MacPaw is an international software development company based in Kyiv, and, recently, Boston that develops software for Apple products. It has 15 years of experience and more than 30 million users worldwide. Some of their flagship products are CleanMyMac, ClearVPN, Setapp, and The Unarchiver.
For this case study, we talked to Alyona Gorbatko, Eugene Kalnyk, and Oleksandra Lytvynenko. They are all part of MacPaw’s PR team but work on different projects and products.
Before Determ, MacPaw was using another media monitoring platform that didn’t fulfill their needs completely, and they had to combine it with Google searches and other free alerting tools. When Alyona started working at MacPaw, her task was to find the right media monitoring solution for the team.
There were a couple of challenges they were trying to solve with a media monitoring platform. The first was to understand the impact of the publications they were getting, measure their progress, and plan some goals around that. The second was to understand what people are talking about and what they can do, especially regarding misperceptions surrounding some competitor products and their shady tactics, whose negative perception also impacts their product’s perception. The third was to monitor their competitors.
Another challenge was having all their data gathered in one place and reporting. Previously, they couldn’t report properly to the management and understand the impact of their work.
Various MacPaw teams use Determ, from the PR, sales, and support teams to the social media and affiliate teams. The MacPaw PR team uses the platform more often if an active campaign is going on to be on top of everything. Otherwise, they check their mentions daily through Slack integration.
Aside from the platform, they use Determ’s API to download their mentions into their dashboard, and they’ve connected a Determ account with Slack so they can be up to date with their mentions.
When asked what they like about Determ, they pointed out:
When asked how long it would take them to do all their work manually without Determ, Alyona, Eugene, and Oleksandra agreed it would be tough.
Alyona, Eugene, and Oleksandra also shared their advice for users who are testing out Determ for the first time: