Retailer case study 0410

SafetyNet Case Study: Which Company Has More Online Buzz?

Case Study Details
Ann Michaels & Associates used SafetyNet , a social media monitoring service, to determine which of three selected retailers has the most online buzz surrounding its brand.
Using the analytical reports that complement SafetyNet, we took a closer look at what types of conversations people are having, the age demographics for each brand, as well as the overall sentiment of the information collected.

What is SafetyNet?
SafetyNet is a social media monitoring program that monitors and analyzes a company’s online reputation.
The power of the online data capturing system coupled with the human factor delivers relevant, and comprehensive information right to your email on a weekly basis.

Case Study Results
Our first goal was to determine which of the three retailers (Crate & Barrel, IKEA, and Pottery Barn) have the most online conversation surrounding their brand in a 30-day period.
Results clearly indicate that IKEA has received the most online buzz during the month.

Case Study Analysis
Taking a closer look at the results, we set out to determine the differences in the volume of online conversation, as well as the differences in types of social media interaction, demographics, and other significant results.

Case Study Analysis Sources of Conversation
We first looked at the types of
sources people used to talk about
the three retailers. It is interesting to
note the following findings:
All three retailers’ highest volume of data came from Twitter
Crate & Barrel and Pottery Barn also had strong volume from Facebook
IKEA’s volume was more significant from YouTube and Blogger sites than from Facebook

Case Study Analysis Geography
When possible, we are able to collect data about the geographical location of the people
conversing online. The data is compiled on a map, with pushpins designating sources of
conversation. The larger the pushpin, the more conversation is coming from that
geographical area. There were some general findings from this analysis:
IKEA has the strongest volume of conversation on the East Coast, California, and Texas
Both IKEA and Pottery Barn had conversations spread evenly across the country, whereas Crate & Barrel’s conversations were more concentrated on the East Coast
The following slides show conversations by geographical location
for each retailer included in this study.

Case Study Analysis Geography - IKEA

Case Study Analysis Geography – Crate & Barrel

Case Study Analysis Geography – Pottery Barn

Case Study Analysis Age Demographics
We also wanted to look at the
age demographics and see if
there is a significant difference
across retailers. What age
groups talk about each retailer?:
Pottery Barn and Crate & Barrel’s age demographics are exactly the same
IKEA has a significantly more diverse age demographic than the other retailers
IKEA Pottery Barn Crate & Barrel

Case Study Analysis Sentiment Report Sentiment refers to the tone of content for each result collected. Sentiment ranges from positive to negative, and neutral results are collected as well. Neutral results include informational pieces, notification of upcoming events and promotions, and similar information. For each retailer, the majority of collected data is neutral with regard to sentiment, with very few negative results found. This is a positive finding, as it does not appear that there are many negative conversations happening for any of these retailers. Charts reflecting the sentiment of data collected for each retailer can be found on the following slide.

Case Study Analysis Sentiment Report IKEA Pottery Barn Crate & Barrel

Social Media Monitoring Uses
The data collected through SafetyNet can be used for a variety of purposes. Individual conversations are filtered for relevancy and then delivered via email on a weekly basis. The analytical reports, similar to the ones used during this case study, are submitted on a regular basis for deeper analysis.
Some common uses of SafetyNet include, but are not limited to:
Monitoring customer satisfaction levels across a company
Competitive intelligence
Identify locations, regions, or territories that may be problematic or have lower customer service satisfaction
Learn what consumers are thinking about a new product, service, or upcoming event

Thank you for taking the time to review this case study. If you would like more information about SafetyNet, or would like to discuss starting a program for your business, please do not hesitate to contact us at your convenience. Marianne Hynd, Ann Michaels & Associates [email_address] 630.922.7804 ext 104 Visit us online: www.socialmediamanagement.net

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Retailer case study 0410

by Marianne Hynd on Apr 28, 2010

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Retailer case study 0410 — Presentation Transcript