertising goals. They created a contest to “live the life of a travel writer” as a way to capture emails. The winner would be asked to tell their story through an article with lots of pictures from the trip. Meltwater was the perfect tool to send the press release and track results. Next, Leonard’s work with a charity promoting coral reef restoration involved knowing who was discussing changes in ocean temperatures and coral restoration work throughout the world and through this could find potential sponsors to support the charity’s work.

The Challenge

My company started while living abroad in Bermuda, wanted to scuba dive often, I started Splash by bartering marketing expertise for free diving. I worked with dive shop clients in Bermuda and helped them reach out to the US market to bring them new customers and partnered with  hotels and airlines using an integrated marketing approach.

A Versatile All-in-One Platform with Global Reach

“I’d taken the demo and really wanted to work with Meltwater,” Elysa Leonard says. Considering the challenges she faced, she believed Meltwater’s all-in-one platform would give her the tools necessary to execute integrated marketing and public relations campaigns. Immediately after taking the plunge, Splash used Meltwater for a crash course in fog computing and IoT. They found the most capable journalists by reading articles they’d written on these subjects directly within the platform. After hitting their attendance and PR goals, Splash was asked to help with email marketing for the conference as well.

Their work for QuirkyCruise.com is another gift that keeps on giving. The email marketing list they created with their giveaway campaign now includes 2,000 influencers with a confirmed interest in travel. Through this PR campaign, Splash was able to help QuirkyCruise.com create an email list of more than 10,000 potential cruise passengers. A valuable asset for the company to help acquire advertisers for QuirkyCruise.com.

For the Salvation Army, Splash tracked every mention in local media with the platform and used its reporting capabilities to show their delighted clients they were delivering results.

The Solution

Grow their business by taking on bigger and more lucrative projects

Engage and learn from subject matter experts, leading to higher-quality work

Monitor the full extent of their reach and report with greater precision

Execute on a global scale by providing integrated marketing tools

“We wanted to do more national and international projects but couldn't get the work because we didn't have the tools we needed. And so that was the biggest draw for me. We were just in the process of hiring more people again when the economy came to a halt. We’ll resume growing again when the recovery begins.” – Elysa Leonard, CEO, and Founder

Become familiar with issues and experts from right inside the platform

“Our client was hosting a tech conference and wanted to attract market leaders. We needed a quick education in fog computing and IoT so that we could produce more effective press releases. Using Meltwater, we were able to get up to speed quickly and identify writers who could really connect with our audience.” – Elysa Leonard, CEO and Founder

Gain a better understanding of reach and report with greater accuracy

“For the Salvation Army, we would get mentions in the local patch.com, and then other niche outlets would pick up and push out that content. We wouldn't have known about all the social sharing without Meltwater. At the final meeting, we were able to document the robust results we achieved with our campaign.” – Elysa Leonard, CEO, and Founder

Discover how Meltwater helps Splash Communications Engage and learn from subject matter experts, report on their efforts and achieve growth.

How Meltwater Supports Splash Communications Grow

They’ve got a great origin story, where great diving begat better marketing so a big Splash could be heard around the world.

Splash Communications

Kubota established their Canadian operations in Markham, Ontario, in 1975. Today more than 135 dealers sell and service Kubota tractors and other heavy-duty equipment essential to construction and agriculture in Canada. Kubota Canada uses Meltwater to monitor and engage with customers, dealers, prospects, and influencers.

Cultivating Lasting Relationships

Monitoring Conversations and Supporting Campaigns

Since their inception 130 years ago in Osaka, Japan, Kubota’s products have been reshaping the land to make it more habitable. It was the company's pipe that carried Japan’s first municipal water supply. “For Earth, For Life” is the company’s credo, and Kubota Canada’s 150 employees work hard to make it ring true. Kubota’s Emma Wahdani says, “Canada is extreme in its weather and terrain. Product testing is done here to make every Kubota product tougher. Being relevant to our dealers and customers is why we're successful.”

Wahdani is one of six people tasked with creating campaigns for Kubota products, brand, and events marketing. The team manages social media and often shares what’s on customers’ minds internally. Prior to acquiring Meltwater, marketers were often unaware of issues being raised on a variety of channels, including social, TV, radio, and print. This meant missing out on opportunities to please existing customers and win new converts. To succeed in niche markets, the team wanted to engage in influencer marketing but was unsure who to reach out to and how to proceed. And while they already had a robust marketing automation tool, they struggled to populate it with high-quality content — the type of content available in a platform like Meltwater.

