PRO BTP is one of the pension and insurance leaders in France, providing social welfare services to employees, self-employed, pensioners, apprentices and businesses in the construction and public buildings sector. PRO BTP offers services such as pensions, savings, healthcare, insurance, social action and vacation support to its 3.5 million members. Download this case study to understand how PRO BTP, used social listening to get closer to their customers and: - Increased customer satisfaction by quickly responding in an efficient and personalised way - Used social insights to build a marketing strategy relevant to their audience - Uncovered how they could be more visible in a competitive market

1. Case Study/
PRO BTP
Using social listening
to get closer to its audience

2. Company: PRO BTP
Headquarters: Paris, France
Audience: Employees, self-employed,
apprentices, retirees and
businesses in the building
and public works
Industry: Social welfare services
Website: www.probtp.com
Services: Health, pensions,
contingency funds, savings,
holidays, insurance
Brandwatch Services: Social media
monitoring and analysis
Key Benefits
• Improved online response time,
turning frustrated customers into
brand ambassadors.
• Swiftly directed online comments
to appropriate departments,
streamlining internal processes.
• Gained a better understanding
of customers’ needs and produced
effective and relevant content.
Background
At a Glance/
PRO BTP
interacted on a case-by-case
basis providing quick and
relevant information
agencies
114
Case Study/ PRO BTP
The Goal
Take control of its online reputation
In 2012, PRO BTP realized its members were turning to social networks frequently to discuss their services.
Wanting to ensure it was close to their members, the organization launched its own social accounts. Before long it transpired that
just being present on these platforms was not enough — PRO BTP wanted to measure the impact it was having, as well as gain
a better understanding of the conversation about it, so it could intelligently adapt its communication. After making use of reports
produced by agencies, the group decided it needed to be more independent in order to make the most of social data.
PRO BTP needed a monitoring platform that would be able to scan through millions of sources to:
• automatically monitor relevant mentions on social media
• analyse, segment and map all mentions
• manage their online reputation by engaging directly with their clients
With this in mind, PRO BTP discovered Brandwatch Analytics. “Brandwatch was the most intuitive tool we came across. The
support provided by our dedicated account manager was invaluable in helping us set things up.” — Virginie Driot, Editorial Manager
The Challenge
Provide fast, personalized responses
PRO BTP’s editorial team started using Brandwatch Analytics to gather and analyze social conversations about the brand
on a daily basis.
The team is now able to identify which mentions are comments about the company in general, or questions about a component
of the company-wide range of services. They can route these to the right teams, and directly answer each of these enquiries.
“We wanted to interact with each individual by providing bespoke and relevant information to help assist our members.
Handling this much data without a social media monitoring platform would be a slow, tedious and potentially impossible task.”
— Virginie Driot, Editorial Manager
The Solution
Bespoke support across the whole customer journey
The editorial team made significant use of the Alerts functionality in Brandwatch Analytics.
Every time PRO BTP is mentioned, directly or indirectly, in an online conversation, the team is alerted by email allowing them
to respond directly to members as soon as possible — ideally within the hour.
“Our system allows quick and personalized answers, thanks to an internal data validation process. We transfer the case to the
relevant department when required so they can get directly in touch with the customer. This helps improve our online reputation
and creates a dynamic and close relationship with our members.”— Virginie Driot, Editorial Manager
Through the Alerts system, the team picked up on a negative conversation about one of the brand’s holiday resorts on Le Guide
du Routard, a very popular French travel website.
“One of our members was complaining about his stay on the travel guide’s forums.
We managed to deal with this negative feedback in a few hours by speaking with
him directly. We then arranged to meet him in a branch. By quickly addressing this
customer’s feelings and working directly with him, we turned him from an unhappy
customer to one of our most vocal brand ambassadors.”— Virginie Driot, Editorial Manager
Case Study/ PRO BTP

3. Brandwatch Analytics offers a wide range of possibilities.
Searches are customizable to create results specifically
tailored to your business and interests.
Case Study/ PRO BTP
Granular
topic analysis
The digital team do far more
than just responding to questions
onsocial media.
Using the Categories and Rules
features in Brandwatch Analytics,
PRO BTP can easily categorize
mentions into the different sections
of their services allowing them
to get accurate information about
each one of their products.
PRO BTP can compare the share
of voice for every different service
of the company, understanding
which topics or services are being
talked about the most, by who
and why.
With that information, the company
can identify which part of their activity
needs more attention, information
or promotion.
Quickly sharing
data across the
organization
Social media provide a huge amount
of information and is a good indicator
about the current status of the market.
Insight from social data is valuable in
places far beyond the editorial team.
Different departments within the
organization also make use of the metrics
and reporting available in Brandwatch.
According to the relevant business
needs, the editorial team can create an
account for any staff member, enabling
them to consult real-time dashboards
set up by the editorial team.
“Weaimtoimproveourranking
onsearchenginesbyutilising
keywordsusedbyour
members,andadaptingour
strategyaccordingly.”
Virginie Driot, Editorial Manager
Monitoring
the landscape
PRO BTP operates within an
extremely competitive industry.
To stay ahead of the competition,
the group uses Brandwatch to
compare the share of voice for each
of the companies operating in their
market, but also compares page type
conversation to uncover which
websites its competitors are
mentioned most frequently on.
Benchmarking against a much-talked
about competitor helps PRO BTP
enhance its own online presence,
and gives it a better understanding
of the current market and its landscape.
Another important part of social
listening is to identify the most influential
media outlets and members of the
community for each service. The team
is then able to utilize this knowledge
to improve its visibility by being active
where it matters, and growing
a network of influencers.
Social intelligence
at the heart of a
global strategy/
Adapting
communication
to the audience
Community managers pay special
attention not only to what is said
but how it is said.
The team dissects the tone and
vocabulary used on social media
to adapt its own communication
in a way that resonates most strongly
with its audience.
By keeping track of trends, topics and
naturally-occurring themes in the organic
conversation, the brand can develop
targeted, relevant marketing content.
This tailor-made, hyper-relevant
approach to communication positions
PRO BTP as an expert among the
community it is aiming to target.
Virginie Driot and her team are not
stopping there. They’re planning
to use the insights gained from
Brandwatch to progress in other
areas, including SEO.
Case Study/ PRO BTP

4. About/
@brandwatch | Brandwatch Blog | Brandwatch Facebook Page
“Brandwatch Analytics allows
us to assist our members in
an unique and personal way,
helping us transforming
frustrated customers into
vocal brand ambassadors.”
Virginie Driot
Editorial Manager
PRO BTP
One of the pension and
supplementary leader insurance
in France, PRO BTP provides
social welfare services to
employees, self-employed,
pensioners, apprentices and
businesses in the construction
and public buildings sector.
The group is equally managed
by companies’ and employees’
representatives and invests all profits
in social activities.
PRO BTP rests upon a professional
network of 114 branches and 170
mobile advisers supporting all of the
group’s services: pension funds,
savings, health, insurance, social
action and vacation. PRO BTP
counts 5000 associates, nearly
3.5 millions members and more
than 200 000 subscribing businesses.
For more information, please visit
probtp.com
Brandwatch
Brandwatch is the world’s leading
social intelligence company.
Its social media listening and analytics
technology platform gathers millions
of online conversations every day and
provides users with the tools to analyze
them, empowering brands and
agencies to make smarter, data-
driven business decisions.
Acquiring social influencer analytics
firm PeerIndex in December 2014,
Brandwatch continues on its aggressive
business trajectory following on its most
recent round of venture funding
to the tune of $22 million.
The Brandwatch platform, ranked
highest in customer satisfaction by
G2Crowd in the Spring 2015 social
media monitoring report, is used by
over 1000 brands and agencies,
including Cisco, Whole Foods,
Whirlpool, British Airways, Sony Music,
Papa John’s, and Dell.
Brandwatch. Now You Know.
brandwatch.com