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Bader Rutter and Alterian SM2

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Alterian
Alterian

Bader Rutter is a marketing communications agency that has used Alterian SM2, a social media monitoring tool, to provide insights for its clients. SM2 allows the agency to more efficiently and comprehensively monitor the social web from various sources. This has provided Bader Rutter with a new level of insight that supports strategic counsel for clients and strengthens agency-client relationships. One client project found that anticipated issues being discussed on social media did not materialize, providing valuable intelligence. SM2 is also helping another client guide new product strategies.

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Alterian Case Study Bader Rutter Client Delivering practical and profitable social media monitoring for clients Company: Agency evolution brings success a complex business. Our strategic plans have to be Bader Rutter & Associates, Inc. Bader Rutter & Associates, Inc. has been providing driven by quality insights – we needed faster and integrated marketing communications services to more comprehensive social web intelligence.” Website: www.baderrutter.com blue-chip clients for 36 years, its track record a After reviewing several competing social media testament to its evolution and ability to keep monitoring tools, Bader Rutter selected Alterian Headquarters: delivering an impressive portfolio of services. Based SM2. “It was clear it could help measure, analyze and Milwaukee, Wisconsin, USA in Milwaukee, Wisconsin, the firm operates primarily report on activity throughout the entire social media in the B2B world across a range of industries, counting eco-system and it was obviously designed for full-service Industry: Dow AgroSciences, GE Healthcare, Pfizer, Generac, marketing agencies like ours. Alterian SM2 really Marketing Communications John Deere and OfficeMax amongst its clients. spoke our language and was a perfect fit,” explained Size: Thekan. “Alterian’s customer support network is also Three offices: Milwaukee, WI, impressive – access to first-class support resources Chicago, IL, and Lincoln, NE was important and any issues or queries have been 150 staff and $19m turnover consistently and quickly resolved.” Solution: No-nonsense and affordable monitoring Alterian SM2 Bader Rutter is now able to monitor the entire social web in a practical way. Covering the broadest range Results: of sources, SM2 gathers and evaluates content from 1. More efficient, practical and blogs, micro blogs, social networks, wikis, video and comprehensive social media photo sharing sites, message boards/forums and monitoring review sites. Also providing multiple ways to analyze 2. Multiple methods of reporting, and visualize search results, SM2 works well with any The rise of social media in B2B agency discipline. Projects for Bader Rutter clients so analyzing and sharing results Digital technologies are increasingly providing more 3. New level of insight supports far have included brand audits, corporate marketing of the foundation for Bader Rutter’s services, as the and brand building exercises, industry and competitor strategic counsel, strengthens boundaries merge between the agency’s many agency/client relationship insight, PR and product development. disciplines, including Brand Strategy, Public Relations, 4. Packaging concept of combining Media, Relationship Marketing, Advertising, Event “We were surprised at how straightforward it was to SM2 with consultancy creates new planning and more. create effective search profiles and then have rapid client service access to useful results. The way SM2 is built means Despite the rise of social media being less meteoric it’s a performance tool too – it’s always accessible Bader Rutter, an integrated in B2B markets than B2C, Bader Rutter recognized and fast,” Thekan continued. “It can also be very cost marketing communications agency, the increasing influence of social channels and had effective as we don’t pay for the number of ‘seats’ or uses Alterian SM2 to provide insight been recommending social strategies and tactics to users but only for the amount of data collected; some and intelligence for its customers, clients. The agency also identified that monitoring listening programs yield few results which can be often enlightening and informing was an important early step to social media success useful information in itself, yet others yield very robust them of conversations they had no and its initial approach involved the use of multiple data sets.” idea were happening. This insight free tools. leads to the ability to proactively Anticipating that the social web would become even No news is good news. respond and increase engagement Bader Rutter first used SM2 to manage an issues more influential, the agency’s Digital Solutions Group with customers and prospects. management project. A short-term listening realized that a more comprehensive and efficient engagement was set-up to understand what was approach to monitoring was needed. What’s more, being discussed in social channels about a particular an immediate demand from a client for a major topic. After 30 days it was clear that the anticipated online PR and reputation management engagement chatter was not taking place – at least not in significant meant time was short to find an appropriate solution. volumes – a valuable insight for the team. So much Demand for better intelligence so, the project continued for the remainder of the “In the past, effectively monitoring the social web year and was recently extended into an ongoing was too time-consuming as data had to be aggregated program. Even though it has been one of the longest from several sources. This method wasn’t social media monitoring engagements for Bader comprehensive enough either, as only a fraction of all Rutter to date, no action had to be taken. social sources were covered,” explained Grant Thekan, “The client was pleased that there were few Senior Digital Strategist of Bader Rutter’s Digital conversations taking place and even fewer by those Solutions Group. “Helping our clients understand, wielding significant influence or authority. Therefore, manage and harness the power of the social web is the issues management plan that was prepared
