Creating an Effective Social Customer Listening Programme, Naomi Trickey - Brandwatch

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With the rise of social media, customers expect brands to be listening to them. They also expect a response to their comments and questions - often within short timescales. Citing genuine brand case …

With the rise of social media, customers expect brands to be listening to them. They also expect a response to their comments and questions - often within short timescales. Citing genuine brand case studies, Naomi explains how to create an effective listening programme, how to filter large volumes of data and how to meet your customers' expectations.

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  • I’m here today to talk to you about some ways in which you can create an effective social media monitoringprogramme. To be clear, there are various ways, and it really does depend on your objectives. My presentation will hopefully give you some ideas about methods, of course. But given that these need to be tailored to your brand, and your specific circumstances, I’ve also tried to give a broader context to inform your thinking.
  • I am going to offer some context.Then give you some thoughts based on some research we have done into brand usage of social media for customer service as it relates to two key channels: Facebook and Twitter. Then some suggestions which come out of this, using genuine examples and data.
  • So what is the key message for companies considering the use of social media for customer service?CUSTOMER EXPECTATION IS ALL. Customers expect to be able to communicate with brands in this context. And they expect a reply – 25% within 60 minutes and 6% within 10 minutes. When you consider how many people use social networks (70% of the internet population) this represents a LOT of people. Not only that, consumers WANT to engage in this way. They are ACTIVELY looking to do so.36% have posted about a brand on social networks42% have had a conversation with a brand via social networksThey want to HELP brands be better by giving feedback on products and services, not just complain. 61% are willing to give feedback on brands and products44% want to take part in the co-creation of products and servicesAnd the bottom line? If you don’t listen, they’ll stop talking. Moreover, if you don’t listen and then RESPOND, QUICKLY, they’ll stop talking to you. 79% have passed on a negative experience and 82% will stop doing business with a company because of a negative experienceSo there is a need for responsiveness and reactivity.
  • This is probably felt more keenly on a platform like Twitter, which obviously has great importance in customer service context. And is a highly reactive consumer platform.We undertook some research on brand use of Twitter activity recently, and the results were compelling. We’re definitely seeing increased activity: only 9% of brand Twitter accounts had no tweets. But interestingly, we’re seeing a more efficient use of the system. Brands are tweeting less frequently. Another trend is that separation of Twitter accounts depending on the type of activity undertaken: broadcast or engagement. 75% of brands use Twitter for both. But an increasing number of brands have more than one Twitter account for each function. The proportion using more than one account has increased five-fold.
  • So that’s how brands are engaging. But what are consumers talking to brands about? And do brands respond? A while ago, we used BW to do some research to categorise the way in which people were talking on twitter to brands. We created queries for each of the brands concerned. And categorised each of the resulting data sets by the different sorts of conversational categories: ‘direct request’, ‘general abuse’, ‘general praise’, and ‘possible response’. And ‘other’.Roughly speaking, 20% were ‘possible response’. Between 10 and 25% were general abuse. Between 10 and 15% were general praise. Between 5 and 20% were direct request. Then we looked at whether the brands responded to each type of user comment. In some cases, the responses were a little surprising: High St retailer and a bank not responding AT ALL to ‘direct requests’. But all of them responding to General news and PR. One would hope, perhaps, that it would be the other way round. A phone company responding to 100% of comments offering general praise but 85% of direct requests. Not such a marked imbalance, but still…Now this research was a good 6 months ago. I pose the question to you, as brands, as to whether, if we were to conduct the research again, the same would apply.
  • We saw something slightly different with Facebook: brand activity does not increase consumer responsiveness. This is more recent research than the Twitter data. One might expect a higher level of brand engagement with Facebook as a channel. But 50% of brand pages received fewer than 100 user posts and 15% received no posts at all. It’s not clear why this might be the case. On one hand, it could be possible that it’s because the brands themselves don’t post (50% posted once or less than once per day) or could it be the effectiveness of the posts they are publishing? Does suggest the question: is Facebook valid as a customer engagement platform? And I think the answer is possibly, but it makes a difference if it’s done well.
  • Is it a customer service platform at all?In part, encouraging user engagement requires the brands themselves to be engaaged. Responsiveness is still low. And this can cause problems…if you don’t talk to your customers, they won’t talk to you. And if you do talk to them, they’ll talk to you!16% of brands never responded to user posts25% of brands respond to between 1 and 10% of user posts
  • In other words, do not discount the need for an EFFECTIVE and PROACTIVE strategy.
  • In terms of social media monitoring, you need to first establish where the conversation is happening, and what people are talking about. Given the high volumes of conversations we know are happening, you need to narrow it down and make sense of the noise. In applications like Brandwatch, you do this by writing a search – or query. We use Boolean operators to do so. You can be really, really precise about the conversations you want to extract. Using keywords, brand names, phrases, location and so on, you can specify your search – or query.
  • So you can create a query – or search – in many ways depending on what it is you want to monitor. Here is an example. It’s not meant to stun you, just to show you how specific you can be. Start with the brand name, add in some additional context, Twitter handles for example, and remove terms that are likely to generate irrelevant mentions. We could have added in keywords at this stage to expand the conversation in order to pick up conversation that these terms may not include. For example, different sports, or trainer types. What we’re aiming for here is RELEVANCE.
  • Behind the scenes, we’re pulling in data from 50 million sources. We’re cleaning it. We’re analysing it. We’re preparing it to present it to you.
  • But it’s also about understanding your customers and their needs. Then you can start to organise HOW you engage with your customers in a proactive way. Adidas uses similar approaches on both Twitter and Facebook to engage with social media users proactively, to build a loyal community of fans.They’ve clearly established different user groups associated with different sports, and divided their channels accordingly. So there are numerous Twitter accounts for different sports and different product types and nationalities. Who are your users? How do they divide up? On Twitter: Nationality, Sports.The 2 most popular Twitter accounts (adidas running and adidas originals) require different content tactics: the language, the frequency of engagement.
  • In terms of how monitoring tools can help, we can track conversation both by the brand and in response to the brand, tracking individual Twitter accounts too. Once you know volume of conversation, and the way in which consumers are talking to you, you can define your message. Respond appropriately and accordingly. Use Brandwatch to segment different forms of engagement – hashtags, @s, Retweets. But also topics of conversation.
  • And important to think tactically. It’s not the case that conversation by a brand will generate engagement or interaction with a consumer. Despite the fact that consumers do want to talk to brands (as established earlier), they do not just respond because they are talked to. Some kind of strategy is required. It is possible to decide on an optimum number of posts for a brand beyond which there is little point in posting. For this brand – no more than 30. This is data for the Adidas Facebook Originals page. Can see that the volume of brand posts do not necessarily generate lkes or comments. In fact, greater likes with a drop in brand posts. Thereis a point of diminishing returns. In order to remain effective, think about the type of content. And look at the optimum number of posts – Around 30?
