Hello, my name is Mariusz Soltanifar.
I am a researcher in the area of corporate entrepreneurship and
marketing lecturer at Hanze International Business School in the Netherlands.
Today, I'm going be talking about social media monitoring and how it can be
used to learn and gain customer insights using the Brand24 company as an example.
We are going to learn more about brand awareness and brand trust,
and how it can be used to create global recognition.
Let us first have a look at the overview of what I've prepared for today.
The following case discusses how Brand24 used social media monitoring to
cope with the challenge of entering new global markets and is structured as follow.
First, the nature of the challenge is highlighted.
Second, the company itself is presented.
Third, the explanation of what has been done so action taken is discussed.
Fourth, the outcome is revealed.
Lastly, the learning is discussed.
Let me highlight the nature of the challenge that Brand24 faced first.
The company is known for social media monitoring.
In 2016, Brand24 had
really great recognition on the Polish market where the start-up was created and launched,
and aimed to build its brand awareness,
mainly in Europe and North America.
One of the challenges for Brand24 was to build trust in the brand on global markets.
But what is social media monitoring exactly?
Social media monitoring is the process of using social media channels to track, gather,
and mine information and data about certain individuals or groups,
usually companies or organizations.
Social media monitoring is also known as
social media listening or social media measurements,
and allows companies to assess their reputation,
and discern how they are perceived online.
Social media monitoring enables to seek information
on the customers and even to discover industry trends.