Facebook /The Good, The Bad & The Ugly
October 2013

Brandwatch | contact@brandwatch.com | Tel: +44 (0)1273 234 290 | @Bra...
BRANDWATCH /Social media monitoring

© 2013 Brandwatch | www.brandwatch.com

2
BRANDWATCH /Vizia

© 2013 Brandwatch | www.brandwatch.com

3
YOUR CUSTOMERS /Online

30% TWITTER

CARLSBERG
MENTIONS (UK)

44% FACEBOOK
11% FORUMS

© 2013 Brandwatch | www.brandwatch....
DRINKS BRANDS /Facebook likes

4k likes

1.3m likes

17m likes

42k likes

© 2013 Brandwatch | www.brandwatch.com

5
DRINKS BRANDS /Facebook likes

4k likes

1.3m likes

17m likes

42k likes

© 2013 Brandwatch | www.brandwatch.com

6
DRINKS BRANDS /Twitter followers

2.2m followers

34k followers

0 followers

7.6k followers

© 2013 Brandwatch | www.bran...
DRINKS BRANDS /Twitter followers

2.2m followers

34k followers

0 followers

7.6k followers

© 2013 Brandwatch | www.bran...
MCDONALDS /Competitors

© 2013 Brandwatch | www.brandwatch.com

9
MCDONALDS /Competitors

© 2013 Brandwatch | www.brandwatch.com

10
BEER BRANDS /Monthly likes

+13%

+20%

+10%

+80%

© 2013 Brandwatch | www.brandwatch.com

11
BEER BRANDS /Monthly likes

13%

Carlsberg

10%

Carling

20%

Tiger

LIKES >

Budweiser

80%

TIME (MONTH)

© 2013 Brandw...
BEER BRANDS /Monthly likes

45%
41%
40%

38%
34%

35%

33%

30%
Budweiser

25%

Carlsberg
20%
15%

Carling
14%

14%

15%

...
BUDWEISER /Likes over time

Likes

TIME (MONTH)

© 2013 Brandwatch | www.brandwatch.com

14
BUDWEISER /Likes & market share
12%

18000
16000

10%
14000
8%

12000
10000
% Share

6%
8000
4%

Likes

6000
4000

2%

200...
HELLO /Still with me?
• Board members like likes, try to convince them otherwise
• Most like numbers go up anyway
• Import...
Page likes to
post likes

© 2013 Brandwatch | www.brandwatch.com

17
CARLSBERG /Facebook

© 2013 Brandwatch | www.brandwatch.com

18
CARLSBERG /Example 1

© 2013 Brandwatch | www.brandwatch.com

19
CARLSBERG /Example 1

© 2013 Brandwatch | www.brandwatch.com

20
CARLSBERG /Example 2

© 2013 Brandwatch | www.brandwatch.com

21
CARLSBERG /Example 2

© 2013 Brandwatch | www.brandwatch.com

22
CARLSBERG /Example 3

© 2013 Brandwatch | www.brandwatch.com

23
CARLSBERG /Example 3

© 2013 Brandwatch | www.brandwatch.com

24
CARLSBERG /Example 4

© 2013 Brandwatch | www.brandwatch.com

25
CARLSBERG /Example 4

© 2013 Brandwatch | www.brandwatch.com

26
BREWDOG /Facebook
BREWDOG /Example 1
BREWDOG /Example 1
BREWDOG /Example 2
BREWDOG /Example 2
BREWDOG /Example 3
BREWDOG /Example 3
BREWDOG /Example 4
BREWDOG /Example 4
HI THERE /Please don’t leave …
•

Measure what’s happening on your channels

•

One active fan is better than one million ...
FACEBOOK /Insights

© 2013 Brandwatch | www.brandwatch.com

37
FACEBOOK /Insights

Post

Reach

Engaged Users

Talking about this

New ale edition
available

381k

1211

301

Ale compet...
FACEBOOK /Insights
200
180
160
140
120
100
Engagement
80
60
40
20
0

Status

Photo

Link

Video

Other
QUESTION /Want that iPad?
•

BrewDog got some pretty good engagement on their posts. Carlsberg
didn’t.