  • At a recent event, a number of brands were talking about their strategies and here’s the top tips I took away…


  • 1. Creating an effectivesocial media monitoring programmeJune 2012NAOMI TRICKEY: | Tel: +44 (0)1273 234 290
  • 2. CONTENTS• Context: customer expectation is all• How are brands performing? • Twitter • Facebook• Be proactive• The analysis• Just because you shout the loudest…and other top tips!© 2012 Brandwatch | 2
  • 3. Context: CUSTOMER EXPECTATION is all25% of those who complain via Facebook or Twitterexpect a reply within 60 minutes6% expect a response within 10 minutes.© 2012 Brandwatch | 3
  • 4. Twitter© 2012 Brandwatch | 4
  • 5. Brand Twitter activity 258 brands • 23 had no account or never tweeted • In 2011, 38% of monitored brands did not tweet compared to 10% in 2012 • 75% of those that have Twitter accounts use the channel for both broadcast and engagement. • 50% of brands tweeted fewer than 7 x week.© 2012 Brandwatch | 5
  • 6. Which COMMENTS did brands RESPOND to? DOES THE COMPANY RESPOND TO… General Direct Possible General General Company news/PR requests responses abuse praise Phone co. Yes 85% 0% 25% 100% Airline Yes 60% 10% 50% 35% High St Yes 0% 0% 0% 0% retailer (1) High St Yes 100% 35% 20% 50% retailer (2) Bank Yes 0% 10% 0% 0%© 2012 Brandwatch | 6
  • 7. Facebook© 2012 Brandwatch | 7
  • 8. Brand Facebook activity Analysis of 206 Facebook brand pages found that: • Nearly 50% of brand pages received fewer than 100 user posts with 15% receiving no posts at all • 50% of brands posted once or less than once per day© 2012 Brandwatch | 8
  • 9. Majority of brands respond to 1-10% of user posts 30% Number of pages 25% 56 Facebook pages (%) 20% 43 15% 36 33 30 10% 5% 8 0% Total user posts responded to© 2012 Brandwatch | 9
  • 10. Be proactive!© 2012 Brandwatch | 10
  • 11. Making sense of the noise© 2012 Brandwatch | 11
  • 12. What does a QUERY look like?adidasOR addidas OR adidasoriginals OR adidas US OR adidas UK OR adidassoccer ORadidasrunning OR adidasHoops OR adidasGolf OR shopadidas OR adidasMY ORadidasGroupJobs OR adidastraining OR adidastennis OR adidasGroupBlog ORadidasnewsalert OR adidasZA OR adidasAU OR adidaswomens OR adidasUSPRGuy ORadidas_miCoach OR adidas_miCoach OR adidas_miCoach OR adidasNEOLabelOR adidasGrandPrix OR adidaswomens5k OR adidasHalf OR adidasrugby_UK ORadidaseyewear OR OR adidasF50i OR adidasCA OR OR adidasNZLOR OR adidascricket OR ORAdi_Originalscl OR ADIDAS_AusNz (ugg OR moncler OR "cheap jordan" OR "cheap air jordan" OR "cheap adidas" OR"adidas wing beach" OR "cheap oakley" OR "oakley sunglasses" OR "chaussure adidas"OR title:("cheap air jordan" OR "cheap adidas" OR "cheap oakley" OR "oakley sunglasses"OR "chaussure adidas")) © 2012 Brandwatch | 12
  • 13. Gather/Clean/Analyse/Present© 2012 Brandwatch | 13
  • 14. And now for the analysis…© 2012 Brandwatch | 14
  • 15. Customers’ NEEDS and OBJECTIVES© 2012 Brandwatch | 15
  • 16. Different users require DIFFERENT RESPONSES© 2012 Brandwatch | 16
  • 17. ENSURING EFFECTIVENESS 16,000 80 Likes per post Comments per post 14,000 Brand posts 70 12,000 60Comments/likes per post 10,000 50 Posts 8,000 40 6,000 30 4,000 20 2,000 10 0 0 January February March April May © 2012 Brandwatch | 17
  • 18. Just because you shout the loudest…• “Serving vocal audiences only and changing behaviour [or your strategy] because of them isn’t a sustainable strategy” @JosephFreeman• Don’t spend all your time apologising• Brevity allows for scalability© 2012 Brandwatch | 18
  • 19. SOURCES© 2012 Brandwatch | 19
  • 20. CONTACTEMAIL: contact@brandwatch.comWEB: http://www.brandwatch.comTWITTER: @brandwatchPHONE:UK: +44 (0)1273 234 290US: +1 212 229 2240Germany: +49 (0)711 912 442 04FAX:UK: +44 (0)1273 234 291DOCUMENT LIMITATIONThe information given in this document has been checked for accuracy and completeness however Brandwatchshall not be liable for any errors or omissions.Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 38980534th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom© 2012 Brandwatch | 20