2019 – 2021
Social Media Reporting
The ask
Measure the impact of the social content strategy across multiple markets of the same brand, optimise its efficacy and inform future plans.
The approach
A monthly recap of the reach and engagement rate split across different points of view: campaign, market, channel, format.
Weighted Engagement Rate to reflect the different audience interactions and channel experiences.
Regular deep-dives to inform differentiated content strategy across different channels.
Results
- Increased optimisation practice in the social content development area.
- Increased organic reach and efficacy of social content across markets.
2021 – onwards
Trend Reports
The ask
Keep an eye out for strategic opportunities (for brand, product and content) on culture and what’s relevant in the social media space.
The approach
Social Listening and desk research joint together to address the ask. A monthly pulse-check on how industry-relevant topic were evolving for reach, shape and main topics, and how others are emerging.
Results
Impact on social content strategy and giving material for internal discussions.
2021 – onwards
Voice of Customer report
The ask
Measure the impact of a new car launch on brand sentiment and reputation, highlighting pain points and strategic opportunities.
The challenge
Separating noise from relevant mentions. Account for the different nuances in meaning beyond social listening tools.
The approach
Leveraging social listening tools, a structured research approach was designed to tackle the ask on different POVs:
- Generic brand perception.
- Various facets and nuances of brand perception and pain points.
- Separating mentions about the brand from the event-related or just product related.Comparison with other brands or products.
- Detailed features and tech comments.
The results
A comprehensive piece of research which informed not only how the new model was going to be communicated on social, but also PR and product strategy.
Ongoing
Website Monthly Report
The ask
Provide an ongoing snapshot at our client’s digital presence across markets, as well as measuring of the latest updates and implementations to the website.
The challenges
Spotty tagging and measurement implementation. Inconsistent metrics across markets. User testing practice at its early stages.
The approach
Establish a set of general metrics to evaluate the activity. Keep consistent updates with the stakeholders globally and at market level to share information and updates.
Results
Ongoing optimisations to website design and user experience. Improved organic traffic and traffic to vehicle pages, brand and ownership sections.
Paolo D'Alessandro 