Continuous monitoring of the network

Central Marketing Intelligence > Continuous monitoring of the network

Continuous monitoring of the network

When a multinational tobacco producer opened a new production plant and launched a line of electronic cigarettes in Italy, they wanted to make sure there were no problems of reputation, such as protests or other negative impacts.

The questions they wanted to answer were:

  • How much are people talking about the new opening?
  • Do people like the product or are there any problems?
  • What is the sentiment of people?
  • Are negative factions emerging?

We have constantly monitored for a year the conversations of people on the subjects that were most relevant to the company , to help them be ready to intervene at the first alarm bell. To do this, we dedicated a whole dashboard of our partner’s social listening software, supporting the marketing agency in managing the software.

Thanks to this continuous monitoring, the company’s top management has been able to rest easy, periodically viewing reports on how the reputation of the new product and of the new plant were changing.

Date

May 24, 2017

Category

Marketing agency, Reputation X-Ray

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