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Strategy
Platform
Channel strategy
• Main owned accounts are Twitter.
They want to achieve:
• Brand awareness increasement.
• To build a company reputation.
• Social care. Community management.
Social Listening
• Crisis management
• Competitor’s level of share of voice.
Social Care
• Noticing a huge increasement of social care cases – evolving it.
Lead generation
• Not working on it yet.
Usage
• Publishing
• Planner
• Monitoring and engagement
• Listening – Integration with Talkwalker
• Reporting
• Amplify module
Hootsuite purpose
• To streamline work process and improve workflow
• Governance – overview all team’s performance
• To improve security
Conclusions
• Using Hootsuite because is the one that already know.
• It is affordable.
• Ease of use.
• Using Talkwaker since it is integrated into Hootsuite;
Brandwatch is preferred but it is also more expensive.
• They are thinking of Salesforce integration since social
care cases are increasing constantly
(60% more social care cases than last year)
• Low Linkedin adoption rate. Many API limitations.
+85 licenses
+100 accounts
5 years of usage
90% B2B
+520k Followers
+130k interactions
+5.3k posts
Key functionality on events.
Instagram is not included since it has many API limitations.
• Any CRM integration since they are still working on a unique DATA base with the company they merged a couple of years ago.
• Not using advertisement module since they are hardly investing on paid media
