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.
Activities
- Social Media Intelligence Strategy
- Ongoing Monitoring
- Brand Reputation Analysis
- Crisis Management Model
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.