•

If Carlsberg en...
Understanding
your community

© 2013 Brandwatch | www.brandwatch.com

41
Diving deeper /Answering the big questions
• Finding out who’s driving what conversation can be a very manual process
• Th...
Channels /Overview
• Top line metrics in an easy to digest format

© 2013 Brandwatch | www.brandwatch.com

43
Channels /Overview
• Quickly benchmark yourself against competitors

© 2013 Brandwatch | www.brandwatch.com

44
Channels /Overview
• Quickly benchmark yourself against competitors

© 2013 Brandwatch | www.brandwatch.com

45
Channels /Overview
• Uncover useful insights with customisable dashboards

© 2013 Brandwatch | www.brandwatch.com

46
Who’s driving activity?
• Our “Facebook Audience” functionality allows you to find out who’s had the
biggest impact on you...
Who’s driving activity?

© 2013 Brandwatch | www.brandwatch.com

48
Who’s driving activity?
• You’re able to sort by any metrics provided

© 2013 Brandwatch | www.brandwatch.com

49
Who’s driving activity?

© 2013 Brandwatch | www.brandwatch.com

50
What are people talking about?

© 2013 Brandwatch | www.brandwatch.com

51
What topics drive activity?

© 2013 Brandwatch | www.brandwatch.com

52
Dealing with the
“ugly”

© 2013 Brandwatch | www.brandwatch.com

53
Facebook pages have empowered consumers:

•

Social media accelerates and democratizes communication with
brands.

•

Cons...
© 2013 Brandwatch | www.brandwatch.com

55
Good news!

•

There is considerable upside if you can figure out how to tackle
this issue.

•

Being responsive and resol...
First things first: Don’t hide
• Doing nothing is the worst thing you can do
• Consumers want acknowledgment
• The communi...
Accept they have chosen this Channel:
• There is a reason they chose to get in touch on Facebook
(empowering, convenient, ...
Q3 – WHO IS THE CHIEFT OF CUSTOMER SERVICE AT EE?

Move quickly:
•

Consumers communicate via Facebook because they want f...
Accept responsibility and listen:

Like all good customer service it is about addressing needs. If there
has been a proble...
Be personable and don’t take it personally:
Be generous and say thank you:
You have the customer's name, use it. Let them ...
Anticipate problems and plan ahead:

•

You know your business and your consumer.

•

You already know what will drive com...
In conclusion:

It is inevitable that your consumers will complain on your Facebook
page.

Don’t panic.
Act quickly, make ...
You will be rewarded:

© 2013 Brandwatch | www.brandwatch.com

64
Summary

© 2013 Brandwatch | www.brandwatch.com

65
Summary /Let measurement lead strategy

• Don’t just look at likes

• Take the time to get to know your community

• Be ni...
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Facebook: Dealing with the good, the bad and the ugly - iStrategy Oct 2013

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These are the slides from a presentation by Brandwatch at iStrategy October 2013. More information: www.brandwatch.com

Please note some of the slides from the original presentation have been altered.

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  • We also pride ourselves on our customer service…leads on to verbatim slide.
  • http://www.wired.com/insights/2013/06/7-habits-of-highly-effective-social-leaders/Those ideas are: collaboration, customer focussed design, creating a virtuous circle of product, being human (a human voice), measure it, start small, build incrementally, iterate. Brand messaging aligning with customer perception; complementing traditional research methods.
  • Facebook: Dealing with the good, the bad and the ugly - iStrategy Oct 2013

