TAM

With Scup, TAM can take advantage of relationship opportunities presented by social media.

TAM is recognized for being one of the most active companies on Facebook, which is to be expected, because from the start, TAM has made customer care available to its clients anywhere they happen to be. By using Scup, the airline was able to increase the number of social customer care actions it performs by 90% and reach an average of 300 interactions per day.

“It is important to promote the brand and explain our service philosophy. But the best way to publicize our service is through the approval of our clients, through their interaction and the formation of a strong bond with the brand. TAM is defined in the universe of social customer care by its spirit of service, which is an integral part of its DNA.”

Ester Bonança
Social Media Coordinator for TAM

Bradesco

Focused on building a lasting relationship with consumers, Bradesco found in Scup the confidence that everything said about the brand is collected.

A company’s first steps in social media can be complicated, but not so for Bradesco, a brand that has customer care at its very core. It’s not by chance that this Brazilian bank has amassed success cases in consumer interactions. Its customer care is, in fact, the principal differentiating feature of Bradesco’s operations. But how could Bradesco be sure that its team is responding to everyone who seeks the brand on its official channels? The answer is: by using Scup. The tool allows the bank’s Social team to be confident that it can focus on what it does best: provide service.

“Social media is a thermometer that measures everything. If one of the bank’s servers goes offline, the first place we see a warning is on social media, even before the technical support departments are able to communicate the problem. Every day we produce insights from every conversation and interaction on social media and share them with the bank’s board of directors.”

Marcelo Salgado
Social Media Manager at Bradesco

Netshoes

Ever thought about making millions with social media? That’s what Netshoes did, and Scup helped.

After investing heavily in strategic content and marketing, Netshoes, the first virtual sporting store in Brazil, invoiced over R$ 100 million with help from social media. At Netshoes, Scup is not just used by the customer relations team, it is also used by the marketing and communications departments to conduct analyses and plan strategies with the data collected.

“Four years ago, we felt the need to improve Netshoes service with a well-structured social customer care operation. To this end, we divided our Social Media team into two different teams: Customer Care and Content. The results are more assertive social customer care and a great understanding of how the company stands with our customers.”

Beatriz Ferreira Rosado
Analista de Comunicação da Netshoes

House Cricket

For an agency that works with digital media, it’s not only important to keep clients, but also win over new ones. See how Scup helped this agency from Southern Brazil develop successful proposals.

When an agency starts to grow, it’s important that every aspect be professional, including processes. To win over new clients and keep its existing clients satisfied, House Cricket hired Scup and stopped listening to social media manually, becoming more productive and increasing the quality of its deliveries. Furthermore, every prospect identified by the agency is immediately registered on the platform and, from this listening, insights are extracted that are essential to developing relevant proposals.

“As the agency grew and responsibilities increased, the manual listening of social media was no longer acceptable. We realized it would be impossible to continue to listen, interact with and calculate the impact of campaigns without support from a professional platform.”

Fernando Kanarski
New Media Coordinator for House Cricket

DP6

Digital marketing consulting generates intelligence based on social media data extracted using Scup, and offers strategic information and insights.

Because its clients include brands that have a strong presence and high rates of interaction on social media, the consulting firm needed ways of classifying and analyzing very large volumes of data. Scup allowed the firm to collect and classify social media data more broadly, allowing it to use human analysis to extract intelligence, plan strategies, offer its clients recommendations and generate new business.

“Scup helps us with our positioning to deliver intelligence and not just social media data. This positioning established us as a reference in the Digital Analytics market, and today we focus only on major brands like the Coca-Cola Company, Itaú, Vivo and Nokia.”

Gabriel Ishida
Social Intelligence for DP6

Grupo Fleury

From fear to opportunity: how Grupo Fleury became one of the most inspiring companies in its market by using Scup.

One of the largest medical diagnostics groups in the market, Grupo Fleury could have become traumatized after one of its first social media experiences: a crisis. However, the company used the scare to prepare itself, and today it is a benchmark in listening and social customer care in the digital world. Furthermore, Grupo Fleury stands out for how it uses the data extracted from social media: the information is not restricted to the communication and marketing departments, but is shared with the entire board of directors.

“From 2009 to today, we’ve come from being afraid of what people might say on social media to where the messages they post are new opportunities to improve our service as a whole. More than helping us manage our reputation, this listening helps us identify inputs from social media that generate real benefits for our clients.”

William Malfatti
Director of Marketing and Institutional Relations for Grupo Fleury

Unimed Fortaleza

The largest medical cooperative in northern and northeastern had no idea what was being said about it on social media. That’s where Scup came in.

Though it was only present on YouTube, in 2011 Unimed Fortaleza realized that, even without a social media presence, consumers talked about the company on those channels. By using Scup, the brand gained much more than a way to know what was happening on social media, it was able to establish a bond with its clients and become efficient during times of crisis. The gains in efficiency were undeniable. The degree of process automation nearly doubled and the team was able to spend 51% to 70% less time classifying items.

“We knew we needed a robust social media listening solution and proper support. Free tools were no longer addressing our needs. We needed to find a single tool that would let us understand who were the people talking about us on social media and provide all the information available quickly in a centralized location.”

