Discuss Industry Best Practices
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Every search is likely to produce some irrelevant content. This noise, if not tackled, can put your data accuracy into question. The irrelevant content I mention can be related to stock market or financial reports, press releases, recruitment campaigns, promotions, games, and contests. It could also be more specific to your brand name... For Solvay, our long history (we turn 160 years old in 2023!) creates many complexities in tracking the share of voice properly. Our famous founder who was also a philanthropist; Ernest Solvay, a mountain refuge in the Alps, the famous Solvay Conferences, a school, a town, and a family - all share the Solvay name. If you are a large organization consisting of many acquired brands, those legacy businesses can impact your results. In 2011, Solvay purchased a Brazilian company called Rhodia - a name still used in the native market. However, we also know of a French company called Rhodia Notebooks which is not related to our organization. As you can see,
How to Prepare for a Crisis?#Experts
The year is 2022 and the continued rise in popularity and use of social media means your brand can easily and quickly go viral, sometimes for the right reasons but often due to circumstances you can’t fully control. Today, we’ll explore ways to gain that control and own the narrative with a robust approach to social listening. The elevator pitch? You must be aware of negative conversations, and arguably, at a higher priority than the positive ones. Read on for the extended explanation! Why every business should consider social listening Given the traditional nature of the chemicals industry, social listening was not always top of mind for a company like Solvay. However, in 2018 a single tweet relating to our brand went viral. Despite the damage it did to our reputation, it was our “ah ha” moment that opened our eyes to the need of having a setup in place that allows us to monitor mentions and be able to respond fast to conversations considered a threat. This moment also spurred our
Introducing our next Expert, Melissa Walters, Trends and Insights Manager at Solvay. We’ve asked Melissa to share a little about her expertise About my role and scope My role is a Global Trends and Insights Manager in Corporate Communications at Solvay Group. Solvay is a global leader in Materials, Solutions, and Chemicals headquartered in Belgium. We're a science company whose technologies deliver benefits to many aspects of daily life. From my home base in Brooklyn, New York and my office in Princeton, New Jersey I lead a data team focused on Solvay's web and social media presence. We aim to develop a strong digital content strategy that fuels our channels and delivers audiences what they want in a compliant way. Together with a Data Analyst, we're in charge of website(s) performance, data strategy, SEO, GDPR, and tools governance at Solvay. I've been with the company for nine years. My previous roles with Solvay include Marketing Communications with a focus on tradeshow developme
The Business Need Preparation-H team wanted to find answers to questions many brands should be asking themselves in today’s reality: Should we have a presence on social media? If so, where? How do we align our brand comms with the voice of our consumer (Starting with basics, including - how do customers refer to our brand?) What should the tone of our social voice be? (Our early thinking was that we should opt for an informative & formal persona) What opportunities are there, outside of direct product mentions, to drive awareness and engagement within our target audience? In the past, those questions would be addressed by traditional research methodologies such as focus groups. While a good source of information, these typically take time, require substantial budget and are limited when it comes to scope. None of these barriers exist for social and so we set out to explore the category and uncover consumer insights. Building the Query - Brand Internally, we often refer to this bran
Continuing our discourse from Tuesday, let’s review another real use case. Today, we will focus on the Dental Health Care Provider (DHCP) audience. Business ObjectiveIdentify and categorize online stakeholders who are Dentists or Hygienists into communities to better understand how they advise their clients and followership ContextWhat you’ll see below is our first take at setting up the DHCP query. The community we found has been a significant source of insight for our expert team and, as a result of our findings, we’ll be updating the set up. More of that later but this is your reminder to keep reviewing and refinding your queries - markets, preferences and consumer behaviors change - we need to stay on top of it! Our key task in this instance was to understand what role the DHCP plays online, and are they driving the preventative care conversation online. Step 1 - Building the query & categorizing the tribe members Using the same bio: operator technique as with the Hispanic Tr
Introducing the Social Listening Maturity Model This week's focus is the Social Media Maturity Model. The model will help you answer the “where do I start?” question many of us face when tasked with building or leading a social listening team. I want to make sure we dive into each part and discuss what it means to your teams and businesses. I’ll share my experience but would love to hear how the model fits within your organizational setup. A model for every business type I co-developed this model when I joined GSK, now Haleon. With no existing roadmap or set objectives, we needed a solid baseline and universal understanding of where we are as an organization, and where we want to be. That’s the biggest reason why I call our model a maturity model - it implies a process that takes time. The first phase and one we will uncover this week represents the building of your social capacities. This is where we experiment and get things wrong. With time, and as we progress in our maturity le
