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Report: Social Media Across the Business
 

Report: Social Media Across the Business

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In this report, we analysed five global retail brands to demonstrate the many ways in which businesses can benefit from social media monitoring. More info: http://bit.ly/10ZFX6a

In this report, we analysed five global retail brands to demonstrate the many ways in which businesses can benefit from social media monitoring. More info: http://bit.ly/10ZFX6a

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    Report: Social Media Across the Business Report: Social Media Across the Business Presentation Transcript

    • Report/SocialMediaAcrosstheBusiness/2013 Book a demo with us brandwatch.com/demo a great deal! Brandwatch Report/ Six Retail Use Cases Social Media Across the Business/ 2013
    • Report/SocialMediaAcrosstheBusiness/2013 Book a demo with us brandwatch.com/demo2 Contents Report/SocialMediaAcrosstheBusiness/2013 “ Brandwatch is a very powerful, very versatile tool that in measuring and evaluating our social media data. and the functionality, plus surprising value for the ” Consulting Analyst 3 4 5 9 13 18 23 27 33 35 Brandwatch Report Social Media Across the Business
    • Book a demo with us brandwatch.com/demo3 Report/SocialMediaAcrosstheBusiness/2013 Every day, customers turn to social media throughout their overall experience or “lifecycle” with a business. With consumer businesses, such as retail, it happens virtually every minute as customers mine and post to the social web about brand recommendations, tap into the latest product research, and make complaints when Social Media Across the Business Introduction/
    • Book a demo with us brandwatch.com/demo4 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business Overview/ industry, to demonstrate the different ways businesses can use social media to add value. Use Case Retail Brand
    • Book a demo with us brandwatch.com/demo5 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business With so many means of online communication now available to us 24/7, news is shared and spread with unprecedented speed. This presents Use Case/
    • Book a demo with us brandwatch.com/demo6 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business Brand spotlight: The situation: A potential reputation crisis in the making manatee gray Target quickly responded Use Case/ PR Risk Mitigation/ cont...
    • Book a demo with us brandwatch.com/demo7 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business Insights: Velocity shows an emerging risk how the conversation spread Use Case/ PR Risk Mitigation/ cont... 0 200 400 600 800 1000 1200 30-Apr-13 29-Apr-13 28-Apr-13 27-Apr-13 26-Apr-13 25-Apr-13 24-Apr-13 23-Apr-13 22-Apr-13 21-Apr-13 20-Apr-13 19-Apr-13 18-Apr-13 17-Apr-13 16-Apr-13 15-Apr-13 14-Apr-13 13-Apr-13 12-Apr-13 11-Apr-13 10-Apr-13 09-Apr-13 08-Apr-13 07-Apr-13 06-Apr-13 05-Apr-13 04-Apr-13 03-Apr-13 02-Apr-13 01-Apr-13 MENTIONS KEY: BLOG FACEBOOK FORUM GENERAL IMAGE NEWS REVIEW TWITTER TREND BY CHANNEL
    • Book a demo with us brandwatch.com/demo8 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business Use Case/ PR Risk Mitigation/ cont... the majority found it amusing to turn something potentially negative Twitter/ User Post/ Twitter/ User Post/ KEY: FUNNY OVEREACTION NEUTRAL OFFENDED STOP SHOPPING CONSUMER REACTION
    • Book a demo with us brandwatch.com/demo9 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business As a place where information moves rapidly, the social web is full of comment and opinion. The inclination of consumers to discuss ads online makes it the perfect media spend to them. Use Case/
    • Book a demo with us brandwatch.com/demo10 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business Brand spotlight: The situation: ship my pants.” a test platform Use Case/ Market Testing/ cont...
    • Book a demo with us brandwatch.com/demo11 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business Insights: More Twitter buzz with TV advertising than purely online publishing Insights: Follow-up uses momentum and gets bigger online reaction Use Case/ Market Testing/ cont... 0 1000 2000 3000 33333333 KEY: BLOG FORUM “BIG GAS SAVINGS” TV ADVERTISING BEGAN
    • Book a demo with us brandwatch.com/demo12 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business Use Case/ Market Testing/ cont... Key takeaways: Follow-up ads can capitalize on momentum for buzz volume but popularity not guaranteed Twitter/ @JoePolek User Post/ Twitter/ User Post/ Big Gas SavingsShip my pants on TVShip my pants online KEY: POSITIVE NEUTRAL NEGATIVE 42% 46% 16% 58% 54% 84%
    • Book a demo with us brandwatch.com/demo13 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business effective Measuring the impact of advertising campaigns is essential in any marketing channel, and social media presents various ways of measuring advertising effectiveness that are not restricted to online initiatives. Use Case/
    • Book a demo with us brandwatch.com/demo14 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business Brand spotlight: The situation: Use Case/ Campaign Effectiveness/ cont...