Meltwater helps us answer the question: how can we ensure that the content we're producing is relevant to what people want to know about Kubota?

TV, Print, Social, and Radio All on One Platform

The selection process was thorough and cross-departmental. All parties agreed they needed a platform capable of singling out Canada-specific content and mentions. Following conversations across all types of media — broadcast, social, print, even radio — was also high on their wish list, along with the ability to measure sentiment and see what was trending.

After selecting Meltwater’s all-in-one platform, Kubota Canada can now measure the ROI of their campaigns and programs. They’re able to track customers and prospects talking about them online and offline, even when they’re not tagged, using the Explore product. This provides them with a more accurate assessment of total mentions and consumer sentiment, along with the opportunity to head off any potential issues and keep customers happy. The platform provides greater insight into Kubota Canada’s ad activities on TV and other media. And with Meltwater’s influencer contact database, marketers can easily seek out and find the exact characteristics and experiences they want in the people they choose to partner with.

Kubota’s Chad Ming says, “Transparency is a key benefit of Meltwater. We now know who picks up our press releases and blogs about us out of genuine interest. These are people we may want to build a relationship with.”

Monitor every mention on TV, social media, print, and even radio from one platform

Search by desired traits for people they want to sponsor as marketing influencers

Execute more successful product launches using insights acquired via social media

Monitor and measure TV, radio, print, and social on a single platform

“Meltwater Explore’s ability to monitor TV and radio is huge. Add in the social tools, and this is what drove us to say let's try this out and see where it goes. I worked closely with my service rep to get up and running. Since then, we’ve been getting real-time insights that frankly, I've never seen before.” – Emma Wahdani, Marketing Communications Specialist

Succeed with influencer marketing by identifying just the right people

“We started doing influencer marketing this year and found Meltwater’s platform extremely helpful. Their search tool allows us to sort through all the features people share in their bios to identify those people with the exact hobbies and other key characteristics we're looking for.” – Chad Ming, Digital Marketing Manager

Grow and engage their audience without being overwhelmed by complexity

“Initially, we thought Meltwater might only be for large companies. We don’t have a mass-market audience. But as we became more familiar with the platform and listened in on conversations to learn more about our target audience, the benefits became clearer. Having our marketing metrics in one place helps also.” – Chad Ming, Digital Marketing Manager

Their products may be tough, but their people employ a soft touch to make their customers happy. Meltwater helps point the way.

See how Meltwater helps Kubota succeed with influencer marketing and grow their audience.

Kubota

For Earth, for Life

Complex and precise performance data required to identify and evaluate influencers.

INFINITI, the luxury vehicle division of Japanese automaker Nissan, had approached Digital Business Lab (DBL) for their Taiwan Instagram account launch campaign. Having already worked with DBL on several APAC influencer campaigns, INFINITI wanted to further explore different formats of influencer marketing in Taiwan for their Instagram account launch. 

DBL was challenged to activate various sub-campaigns that involved influencer operation, where each sub-campaign had its own specific requirements for influencer profiles. The targeted profiles had to meet a performance criteria in terms of reach and engagement, while their industry background and audience interest were also top factors for DBL to consider. 

As the performance of the influencer campaigns contributed to the growth of the INFINITI Taiwan Instagram account, it was also important to closely monitor the performance of the influencer posts, so as to identify the audience groups that were more interested in INFINITI. In such a way, we could obtain insights for further marketing actions to support the growth of the account.

DBL needed a tool that could precisely identify qualified influencers from different industries, while at the same time allowing DBL to monitor the campaign performance and provide actionable insights to the client.

"Meltwater allowed us to access the performance data of each influencer campaign post as well as the average performance data of each influencer, making it easy for comparison. We were able to translate performance into actionable marketing insights, such as identifying the most relevant audience interest, based on the detailed data provided by Meltwater."

How was the experience during and after the provision of the Meltwater services?

Paving the way to marketing actions with precise insights centralised

For a newly launched brand social media account that is looking to grow its local audience, it is important to not only raise brand awareness among the existing community, but also identify and target new audiences who have potential interest in the brand. To achieve both goals, DBL and INFINITI wanted to work with influencers from different industries to maximise the audience reach and test which audience groups are the most relevant for the brand. 

