Listening & responding: We Are Social's Skype case study

Listening & responding A case study

Online conversations are important

People trust other people, not ads Trust in Advertising: A Global Nielsen Consumer Report October 2007

Online conversations drive sales The Predictive Power of Online Chatter Daniel Gruhl, IBM Almaden Research Center, R. Guha, Google Inc

Impact on purchasing behaviour 62% of UK shoppers consult online communities before buying Quidco / YouGov July 2008 74% of people choose companies or brands based on customer service experiences that are shared online 93% of social media users think brands should have a presence in social media Exploring the Link Between Customer Care and Brand Reputation, SNCR April 2008 Business in Social Media Study, Opinion Research Corporation / Cone September 2008

The listening & responding process

Listening & responding
We worked with Skype to develop a social media listening and responding programme
We set up a process to monitor all relevant mentions of the brand online, and to respond to them where appropriate in near to real time

Identify the most important communities and individuals to monitor, set up keyword alerts for the wider internet Make sense of the conversation - filter for items we can meaningfully respond to, remove spam, tag and categorise each item
Review monthly via management dashboard for topline insights. Longer term, identify trends to help guide future strategy
Assess the most appropriate response (eg. leave , respond publicly, respond privately, escalate). Assign responsibility via online ticketing system

For example

Responding on twitter

Dashboard to track the activity

Effective even in times of crisis…

On the front page of the NYT

An official response was posted
We worked with Skype to write a blog post
Presenting the relevant facts in a human, conversational way
Making sure that Skype’s voice was heard

We linked to this post in comments
The social media monitoring we had in place allowed us to track the blogs who were discussing the issue
We quickly posted comments linking to the Skype blog

Supported by paid search

Within 24 hrs

Talk to us For further conversation http://wearesocial.net

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Listening & responding: We Are Social's Skype case study

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