Social Media Monitoring Software Increases Web Traffic 678% with Data-Driven PR Campaign
Alterian is a leader in marketing automation software focused in four main areas: social media, web content management, email and campaign management and analytics. Alterian technology is utilized either to address a specific marketing challenge or as part of an integrated marketing platform, with analytics and customer engagement at the heart of everything.
When Alterian entered the social media monitoring industry with the acquisition of Techrigy’s SM2, the company needed a way to effectively compete against first market movers like Radian6. It was clear that Alterian needed a creative way to further promote SM2 to raise brand awareness among key business decision makers—product marketing managers, CMOs, and the like—for large brands that need to monitor their social media presence and better engage with their target audience.
Past media coverage of Alterian was lacking in coverage by mainstream media outlets. Alterian was in need of increased visibility in mainstream outlets so that the general public, along with key business decision makers, would be exposed to the brand. Alterian also aimed to build Alterian brand discussion online as a social media monitoring tool is often discussed via social channels.
Walker Sands analyzed Alterian’s messaging document to see how we could be consistent with the desired messaging for SM2, “Alterian helps me understand what is being said about my brand, where, when and by whom,” while still showcasing the company’s abilities in a topical way.
Previously the company had used SM2 to monitor and analyze social media conversations around the World Cup and Super Bowl ads, and Walker Sands suggested that there was an opportunity to use the tool in the same way for other hot topics in the news. Thus, the idea for the Alterian “Hot Topic” PR campaign emerged.
Walker Sands began with a trial run by analyzing social conversations surrounding the Jet Blue Airlines flight attendant incident. Our joint analysis provided insights into volume and sentiment of conversations around this incident. In other words, we had fantastic data that the media craved around what social conversation was around this incident. This garnered a large amount of media mentions and we quickly rolled the strategy out to other “hot topics”.
Walker Sands crafted news headlines from the information that would be most interesting and/or controversial to consumers and aggressively pitched it to top-tier (top 150) U.S. media outlets as a news hook. We created infographics for the most interesting of the Hot Topics to visually represent the data and make it easy to share virally.
"The campaign 'generated over 300 million impressions for Alterian with an estimated ad value of over $263,000."
This data led to over 100 media interviews with the spokespeople from Alterian’s social media department—those who are experts in SM2 and can analyze the data and draw conclusions—for further insight on what the social media data might mean to consumers. Walker Sands also offered to pull specific analytics upon a reporter’s request (if they were in a particular region, for instance) and we would create a second round of information about one to two weeks after the first time to create a “before and after” comparison of the social media conversations to show a change over time.
Alterian’s media coverage significantly increased the brand campaign was consistently covered by mainstream media outlets, including: Wall Street Journal, Los Angeles Times, Chicago Tribune, New York Daily News, Boston Herald, San Francisco Chronicle, Associated Press, Chicago Sun-Times, Mashable, L.A. Daily News, Boston Globe, Sacramento Bee, San Jose Mercury News and many others.
The Social Media Hot Topic campaign alone generated over 300 million impressions for Alterian with an estimated ad value of over $263,000. By using SM2 ourselves, we were able to see that the brand maintained positive sentiment in the industry across social channels and was consistently in the top three most- discussed social media monitoring companies.
As a result, Alterian has seen a 200% increase in SM2 sales leads year over year. Web traffic to the social media portion of the Alterian website has increased by 678% year over year, and Alterian reports that the Hot Topic Campaign has influenced several large revenue opportunities.