Alterian Case Study Bader Rutter didn’t have to be deployed. By listening in real-time Alterian to members of the industry community, we noted Guiding product development Alterian (LSE: ALN) enables only a couple of social ‘hot-spots’ but those voices Alterian SM2 is also helping guide new product organizations to create relevant, were never loud enough to act upon. Social media strategies for a major provider of financial services effective and engaging experiences for the agriculture sector. A listening profile was with their customers and prospects monitoring now plays an ongoing role in this client’s through social, digital, and traditional gathering of business intelligence and market developed for the client’s brand, as well as six major marketing channels. Alterian’s Customer research, helping to inform marketing strategy,” competitors, with conversation volumes, share of Engagement solutions are focused in explained Thekan. voice, sentiment and a variety of other parameters four main areas: Social Media, Web all being monitored. After just a few weeks it came Content Management, Email, and Revealing insights as a surprise to the client to find that while there was Campaign Management & Analytics. Since then, Bader Rutter’s social media task-force indeed significant conversation taking place about Alterian technology is utilized either has worked on a mix of client engagements and new issues such as financing for agri-business, little of it to address a specific marketing business development opportunities with SM2. The involved company and brand names that produced challenge or as part of an integrated relevant products and services. marketing platform, with analytics first project was all about monitoring present-day and customer engagement with the conversations but some have been about looking individual at the heart of everything. “There was almost no awareness of any of the back in time. SM2 is the only monitoring tool with a Working alongside a rich ecosystem organizations being monitored,” said Thekan. “The social media warehouse storing data since 2007. Its of partners, Alterian delivers its conversations we observed centered on the issues, software as a service, or on premise. database also continues to grow with millions of concerns and demands of the industry but weren’t For more information about Alterian pieces of content added every day. routinely associated with any brand names. It was a visit www.alterian.com or the Alterian Thekan commented: “When we’re considering a major wake-up call for the client, who realized there blog at www.engagingtimes.com. new product launch, for example, it’s valuable to was an untapped opportunity to raise awareness UK & European Headquarters go and see what the reaction was to a previous and become front-of-mind with customers. We’re Alterian product, or what a competitor did last year and now working to take advantage of the insight and The Spectrum Building how consumers reacted.” raise our client’s profile in social channels.” Bond Street Bristol Competitor analysis with SM2 has also uncovered BS1 3LG UK some eye-opening moments. One of them took place during a new business session with an existing, New agency propositions T +44 (0) 117 970 3200 F +44 (0) 117 970 3301 global manufacturing client. Monitoring various client Bader Rutter’s overall impression of working with brands and products along with those of its top four Alterian SM2 during its first year is that it’s a robust North American Headquarters tool that can yield significant insights. “The type of Alterian Inc. competitors, revealed a significant gap of awareness social data SM2 produces fits our business like a 35 East Wacker Drive (and resulting share of voice) between the client and Suite 200 its competition, in particular markets. The insights glove,” Thekan said. “Our clients have an appetite Chicago, IL 60601 gleaned provided valuable business intelligence that for metrics and the data we’re now reaping from USA was used to help shape marketing strategy and social channels provides them with an exciting new T +1 312 704 1700 communications plans for the year ahead; plans way of understanding the organic nature of brands F +1 312 704 1701 intended to make Bader Rutter’s client more and how they’re influenced by the consumer, who prominent in those verticals. now has an active voice in the disposition and evolution of those brands.” Thekan concludes: “We now we have a powerful tool that when combined with our strategic counsel, allows us to create strategic plans for clients which strengthens their engagement with customers. We’ve been exposing every client to its capabilities; once they see its power and value, Alterian SM2 generally sells itself.” © 2010 Alterian. All trademarks belong to their respective owners.

