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Qualitative research conducted for the NGO Seaside Scavenge, to understand the profile of the public that interacts with the organisation and the strategies adopted by competitors in the online environment.
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// Objetive
To Identify the public that interacts with Seaside Scavenge’s social networks (Facebook, Instagram and LinkedIn), considering:
– Behavioural profile;
– Content of interest;
– Initiatives, projects and companies with which it relates;
– Engagement with the environmental cause.
To examine Seaside Scavenge’s online public contact channels and identify strengths, weaknesses, opportunities and threats.
To analyse the marketing/communication strategies used by the main competitors in their online channels (Facebook, Instagram, LinkedIn, Twitter, Youtube and Website) and identify practices that can be replicated by Seaside Scavenge.
Methods & tools
– Netnography
– Benchmarking
– Empathy Map
– SWOT analysis
My contribution
– Project scope
– Data analysis
– Report development
– Research presentation
Team
– NGO CEO
– Marketing coordinator
// Workflow
Analysis of 100 random personal profiles that interacted with the content (liked, commented, shared) of Seaside Scavenge in the different social networks, considering posted content, pages/ profiles liked/followed/mentioned, etc.
Examining online channels from 4 Seaside Scavenge competitors.
Evaluation of Seaside Scavenge’s online channels and recommendation of positioning / content strategies to reach, engage and expand the audience.
// Outputs
Audience affinity database
confidential content
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Ingredients from Biodiversity for L’Oréal
MARINA PAGEL FERREIRA 