    1. 1. Facebook /The Good, The Bad & The Ugly October 2013 Brandwatch | contact@brandwatch.com | Tel: +44 (0)1273 234 290 | @Brandwatch
    2. 2. BRANDWATCH /Social media monitoring © 2013 Brandwatch | www.brandwatch.com 2
    3. 3. BRANDWATCH /Vizia © 2013 Brandwatch | www.brandwatch.com 3
    4. 4. YOUR CUSTOMERS /Online 30% TWITTER CARLSBERG MENTIONS (UK) 44% FACEBOOK 11% FORUMS © 2013 Brandwatch | www.brandwatch.com 4
    5. 5. DRINKS BRANDS /Facebook likes 4k likes 1.3m likes 17m likes 42k likes © 2013 Brandwatch | www.brandwatch.com 5
    6. 6. DRINKS BRANDS /Facebook likes 4k likes 1.3m likes 17m likes 42k likes © 2013 Brandwatch | www.brandwatch.com 6
    7. 7. DRINKS BRANDS /Twitter followers 2.2m followers 34k followers 0 followers 7.6k followers © 2013 Brandwatch | www.brandwatch.com 7
    8. 8. DRINKS BRANDS /Twitter followers 2.2m followers 34k followers 0 followers 7.6k followers © 2013 Brandwatch | www.brandwatch.com 8
    9. 9. MCDONALDS /Competitors © 2013 Brandwatch | www.brandwatch.com 9
    10. 10. MCDONALDS /Competitors © 2013 Brandwatch | www.brandwatch.com 10
    11. 11. BEER BRANDS /Monthly likes +13% +20% +10% +80% © 2013 Brandwatch | www.brandwatch.com 11
    12. 12. BEER BRANDS /Monthly likes 13% Carlsberg 10% Carling 20% Tiger LIKES > Budweiser 80% TIME (MONTH) © 2013 Brandwatch | www.brandwatch.com 12
    13. 13. BEER BRANDS /Monthly likes 45% 41% 40% 38% 34% 35% 33% 30% Budweiser 25% Carlsberg 20% 15% Carling 14% 14% 15% Tiger 10% 10% 5% 0% July © 2013 Brandwatch | www.brandwatch.com August 13
    14. 14. BUDWEISER /Likes over time Likes TIME (MONTH) © 2013 Brandwatch | www.brandwatch.com 14
    15. 15. BUDWEISER /Likes & market share 12% 18000 16000 10% 14000 8% 12000 10000 % Share 6% 8000 4% Likes 6000 4000 2% 2000 0% © 2013 Brandwatch | www.brandwatch.com TIME (MONTH) 0 15
    16. 16. HELLO /Still with me? • Board members like likes, try to convince them otherwise • Most like numbers go up anyway • Important to give them more context • Benchmark against yourself and your competitors • Get to the wider meaning behind the numbers • Reporting on likes (or followers etc) alone is incredibly limiting © 2013 Brandwatch | www.brandwatch.com 16
    17. 17. Page likes to post likes © 2013 Brandwatch | www.brandwatch.com 17
    18. 18. CARLSBERG /Facebook © 2013 Brandwatch | www.brandwatch.com 18
    19. 19. CARLSBERG /Example 1 © 2013 Brandwatch | www.brandwatch.com 19
    20. 20. CARLSBERG /Example 1 © 2013 Brandwatch | www.brandwatch.com 20
    21. 21. CARLSBERG /Example 2 © 2013 Brandwatch | www.brandwatch.com 21
    22. 22. CARLSBERG /Example 2 © 2013 Brandwatch | www.brandwatch.com 22
    23. 23. CARLSBERG /Example 3 © 2013 Brandwatch | www.brandwatch.com 23
    24. 24. CARLSBERG /Example 3 © 2013 Brandwatch | www.brandwatch.com 24
    25. 25. CARLSBERG /Example 4 © 2013 Brandwatch | www.brandwatch.com 25
    26. 26. CARLSBERG /Example 4 © 2013 Brandwatch | www.brandwatch.com 26
    27. 27. BREWDOG /Facebook
    28. 28. BREWDOG /Example 1
    29. 29. BREWDOG /Example 1
    30. 30. BREWDOG /Example 2
    31. 31. BREWDOG /Example 2
    32. 32. BREWDOG /Example 3
    33. 33. BREWDOG /Example 3
    34. 34. BREWDOG /Example 4
    35. 35. BREWDOG /Example 4
    36. 36. HI THERE /Please don’t leave … • Measure what’s happening on your channels • One active fan is better than one million inactive ones • Don’t think of 1m likes, but think of 10,000 advocates or 1000 customers • The average person has 140 friends. In just 4 generations, that network is over 2 million people. • Up to 8x cheaper to retain a customer than attain a new one. • WOM and referrals are the strongest type of lead © 2013 Brandwatch | www.brandwatch.com 36
    37. 37. FACEBOOK /Insights © 2013 Brandwatch | www.brandwatch.com 37
    38. 38. FACEBOOK /Insights Post Reach Engaged Users Talking about this New ale edition available 381k 1211 301 Ale competition open now! 340k 1130 345 Look at these lovely bottles 299k 960 297 What's your favourite lager? 285k 934 282
    39. 39. FACEBOOK /Insights 200 180 160 140 120 100 Engagement 80 60 40 20 0 Status Photo Link Video Other
    40. 40. QUESTION /Want that iPad? • BrewDog got some pretty good engagement on their posts. Carlsberg didn’t. • If Carlsberg engaged their fans at the same % rate that BrewDog did, how many likes could they expect on their posts?
    41. 41. Understanding your community © 2013 Brandwatch | www.brandwatch.com 41