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Bader Rutter and Alterian SM2

  • 1. Alterian Case Study Bader Rutter Client Delivering practical and profitable social media monitoring for clients Company: Agency evolution brings success a complex business. Our strategic plans have to be Bader Rutter & Associates, Inc. Bader Rutter & Associates, Inc. has been providing driven by quality insights – we needed faster and integrated marketing communications services to more comprehensive social web intelligence.” Website: www.baderrutter.com blue-chip clients for 36 years, its track record a After reviewing several competing social media testament to its evolution and ability to keep monitoring tools, Bader Rutter selected Alterian Headquarters: delivering an impressive portfolio of services. Based SM2. “It was clear it could help measure, analyze and Milwaukee, Wisconsin, USA in Milwaukee, Wisconsin, the firm operates primarily report on activity throughout the entire social media in the B2B world across a range of industries, counting eco-system and it was obviously designed for full-service Industry: Dow AgroSciences, GE Healthcare, Pfizer, Generac, marketing agencies like ours. Alterian SM2 really Marketing Communications John Deere and OfficeMax amongst its clients. spoke our language and was a perfect fit,” explained Size: Thekan. “Alterian’s customer support network is also Three offices: Milwaukee, WI, impressive – access to first-class support resources Chicago, IL, and Lincoln, NE was important and any issues or queries have been 150 staff and $19m turnover consistently and quickly resolved.” Solution: No-nonsense and affordable monitoring Alterian SM2 Bader Rutter is now able to monitor the entire social web in a practical way. Covering the broadest range Results: of sources, SM2 gathers and evaluates content from 1. More efficient, practical and blogs, micro blogs, social networks, wikis, video and comprehensive social media photo sharing sites, message boards/forums and monitoring review sites. Also providing multiple ways to analyze 2. Multiple methods of reporting, and visualize search results, SM2 works well with any The rise of social media in B2B agency discipline. Projects for Bader Rutter clients so analyzing and sharing results Digital technologies are increasingly providing more 3. New level of insight supports far have included brand audits, corporate marketing of the foundation for Bader Rutter’s services, as the and brand building exercises, industry and competitor strategic counsel, strengthens boundaries merge between the agency’s many agency/client relationship insight, PR and product development. disciplines, including Brand Strategy, Public Relations, 4. Packaging concept of combining Media, Relationship Marketing, Advertising, Event “We were surprised at how straightforward it was to SM2 with consultancy creates new planning and more. create effective search profiles and then have rapid client service access to useful results. The way SM2 is built means Despite the rise of social media being less meteoric it’s a performance tool too – it’s always accessible Bader Rutter, an integrated in B2B markets than B2C, Bader Rutter recognized and fast,” Thekan continued. “It can also be very cost marketing communications agency, the increasing influence of social channels and had effective as we don’t pay for the number of ‘seats’ or uses Alterian SM2 to provide insight been recommending social strategies and tactics to users but only for the amount of data collected; some and intelligence for its customers, clients. The agency also identified that monitoring listening programs yield few results which can be often enlightening and informing was an important early step to social media success useful information in itself, yet others yield very robust them of conversations they had no and its initial approach involved the use of multiple data sets.” idea were happening. This insight free tools. leads to the ability to proactively Anticipating that the social web would become even No news is good news. respond and increase engagement Bader Rutter first used SM2 to manage an issues more influential, the agency’s Digital Solutions Group with customers and prospects. management project. A short-term listening realized that a more comprehensive and efficient engagement was set-up to understand what was approach to monitoring was needed. What’s more, being discussed in social channels about a particular an immediate demand from a client for a major topic. After 30 days it was clear that the anticipated online PR and reputation management engagement chatter was not taking place – at least not in significant meant time was short to find an appropriate solution. volumes – a valuable insight for the team. So much Demand for better intelligence so, the project continued for the remainder of the “In the past, effectively monitoring the social web year and was recently extended into an ongoing was too time-consuming as data had to be aggregated program. Even though it has been one of the longest from several sources. This method wasn’t social media monitoring engagements for Bader comprehensive enough either, as only a fraction of all Rutter to date, no action had to be taken. social sources were covered,” explained Grant Thekan, “The client was pleased that there were few Senior Digital Strategist of Bader Rutter’s Digital conversations taking place and even fewer by those Solutions Group. “Helping our clients understand, wielding significant influence or authority. Therefore, manage and harness the power of the social web is the issues management plan that was prepared
