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Social Listening - Is this an innovative approach for Curtin University to regain market share?
Client
Curtin University
Project type
Digital Marketing Strategy
Date
Nov 2022
Project Description
Situation: Social Media Analytics market values 42 billion USD by 2029 with 23.8% CARG growth, together with the constantly changing industry trends such as Covid-19 required universities to seriously invest into advanced technological applications to catch up with the industry needs.
Complication: Competitors are growing fast, exemplified by the fact that ECU is going to have their 4th campus right in the Perth CBD and their reputation ranking is also going up this year.
Question: How can Curtin utilise Social Listening analytics to define the marketing success formula of the major competitors and achieve market growth?
Answer: Social listening tool is a great tool to identify potential sources of growth and to effectively understand competitor's marketing strategy. Investment into a dedicated social media analytics team can help Curtin timely monitor their own and competitors' marketing performance. Share of voice metrics including mentions, post sentiment, reach and engagement can be deep dived by viewing by channels, by influencers, by topic clouds, or by segments. Actionable insights can be achieved and transferred to real marketing strategy by analysing the strengths and weaknesses of the main competitor ECU.