    • Book a demo with us brandwatch.com/demo15 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business Insights: Biggest spikes for Beyoncé and Beckham but more prolonged conversation for Lana Del Rey This chart shows daily volumes of conversation associating these celebrities with H&M as a percentage of total buzz for the H&M brand each day. This demonstrates the relative impact that each spokesperson had on the brand, and tracks consumer interest in the campaign over time. Lana Del Rey saw a lesser but more prolonged reaction, driven by engagement from loyal fans of the singer. David Beckham and Beyoncé saw the largest initial reactions, with Beyoncé creating a secondary peak with the release of ads for her bikini range. Use Case/ Campaign Effectiveness/ cont... 0 10 20 30 322 KEY: BLOG FORUM O
    • Book a demo with us brandwatch.com/demo16 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business Use Case/ Campaign Effectiveness/ cont... Insights: Beyoncé drives most purchase intent despite Beckham generating more buzz Beyoncé shopping bagsTwitter/ User Post/ Twitter/ User Post/ 0 20000 40000 60000 80000 100000 Vanessa Paradis Lana Del Rey BeyonceDavid Beckham 0 1% 2% 3% KEY: TOTAL MENTIONS PURCHASE INTENT TOTALMENTIONSOFCELEBRITY %CONTAININGPURCHASEINTENT
    • Book a demo with us brandwatch.com/demo17 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business Insights: Success of endorsements varies across markets highlight opportunities for strategic optimization Swedish Use Case/ Campaign Effectiveness/ cont... 0 10 20 30 40 50 60 Netherlands Sw eden United Kingdom G reece US Republic ofIreland France Sw itzerland Spain Belgium Denm ark Latvia Austria G erm any Portugal Luxem bourg Norw ay Italy Czech Republic Finland Poland KEY: BEYONCE DAVID BECKHAM GUY RITCHIE LANA DEL REY VANESSA PARADIS ENGAGEMENT WITH CELEBRITY ENDORSEMENTS ENGAGEMENT (weightedbypopulationin00,000s) MORE ENGAGED WITH CELEBRITY ENDORSEMENTS
    • Book a demo with us brandwatch.com/demo18 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business Brand spotlight It’s now widely accepted among brand strategy professionals that a brand is not something dictated by a business, but the sum of public perceptions of that business. Of course, a business can aim to shape that perception, but in order Use Case/
    • Book a demo with us brandwatch.com/demo19 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business Situation: Understanding consumer sentiment in different markets genuine consumer conversation Insights: UK more polarized than Germany, reputation poorest in Mexico Use Case/ Reputation Management/ cont... MexicoGermanyUK KEY: POSITIVE NEUTRAL NEGATIVE CONSUMER SENTIMENT TOWARD H&M Established markets New market (2012) 22% 30% 47% 10% 80% 10% 28% 38% 34%
    • Book a demo with us brandwatch.com/demo20 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business Insights: Top problem areas differ across markets In the UK In Mexico German Use Case/ Key strengths and areas in need of improvement relative size positive negative RED GREEN UK DE MX Service Perception 2% 2% 5% 7% 2% Brand Reputation 3% 3% 7% 3% 6% 4% 13% 4% 6% Purchase Motivation 20% 6% 9% 4% 1%
    • Book a demo with us brandwatch.com/demo21 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business Use Case/ Insights: Mexican consumers dislike uniformity uniformity of fashion shape messaging variety and individuality culturally similar markets marketing decisions Twitter/ Twitter/ “Ahora toda la gente va a tener AE, F21 y H&M... Qué horror, qué horror, qué horror” “Y así fue como una vez más, gracias a la apertura de F21 & H&M, todas las mexicanas tendrán la misma ropa. #tipico”
    • Book a demo with us brandwatch.com/demo22 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business Use Case/ Reputation Management/ cont... Manual sample analysis can surface naturally occurring consumer concerns and potential “unknown unknowns” for a brand Insights: Sizing causes brand perception issues across all markets self conscious negative body image Twitter/ User Post/ Twitter/ User Post/ MexicoGermanyUK KEY: POSITIVE NEUTRAL NEGATIVE 2% 2% 2% 2% 2% 4% 1% ISSUES WITH SIZING/FIT
    • Book a demo with us brandwatch.com/demo23 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business Trend spotlight: The social web is also a natural hotbed for discussion around emerging trends, and this can be extremely powerful for informing product development strategy. Use Case/
    • Book a demo with us brandwatch.com/demo24 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business Situation: Queries that go beyond brands Use Case/ Trend Analysis/ cont... Geometics Monochrome Kitten Heels
    • Book a demo with us brandwatch.com/demo25 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business Use Case/ Trend Analysis/ cont... Insights: Some trends emerge in different markets simultaneously, others peak at different times emerging trend that is 0 1 2 3 Ma 132Ma 12 KEY: UK U 0 1 2 3 Ma 132Ma 12 KEY: UK U
    • Book a demo with us brandwatch.com/demo26 Report/SocialMediaAcrosstheBusiness/2013 0 1 2 3 Ma 132Ma 12 KEY: UK U Social Media Across the Business Use Case/ Trend Analysis/ cont... Insights: TV spike highlights underlying trend of negativity toward kitten heels resonating less Monochrome Kitten Heels Geometrics US CONSUMER SENTIMENT UK CONSUMER SENTIMENT 100% 74% 26% 45% 55% 94% 94% 6% 6% 97% 2% KEY: POSITIVE NEGATIVE “TAKE ME OUT”
    • Book a demo with us brandwatch.com/demo27 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business Widespread public adoption of social media has been followed by businesses embracing online space and making direct and personal brand-to-consumer engagement a commonplace aspect of marketing communications. Use Case/
