SageUK Word of Mouth Audit

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SageUK Word of Mouth Audit

  1. 1.     Top Level | Word of Mouth Audit May 23rd 2011      
  2. 2.   Table | Contents Topic Trends | Top Level ............................................................ 3   Topic Trends | Analysis............................................................... 4   6th May 2011............................................................................................................ 4   “Social Media” ....................................................................................................... 5   9th May 2011............................................................................................................ 6   16th May 2011.......................................................................................................... 7   20th May 2011.......................................................................................................... 8   23rd May 2011 ......................................................................................................... 9   Sentiment | Overview ................................................................ 10   Word of Mouth Audit | Key Take Aways .................................. 11   Key Action(s) ....................................................................................................... 11  Supplied in confidence by mycleveragency ltd 2
  3. 3. Topic Trends | Top Level   The topic trends analysis tool lets us view the total number of mentions Sage UK has received in the last thirty days in the UK. From the chart below we are able to see the volume of conversation surrounding Sage UK at any point, and where peaks have occurred in word of mouth. Looking at the results, we can see that on May 6th there was the largest spike in conversation about the brand, we will expand upon this below.                                                                                                  Supplied in confidence by mycleveragency ltd 3
  4. 4. Topic Trends | Analysis Below we have pulled detailed information surrounding the peaks in conversation we witnessed in the chart above. The higher the peak, the more conversation about Sage UK was active. We have broken down some of the most significant conversations in order to understand why and who is in discussion. 6th May 2011 The third peak in conversation visible from the chart is on the 6th May. Below we can see a ʻconversation cloudʼ which depicts all the key words being mentioned in relation to Sage UK during a particular period of time. The size of the word relates to the frequency of its use. Popular trends included ʻsocialʼ, ʻmediaʼ and ʻlookingʼ.Supplied in confidence by mycleveragency ltd 4
  5. 5. “Social Media” After Sage UKʼs Twitter post regarding a social media agency there was a spark in conversation around the subject, with a number of re-tweets and @ replies.Supplied in confidence by mycleveragency ltd 5
  6. 6. 9th May 2011 On May 9th, there were a number of mentions of Whitley Bay FCʼs FA Vase victory, however this did not produce a spike on the graph as it occurred within days of the largest peak. This obviously produced a number of mentions towards Sage UK as a number of members of the team play for the club.Supplied in confidence by mycleveragency ltd 6
  7. 7. 16th May 2011 On May 16th there was a notable spike in positive sentiment after one customer reported a good experience with Sage UKʼs customer services team. This post prompted a number of re-tweets, spreading positive sentiment about the brand.Supplied in confidence by mycleveragency ltd 7
  8. 8. 20th May 2011 On May 20th there was a significant amount of conversation surrounding ʻ#bstartupʼ, with both attendees and the event itself promoting Sage UK.Supplied in confidence by mycleveragency ltd 8
  9. 9. 23rd May 2011 The 23rd May saw a peak in conversation surrounding a post by Sage UK relating to ʻSocial Media Recruiting Toolsʼ. Even though the post linked to an external site (Mashable) it resulted in a number of re-tweets by SageUK followers. This shows how social media can be utilised in a very quick and cost-effective manner to generate brand awareness.Supplied in confidence by mycleveragency ltd 9
  10. 10. Sentiment | Overview From the graph below we are able to see that the vast majority of Sage UK mentions are in the ʻneutralʼ category. Whilst there is more positive sentiment than negative, it is still very limited and therefore Sage UK should seek to improve on this ratio.Supplied in confidence by mycleveragency ltd 10
  11. 11. Word of Mouth Audit | Key Take Aways   Conversation online regarding Sage UK varies noticeably. This snapshot shows that conversation increases substantially when Sage UK seeks to engage with its online audience, as highlighted in the social media Twitter posts. A lot of the talk regarding Sage UK appears to be ʻnoiseʼ, where users mention the brand but are not directly referencing the brand, for example users seeking new employees who are already acquainted with Sageʼs software. It is therefore important for Sage UK to be able to delve deeper into these conversations in order to explore meaningful data. We can continue using monitoring tools to build up sentiment data and report back. Key Action(s) Utilise monitoring tools and MCA to login and follow real-time conversation. Seek to more actively engage with consumers via social media channels, and monitor for any mentions of Sage UK that arenʼt directed at the brand, such as Twitter posts using Sage UK rather than @SageUKSupplied in confidence by mycleveragency ltd 11

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