    42. 42. Diving deeper /Answering the big questions • Finding out who’s driving what conversation can be a very manual process • There are tools which allow you to automate the discovery of active community members, topics of conversation and sentiment • Brandwatch introduced Channels this year to allow brands and agencies to conduct more in-depth analysis of owned social media assets © 2013 Brandwatch | www.brandwatch.com 42
    43. 43. Channels /Overview • Top line metrics in an easy to digest format © 2013 Brandwatch | www.brandwatch.com 43
    44. 44. Channels /Overview • Quickly benchmark yourself against competitors © 2013 Brandwatch | www.brandwatch.com 44
    45. 45. Channels /Overview • Quickly benchmark yourself against competitors © 2013 Brandwatch | www.brandwatch.com 45
    46. 46. Channels /Overview • Uncover useful insights with customisable dashboards © 2013 Brandwatch | www.brandwatch.com 46
    47. 47. Who’s driving activity? • Our “Facebook Audience” functionality allows you to find out who’s had the biggest impact on your page in a given rime frame • “Impact” score weights the potential affect an activity has had on your community by analysing relevant factors © 2013 Brandwatch | www.brandwatch.com 47
    48. 48. Who’s driving activity? © 2013 Brandwatch | www.brandwatch.com 48
    49. 49. Who’s driving activity? • You’re able to sort by any metrics provided © 2013 Brandwatch | www.brandwatch.com 49
    50. 50. Who’s driving activity? © 2013 Brandwatch | www.brandwatch.com 50
    51. 51. What are people talking about? © 2013 Brandwatch | www.brandwatch.com 51
    52. 52. What topics drive activity? © 2013 Brandwatch | www.brandwatch.com 52
    53. 53. Dealing with the “ugly” © 2013 Brandwatch | www.brandwatch.com 53
    54. 54. Facebook pages have empowered consumers: • Social media accelerates and democratizes communication with brands. • Consumers have a much loader voice & unfortunately are more likely to complain than praise. • The visibility and sharable nature of that complaint on your channel obviously presents a tricky and potentially embarrassing problem. © 2013 Brandwatch | www.brandwatch.com 54
    55. 55. © 2013 Brandwatch | www.brandwatch.com 55
    56. 56. Good news! • There is considerable upside if you can figure out how to tackle this issue. • Being responsive and resolving the issue, however, can create trust and a loyal customer. © 2012 Brandwatch | www.brandwatch.com 56
    57. 57. First things first: Don’t hide • Doing nothing is the worst thing you can do • Consumers want acknowledgment • The community is always watching © 2013 Brandwatch | www.brandwatch.com 57
    58. 58. Accept they have chosen this Channel: • There is a reason they chose to get in touch on Facebook (empowering, convenient, real time and it works!) • Have tried and failed to raise their issue elsewhere, so try to avoid redirecting if possible. • Do privately message them however. © 2013 Brandwatch | www.brandwatch.com 58
    59. 59. Q3 – WHO IS THE CHIEFT OF CUSTOMER SERVICE AT EE? Move quickly: • Consumers communicate via Facebook because they want fast service and a speedy resolution. • They want to apply some very public pressure. © 2013 Brandwatch | www.brandwatch.com 59
    60. 60. Accept responsibility and listen: Like all good customer service it is about addressing needs. If there has been a problem, it's important that the brand take responsibility. © 2012 Brandwatch | www.brandwatch.com 60
    61. 61. Be personable and don’t take it personally: Be generous and say thank you: You have the customer's name, use it. Let them know they're talking to a real person, not a faceless corporation. © 2013 Brandwatch | www.brandwatch.com 61
    62. 62. Anticipate problems and plan ahead: • You know your business and your consumer. • You already know what will drive complaints, plan objectively to tackle them ahead of time. • Give yourself and your team the right tools, set the appropriate policies and processes for handling each situation. • Set standards and stick to them. © 2013 Brandwatch | www.brandwatch.com 62
    63. 63. In conclusion: It is inevitable that your consumers will complain on your Facebook page. Don’t panic. Act quickly, make sure you fully understand their complaint, accept responsibility when it's your fault, and be generous when you solve their problem. © 2013 Brandwatch | www.brandwatch.com 63
    64. 64. You will be rewarded: © 2013 Brandwatch | www.brandwatch.com 64
    65. 65. Summary © 2013 Brandwatch | www.brandwatch.com 65
    66. 66. Summary /Let measurement lead strategy • Don’t just look at likes • Take the time to get to know your community • Be nice! © 2013 Brandwatch | www.brandwatch.com 66
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