Cyberport Hong Kong
Challenge
Prior to the partnership, Cyberport needed a service that could help monitor as well as analyse its publicity efforts and the overall landscape in four key areas - brand reputation, campaign success, awareness of its incubation programmes, and updates on Hong Kong's regulatory framework as well as key topics.
The team conveyed to Meltwater its marketing communications goals and they wanted a brief overview of their brand’s reputation based on media intelligence.
“Meltwater greatly boosted our capabilities in measuring the media coverage of Cyberport. Furthermore, the technopreneurial spirit and impetus of Meltwater resonated with what Cyberport values and advocates to the rest of the world.”
Rebecca Tam, Senior Manager, Corporate Communications
Solution
The team at Meltwater identified actionable and tangible metrics most important to the Cyberport team - the volume of mentions in the media, the top sources reporting on their brand and events, and sentiment analysis of the coverage.
By tracking international coverage, Cyberport wanted to better position its brand to attract the best tech companies to further boost the tech ecosystem in Hong Kong. The news sources were relevant to Cyberport because the team wanted to identify media partners which would help amplify their events and campaigns to a wider audience.
For sentiment analysis, Meltwater's proprietary AI-powered grading of news reports gave Cyberport a broad understanding of how the brand is reported in the news. These measures helped Cyberport improve its campaign management and further optimised recommendations for upcoming events.