This week, we take a closer look at online communities and how advanced technology can help to identify and better understand these consumer groups. There is so much brands can learn, from the way audiences communicate to simply how they behave online. The tribes forming organically around shared beliefs, dislikes or even geographies are known for their engagement, fandom and often wit and knowledge. They are perfect for gathering social listening insights! I’ll deep dive into two specific case studies, outlining how we utilize the advanced bio operator in Explore: Hispanic Trendsetters (today) Dental Health Care Providers (Thursday)Let’s go! Case Study 1: Hispanic Trendsetters Business ObjectiveIdentify and categorize online stakeholders of Hispanic heritage into communities (tribes) to better understand their interests in our category and pop culture ContextI was advised by my team that “Hispanic Trend Setters” carry a significant amount of influence in the country, as well as pop cu
Now that you have a plan in place, it’s time to put it into action! Once you’ve gathered all the necessary historical data and context, you’ll have a strong idea of what to zoom into and the whitespace that exists. What does this look like for agencies? Consider team size and skill and use the first month to figure out the optimal staff mix Starbucks is one brand, but generates millions of mentions, you’ll likely need two or more analysts (focusing on the corporate brand and specific orders/ingredient mixes) Is the workload fairly administered across the team? Perhaps your client is Kraft-Heinz and you’ve won the business for Kool-Aid and Capri-Sun. - does your team have experience in CPG or food and beverage? Can the team streamline reporting and tracking elements? For example, using the same flavor/color queries across both brands? Say you oversee Oscar Mayer and Capri-Sun, two different businesses. Does your team have the skill and bandwidth to cover multiple categories?
The next step of the Building Phase is to fill your knowledge gaps. This means gathering historical information and context. When you’re first starting out, you usually won’t have any idea what the historical figures are for your brand(s). Filling in these gaps are crucial for future planning and benchmarking - that’s why we care so much about the depth and breadth of data! Historical Information When gathering historical information, there are 4 key pillars to cover. 1) Volume Benchmarks and Seasonality One of the most common questions I get asked is how did this conversation look like a year ago? A month ago? 6 minutes ago? Ok, maybe not the last one but for brands that experience seasonality, like Flonase, ChapStick, Emergen-C, Robitussin, and Theraflu, this is a big deal! How do we know if seasonality translates from the real world to online?This is why it’s important to run your queries retrospectively over the past 12 months or, ideally, the most recent calendar year. This way
Building Phase: Due Diligence Today we will focus on the Due Diligence stage of Building, this stage should be intuitive for most. If you’re starting on square one with nothing, like I did, you’ll need to gather some basic information to understand where and how social data and analytics can impact your business. Today’s focus is on Due DiligenceThe guiding principle here is to determine your use cases. These are the 3 core use cases we uncovered at the inception of my team: 1) Consumer Insights & Competitive IntelligenceOne of the most popular use cases was to get a better understanding of how our consumers speak about our brands. Pretty straightforward, you’re simply discovering, for the first time ever, what’s being said about your brand(s).This information will evolve into the “Voice of the Customer”. The ongoing social listening program you put in place will give you a better idea of general consumer lexicon, slang, short-hand acronyms, and other brand-specific terminology
We’ve had a huge response to our #ExpertsWithInsights announcement and have started going through the applications. We are seeing some great expertise. We will announce our next cohort of #Experts the first week in November. There is still time to apply if you are interested. We are starting off the series with an #Expert on Social Intelligence. What is Social Intelligence? Social intelligence is the use of social data to answer specific questions or solve problems. Social intelligence is the strategic use of social media data or conversational data to answer complex problems. Meet Danny Gardner, Head of Social Media Insights & Analytics @ Haleon. Danny Gardner is Haleon's Head of Social Media Insights and Analytics for North America. He previously held the same role at GSK, acquired from Pfizer as part of the $12B consumer healthcare joint venture between the two companies. He began his full-time career with W2O Group (now Real Chemistry), where he held cross-functional roles i
📣 Calling all PR Experts, Social Specialist or Communication Gurus 📣 Meltwater Community wants to reward you for your industry know-how. We invite you to join our #ExpertsWithInsights program. You’ll join the ranks of the best and the brightest in this industry, who are also passionate about elevating industry peers. Who are we looking for?Industry experts in PR, Communications or Marketing field, willing to share their know-how and lessons learned. How will it work?Experts are asked to write blog posts in mCommunity. Our content writers will help you with design and format but the focus area and content must come from you. We want to learn from you!Why should I apply?We are offering our experts fame, industry recognition, VIP experiences and swag to thank you for becoming a mCommunity Expert.Where do I sign up?To learn more and apply (it’s not painful) Click here! We will announce our first expert on October 10! Post questions below or PM me.
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