Skyscanner came to Brandwatch looking for better consumer insights to guide their go-to-market strategies, including messaging, product innovation, and customer engagement.
For Skyscanner’s Senior Social Media Manager, Ayoub El Mamoun, social listening insights meant the difference between a good communications strategy and a great one. From uncovering indirect brand mentions online to responding to social media trends or customer support issues, they needed a platform to help them uncover what their customers were talking about, how they felt, and where the Skyscanner team could help.
“Social listening is at the heart of what we do in the social and community team, and I would say, even in the wider communications and marketing,” explains Ayoub. Skyscanner invested in Brandwatch to build a more streamlined communications strategy with an eye on brand messaging.
We’ll look at how their team used the platform to:
- Explore commonly missed brand mentions and product feedback for a more authentic understanding of the customer
- Track customer sentiment across the pandemic for better campaigns
- Share valuable insights across departments using the Slack integration for alerts
- Free up time for researchers to do more analytical work with automated brand mention alerts