Case Study / Listen Online

Online corporate reputation monitoring and analysis for Banc dels Aliments de Barcelona.

Aimed at: Marketing, communication and management teams of medium and large companies.

Home: Every year the “Gran Recapte” event takes place, an initiative that mobilizes citizens to make donations of basic foodstuffs at participating points of sale, with the purpose of addressing the food shortages of people in vulnerable situations, identified and attended by social services.

Problem/Need: The Banc dels Aliments was faced with the challenge of managing their online reputation and social media management in a limited way. They were looking to gain a complete understanding of the conversations around them, before, during and after the “Gran Recapte” event, in order to improve their digital presence, identify opportunities for improvement and consolidate their links with the public. One of the challenges was to reach the younger audience through social networks, where the presence of the Banc dels Aliments was limited, using a language that would connect and motivate their participation in volunteer activities.

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Solution

The project consisted of providing a comprehensive online corporate reputation monitoring and analysis service, with a particular focus on the annual event held in December around special dates. We used specialized social listening tools to analyze, track and collect relevant data on various social networking and media platforms.

1

In the run-up to the event, we actively monitored social media to capture audience expectations, assess general opinion and detect possible areas for improvement. In addition, we examined the forms of communication and trends prevalent in other foundations in the same sector in order to gain a deeper understanding of the audience.
The information gathered was used to adjust the communication and marketing strategy, ensuring audience satisfaction and reaching different segments, especially young people through social networks. Active listening made it possible to detect potential problems such as lack of volunteers and to improve aspects pointed out by users. In addition, it facilitated the identification of trends, analysis of user requests and informed decision making to optimize participation in the event.

2

During the development of the event, we perform real-time listening in order to identify immediate improvement opportunities for the current day and to be able to implement adjustments for the next one. This involves actively monitoring social media interactions, comments and feedback from attendees.
Through careful listening, we detected potential issues, such as difficulties with certain foods in specific supermarket locations, political opinions that affected the image of the Banc dels Aliments, and requests from some users for greater transparency regarding food allocation.
We used this information to quickly address problems and ensure the success of the collection campaign.

3

Following the conclusion of the event, we produced a comprehensive report for the Banc dels Aliments Foundation, summarizing key findings, highlighting both favorable and unfavorable aspects, differentiating opinions with political connotations over which they have no control, and providing recommendations for future events.
This report enabled the organization to evaluate its performance, provide constructive criticism and continuously improve its corporate reputation and online presence. In addition, we highlighted in the report the users who generated the greatest impact on social networks, both positive and negative, providing a detailed view of their influence on the event. We also analyzed the sponsors and official pages to identify the partner brands that contributed the most in terms of digital presence in the dissemination of the “Gran Recapte” event. This evaluation allowed us to recognize and highlight the most successful publications, thus strengthening the foundation's outreach strategy.

Results

Thanks to our collaboration, Banc dels Aliments de Barcelona underwent a significant transformation in its corporate image and social media management. Some of the most outstanding achievements include:

Increased visibility and recognition of the foundation online through constant monitoring and participation in social media conversations.
Improved management of pre-event audience expectations, resulting in higher overall satisfaction and a more positive experience.
Identification and early resolution of potential issues during the event, minimizing the negative impact on the reputation of the annual “Gran Recapte” event.
Exploitation of opportunities for participation and creation of attractive content in real time, generating greater interaction and engagement of the public, thus gaining wider dissemination.
Continuous evaluation and improvement of communication and marketing strategies based on detailed analysis, allowing Banc dels Aliments to optimize its online presence and strengthen the link with the audience through a better understanding of their needs and preferences.