Published on November 7, 2013
Online Intelligence Solutions NEXITY Nexity develops a 360 degree e-reputation strategy based on social media data provided by BuzzWatcher. Case stu dy
Case s t u dy INTRODUCTION Client Nexity Industry Real-estate Nexity is one of the leading real-estate companies in France’s property market. As a key player in the market, Nexity groups together a wide range of products and services in the realestate business: purchasing, selling, renting, management, finance, real-estate promotion as well as providing advisory and support solutions. In January 2012, the brand adopted a new position, bringing together all of its activities under one name. The brand which is now much more exposed to the public explains the company’s decision to implement an e-reputation policy, which today has become essential. Vendeur AT Internet In figures • Sales turnover: 2.8 million Euro (2012) • More than 6,000 staff all over Europe • 2 Facebook pages • More than 20,000 fans on Facebook Solutions • BuzzWatcher • Analyzer • ChannelOptimizer Benefits • A positive effect on brand image through the company’s online presence • Improved customer relations and customer satisfaction • Spreading the e-reputation culture throughout the company THE CHALLENGE The company’s e-reputation strategy is based on three clear objectives: • onitor and manage the company’s brand image on the M Internet • Assist and support customer relations, • Understand and anticipate trends, “hot” topics and their status by adopting an ethical reputation management policy. The challenge for Nexity is to quickly implement an effective and efficient monitoring process to integrate “e-reputation” within the company. SOLUTIONS Nexity chose AT Internet’s BuzzWatcher solution not only for the fact that it is easy to use and the cross-functional features it has to offer, but also for the range of services it provides beyond the product itself, including content curation and dedicated consultant assistance. BuzzWatcher’s cross-functional features have been able to provide Nexity with three different views at the same time, all of which are necessary for the company to implement its new e-reputation policy, including: AT INTERNET / CASE STUDY / NEXITY 2
“One of the strengths of BuzzWatcher is that it offers three different levels of analysis: an overview, a focus on the brand, and an evaluation of customer engagement.” Karine Privat de Fortunié SEO/SMO Manager - Nexity • An overview of the market and its trends thanks to a simple approach and intuitive tool. • An accurate brand vision thanks to the implementation of reliable, automated monitoring. • A client vision of Nexity’s products and services, through continuous, real-time monitoring of opinions about the brand. Each month data processing and content curation (studying the tone used, possible elimination of noise, classification according to themes which are specific to Nexity etc.) are carried out by a dedicated AT Internet consultant, in line with the objectives fixed by Nexity. Finally, the quantitative and qualitative study (e.g. volume, evolution, type of support, tone or even resonance) of words makes it possible to both observe and study market trends, and also to identify hot topics and cases for which the intervention of a community manager is necessary. Once compiled in a general report, the data is transferred to Nexity management on a monthly basis. THE RESULTS BuzzWatcher has allowed Nexity to monitor many variables such as the search for the most influential traffic sources, the volume of media articles, and the brand’s share of voice compared to competitors etc. By analysing all of these metrics on a daily basis and producing regular reports, Nexity has made major progress in improving its e-reputation. > ptimising general data processing performance O The service provided by AT Internet, responsible for data processing and content duration, has been a real time-saver for Nexity. Thanks to the work carried out by the dedicated AT Internet consultant beforehand, the Nexity team can fully AT INTERNET / CASE STUDY / NEXITY 3
“We have been able to develop a real culture of e-reputation monitoring in the company by involving different services.” Karine Privat de Fortunié SEO/SMO Manager - Nexity concentrate on dealing with subjects associated with customer relations, and on working on analyses and reporting. The time saved can be used elsewhere to enhance reports such as improving the content and presentation, or by adding new information provided by BuzzWatcher etc. > nstalling a culture of “e-reputation” I within the entire company The professionalisation of Nexity’s successful e-reputation measurements, thanks to the BuzzWatcher tool, has also been a unifying element within the company. The data processing procedures which have been implemented have empowered the different teams working on common, cross-departmental projects. As of now social media monitoring is no longer a task carried out in isolation. When it comes to processing client files, e-reputation not only involves community managers, but also includes the Communication and Branding department, industry experts, and services such as press relations, legal, aftersales etc. Nexity has been able to exploit the functionalities of the AT Internet solution to manage its brand image on social networks and has also been able to change internal attitudes on the importance of a high-quality online presence. Its level of maturity on the social web has also developed strongly. The diagram below provides an overview of the results obtained by Nexity according to the evaluation model drawn up by AT Internet. Mission Human Resources Measurement Budget Tools Strategy Membership target result Benefits • A positive effect on brand image through the company’s online presence • Improved customer relations and customer satisfaction • Spreading the e-reputation culture throughout the company AT INTERNET / CASE STUDY / NEXITY 4
Online Intelligence Solutions About AT Internet About Nexity AT Internet, a major player in the field of Web Analytics since 1995, helps companies drive their online performance and optimise their presence on all online marketing channels such as web and mobile sites, applications, e-CRM, social media etc. The company’s Online Intelligence solutions provide reliable, valid, complete decision-making data. NEXITY’S AMBITION IS TO SERVE ALL ITS CLIENTS AS THEIR REAL ESTATE NEEDS EVOLVE AT Internet has placed agility at the heart of its innovation process to provide its clients with an evolutionary and 100% modular solution that responds to the challenges faced by companies today. The strength of AT Internet’s technology and the quality of its customer relations are recognised worldwide. AT Internet has more than 3,500 clients all over the world from all sectors. The company, which has more than 150 employees, is present in 20 different countries through its subsidiaries and partners. Whether you are a private individual or representing your company or a local authority, Nexity is your trusted real estate partner, always attentive to your needs and concerns so as to continually offer you the widest range of advice and expertise, products, services and solutions available. Our businesses – transactions, management, design, development, planning, advisory and related services – are now optimally organised to serve and support you, our client. As the benchmark operator in our sector, we are resolutely committed to all of our clients, but also to the environment and society as a whole. Our aim is to deliver smart real estate solutions for everyone, for life. Contact Bordeaux (HQ) / Paris +33 (0)1 56 54 14 30 London +44 (0)20 3178 5356 Madrid +34 (0)911 105 829 München / Hamburg +49 (0)89 / 324927-0 São Paulo +55 11 3192 3991 www.atinternet.com © 2013 AT Internet. DE.CL.3-000001090
Nexity develops a 360 degree e-reputation strategy based on social media data provided by BuzzWatcher. “One of the strengths of BuzzWatcher is that it ...
... 360° EReputation Strategy. Nexity develops a 360 degree e-reputation strategy based on social media dat a provided by BuzzWatcher. from AT Internet, ...
Nexity develops a 360 degree e-reputation strategy based on social media dat a provided by BuzzWatcher.
A 360 degree Collaboration: Social Media and the ... Nexity develops a 360 degree e-reputation strategy based on social media dat a provided by ...
La e-reputation et les ... 360° EReputation Strategy. Nexity develops a 360 degree e-reputation strategy based on social media dat a provided by ...