EXPERIENCES AND RESULTS THAT PROVE THE PRODUCTIVITY OF THE PLATFORM May/2013

What Riot’s experience can bring to the market

An agency specializing in social media, such as Riot, needs a monitoring and excellence

management platform; find out why it chose Scup

Customer: Riot

Industry: Communication agency

Location: São Paulo, Rio de Janeiro and Fortaleza, Brazil

Number of employees: +200

Website: www.riot.com.br

Daniele Dias, Business

Intelligence manager at

Riot. Scup allowed the

agency to boost its

operational efficiency.

EXPERIENCES AND RESULTS THAT PROVE THE PRODUCTIVITY OF THE PLATFORM May/2013

30% less garbage;

90% more items collected and 170% more items classified;

50% less time spent on classification;

An increase of 80% in process automation.

It all began in 2006. The agency Riot

entered the market, specializing in social

media. It didn’t take it long to cast its net

further afield into other digital and mobile

spaces.

Riot currently describes itself as a “full-

service digital agency”: the job of bringing

people and brands closer extends to

computers, cell phones, tablets game and

smart TVs.

The agency develops content, monitoring,

social CRM, Social Customer Service, media,

creation and planning for clients such as

L’Oreal, Renault, Pepsi, Nextel and Vale.

In order to ensure efficient delivery, Latin

America’s largest social media agency

relies on Scup for monitoring and

management.

“We recommend Scup because we are

certain it is the best monitoring software in

the market”, says Daniele Dias, Business

Intelligence manager of Riot. “The platform

is constantly updated and the team is open

to suggestions from those living the day-to-

day operations”.

Challenges

Before Scup, Riot used another tool that

didn’t meet its requirements, ending up

imposing a range of difficulties and

limitations on the agency’s work.

Daniele recalls that one of the major

difficulties was in trying to reduce delivery

times. “We found it impractical to work with

high-volume data, which resulted in

bottom-line losses”, she explains.

She went on to say that previously,

monitoring was capturing a lot of irrelevant

data or “garbage”. “Classifying a relatively

small number of items became extremely

time-consuming”.

HOW SCUP HELPED RIOT

EXPERIENCES AND RESULTS THAT PROVE THE PRODUCTIVITY OF THE PLATFORM May/2013

As it needed to overcome these obstacles

and boost its response time, the agency

began evaluating offers of monitoring

platforms. “After doing a comparative study

we made a safe bet on Scup”, says Daniele.

“Now we spend less

time with operational

activities, and more

time actually thinking

about the brands

we monitor”

After Scup

After deciding to hire Scup, the agency’s

work first and foremost became much

faster. “Our demand to enhance the speed

of response was immediately addressed”,

says Daniele, “because data capture

became almost instantaneous”.

The time devoted to classifying mentions

fell by half. On another paid platform they

had tested, the operation took an average

of 2 to 3 minutes, because the tags had to

be inserted individually and manually. With

Scup the average time was 1 to 2 minutes.

According to Daniele, there was an overall

increase of around 80% in process

automation.

The volume of results also rose. While a

competitor platform indexed 22,000

mentions, in the same period Scup indexed

40,000 mentions for one of the agency’s

clients.

With regard to the work of classifying items,

the increase was around 170%. Where Riot

had previously evaluated an average of

1,500 mentions a month, the “post-Scup”

average rose to 4,000/month.

The quality of the data collected also rose.

Riot estimates that it gathers approximately

30% less garbage using Scup – which means

valuable savings in both time and in the

inputs that are extremely pertinent to the

analysis.

“The principal gains we made with Scup lie

in the higher productivity of our analysts”,

says Daniele. “Now we spend less time with

operational activities, and more time

actually thinking about the brands we

monitor”. In this way Riot identifies

opportunities, generating intelligence both

for the client and for itself.

EXPERIENCES AND RESULTS THAT PROVE THE PRODUCTIVITY OF THE PLATFORM May/2013

Why Scup?

Alongside the gains in productivity, Daniele

mentions the quality of the support as an

important reason for having hired Scup.

“They use a simple system that responds

quickly to any doubt”, she says, “which

makes our day-to-day much easier”.

Furthermore, the routine of an analyst

using Scup is never backbreaking, according

to Daniele, who describes the platform’s

interface as friendly and intuitive.

Investments in innovation are also

mentioned as a differential.

“Scup always has its eye on tendencies”, she

concludes, “which puts our mind at ease

because we know we are up to date in

terms of the market”.

Riot’s headquarters in São

Paulo. With Scup, analysts

were able to increase

their productivity.