Using social listening to shape campaigns
To reach more people on social, DCT needed to make sure it was discussing the most relevant topics and joining the right conversations. Using the Brandwatch social listening integration within Hootsuite Enterprise, DCT can find and follow conversations about Abu Dhabi on social media to understand the types of content audiences on each channel want to see.
By displaying Brandwatch mention results in a stream within the Hootsuite dashboard, DCT can engage directly with the content in real time. Stream content can also be filtered by a number of Brandwatch filters to customize the results most relevant to a specific campaign or initiative. For example, the DCT agency responsible for Louvre Abu Dhabi can now use a stream to filter results relevant to the museum.
Understanding analytics to iterate and improve
Analysing social data helps DCT create a more nuanced understanding of its audiences on social media. Using Hootsuite Analytics and Brandwatch Vizia—an integrated marketing reporting and command center solution—allows the team to track “non-owned” conversations about Abu Dhabi’s travel and tourist attractions, as well as conversations about competing destinations. By doing this, DCT were able to identify negative conversations about Abu Dhabi and use the insight to inform its social strategy for that particular market.
This data is displayed in customisable dashboards that the team monitors in real time. Using these dashboards, the team analyzes the success of social campaigns and makes adjustments to optimize performance. Results are reported to other teams and to senior government stakeholders as proof points to the success that social media is having.
The team tracks social campaign performance, key themes, and website performance metrics, and also identifies and engages with online influencers. The Brandwatch Vizia integration also allows DCT to track news stories, trending topics and sentiment to build a bigger picture of the perception of Abu Dhabi. This allows the marketing team to create a comprehensive strategy and messaging for all marketing activity.