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Biltmore Understands the Significance of Social Data Through Tracx

About Biltmore

Biltmore, set on an 8,000 acre property in serene Asheville, North Carolina, was built by George Washington Vanderbilt
in 1895 and is now referred to as America’s largest home®.
Still family-owned, its mission is preservation through self- sufficiency, innovation, and creative thinking. The estate creates unique experiences for their guests, leveraging its acres of formal and informal gardens, impressive vineyard and Winery, field-to-table dining program and two on-site lodging properties. The experiences extend beyond a visit at the estate; it continues with a custom line of home furnishings, bed and bath items and gourmet foods along with recipes.

The Challenge

Scattered Data

Biltmore’s budding social media presence was being managed by members of the Public Relations Department until they were able to hire a dedicated Social Media Manager to implement a more comprehensive social media plan and strategy. One of the first items the Social Media Manager was responsible for was to choose a Social Media Management System, and out of 15 software platforms, Sharon Bell selected Tracx.

The Tracx platform offered every aspect of social media management the Biltmore team deemed necessary to accomplish their goals. Biltmore was seeking to grow its social media community, increase communication and engagement with guests/followers, as well as analyze brand health; they wanted to schedule content posts for each of their offerings, then segment reports to see how each was performing. The new strategy included identifying opportunities, deciding on frequency and placement of content, as well as which content would be best to post for each of its business units. Biltmore was in need of an all-inclusive, singular platform that could execute all the functions necessary to meet these goals.

“Biltmore implemented its program by monitoring mentions, hashtag proliferation, and the performance of content they were providing through each channel.”

The Solution

A Comprehensive Platform

By focusing on Biltmore’s needs, the Tracx team was able to offer solutions to social media plans the company was hoping to implement. The user-friendly tool provided the new social media team with listening, analytics, scheduling, and monitoring capabilities – all in one platform. “Tracx easily combined all of our social metrics into comprehensive reports that could be sent to our leadership team,” said Sharon Bell.

Conversation clouds served to reveal what users were mentioning, and the engagement reports offered insight into time, place, context and content of conversations. The Tracx social business cloud housed all the Biltmore’s social data in one place, which helped the team avoid cumbersome manual entry and data analysis. The Tracx system refined all the data and then made it actionable. In addition, the Tracx system enabled Bell and her team to thoroughly understand the emotions behind their guests and followers’ responses through Sentity – Tracx’s unique sentiment analysis engine. Clarity on where potential guests were posting from based on geo-data also helped Bell determine targeting opportunities. With the platform’s real-time analytics capabilities, Biltmore decided to focus on Facebook, which they determined to be the channel originating most of the company’s social media engagement.

The Results

Biltmore implemented its program by monitoring mentions, hashtag proliferation, and the performance of content they were providing through each channel. Posts were scheduled with consistency, responses to followers and guests became dependable and they were able to deliver the appropriate content that followers of each channel demanded. Reporting became streamlined, and the result of engagement was apparent.

The Biltmore team was able to publish on several platforms at once, increasing the volume and consistency of posts. Biltmore also discovered that simpler is better when it comes to content, and that their fans appreciate beautiful imagery. Biltmore planned social campaigns, and the first goal was to increase engagement. The hashtag #biltmoreblooms was created and used to promote their flower garden show, and resulted in nearly 4,000 mentions. Specifically, Tracx was able to separate user-posted hashtags from company- posted hashtags so they could get an accurate read on the efficacy of the campaign. Over 150,000 interactions resulted from the entire campaign, deeming it a success. Biltmore now reaches over 1 million users on average per month on Facebook, and monthly engagements average over 100,000.

The Tracx social business cloud housed all of Biltmore’s social data in one place, which helped the team avoid cumbersome manual entry and data analysis.

Biltmore now reaches over 1 million users on average per month on Facebook, and monthly engagements are on average over 100K.

About Biltmore

Biltmore, set on an 8,000 acre property in serene Asheville, North Carolina, was built by George Washington Vanderbilt
in 1895 and is now referred to as America’s largest home®.
Still family-owned, its mission is preservation through self- sufficiency, innovation, and creative thinking. The estate creates unique experiences for their guests, leveraging its acres of formal and informal gardens, impressive vineyard and Winery, field-to-table dining program and two on-site lodging properties. The experiences extend beyond a visit at the estate; it continues with a custom line of home furnishings, bed and bath items and gourmet foods along with recipes.

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