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Demo Study

Alcan & Alcoa in Iceland

This case study seeks to demonstrate that sustainability reputation and positioning relative to key issues such as power generation was a key factor explaining the difference in the degree of success achieved by Alcan and Alcoa in developing greater future smelting capacity in Iceland. — Learn more

Integrating with Agencies

Nexalogy Environics often works alongside other agencies to provide social media intelligence services to support all of the traditional activities they provide clients. From strategic intelligence to just-in-time tactical support, Nexalogy Environics gives agencies and their clients an important advantage as they strive to face the challenges and take advantage of the opportunities introduced by the explosion of social media voices.

Be ready for the next challenge

Petro Canada has been attuned to corporate risk issues for many years through its Corporate Social Responsibility group. Though they had achieved good results monitoring their risk in traditional media, in 2008 the company turned its attention to social media as a key source of information about perceptions in the community about the company, its products, and its practices. Nexalogy Environics was engaged to analyze the blogosphere relating to the company and its potential risks. Following our initial report, we produced monthly updates on emerging issues of concern, allowing Petro Canada to anticipate and address challenges before they arose.

Consumer

Beiersdorf AG, the company behind the iconic Nivea brand, made a strategic decision to focus the nivea.com site on it’s “Beauty is” campaign. As a result, the Nivea for Men team decided to establish its own online marketing platform. The team engaged Nexalogy Environics for insights on how to best position their products given this rebranding opportunity. Nexalogy produced an extensive report on all aspects related to men’s grooming in the blogosphere. A key observation: many men’s product categories defy segmentation; the activities are common to all men, in similar ways. We recommended that Nivea for Men should focus on the “Morning Ritual” and build social campaigns around this theme.

In sync with your customers

When Palm released its Palm Pre smart phone, they engaged Nexalogy Environics to conduct a detailed Twitter and blogosphere analysis of its Canadian launch. We analyzed tweets and blogs mentioning the Palm Pre on key pre-launch dates and produced several daily analyses during the week when the device was launched in Canadian stores. Our observations gave Palm timely insights about real users’ reactions to the product, the growing online discussion surrounding the Pre, consumer sentiment and purchase considerations, allowing Palm to quickly respond to the needs of their customers during the crucial launch period.

Health Care

There is a vibrant discussion in social media about all aspects of health care. Nexalogy’s client was marketing a new product in a new class, and ever since it’s launch there has been some debate about the product and class. Recently, a particularly negative influencer seemed to have been gaining in stature, and our client wanted to know how influential this actor has really been and if the point of views expressed had gained any traction in the wider conversation. Nexalogy demonstrated that among all of the participants in the blog-based discussion, the negative influencer was a marginal player whose views had not become current throughout the discussion.

Financial

The financial services sector is becoming more and more crowded every day, as actors from traditionally distinct sectors expand their client offerings and encroach on the existing leaders in those sectors. This can lead to David and Goliath situations that can be challenging to say the least. At the same time, however, the incumbent companies have important strengths they can capitalize upon – if the public knows and values these. Nexalogy has helped several financial sector clients gain the critical understanding of these tectonic shifts in the industry and helped them take advantage of their particular strengths by developing strategies to best respond to the concerns and values that we learned through our blogosphe intelligence process.

Responsive government

When members of the Senate of Canada felt that public opinion was divided on a bill that was in front of them for its third and final vote, Nexalogy Environics worked to gauge public sentiment over the Bill and let our client understand the amount and tone of the discussion about the issue, both pro and con. Good government is understanding the public you represent and making sound decisions based on what best serves your constituent’s needs. Nexalogy provided our client with the knowledge to make an informed decision in a bill that affects all Canadians.

Giving something big

Inter Pares is a Canadian charity promoting social justice in programs in Canada and Internationally. In 2008, the organization asked Nexalogy Environics to help them establish an annual holiday giving campaign. We looked at the online discussion surrounding online charitable giving to help identify themes and approaches that would resonate the most strongly with potential donors during the “noisy” holiday season. The subsequent design, direction and implementation of the 2009 campaign was based on our recommendations as executed by a top-notch social economy web marketing agency, Good Company. The result was “Give Something Big” – which at the time was Inter Pares’ most successful holiday initiative to date.

Rapid Response Monitoring

In the accelerated business context in which we currently live, it is more important than ever to understand new challenges or opportunities as they arise. Nexalogy Environics’ Rapid Response service provides our clients with the ability to identify, understand, and take action to deal with these challenges based on data from social media sources. Offering guaranteed turnaround times, Rapid Response Monitoring is an essential tool for clients that must make faster and better decisions.

Brand Intelligence

There are more people than ever who can affect your product or corporate brand, and it is more difficult than ever to account for how social media content affects the public’s perceptions about a brand. Nexalogy Environics’ Brand Intelligence is a key tool for companies that want to enhance their understanding of how their brand is perceived in the marketplace – and make better decisions as a result. Brand Intelligence is more than sentiment analysis: it’s a complete picture of how a brand is perceived in social media.

Competitor Intelligence

Understanding how competitors are engaging with their audience is a key input for corporate decision making. The way the public perceives a company and its competitors can change very quickly and be affected by very subtle changes in the conversational landscape – and a company that is tracking these changes over time has a clear advantage in the marketplace. Nexalogy Environics’ approach to Competitor Intelligence will not only provide information about how competitors are perceived, but practical strategies to take advantage of this intelligence.

Influencer Intelligence

One of the most important approaches in the communications toolkit has always been the development of key influencer campaigns. This approach is one of the pillars behind both product launch and crisis management strategies, among others. The age of social media provides an unprecedented opportunity to identify possible influencers – but only if the analysis is done correctly. Influence only exists in context, and Nexalogy Environics’ approach to Influencer Intelligence gives clients better tools than ever to identify and reach out to these people in a responsible, effective manner.

Issue Intelligence

Every company has social, policy, or sustainability issues that affect them on a daily basis. Understanding these issues and how they affect a client and its activities can provide a critical advantage both in terms of the time it takes to respond to new challenges and the overall understanding of the issue and how it affects them. Social media represents the largest pool of opinion and analysis ever assembled about companies and the issues they face – and Nexalogy Environics is uniquely able to analyze the myriad of opinions on any subject to help our clients navigate the complex environment in which they operate.

Challenges & Opportunities

The explosion of opinion in the social media landscape is a huge challenge. To Nexalogy Environics, social media represents the largest pool of brand and issue insights ever assembled. Social media is a great opportunity for an organization that takes advantage.

Advanced Intelligence

Nexalogy Environics employs advanced textual analysis to filter through the clutter of social media to reveal key actors, emerging issues, and networks of influencers that are vital to our clients’ success.

Practical Solutions

Nexalogy Environics combines scientifically rigorous intelligence with communications and marketing expertise to provide our clients with practical strategies to address challenges and take advantage of opportunities.