“With Meltwater and their extended collection of search filter and performance metrics, we were able to identify profiles with engaging audience, as well as taking it to the next stage where we the influencers into different interest groups,” said Delles Leung, Digital Marketing Officer of DBL. “ With Meltwater, we could review the audience interest of each influencer. This helped to make sure we maximised the audience reach by working with influencers from different industries.” 

“Selecting suitable influencers for the campaign is the first step, but what is crucial for future marketing actions is the performance analysis,” Leung continued. “Meltwater granted access to performance data of each influencer campaign post, as well as the average performance data of each influencer, making it easy for comparison. We were able to translate the performance to actionable marketing actions, such as identifying the most relevant audience interest, based on the detailed data provided by Meltwater.”

2020 APAC Infiniti X DBL Case Study.pdf

How Meltwater Helps Digital Business Lab:

With the process of influencer identification and performance reporting simplified, DBL seamlessly completed the influencer operation under different sub-campaigns. They also co-produced authentic local content with the influencers, reaching 185,200 people and achieving over 17,000 engagements through the influencers’ accounts. 

Joining hands with Meltwater, DBL successfully activated high quality profiles for the campaign, also gaining precise performance insights for further marketing actions. Combining influencer discovery and performance tracking, Meltwater smooths out the process of influencer marketing. With time  reduced on gathering performance data, DBL was able to focus on analysing and translating the numbers to recommendations and future plans. 

Read about how Digital Business Lab is using the Meltwater Media Intelligence tool for their marketing.

How Meltwater helps Digital Business Lab

Translating Performance into Action

Infiniti X Digital Business Lab

Pick up mentions of clients on social media and news on a global scale

Generate brand awareness reports for social media and online news

Share insights with important stakeholders

The European Olympic Committee uses Meltwater to generate and measure brand awareness. They also use the tool to make sure that when they are being talked about, they pick this coverage up globally. 

Their KPIs include the volume of relevant new coverage, as well as the number of conversations taking place about their stakeholders on social media. Meltwater’s daily report shows them where they stand in terms of their KPIs in real-time. They’ve found out some really surprising insights by tracking metrics such as media exposure (volume of conversations), geographic exposure (where in the world the brand is being talked about the most), and potential reach. 

“It’s fair to say that Meltwater has done more than what the EOC expected them to do initially, as it saves them time by reducing the need for them to search for the information themselves.”

"Meltwater is more than just a media monitoring tool for the EOC; it gives us commercial direction and helps us to make strategic data driven decisions. What has made our partnership even more successful has been the reactivity of the Meltwater team. They have been open, responsive and flexible right from the start."

The European Olympic Committees claims that from education around what the solution can do to signing the contract, account set up and aftercare, their experience using Meltwater has been very positive throughout the whole process.

The set-up process was described as quick - and full credit went to the Meltwater team ensuring their searches were refined so that the EOC only receives the most relevant coverage and insights. The level of service has been described as excellent. The EOC commented that the standard of service they are getting for the price they pay is a great value. 

MW Case Study-MSM for the European Olympic Committees.pdf

How Meltwater Helps the European Olympic Committees:

Automatic break down of the most important insights 

Meltwater eliminates blind spots by tracking the largest content database in the industry. Through smart AI crawling, our media intelligence tool sifts through more than 275,000 global online news sources, comments, review sites, forums, message boards, and over 300 million blogs in the blink of an eye.

"Meltwater is an easy to use and flexible system and we’re pleasantly surprised at the scope of data and how comprehensive the reports are. Meltwater went above and beyond our agreed service and performance criteria that we started to commission full Meltwater reports as we were impressed with what we were seeing. We were happy that we extended and built on our original agreed service.”

Unlimited possibilities in a world full of data 

“The fact that we have a number of searches means that we can be quite specific and granular with the topics that we and our clients care about. This has also allowed us to use the solution for a number of problems all at once, which is great for us, as we’re not limited – and that’s very beneficial.”

The European Olympic Committee (EOC) uses Meltwater to generate and measure brand awareness. They also use the tool to make sure that when they are being talked about, they pick this coverage up globally.

Read about how the European Olympic Committees (EOC) is using the Meltwater Media Intelligence tool for their marketing.

How Meltwater helps the EOC

Getting commercial direction and making strategic data-driven decisions.

