SOURCE: Marketwired


December 14, 2013 12:55 ET

Marketwired Case Studies Reveal Creative Uses of Social Media Monitoring

Social Monitoring and Analytics Tools, Powered by Sysomos, Give Organizations More Effective Ways to Achieve Their Objectives

TORONTO, ON--(Marketwired - December 14, 2013) - Social media monitoring has opened the creative floodgates for brand marketers, researchers, public relations professionals and educators. Marketwired has been interviewing its clients who use Heartbeat and MAP, powered by Sysomos, to learn how they leverage social media listening, monitoring and analytics tools in their organizations. It found a wide range of innovative approaches that integrate disciplines and more cost-effectively achieve business goals.

Consumer Brands

Nestlé Purina Canada wanted to improve its brand's social media presence in Canada and build an engaged community of fans. It uses Heartbeat to identify Canada-specific social media conversations and pinpoint topics that generate the most interest and engagement. Nestlé Purina Canada uses these insights to integrate current, relevant content into existing and new promotions on Twitter and Facebook, which has increased the impact of its paid search investment and measurably grown engagement.

eBay has the largest online classifieds group in the world, covering more than 30 countries and 12 different brands. It uses solutions powered by Sysomos to find key international influencers and build relationships with them that are critical to business success. eBay recently used MAP to identify the key influencers for specific advertising categories in markets in Mexico and Canada; this has allowed them to generate more traffic and subsequently more sales by leveraging the influencers' relationships and content. 

Marketing and Research Firms

Cactus , a full-service marketing agency, needed to attract visitors and make an impact on Jackson Hole's ski resorts and other local businesses across multiple industries despite a late start promoting the season. Using MAP, powered by Sysomos, to identify conversations among prospective Jackson Hole visitors, Cactus taught businesses how to interact directly with these potential customers. The personal, authentic outreach on Twitter contributed to record-breaking revenue for Jackson Hole businesses, even in a low-snow ski season.

Goldbach Interactive is a digital marketing agency in Switzerland that relies on Heartbeat and MAP, powered by Sysomos, to provide the language and country-specific data and analysis it needs to develop strategies that win new business and create a trusted partnership with existing clients. In addition to winning new clients and expanding engagements, it helps companies use social media to address potential problems quickly, make smarter business decisions, and differentiate themselves from the competition.

ORI , a market research firm based in Washington, DC, partnered with George Washington University's Graduate School of Political Management to study the impact of social media on the 2012 U.S. presidential election. ORI examined voters' interactions on social media and how candidates promoted their platforms with social media, which may have influenced the election outcome. By utilizing MAP, ORI found that social media sentiment analysis matched closely with traditional polling results, opening up new opportunities for understanding voter behavior.

Non-Profit Organizations

Missing Children Society of Canada (MCSC) reunites missing children with their families. Using Heartbeat, Powered by Sysomos, MCSC monitors and reports on the use and effectiveness of the World's Most Valuable Social Network -- a Facebook app that allows MCSC to "borrow" social media networks to spread alerts past its own network. Heartbeat reveals that alerts from the World's Most Valuable Social Network are seen by 70 percent of Canadians. Data from Heartbeat gives law enforcement offices solid evidence that these mass outreach efforts work.

City Year matches young adults with volunteer opportunities focused on helping school-age children stay in school and graduate. To reach its target demographic, City Year uses Heartbeat to monitor and engage volunteers and prospects as part of #makebetterhappen, a social media campaign that encourages volunteers to share experiences with their peers. Acting on information from Heartbeat, City Year keeps its volunteer application pipeline full and recognizes its best volunteers.


Midwestern State University integrated Heartbeat into its processes to enhanced recruiting efforts and address hot-button issues quickly and personally. By connecting with individuals at the right time, current and prospective students feel better served by the university and the number of students attending university-run events has increased.

Georgia State University uses Heartbeat to accurately identify and engage with prospective and current students as well as direct their questions to the appropriate university department. By tracking brand mentions more effectively, the university has decreased the time and resources spent answering student questions. It is also able to identify students at risk of dropping out so it can take appropriate measures in time to make a difference.


Heartbeat, powered by Sysomos, is a monitoring and engagement tool that helps clients tune into social media conversations, track details on activity, buzz and sentiment, and engage with key influencers. A dashboard shows up-to-the-minute information about the most important social media metrics.


MAP, powered by Sysomos, provides full access to the social media stream and offers the most in-depth research tools available. Unlimited searches deliver a wide-angle view of the marketplace including influencer identification, geographic and demographic data, automated sentiment, and competitive analysis.

About Marketwired

Partnering with companies of all sizes -- from start-ups to Fortune 500 enterprises -- Marketwired™ is an innovative, social intelligence company offering best-in-class, global news distribution and reporting. Powered by Sysomos, Marketwired™ products also provide state-of-the-art social media monitoring and analytics. This critical business intelligence provides instant and unlimited access to all social media conversations, allowing brands to see what's happening, why it's happening, and who's driving the conversations.

Marketwired™ is majority-owned by OMERS Private Equity (

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