Case Study The University of Newcastle - Meltwater€¦ · Case Study The University of Newcastle...
2
www.meltwater.com/au © Meltwater 2016 MEET THE TEAM Built on the principles of equity, excellence and engagement, the University of Newcastle has a reputation as a world-class institution making an impact within its own region, throughout Australia and across the globe. With over 25,000 students, most domestic and but also international, the University is ranked in the top three per cent of universities world-wide, even though they only just turned 50. Meltwater has provided the media team at the University of Newcastle with the essential tools to track, generate and report on media coverage. “We knew our existing solution wasn’t catching everything, however we were shocked to see just how much we had been under-reporting our outcomes” Martin explained. By gaining access to Meltwater’s global monitoring source base, clear quantifiable dashboards valued by executives and an up-to-date journalists database, the team has been able to accelerate their media activities and outputs. “We want to dramatically increase the global reach of our great research stories. Meltwater had both the influencer database and monitoring ability to help us realise this goal” Martin said. The teams engagement with the service has been shaped by their evolving strategic goals, particularly from a reporting perspective. With Meltwater, Martin explained she can “benchmark our institution against others and also to track trending news topics as they evolve” compiled with the “ability to export, via excel, a spreadsheet individually listing all our media outcomes and total reach has helped us to clearly and immediately convey the value of our team”. From a content perspective, the team has diversified their social media content based off of Meltwater insights, which have consequently helped “to persuade internal stakeholders of this approach”. STRATEGIC INSIGHTS BASED ON PROVEN ANALYTICS. MELTWATER ENABLES THE UNIVERSITY OF NEWCASTLE TO: Case Study The University of Newcastle Access a network of industry journalists to pitch new stories too Gain insights from global coverage and respond to media in real time Provide the executive with high level reports to help inform business strategy Before switching to Meltwater, the University of Newcastle struggled to comprehensively track their digital global reach. With a tedious, lengthy and highly manual daily media reporting system in place, the team found it difficult to monitor and track potentially negative media issues, especially across social media. Now, with global brand awareness becoming a business priority, “Meltwater has enabled the team to innovate and refocus their efforts in strategic business areas” says Sheena Martin, Media Team Leader at the University of Newcastle. With access to more information then they’ve ever had before, the team now has the tools to demonstrate their full potential, whilst simultaneously creating time efficiencies and global insights for senior executives. “As a small team, we haven’t had the capacity to track anything in addition to our own mentions” Martin says, however since the switch “the ability to demonstrate the effectiveness of media helps us to both justify our existence and advocate for additional resources”. MORE TIME, GREATER VISBILITY, BETTER INSIGHTS.
Transcript of Case Study The University of Newcastle - Meltwater€¦ · Case Study The University of Newcastle...
www.meltwater.com/au© Meltwater 2016
MEET THE TEAM
Built on the principles of equity, excellence and engagement, the University of Newcastle has a reputation as a world-class institution making an impact within its own region, throughout Australia and across the globe. With over 25,000 students, most domestic and but also international, the University is ranked in the top three per cent of universities world-wide, even though they only just turned 50.
Meltwater has provided the media team at the University of Newcastle with the essential tools to track, generate and report on media coverage. “We knew our existing solution wasn’t catching everything, however we were shocked to see just how much we had been under-reporting our outcomes” Martin explained. By gaining access to Meltwater’s global monitoring source base, clear quanti�able dashboards valued by executives and an up-to-date journalists database, the team has been able to accelerate their media activities and outputs. “We want to dramatically increase the global reach of our great research stories. Meltwater had both the in�uencer database and monitoring ability to help us realise this goal” Martin said.
The teams engagement with the service has been shaped by their evolving strategic goals, particularly from a reporting perspective. With Meltwater, Martin explained she can “benchmark our institution against others and also to track trending news topics as they evolve” compiled with the “ability to export, via excel, a spreadsheet individually listing all our media outcomes and total reach has helped us to clearly and immediately convey the value of our team”. From a content perspective, the team has diversi�ed their social media content based o� of Meltwater insights, which have consequently helped “to persuade internal stakeholders of this approach”.
STRATEGIC INSIGHTS BASED ON PROVEN ANALYTICS.
MELTWATER ENABLES THE UNIVERSITY OF NEWCASTLE TO:
Case StudyThe University of Newcastle
Access a network of industry journalists to pitch
new stories too
Gain insights from global coverage and respond to
media in real time
Provide the executive with high level reports to help inform business strategy
Before switching to Meltwater, the University of Newcastle struggled to comprehensively track their digital global reach. With a tedious, lengthy and highly manual daily media reporting system in place, the team found it di�cult to monitor and track potentially negative media issues, especially across social media. Now, with global brand awareness becoming a business priority, “Meltwater has enabled the team to innovate and refocus their e�orts in strategic business areas” says Sheena Martin, Media Team Leader at the University of Newcastle.
With access to more information then they’ve ever had before, the team now has the tools to demonstrate their full potential, whilst simultaneously creating time e�ciencies and global insights for senior executives. “As a small team, we haven’t had the capacity to track anything in addition to our own mentions” Martin says, however since the switch “the ability to demonstrate the e�ectiveness of media helps us to both justify our existence and advocate for additional resources”.
MORE TIME, GREATER VISBILITY, BETTER INSIGHTS.
Sheena Martin, Medita Team Leader
Meltwater Australia The University of Newcastle
INCREASE OPPORTUNITIES TO IDENTIFY BREAKING NEWS.
“On a day-to-day basis we use meltwater to generate a media report that is sent to our Vice-Chancellor, executive, marketing and communications roles across the institution” however it also gives the team “the ability to set up an email alert for keywords mentioned alongside the name of our institution has enabled us to become alerted to potential issues before being approached by the media. This functionality gives senior members of our organization peace of mind.”
DEVELOPING KEY INSIGHTS INTO IMPORTANT MEAUSRABLE TEAM METRICS.
MEDIA INTELLIGENCE DRIVES SUCCESS
“The dashboards provide valuable insights, which demonstrate the good work of our team. These include metrics such as global heat maps and advertising value, which provide relatable metrics that members of our executive can appreciate and understand. ”
Meltwater provides the tools you need for actionable insights and e�ective responses during spikes in media coverage.
© Meltwater 2016www.meltwater.com/au
ENHANCING PITCHES TO INFLUENCER MEDIA OUTLETS.
“Access to an up-to-date journalist database which is searchable across names, outlets or keywords has been a game-changer for pitching stories” Martin said. “The ability to see when journalists open emails and for how long is a function we have only recently discovered, this has been enlightening on many levels.”
