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Brands

 

 

Learn how they are driving
strategic PR objectives with
advanced PR benchmarking.

Download the RealMassive Case Study

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“The TrendKite platform has provided us with the necessary tools to make our everyday workflows and benchmarking
much more efficient.”

Andy North - Vice President, Corporate Branding & Communications

THE PROBLEM

Needed Solution to Benchmark Ambitious Strategic Objectives

Bazaarvoice starts every year with an ambitious set of core strategic objectives, which require a tremendous amount of external amplification, thought leadership, and credible mindshare. The team needed a flexible solution to benchmark their results against each objective and were being held back from proper measurement by inflexible, legacy PR software.

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“We’re focused on four strategic objectives this year; Be seen as the leading Consumer Generated Content (CGC) authority in our industry, be client obsessed, leverage the value of our network for our clients and amplify our reputation as a top workplace. To help us accomplish these strategic objectives, we needed the best solution to help benchmark our results.”
Andy North - Vice President, Corporate Branding & Communications

THE SOLUTION

Sophisticated and Flexible Dashboards to Track Brand Coverage

Using TrendKite’s flexible dashboards and metrics, the team was able to set up a sophisticated set of benchmarks to track progress to goals. For example, they track what percent of Bazaarvoice brand coverage is about culture versus products versus customer stories. In a single dashboard, they also compare product launch results side-by-side and benchmark their campaign results against best-in-class companies.

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“The TrendKite platform has provided us with the necessary tools to make our everyday workflows and benchmarking much more efficient. We can do endless side-by-side comparisons in a single dashboard, and then pull reports based on volume of coverage, engagement, social amplification, and traffic driven back to our website. Plus, it’s so automated now that it takes less than five minutes to do.”

Andy North - Vice President, Corporate Branding & Communications

BONUS

Benchmarking Media Domestically VS. Internationally

Bazaarvoice compiles a major research index each year which they promote, pitch and amplify to establish industry thought leadership. Earlier this year, they decided to repackage the report around global benchmarks and launch it domestically and in their European market and were able to use TrendKite to compare how much the thought leadership content resonated domestically versus internationally.

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“It was fascinating to compare our results promoting the CGC Index domestically versus internationally in terms of total coverage, featured coverage, and total shares. We learned a lot about what resonates in our different markets.”
Andy North - Vice President, Corporate Branding & Communications

Spotlight Features

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Social Amplification

Measure audience resonance by looking at how many times an article was socially shared.

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Benchmarking

Benchmark metrics side-by-side to compare results over time, vis-a-vis competitors, or against your industry’s averages.

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Sentiment Analysis

Understand tonality in brand coverage with advanced natural language processing.

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