Social analytics in action - Bryan Tookey

What we see companies use social media monitoring for:
Monitor and respond
Customer relations
Early warning of PR disaster
Research
Product research, or
Marketing / PR campaigns
Competitors
Etc
© 2010 Brandwatch | www.brandwatch.com My slides mostly talk about this But if you prefer, I can talk about this and provide examples

Case studies of Customer Service on Social Media
© 2010 Brandwatch | www.brandwatch.com Twitter Company Size of twitter team No. of tweets / week % mentions they reply to? Vodafone 5 900 c. 30% Easyjet 2 420 c. 35% M&S ? 70 c. 5% B&Q ? 50 c. 25% Santander ? 50 c. 10% Forum Company Forum chosen No. of posts on site % mentions they reply to? Vodafone moneysavingexpert 1,000 c. 50% Easyjet moneysavingexpert None 0% M&S Mumsnet None 0% B&Q Pistonheads 50 c. 25% Santander Moneysavingexpert None 0%

Types of Customer Service mentions (twitter)
© 2010 Brandwatch | www.brandwatch.com Direct requests General Abuse Possible response? General praise Other?

Which kind of comments do companies get?
© 2010 Brandwatch | www.brandwatch.com B&Q Easyjet M&S Santander Vodafone

Which Twitter comments do companies respond to?
© 2010 Brandwatch | www.brandwatch.com Does the company respond to... Company General news / PR Direct requests? Possible responses General abuse General praise Vodafone Yes 85% 0% 25% 100% Easyjet Yes 60% 10% 50% 35% M&S Yes 0% 0% 0% 0% B&Q Yes 100% 35% 20% 50% Santander Yes 0% 10% 0% 0%

Example responses
© 2010 Brandwatch | www.brandwatch.com

Example non-responses
© 2010 Brandwatch | www.brandwatch.com

Is it mostly negative?
© 2010 Brandwatch | www.brandwatch.com How do people talk about customer services of 50 UK brands? 100% = 3000 mentions Best customer service Worst customer services Company % positive % neutral % negative FirstDirect 72% 14% 14% JohnLewis 67% 15% 19% Apple 64% 19% 17% Waitrose 51% 32% 17% Plusnet 50% 25% 25% Company % positive % neutral % negative Talktalk 9% 6% 85% VirginMedia 7% 9% 84% Primark 8% 9% 83% BT 7% 17% 75% BG 7% 18% 71%

Product research example – crisps example © 2011 Brandwatch | www.brandwatch.com What are you eating at the moment - “...: A packet of Beef Monster munch Got me inspired and I knew I had some at the back of the cupboard so i've just had a bag of those Packet of BBQ Mini Chedders Big Mac & fries Maltesers Fur burger. Toast Toast with Marmite. raspery go ahead bar. I prefer the yoghurt coated ones though! Chilli Heatwave Brand X Ham and...” www.digitalspy.co.uk Your guilty pleasure food - Food and Drink - “Cheddar cheese toastie with a big bag of Chilli Heatwave Brand X.. Crisp sarnies are top stuff. It differs between Cheese & Onion, Salt & Vinegar. Hmm what else, oh cheesy gravy chip. Bar of whole nut with a packet of crisps. Chocolate and crisps are so heavenly. Chicken and cheese...” www.digitalspy.co.uk Brand X review “...... Smokin’ Chedder BBQ I'm a Brand X fan. I always have been from way back in the day when all you had was the original red bag of Brand X. I moved onto the Cool Ranch in.... One chip that I really enjoy eating is the Brand X Salsa Verde tortilla chips www.reviewstream.com The Cool Ranch Brand X Commercial - “The Cool Ranch Brand X Commercial Larry finds his way from his ordinary ranch to Billy's ranch..."The Cool Ranch!" Brand X crash the superbowl crash the superbowl finalist 2011 crash the superbowl The cool ranch cool ranch Brand X lupher arts commercial super bowl...” www.youtube.com what good is dorito's without salsa or nacho cheese :( noooone www.facebook.com

Marketing and PR campaigns
© 2010 Brandwatch | www.brandwatch.com PR / Marketing Topic % of comments Example comment
New TV ads
positive
negative
neutral / factual
PR stunt 2
PR activity 2
50%
10%
13%
27%
28%
4%
Missluciieloo The Brand X advert with the mouse makes me lol its funny haha xx... http://twitter.com/Missluciieloo/statuses/28989256762 xKateMx Just seen the new Brand X advert. Doing their bit to ruin my childhood. Bastards. http://twitter.com/xKateMx/statuses/28808572911 Brand X is to launch its latest broadband campaign featuring the Y cartoon character during the first break in 'The X Factor' on ITV1 this Saturday http://www.brandrepublic.com/go/news/article/1036434/virgin-media-run-speedy-gonzales-ads/ A billboard made of cheese?! Who wants to go see?!?! http://twitter.com/DomDanson/statuses/28017109633 Londoners were treated to a speedier trip to work when Brand X chose to launch its new fast broadband service by putting on a ’supercar taxi’ service. http://autoxpert.info/2010/11/supercar-taxis-for-london-travellers/ Comprehensive list of example comments available in file: “Social media mentions of Virgin Media relevant to Marketing.xls”

Client X TV is mentioned less than Company A , and less positively Monthly mentions of different UK Pay TV providers (automated sentiment*) +68% 65% Notes 1. TV is mentioned less often than Company A and Company B 2. Automated sentiment * shows a similar level of positive sentiment for each 3. As before, we defined each query in this group simply to make the comparison more valid and therefore volumes do not match slide 4
* Automated sentiment is less accurate (c. 60%) than human sentiment (c.90%) and is only used in comparison slides; ** (Positive – Negative)/(Positive + Negative Mentions)
Sky TV (simple query) Client X TV (simple query) BT Vision (simple query) +95% Net Sentiment Score** Vodafone prepay (simple query) Client X mobile (simple query) Orange mobile (simple query) Company A Company B Company C

Try it out THANK YOU for listening Bryan Tookey bryan@brandwatch.com @bryantookey © 2010 Brandwatch | www.brandwatch.com Come and see what’s going on around your company for free Go to www.brandwatch.com/ and register for a demo put CIPR in the description field

Social analytics in action - Bryan Tookey

by Chartered Institute of Public Relations

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Social analytics in action - Bryan Tookey Presentation Transcript