Client Profile & Challenge
Our Client is an American trade association.
Challenge: Our Client was under immense pressure to defend and grow their reputation on a national scale and across a variety of subjects, including health, sustainability, etc. In order to accomplish this, they needed a best-in-class technology platform paired with functional expertise to collect and classify conversations throughout the social media landscape. This intelligence and workflow would allow them to actively monitor their reputation, better understand their audience, and ultimately, activate influencers and advocates to make a positive impact.
Solution Overview
Messina Group conducted a discovery engagement to define the Future State Use Cases, Architecture, Roadmap and the Business Case for the Social Listening Platform. Based on this analysis, Messina conducted a rigorous platform selection process to identify the tool that best suited the clients’ needs, saving the client multiple six figures in licensing costs during negotiations. Once the selection was completed, Messina managed the implementation, both managing the engagement and developing the Social Listening queries, dashboards, and reports.
Solutions:
Platform Selection, Analytics Roadmap, Advanced Analytics
Technology Used:
Synthesio Social Intelligence Suite, Microsoft Azure
Team Composition
Messina utilized a Solution Architect, a Business Analyst, and a Sr. Analytics consultant during the course of the engagement. The client team consisted of several SMEs across Marketing and Communications, along with an executive team that included the CIO, Strategic Insights, and Group Vice Presidents.
“After” Business Value Creation
By collecting broad-based social data and using machine learning to quickly classify, aggregate, and correlate conversations, our Client was able to keep a much better pulse on their reputation. The tool was critical in helping them identify near-term and long-term threats/opportunities and predict which conversations or social trends were worth engaging in, versus those that were likely to pass. Moreover, the tool was critical in helping the client identify the best possible influencers and advocates for their audience and actively measure their performance.
