Founded in 2017, Taimi is one of the largest fully inclusive LGBTQ+ dating app on the market. The app is focused on the whole LGBTQ+ community – the app has 17 sexual orientations and 22 gender identities included. They are creating a platform for fluid dating for the entire LGBTQ+ community providing flexibility and choices to establish your own rules for dating. Taimi confidently strides towards becoming the most inclusive app for the LGBTQ+ community.
For this case study, we interviewed Daria Marusyk, PR Lead at the Brand and Communication Team. Daria’s responsibilities include strategically planning their PR activities and different projects and collaborations that can increase media coverage.
When Daria started working at Taimi, her main responsibility was to develop and run the entire PR process from scratch. One of the conditions for that was to find the best media monitoring tool to help her out. At that time, Taimi didn’t have any kind of reporting system for the PR activities, and since data and metrics are important for marketing KPIs, she thought Determ would be a perfect match.
Daria stated that she did not have to research other media monitoring tools because at her previous workplace, she already used Determ, and it was an easy decision for her. Also, she noted that Determ has the best custom functions to customize the reports as much as possible.
Daria says that Determ is very easy to navigate and user-friendly. Besides her, other colleagues such as community managers, social media managers, and PR managers use Determ, as well.
Daria uses Determ daily, firstly and most importantly, to check up on what’s going on on the Web, Twitter, and Reddit.
They’ve recently started monitoring competitors, which helps them with in various ways:
At the end of every quarter, they use the numbers and metrics they get from Determ to determine what to do next, what was good, and what needs improvement.
Daria says that she estimates that Determ saves her about 50% of her time daily. She noted that she does not need to do graphics anymore and other reports because all of that she can get in Determ in a mere second.
With the help of Determ, Daria and her colleagues can find different mentions by keywords, and that helps them when they need to do crisis communication.
When asked what features she appreciates the most in her experience with Determ, Daria said:
Using custom reports also helps Daria and her team a lot when they are running a big campaign. In that case, they set up an additional query that includes some specific information about the campaign and create a custom report with information about the campaign alone.
When it comes to the benefits of using Determ, Daria said:
The best feature for her in Determ are reports with mentions and impressions because that shows them the actual reactions of their users and audience.
When asked if she would recommend Determ to others, Daria said: