Cultur-e joins the Arsenalia Group. A constantly evolving ecosystem of skills

Creating a constantly evolving integrated ecosystem whose strength results from its complementary skills. With this objective Cultur-e – together with Oblics and...

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Poste Italiane

In 2014, we started an important social media intelligence project to monitor on-line conversations on 9 brands and services, individual product campaigns and top managers at Poste Italiane, the Italian Postal Service. Activities include the ongoing production of a complex system of strategic analysis reports and the development of a viral monitoring and crisis management model.

Context

Learning to Listen and Reply to the Public with Social Media Intelligence

Poste Italiane abandoned the semantic monitoring system and selected Cultur-e and the Tracx statistic methodology to listen to on-line conversations and cross them with information from its proprietary channels (websites, social media channels, apps). Brands, managers, services, products and campaigns are analysed through an integrated process in which reference targets are not individual, but the system of relations containing the client, consumer, employee or opinion leader.

The objective is to develop the ability to listen and reply to questions posed by an on-line audience through efficient communications, marketing and customer service actions on digital media.

Social Intelligence Analysis on Brands, Campaigns, Products and Competitors

2014-2016 We listened to and analysed on-line conversations about the Italian Postal Service, top management, products and services, and marketing campaigns. After having developed a monitoring strategy with the right settings for the Tracx platform, we conducted a daily qualitative-quantitative analysis on volumes, sentiment, places, influencers, viral nature and competitors with brand monitoring and alert cases on sensitive and viral cases. We produced monthly reputation and periodic reports on campaign trends and products.

Social Media Intelligence for Marketing and Customer Care

The analysis model was successful thanks to the integration of the data collected on the company’s proprietary channels (websites, social media channels, apps) and was used to develop communication, marketing and customer service actions on digital media.

News

Poste Italiane’s Social Intelligence Service, once again in the hands of Cultur-e

Leaving the semantic monitoring system behind, Cultur-e brings the Tracx statistic method to “listen” to the spontaneous online conversations and complement...

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