Market Sentinel provides reputation and brand monitoring, analysis, and management services. Their tools and techniques include influence analysis, buzz monitoring, sentiment tracking, and recommendations to improve social media strategies. Some client success stories include helping H&R Block grow awareness by 52% and tax services business by 11%, and aiding Cadbury in relaunching the Wispa bar which led to over 80 million bars sold.

1. Actionable Intelligence Monitoring, measuring, analysing and managing reputation and brands September 2009

4. Some Customers

9. Case Study Challenge VW launched its new Golf MK6 GTI model in the worst economic environment in a century after disappointed reviews for its Golf MK5 GTI model, and had to do so with a much lower marketing budget. Objective Spread positive Word Of Mouth about the new model to help generate sales and hit sales target Strategy Market Sentinel persuaded VW that they needed to develop additional channels of communication with the market or risk achieving the same poor sales results as the Mk5 launch. Market Sentinel techniques identified the best connected most influential commentators on the subject of Hot Hatch backs in blogs and forums advised VW how to approach them, and persuaded VW to treat them in the same way as motoring journalists. So the 16 most influential commentators on the topic were invited to the Track Day and the Launch. Results Sales of the GTi exceeded target by 41%. Market Sentinel tools monitored the result showing significant increases in share of voice and improved sentiment predicting the sales success. VW have adopted the approach as ‘standard’ and it will be used in all major campaigns.

10. Top 20 Influencers ‘ Hot HatchBacks’

11. Graphs

12. Campaign success Target Achieved Video in each forum 1 more than 1 User-generated videos 5 17 Viewers of videos and threads 17,500 69,217 Posts 450 473 Sentiment increase 0.1 0.2 Before Event (10th May – 3rd June) After Event (4th June – 26th July) Mentions per day 17 29 Sentiment + 0.5 + 0.7