  • 2. Alterian Case Study Bader Rutter didn’t have to be deployed. By listening in real-time Alterian to members of the industry community, we noted Guiding product development Alterian (LSE: ALN) enables only a couple of social ‘hot-spots’ but those voices Alterian SM2 is also helping guide new product organizations to create relevant, were never loud enough to act upon. Social media strategies for a major provider of financial services effective and engaging experiences for the agriculture sector. A listening profile was with their customers and prospects monitoring now plays an ongoing role in this client’s through social, digital, and traditional gathering of business intelligence and market developed for the client’s brand, as well as six major marketing channels. Alterian’s Customer research, helping to inform marketing strategy,” competitors, with conversation volumes, share of Engagement solutions are focused in explained Thekan. voice, sentiment and a variety of other parameters four main areas: Social Media, Web all being monitored. After just a few weeks it came Content Management, Email, and Revealing insights as a surprise to the client to find that while there was Campaign Management & Analytics. Since then, Bader Rutter’s social media task-force indeed significant conversation taking place about Alterian technology is utilized either has worked on a mix of client engagements and new issues such as financing for agri-business, little of it to address a specific marketing business development opportunities with SM2. The involved company and brand names that produced challenge or as part of an integrated relevant products and services. marketing platform, with analytics first project was all about monitoring present-day and customer engagement with the conversations but some have been about looking individual at the heart of everything. “There was almost no awareness of any of the back in time. SM2 is the only monitoring tool with a Working alongside a rich ecosystem organizations being monitored,” said Thekan. “The social media warehouse storing data since 2007. Its of partners, Alterian delivers its conversations we observed centered on the issues, software as a service, or on premise. database also continues to grow with millions of concerns and demands of the industry but weren’t For more information about Alterian pieces of content added every day. routinely associated with any brand names. It was a visit www.alterian.com or the Alterian Thekan commented: “When we’re considering a major wake-up call for the client, who realized there blog at www.engagingtimes.com. new product launch, for example, it’s valuable to was an untapped opportunity to raise awareness UK & European Headquarters go and see what the reaction was to a previous and become front-of-mind with customers. We’re Alterian product, or what a competitor did last year and now working to take advantage of the insight and The Spectrum Building how consumers reacted.” raise our client’s profile in social channels.” Bond Street Bristol Competitor analysis with SM2 has also uncovered BS1 3LG UK some eye-opening moments. One of them took place during a new business session with an existing, New agency propositions T +44 (0) 117 970 3200 F +44 (0) 117 970 3301 global manufacturing client. Monitoring various client Bader Rutter’s overall impression of working with brands and products along with those of its top four Alterian SM2 during its first year is that it’s a robust North American Headquarters tool that can yield significant insights. “The type of Alterian Inc. competitors, revealed a significant gap of awareness social data SM2 produces fits our business like a 35 East Wacker Drive (and resulting share of voice) between the client and Suite 200 its competition, in particular markets. The insights glove,” Thekan said. “Our clients have an appetite Chicago, IL 60601 gleaned provided valuable business intelligence that for metrics and the data we’re now reaping from USA was used to help shape marketing strategy and social channels provides them with an exciting new T +1 312 704 1700 communications plans for the year ahead; plans way of understanding the organic nature of brands F +1 312 704 1701 intended to make Bader Rutter’s client more and how they’re influenced by the consumer, who prominent in those verticals. now has an active voice in the disposition and evolution of those brands.” Thekan concludes: “We now we have a powerful tool that when combined with our strategic counsel, allows us to create strategic plans for clients which strengthens their engagement with customers. We’ve been exposing every client to its capabilities; once they see its power and value, Alterian SM2 generally sells itself.” © 2010 Alterian. All trademarks belong to their respective owners.