Augusto Coelho
Marketing Supervisor for Unimed Fortaleza

Greenpeace

Organizing actions without being able to listen their reverberation had become a major problem for Greenpeace. That’s where Scup came in to help this organization.

In late 2012, after being present in Brazil for nearly two decades, the global organization Greenpeace decided to take a step forward and become closer to its affiliates and supporters: it needed to know the results of its actions. Today, with help from Scup, the NGO has nearly doubled the level of automation of its social media listening and management activities. Working with a universe of more than 600,000 followers on Twitter and more than 665,000 fans on Facebook (numbers from April 2013), Greenpeace undeniably needs a social media management tool like Scup.

“It was very difficult for us to know the impact of our actions on special days like #ArborDay and when launching campaigns like #Detox. We needed to know who was participating in these actions and what they were saying. With Scup, we not only got to know our audience better, we were able to measure the results of our work on social media more efficiently.”

Juliana Costa
Social Media Analyst for Greenpeace Brasil

MATER DEI HOSPITAL

With Scup listening, the hospital was able to map every mention of the institution and also lower the number of undesired mentions that interfered with the team’s workflow.

In 2011, Mater Dei Hospital was already focused on its presence and actions on social media, but it was confused about which tool to use. The team needed to retain control of mentions about the hospital and decrease the amount of junk resulting from the use of free tools. The excellent service given by Scup’s support team was one of the deciding factors in selecting a tool.

“The ‘product’ a hospital provides is assistance, care, and well-being. The service we deliver is very complex. Perceptions of the care and attention patients receive are very important, which means we need to be sensitive to messages we receive in the form of tweets or Facebook posts and be sure that we are giving every request the attention it deserves.”

Vivian Teixeira
Social Media Analyst for Mater Dei Hospital

Gibelrto Musto, Electoral Marketing Consultant

To deliver the best solution for his clients, the entrepreneur needed a listening tool capable of revealing a candidate���s political capital.

After following Barack Obama’s 2008 campaign and seeing the important role social media played in his campaign strategy, Musto felt the need to offer this information to Brazilian candidates. With Scup, his consulting firm was able to generate political market participation reports for each candidate, identify influencers and provide inputs used to make decisions, particularly at critical junctures.

“In an election, social media represents a part of the entire communication process. The greatest challenge of social media is conversion. There’s no point in doing everything you can through social media and working hard with a professional team and excellent candidates if, when it matters most, you can’t convert your gains online to gains offline. And gains offline means votes. That’s why Scup is so important, because it allows us to listening voters during the entire process.”

Gilberto Musto
Electoral Marketing Consultant

José Serra, 2010 Presidential Campaign

In the fight for the presidency, the ex-governor of São Paulo relied on the Scup tool to stay informed about everything being said about him and his campaign.

In Brazil, there are few known cases where social media listening tools were used in political campaigns. One such case was during the 2010 presidential election when José Serra’s (PSDB) staff used Scup to listen voter receptivity of the candidate’s name online. The work was done by agency DDBR (Democracia Digital Brasil). Daniel Souza, who coordinated the project, explains that the listening started roughly five months before Serra’s candidacy was announced. The goals were to measure the volume of mentions about the candidate and his possible opponents and understand the profile of people talking about him, as well as the content of their comments.

“In a political campaign, different interests come together: those of the press secretary, the marketing agency in charge of producing the TV campaign, the agency responsible for digital marketing, the party leader and the campaign coordinator. Each agent has its own interests and wants different information; listening done for electoral purposes must, therefore, address all of these people’s needs.”

Daniel Souza
Project Coordinator

Elections in Duque de Caxias city

Can social media listening make a difference in a political campaign? Most certainly!

Alexandre Aguiar Cardoso, born in Duque de Caxias, a city in the greater Rio de Janeiro area, ran for mayor of his hometown in 2012 and the use of social media was an important factor in that campaign. Social media influenced the candidate’s discourse during specific actions or situations, as well as the production of the daily press releases distributed to the mass, online, and local media.

“When running a campaign, we need to know what residents say voluntarily about their city, what their perceptions are, their comments about a given location and their spontaneous opinions online about our candidate. And there was no way to assess our candidate, all of our opponents, and the city through manual listening. We needed numbers that are only attainable with listening tools.”

Felipe Papel
Social Media Coordinator for the campaign

Banco Mercantil

How can listening help a financial institution? Find out how Mercantil increased client retention with social customer care.

In 2012, the bank’s client services and marketing departments felt the need to bring social media listening in-house, which had, until that point, been outsourced. Mercantil do Brasil started listening social media with Scup, enriching its knowledge of client behavior online with the information it collected. The bank quickly saw very positive results, such as a 250% increase in the number of social customer care actions, the ability to listen the competition, and the extraction of information that could be utilized by Business Intelligence.

“Client services is very important at Mercantil do Brasil – this is one of our competitive advantages and is also part of our mission. By providing good social customer care, we retain our clients and increase profitability.”

João Marcus dos Santos
Client Services Channel Supervisor for Mercantil do Brasil.