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Case Study: Global Technology Vendor
Background
Client is a technology vendor with annual sales over $5 billion and almost 15,000 employees. Their products enable their customers to more efficiently use their IT hardware and software infrastructure. Client is the global leader in their area of speciality.
Challenge
Being a global company, product and marketing initiatives are generally driven on a worldwide basis. At the same time, each region and many countries have their own marketing organisation to channel corporate programs, support local business strategies, run events and promotions, and execute local communications strategy. The Asia- Pacific and Japan (APJ) unit was limited in its ability to measure the results of digital and social communications, and hence unable to gain meaningful insight for future planning.
Strategy
After a full review of Client’s digital and social presence, current monitoring software and requirements, KINSHIP digital configured a Sysomos Heartbeat account to monitor all brand, product, capability and related keyword mentions – across APJ and across all languages. On a country-by-country and APJ basis, KINSHIP digital’s solution enabled Client to identify key influencers, sentiment, share of mentions, and industry and product conversations taking place. KINSHIP digital was also able to monitor and report on the digital and social results of events and marketing campaigns.
The KINSHIP digital service includes the monitoring of 160,000 monthly conversations and applying them to the Client’s business processes of online reputation management, customer support, social sales, influencer engagement, and product or event insights. The reporting varies from instantaneous to monthly insights, depending on the Client business unit needs.
Results
The Monthly Social Media Monitoring Reports now provide actionable insights into short-term (or real-time) movements and longer-term trends of Client’s brand and their competitors, enabling Client to:
 Gain customer and competitive insights from social media, blogs and other sources;
 Gather influencer insights from social media, blogs and other sources; and,
 Use their improved insight to plan and adjust social strategies, customer engagement, marketing activities and future campaigns.
Client Testimonial
“Our partnership with KINSHIP digital spans across the past three years and the insights that are provided impact our entire APJ organisation.”
Vice President Marketing, Asia Pacific & Japan