Bitdefender
Bitdefender integrates social media throughout their global organization with uberVU
Bitdefender is the world leader in computer and internet security solutions. Over 400 million people in 100 countries use the company's software to keep their computers free of viruses and malware.
We've been impressed with how well Bitdefender has integrated social media throughout their marketing, PR, sales and customer service departments worldwide.
We sat down with Ligia Adam, from the Global Social Media Team at Bitdefender, and she told us how they've been using uberVU for such diverse use cases throughout their organization.
What's your specific use case? What are you using uberVU for?
We use uberVU to monitor, analyze and manage Bitdefender's overall share of voice across multiple social media platforms. That means reputation management, managing conversations, tracking mentions and the evolution of Bitdefender communities, identifying influencers and key brand ambassadors, offering support, tracking and increasing sales leads.
What business goals is uberVU helping you acheive?
uberVU helps us keep track of all mentions and conversations around Bitdefender's brand, products and services. We use this info to heighten brand awareness in several targeted markets, and to increase user engagement and the overall size and quality of the brand community.
How are you measuring progress towards those goals? Have you established key metrics?
Bitdefender is a veteran user of uberVU. This makes measuring progress rather easy, because we constantly compare the latest results with previous ones. In terms of metrics, we use different ones for communications projects to different platforms, for Bitdefender services promoted or for sales campaigns communicated via social media. But we do measure everything and uberVU makes that easy across all these use cases.
What's your workflow with the product?
Well, the Bitdefender social media team uses uberVU daily. We make sure we track and measure mentions, and manage the overall brand sentiment. As we browse the mentions, we make sure we assign tasks for the support team to handle, for the tech team to fix or for the PR team to seize communication opportunities.
Do you have any specific example of a project you used uberVU successfully for and can you share the results you got?
I have a couple. The most recent example of uberVU help in social media activity was in keeping track of Twitter users who entered Bitdefender's December Twitter Contest. We tracked all the tweets and it was a lot easier to choose the winner rather than doing this manually or with other tools. We also use uberVU to measure overall mentions and brand sentiment within our several regional communication campaigns, and we're proud to have won the 2011 Pride gold award winner for 'Best Use of Social Media' in the UK. This specific campaign brought us 300%% uplift in web traffic with a 7%% conversion to sales. More details here: http://mediasafari.com/case-study/integrated-pr-social-media-bitdefender/
What is the key benefit you get from uberVU?
Well, it's an integrated service. It allows team collaboration and workflow. It has LOTS of features to use as you see fit for your brand (from sales leads to support or reputation management), it provides easy-to-create reports and it pretty much covers the most important social media platforms we're interested in.
How would you describe uberVU to a friend or social media practitioner?
A great tool for keeping track and getting useful insights on everything you're interested in across the social media universe.