How International Peace Institute Increases Social Reach with NetBase

REGULAR TOPIC MONITORING ALLOWS FOR A TRENDING PAYOFF WHEN IT MATTERS MOST

At A GLANCE:

The International Peace Institute is an independent, international not-for-profit think tank that produces research reports on specific aspects of international relations, advising organizations like the UN peacekeeping mission in Mali. They also share regular timely analysis on trends and issues related to global security through articles in their publication, The Global Observatory. Because IPI is a nonprofit with no marketing budget, it relies on organic reach to share information about their initiatives with key influencers. Using NetBase, they’ve been able to precisely identify the ideal people to amplify the reports they create, increase engagement, and partner with other organizations committed to global peace initiatives.

RESULTS:

Increased followers across IPI Twitter, Facebook, Instagram and Snapchat from 40K to 78K.

1284%, growth on The Global Observatory Facebook page

Story partnership with Snapchat, who benefitted from IPI’s shared geographic analytics

CHALLENGE:

REACHING THE RIGHT PEOPLE WITH LIMITED RESOURCES

The International Peace Institute (IPI) operates similar to a B2B consulting firm, offering tailored recommendations to different audiences. In addition to advising organizations like the United Nations on their handling of global situations they publish daily articles through their current affairs brand, The Global Observatory.

Each endeavor requires a different approach. For Global Observatory pieces, they need real-time insights on what is happening across the world on a daily basis. For IPI initiatives, they must conduct longer tail topic research to understand the types of reports that will be of most value to those providing resources to areas in need.

As there is no budget for marketing, identifying current affairs topics, promoting events like International Peace Day, and identifying influencers to aid in widespread dissemination of their reports, they need it to all happen on social media. This means the IPI must choose the right topics and the right people so their research reports and articles achieve maximum reach organically.

Initially they used free tools for social listening. When they outgrew these tools, they wanted to ensure any tool they paid for could do everything they needed. After careful research, they chose NetBase.

SOLUTION:

EASY TO USE, ACCURATE TOOLS PROVIDE RELIABLE DATA TO DRIVE SOCIAL CONVERSATIONS

Using NetBase, the IPI has tracked their most important topics – including “peace” and “International Day of Peace” – to understand where conversations about peace are happening in the world, and who is talking most passionately.

They’ve used Instant Search daily to find breaking news for The Global Observatory, and to identify hashtags that might not be obvious outside the regions they originate – like #JeSuisCharlie, which originated after the Charlie Hebdo attack in Paris. These insights let them be a part of the conversation and offer targeted information to the people looking for it at any given time.

Additionally, the ease of the tool has allowed other members of the IPI team to jump in as needed to search for insights for their current affairs brand.

RESULTS:

INCREASED ENGAGEMENT AND BRAND PARTNERSHIPS

Overall engagement on the IPI’s social networks has grown from 40,000 followers to 78,000 since using NetBase. Additionally, they have achieved a number of key initiatives.

NetBase Instant Search has allowed them to quickly find relevant topics for publishing through The Global Observatory, while the full social listening platform has allowed topic analysis to guide event campaigns and influencer outreach.

On September 21, the International Day of Peace, the IPI had a top trending topic in New York City with their hashtag #UNGAxIPI, thanks to their ability to find and connect with the most influential social users in the space.

They also partnered with Snapchat on a global Story for Peace Day, offering geographic insights sourced with NetBase to Snapchat so their Story would reach the right audience.

  • Increased followers across IPI from 40,000 to 78,000
  • 1284%, growth on The Global Observatory Facebook page
  • Story partnership with Snapchat

If something is trending an hour ago, you’re probably too late. Or if you’re going to post about it now, you’re going to seem, like, uncool. You’re late to the party. So, NetBase really keeps us on top of what’s trending, what’s current, in the timely manner that we need it.

Hillary Saviello

Social Media Officer,International Peace Institute

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