    • Book a demo with us brandwatch.com/demo28 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business Brand spotlight: Use Case/
    • Book a demo with us brandwatch.com/demo29 Report/SocialMediaAcrosstheBusiness/2013 0 1 2 3 KEY: 13 13 Social Media Across the Business The Situation: Evaluate engagement strategies This analysis breaks down three types of consumer engagement with the major ASOS Twitter accounts, allowing community managers to better understand which engagements have driven the best response in terms of increasing consumer interaction and raising awareness. Insights: Hashtag competitions drive peaks in engagement volume ASOS sees the biggest peaks in consumer interaction when running competitions involving hashtags and in sales periods. A shoe giveaway competition drove the highest response in terms of increased direct tweets (using @) to the brand’s accounts. Use Case/ Customer Engagement/ cont... MID-SEASON SALE #BEST NIGHTEVER COMPETITION @LOVE HOLIDAYS COMPETITION #BLISS LUCKYDIP COMPETITION #SHOE PAIRS COMPETITION Based on all activity for combined major ASOS Twitter accounts.
    • Book a demo with us brandwatch.com/demo30 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business Situation: Monitor @ replies over time In this example, we’ve applied categories to the @ replies for general complaints and then sub-categorized by delivery problems and faulty goods, but many relevant KPIs could be applied. Insights: Complaints trending down, but more should be expected in December The dotted trend line shows that complaints made to the brand trended downward over the past seven months. Increased holiday trade resulted in a period of heightened complaint levels. There was also a peak in delivery problems reported at the end of December, as some items arrived after Christmas. This analysis could be used to inform and benchmark success for next year. Based on all activity for combined major ASOS Twitter accounts. Use Case/ Customer Engagement/ cont... KEY: 13 13
    • Book a demo with us brandwatch.com/demo31 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business Insights: ASOS less responsive to tweets than Zappos The breakdown of different types of Twitter account activity reveals a similar pattern of use between the two brands, suggesting broadly similar strategies in terms of use of #tags and encouragement of RTs. The main difference (and point of learning for ASOS) lies in the reply rate. The reply rate for a brand’s Twitter accounts indicates how responsive that brand is to their consumers, by working out what proportion of consumers received a response when they sent a direct tweet to the brand. Benchmarking against Zappos, a US brand with similar credentials, ASOS’s reply rate is relatively low, indicating that improvements could be made to the responsiveness of community managers. Based on all activity for combined major ASOS/ZAPPOS Twitter accounts. Use Case/ Customer Engagement/ cont... ZAPPOSASOS KEY: #TAGS OF THE BRAND OTHER MENTIONS OF THE BRAND RTS OF THE BRAND TWEETS TO THE BRAND TWEETS/RTS BY THE BRAND REPLIES BY THE BRAND REPLY RATE*: 12% REPLY RATE*: 33% 10% TWEETS BY OTHERS TWEETS BY BRAND 10% 49% 34% 49% 12% 27% < 1<1 % < 2% 22%% > 55%% >> 7% > < 4% 9%
    • Book a demo with us brandwatch.com/demo32 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business with the brand (employees, for example). Tweeters frequently mentioning ASOS over the last seven months were ranked by that vintage fashion is the top tweeters’ main topic of interest. There may be an opportunity for ASOS to collaborate with authors * Impact is a new metric from Brandwatch that ranks authors and sites according to both how much content is created and the potential of that content to be viewed by others. It is calculated on a logarithmic scale between 1-100, with 100 being the highest possible impact for each data set. Use Case/ Customer Engagement/ cont... AUTHOR IMPACT FOLLOWERS HIGH IMPACT TWEETERS HIGH IMPACT TWEETER DISCUSSION TOPICS: Based on all activity for combined major ASOS Twitter accounts.
    • Book a demo with us brandwatch.com/demo33 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business Rules-based categorization: Manual sentiment and thematic analysis: Various methodologies were employed to detail the use cases in this report. Some of them were executed within the Brandwatch social monitoring and analytics platform, and others were custom methodologies applied to exported Detailed Methodology/
    • Report/SocialMediaAcrosstheBusiness/2013 Book a demo with us brandwatch.com/demo34 Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business Automated sentiment, tailored using rules: Cross market comparisons, weighted by population: Building author groups: Detailed Methodology/ cont...
    • Book a demo with us brandwatch.com/demo35 Report/SocialMediaAcrosstheBusiness/2013 With practical examples using real data about a selection of big brands in the retail industry, we’ve shown the different analytical methods you can use to leverage the power of social media conversations. Social Media Across the Business Summary/
    • Report/SocialMediaAcrosstheBusiness/2013 Book a demo with us brandwatch.com/demo36 Brandwatch Report Report/SocialMediaAcrosstheBusiness/2013 Social Media Across the Business Thank you /