European Olympic Committees

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 is able to save time by using Meltwater's tool - time that they can now spend on other aspects of their communication strategy.

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.

Meltwater Customer Stories: Salvation Army

The Salvation Army

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. 

"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

Capture and measure mentions related to
them and the key themes they are tracking

Uncover insights that help determine where
they should allocate their limited funds

Build a media list of journalists receptive to
their message and secure key coverage

Trouble in Paradise - Getting the Word Out 

Situated on the Caribbean coast, Belize is a little slice of heaven. Its 200-mile-long reef has been declared a UNESCO World Heritage Site, and abundant wildlife and plant species provide rich fodder for eco-tourism. Interest in Belize is growing, but for all its beauty, its tourism authority faces challenges. These include a limited budget and the need to do more with less. 

The BTB's Perry Bodden says, "Last year was particularly challenging because of all the storms that hit the Caribbean. Nature may have spared us, but we were still faced with spreading the message that Belize was open for business." 

When the BTB went looking for a media communications tool, they had a good idea of what they needed. Tracking what news outlets were saying about the nation tucked just beneath Mexico was a priority, especially as it related to the Board's initiatives. Metrics were considered critical for helping them determine where they should allocate their limited funds. Identifying and reaching out to news outlets that had written about Belize in the past was also important. And, because social plays such a large role today in generating buzz around specific places and experiences, the BTB wanted to track and evaluate what influencers said on social platforms. 

"We knew the value of promoting Belize through social media platforms like Instagram, so we decided social media metrics, along with traditional coverage, were a must-have."

Monitoring and Insights That Inform Communications    

Today the BTB uses Meltwater to capture every mention relating to tourism in Belize as well as key themes they need to keep track of. To support their own tourism industry, they've become active participants in both the Caribbean Tourism Organization and the Central American Travel Agency. Each presents new opportunities for measuring the impacts of their marketing. Perry Bodden says, "A major reason why we use Meltwater is for the social media and news listening tools. The reports sent to the platform keep us informed of all our mentions, and of the industry in general."

The BTB uses Meltwater to monitor before, during, and after their event. An example of this is their annual Reef Raffle. Proceeds are shared between the Belize Barrier Reef and the Great Barrier Reef in Australia. Bodden says, "We extract all the insights we obtain from Meltwater to not only learn if the conservation message was shared on social media and online news outlets, but to also ensure we use effective messaging that resonates with our audience in our next event."

This interest in the future is coupled with an interest in the past. The BTB is using retroactive searches to identify people and outlets they may have an opportunity to renew a relationship with.  

"After looking at the mentions in the platform, we can reach out to partners that mentioned us so that they can still post about our initiatives."

Meet Belize Tourism Board.pdf

Fine-tune keywords as needed to capture every relevant mention  

"A huge challenge in the past was tracking relevant mentions about our country in general, not just one specific word. Every important mention that includes the word Belize can affect our tourism positively or negatively, and the ability to fine-tune our keywords in Meltwater makes a major difference."

— Maynor Larrieu, Digital Marketing Manager 

Make apples to apples comparisons of metrics across all initiatives  

"Meltwater's platform allows us to standardize our metrics across all of our events and initiatives. For example, we use one dashboard to measure all the PR efforts—  digital and social— within our tourism industry. Making data easy to track and comprehend is what every tourism board dreams of, not just us." 

Target news organizations with a demonstrated interest in partnering 

"We look at the mentions we see in Meltwater and reach out to news organizations that wrote about one or more of our events, to encourage them to continue spreading the message of protecting the reefs. The platform makes this easy because it shows us in real time the top publications by volume of coverage." 

— Perry Bodden, Digital Marketing Officer 

The Belize Tourism Board (BTB) is the government body responsible for the licensing and marketing of the small Central American nation's tourism industry. It supports tourism-affiliated businesses through many initiatives, programs, and policies. Meltwater media monitoring and analytics provide the BTB with a huge
assist.

Meltwater helps Belize Tourism Board fine-tune keywords as needed to capture every relevant mention and make unified comparisons of metrics across all initiatives.

