“Our clients are seeking data-driven & informed communications that can ladder between marketing strategies and agile campaigns. When we show Digimind as one piece of our communications approach, they absolutely fawn over the potential. They love the cart wheel, the conversation trend, and the new sentiment metrics developed by Digimind. This is bringing key data into the marketing and business decision process.”
Hart Inc. is an independent, full-service marketing firm with offices in Toledo and Columbus, Ohio, and Washington, D.C. True to their founding principles, for nearly 60 years Hart’s thinkers, creatives, and builders have been delivering unified brand experiences that engage and empower consumers throughout the customer journey.
The challenge: keeping pace with a changing PR landscape
As an agency, Hart Inc. works with numerous clients that deal with various marketing challenges daily, with PR and communications being the most dynamic and evolving. Moreover, COVID-19 has transformed consumer conversations in every industry and given rise to many trends that are still prevalent today.
Key trends impacting the PR and communications realm are:
- A rethink on the brand value of social media channels. Brands have begun to shift social media channels from mere brand extensions to laboratories of experimentation and personable channels of customer service and response.
- An elevated need for brand evangelists and third-party validation. The communications weight of the “brand spokesperson” has greatly diminished as consumers seek trusted voices from their curated ecosystems.
- An increase in misinformation. This is a major challenge and an ongoing one. Constant misinformation being spread is causing even real news to be perceived as fake in many instances. This is something that needs continuous addressing.
The agency is tasked with addressing these challenges effectively by tracking these trends and monitoring for any new ones that may impact their clients. The agency believes in an integrated and scalable approach to communications for their brands.
The solution: social listening across every client
Hart’s dedicated social team set up keyword and real-time social media monitoring using Onclusive’s social listening platform to monitor the clients’ brands, their competitors, and key trends impacting their respective industries.
This allowed the platform users to conduct daily, weekly, and monthly monitoring of the evolving conversation concerning brand reputation, consumer sentiments, and key influencers. It helped them identify challenges and opportunities, and even spot potential crisis risks before they escalate, which informed the content and PR and communications strategy for their clients.
The results: insight for three very different clients
Manufacturing
Creating content to feed the newsletters, website, and content marketing for a manufacturing titan
Government
Finding the sources of negativity and shifting the tone for a governmental agency
Healthcare
Identifying the right influencers to support a national campaign for a healthcare organization
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