Happy December! This month our Expert series will focus on how Meltwater use Meltwater. We are excited to provide you with tips and use cases from our internal teams to help inspire you on other ways you could be using the platform. We would also love to hear from you on each of these use cases.
- Field Marketing
- Product Marketing
- Marketing Practitioner
- Corporate Communications
- Corporate Marketing - Without further ado, let’s hear from Corporate Marketing…
Corporate Marketing
As a Corporate Marketing team, we’re the guardians of the Meltwater brand. We aim to deliver a cohesive and elevated experience to our existing and prospective customers. Our department is divided into four core areas that contribute to the ultimate goal:
- Content, campaigns, and customer marketing
- Website development
- Brand and creative
- Marketing operations
I lead the content, campaigns, and customer marketing division. One of our responsibilities is to drive Meltwater’s online presence through organic, paid, and owned content globally, and a huge part of our work is powered by Meltwater products.
Like our customers, we rely on the Meltwater platform to execute campaigns, stay well-informed, and measure our success! Here’s how my team takes advantage of our tools in their day-to-day.
Social Media Management
Meltwater’s social media program is run through Engage, our social media management solution. Every day, our social media manager logs into the platform to schedule and publish posts, respond to incoming messages, and analyze the performance of our social media strategy.
Being able to schedule all of our social media posts across networks is a huge time saver for my team, allowing us to spend time optimizing the content. One time-saving feature we utilize almost daily is the ability to add links to our Instagram bio. Generating traffic from Instagram has always been a struggle for marketers, and this one feature is an easy way for us to make sure we are providing our audiences with a way to learn more about the product updates, blog posts, or culture at Meltwater we are often sharing.
As a data-driven company, we are constantly looking at performance analytics to evaluate and inform the content we are sharing. One of the easiest ways to understand what types of posts or content are performing is by using the tagging feature in Analyze! We recently conducted a social media audit, and being able to pull a Tag Report made the process much more efficient.
And if you want to see how our social strategy comes to life, check out our LinkedIn, Instagram, and Twitter channels.
Competitive Landscape
We operate in a competitive industry, and things are always changing quickly. To keep up with those shifts, we track our key competitors’ via Monitor. We can see what they are sharing — and what others are posting about them online. There’s a lot you can learn from analyzing the content themes, news articles, and the general sentiment of the content posted around a competitor.
No matter what industry you are in, keeping an eye on what your competitors are sharing and benchmarking your performance is always a worthwhile investment. We have also set up a dashboard to help us easily monitor how our share of voice has increased over time compared to our competitors.
However, it’s not only our competitors we are monitoring. We have several saved searches set up within Explore that are related to specific industry keywords, as well as Meltwater itself. To know when someone has written an article about Meltwater (maybe around the recent Meltwater Champions Chess Tour) or mentioned us in a social media post, we have created Slack alerts. The Slack integration has been a great way for the entire team to stay informed without having to log into the platform. Every time a keyword we’re tracking gets a mention, we’re alerted on Slack, where we, as a team, can easily decide whether any follow-up action is required.
Content Creation
My team has been using the Meltwater platform to research and create data-driven content a lot recently! From social media posts to industry reports, blogs to eBooks, a lot of the content you will see on Meltwater.com and our social channels was created using insights we’ve pulled from Explore and Linkfluence.
For example, we recently partnered with Twitter to produce a series of industry reports. The first report, The Fashion Industry’s New Era, utilized data from Explore and Linkfluence to understand the key trends that matter most to fashion netizens today. The report not only looks at what people are saying about fashion or fashion-related trends through social listening but also aims to understand who is talking about fashion online. We were able to segment the community of users posting online about fashion into specific tribes, like luxury fashion enthusiasts. These consumer insights offer a wealth of knowledge that can aid marketers in building out their paid ad targeting or campaign planning.
Photo: extract of The Fashion Industry’s New Era industry report
If you are following our social media channels, then you might be familiar with our “Chart of the Week” feature. My team looks for pop culture & current affairs topics that are trending and uses Explore to provide quick and digestible context around the event via this series.
For events we have discussed in the past, such as Mental Health Awareness Month, we can save our searches to ensure we use the same exact approach to data collection. This also means that once a search is built, we don’t need to waste time rebuilding it the following year.
Photo: Mental Health Awareness Month Chart of the Week
There are several other ways that my team is using the Meltwater platform on a day-to-day basis, but I hope sharing these examples inspired you to implement a new integration or make use of a feature that you haven’t tried before.
I also want to thank my amazing team, who creates all of this wonderful content but also shares with me new ways to use the Meltwater platform to save time or conduct relevant research. Thank you,
I’d love to learn from other content creators within this community how you are using Meltwater in your programs or planning in the comments below!
Happy Holidays,
TJ