Belize Tourism Board - Meltwater customer story

Wish You Were Here

Belize Tourism Board

Accommodate more than 30 clients with accurate media monitoring and timely alerts

Make use of automation to schedule and publish across multiple social platforms

Pitch more strategically by identifying the most qualified and receptive journalists

Succeeding as Both Magician and Marketing Guru 

Imagination is more important than knowledge, Einstein once said, but the marketing gurus at ChizComm will tell you it's not an either/ or proposition. In the idea business, you want and need both. It's especially important when you're juggling the various requirements of more than 30 different clients working in a variety of industries. Each of these clients have big expectations, their own style and preferences, and strong ideas around how to measure success. 

Several years ago, ChizComm's Toronto HQ decided their media monitoring tool was returning too many irrelevant search results and requiring too much manual oversight. They were looking for greater access to broadcast and social media, analytics to provide perspective, and exposure to journalists they could partner with on stories and articles. In early 2019, ChizComm acquired New Jersey company, Beacon. Overnight, staying on top of US market news became as important as following developments in Canada. 

VP Kassandra O'Brien says, "We have 30 different clients dancing to different beats. We needed the kind of automation Meltwater offers." 

"We started out with a competing product, but we grew pretty quickly. We needed a larger media platform that was a lot more accurate, up-to-date, and quick and efficient."

Exercising Their Marketing Chops with Meltwater   

Meltwater's real-time alerts and unlimited results allow ChizComm to have confidence they're capturing every client mention and enabling team members in both offices to share their findings with their clients. The powerful global search capabilities provide the Toronto office with another way to ensure their finger is on the pulse of everything happening in the US. They find it extremely time saving to have everything in one place, working together, never forcing them to search the web manually. 

Along with the traditional and social media monitoring and engagement capabilities, Meltwater enables ChizComm to schedule and publish across multiple social platforms. Its media influencers contacts database provides users with relevant details on the most qualified journalists, together with the ability to search by keyword, beat, and area. This ensures the PR team is always pitching the journalists and media outlets most likely to pick up their stories. 

Kassandra O'Brien says, "If we're doing a launch event in San Diego, for example, we can go real granular and just get local media to ensure the right fit. Some clients have a preference for online activity versus broadcast, so we can filter that way also. We can then store our new list right in Meltwater."

"We really need to be strategic when pitching, so we love the fact that we can search by keyword, by beat, and by area."

Meet ChizComm (1).pdf

Become alert to problems sooner and keep them from growing  

"Everyone likes good news, but sometimes you land in a crisis. Our clients always want us to be a step ahead, so it?s really beneficial that we can notify them of something they're mentioned in, good or bad, before they get blindsided. Real-time alerts help us go to our clients with solutions already in hand."

Build relationships with leading journalists both at home and abroad 

"We're in Toronto and 80% of our business is in the US. The influencer contact database allows us to get to know US journalists and outlets and remain up to speed with the US market, even without living there." 

Get up and running with new clients in a matter of minutes or hours 

"Meltwater's service team is awesome. Sometimes we've been a little strapped for time and have to use the platform because we've just landed a new client. We'll just shoot the team an email asking them to set up, say, five new brands we need to start monitoring ASAP, and it's done. That's just super helpful." 

— Kassandra O'Brien, VP Marketing and Communications, ChizComm 

ChizComm Ltd is a full-service marketing communications agency providing PR, events, digital, and media buying services to more than 30 clients. With offices in Canada and the US, they're valued by their clients for the quality of their ideas and their strategic guidance. Meltwater is a vital source of their intelligence.

Meltwater helps ChizComm build relationships with leading journalists both at home and abroad.

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

Mailchimp

Booz Allen Hamilton

Splash Communications

Kubota

Infiniti X Digital Business Lab

European Olympic Committees

The Salvation Army

The Economist

Belize Tourism Board

ChizComm

Union Gospel Mission

Plan International

Santander Rio Bank

Food For The Poor

Canadian Football League

SaskEnergy

Innovate BC

H&M

Rio Convention & Visitors Bureau

LINK

LEWIS Pulse

Guinness World Records

Goodman Media International

Keller Williams Realty

Seventh-Day Adventist Church

Acciona

Todos pela Educação (All for Education)

Aeromexico

Air France

TECHO

Old Dominion University

DNV GL Healthcare

Brote

360i

Fund For Peace

Search for Common Ground

Save the Children

Medicines Sans Frontier

Olympus

Vans

Ogilvy

Hill + Knowlton Strategies

The Ohio State University

Fred Perry

Pride In London

Sodastream

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