05
Jun 2024
CASE STUDY
How Mentionlytics Helps Impact & Emotions Monitor the Sport Industry
Client: Impact & Emotions
Contact Person: Pierre Hatje, Founder and Marketing Director of Impact & Emotions
Tracks more engagement
with effective facebook monitoring.
Shields players & sponsors
with reputation management.
Discovers fun favorites
with sentiment analysis .
About Impact & Emotions
Impact & Emotions is a German-based agency that helps its clients maintain a positive image in the wild world of sports. What sets them apart from their competitors is that they offer innovative solutions like social media monitoring, unlocking their customers’ brand potential.
One exciting niche that Impact & Emotions specializes in is the crazy world of sports sponsorship; a niche where things can go wild.
As you can guess, monitoring the social media pages of these big names is no easy task.
Using Mentionlytics, the company can track the online buzz surrounding their clients and use those insights to develop valuable strategies.
Also, Impact & Emotions helps its clients quantify the effectiveness of their campaigns. For instance, posts featuring football players typically see an increase in engagement by five to ten times compared to posts without endorsements, with some reaching up to 70 times more engagement.
But for Pierre Hatje, the founder and Marketing Director of Impact & Emotions, data analysis is not just tracking KPIs and numbers. Being a specialist in social research, he wants to know the “why” behind consumer behavior by analyzing brands’ impact from both economic and social perspectives.
This holistic approach allows him to create concrete, actionable recommendations that optimize clients’ marketing mix and engagement strategies, making sure that the brands correctly resonate with target audiences on a deeper level.
Our primary goal with Mentionlytics is to uncover the true buzz surrounding our clients' topics of concern. They may have a grasp of what's happening on their social media accounts, but we show that they're only seeing the tip of the iceberg. Mentionlytics helps us dive deeper into online conversations, particularly in the realm of sports sponsorship, allowing us to understand how well-accepted sponsorship engagement is.
Pierre HatjeFounder & Marketing Director of Impact & Emotions
The Challenge: Drawing into Noises
Just like a bustling marketplace, social media is filled with people who want to express their thoughts and feelings about everything. However, some topics, by their nature, have a higher potential to generate buzz, and sports clubs are definitely one of them.
With enormous followership on social media, sports club pages are the center of these debates. A single play, a controversial decision, or even a player’s social media post can ignite a firestorm of online discussion, targeting brand perception and sponsorship value.
Working side by side in the sports sponsorship niche for several years, Pierre fully understands the importance of timing. That’s why, at the heart of their activities, the company places special emphasis on delivering solutions quickly and accurately.
The solution: Intelligent Social Media Monitoring
To better handle this chunk of information, Pierre used Mentionlytics to help him with the social media monitoring part of the job. Here’s how Mentionlytics helped Impact & Emotions carry out social listening activities:
1. Overcoming Platform Limitations
Standard Facebook search functions offered restricted results, and other monitoring tools lacked the necessary depth. This made it hard to get a complete picture of what people were saying about the clients online.
Mentionlytics provided a powerful solution. The platform allowed Pierre to create dedicated Facebook panels and explore relevant posts from public pages. Mentionlytics’ user-friendly keyword tracker and filters became even more valuable when applied to data.
“Mentionlytics completely changed how we monitor Facebook. We can now create custom panels, easily track keywords, and get great Excel reports. It’s made our job way easier and helps us impress clients with our insights!”
Pierre could fine-tune his searches to make sure they caught meaningful mentions of their client’s brands. By being able to comprehensively monitor conversations on social media platforms, the agency gained valuable insights from several sources, which helped them place the pieces faster together and create effective marketing strategies for their clients.
Thanks to Mentionlytics, Impact & Emotions not only overcomes social media platform limitations but also quantifies the effectiveness of their campaigns with precision.
For example, Pierre has found out that up to 90% of all posts and about 80% of engagement come from external users, proving the great impact of earned media.
2. Crisis Management on a Global Stage
Imagine a scenario where a star player makes a racist remark. The resulting online outrage could be immense, potentially damaging both the club’s reputation and the brands of its sponsors. That’s why Impact & Emotions needs to identify potential crises quickly and effectively, not only where they happened but also on a global scale.
This requires not only constant monitoring but also the ability to understand how sentiment is evolving across different geographical regions.
Mentionlytics offers a set of features specifically designed to address these challenges. Custom alerts notify Pierre immediately whenever there’s a sudden increase in mentions around their clients’ brands. These alerts can be customized based on his needs and delivered via email.
Mentionlytics’ world map provides a real-time view of where the online conversation is geographically concentrated. This includes a unique map for the US, allowing him to analyze the buzz creation at the state level.
Additionally, powerful filters enable Pierre to efficiently sort through the data by language and country, helping him focus on specific regions where a crisis might be in the early stages.
3. Understanding the Emotional Landscape
In sports club fandom simply counting online mentions of a certain keyword is not enough. You may gather all the data, but data is useless without drawing any valuable results.
Negative comments can be a warning sign for potential crises, sure, but truly understanding the emotional undercurrent of the online buzz is the key to success.
To make use of the data, Mentionlytics Sentiment analysis delves deeper than just likes and shares, analyzing the tone of online conversations and categorizing them as positive, negative, or neutral.
Positive sentiment analysis can reveal which sponsored players or initiatives truly resonate with fans. If they are constantly raving about a particular player online, that’s a golden opportunity!
Sponsors can design activations that tap into this positive sentiment, strengthening the association between their brand and the club.
Sentiment analysis can also help identify passionate fans who consistently express positive sentiments online. These are your true brand advocates – the ones who wear their club colors proudly and spread the word about sponsors they love. By identifying these fans, brands create targeted outreach programs, nurturing their loyalty and potentially turning them into valuable brand ambassadors.
Final Words
Impact & Emotions, with the help of Mentionlytics, has mastered the art of social listening. They used Mentionlytics to overcome platform limitations, gain valuable insights into brand sentiment, and proactively manage crises. Focusing on the “why” behind online conversations, Impact & Emotions share valuable insights with their clients.
Ready to unlock the true potential of social media for your brand? See what Mentionlytics can do for you.
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