Connecting with customers in real-time through social media
As the global category leader in social media marketing it is important that Global Performance Nutrition (GPN) optimises our online presence, connects with customers and builds our brands.
Global Performance Nutrition (GPN) is a global category leader in social media marketing and we are constantly optimising our online presence, to connect with customers and build our brands.
The sports nutrition sector is driven by word-of-mouth recommendations and in recent years we started a social media listening programme that allows us to track, analyse and engage with any GPN information shared online.
At Glanbia’s state-of-the-art Social Listening Command Centre, we can understand the social posts that matter most, drive those conversations forward, and derive meaningful insights – on everything from sentiment, demographics, trends, intent, and more.
With GPN consumers in over 100 countries, and 1.2 million GPN monthly online mentions, conversational volume can be overwhelming but our expert team filters out ‘noise’ and we focus on the most important data by identifying key influencers.
As soon as our consumers post something about our brands, positive or negative, our teams around the world pick up on it and can give real-time responses across multiple social media channels.
The analysis of this social data helps us to see what type of content works. This information has allowed us to derive smarter social media metrics, and determine what drives mentions beyond ‘likes’ and ‘shares’, to ensure that our online activity delivers real value and helps to build our brands.