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Switching Mobile Provider - Doing More With Social

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Ryan Harrison shows us how you can use targeted social analytics to uncover the topics and emotions associated with switching mobile provider.

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Switching Mobile Provider - Doing More With Social

  1. 1. SWITCHING MOBILE PROVIDER Consumer Insights RYAN HARRISON/ SENIOR SOCIAL MEDIA ANALYST
  2. 2. Switching mobile provider • This project aims to provide consumer insights into those who are dissatisfied with their current mobile provider or looking to switch. • The findings would give the marketing, social media and outbound sales teams information they need to attract customers who are susceptible to changing provider. NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  3. 3. Insights Central • The project is available in Brandwatch Analytics Insights Central. • You are able to copy this project and many more into your own Brandwatch account. NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  4. 4. Methodology • Query NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  5. 5. Methodology • Query (((at_mentions: (vodafoneuk OR vodafoneukhelp OR o2 OR threeuk OR threeUKsupport OR three OR threeuksupport OR giffgaff OR lebara OR tescomobile OR tescomobilecare OR id_mobile_uk OR talkmobileuk) AND (("want to" OR "wanted to" OR "trying to" OR "tried to" OR "thinking about" OR "have to") NEAR/5 (leave OR cancel OR quit OR switch OR change OR "get a new" OR "in the market for" OR "looking for" OR "want a new")) NOT address)) NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  6. 6. Methodology • Query (((at_mentions: (vodafoneuk OR vodafoneukhelp OR o2 OR threeuk OR threeUKsupport OR three OR threeuksupport OR giffgaff OR lebara OR tescomobile OR tescomobilecare OR id_mobile_uk OR talkmobileuk) AND (("want to" OR "wanted to" OR "trying to" OR "tried to" OR "thinking about" OR "have to") NEAR/5 (leave OR cancel OR quit OR switch OR change OR "get a new" OR "in the market for" OR "looking for" OR "want a new")) NOT address)) NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  7. 7. Methodology • Query (((at_mentions: (vodafoneuk OR vodafoneukhelp OR o2 OR threeuk OR threeUKsupport OR three OR threeuksupport OR giffgaff OR lebara OR tescomobile OR tescomobilecare OR id_mobile_uk OR talkmobileuk) AND (("want to" OR "wanted to" OR "trying to" OR "tried to" OR "thinking about" OR "have to") NEAR/5 (leave OR cancel OR quit OR switch OR change OR "get a new" OR "in the market for" OR "looking for" OR "want a new")) NOT address)) NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  8. 8. Methodology • Query ((at_mentions: (asda OR ee OR talktalk OR talktalkcare OR virginmedia) AND (("want to" OR "wanted to" OR "trying to" OR "tried to" OR "thinking about" OR "have to") NEAR/5 (leave OR cancel OR quit OR switch OR change OR "get a new" OR "in the market for" OR "looking for" OR "want a new")) AND ("mobile contract" OR "mobile service" OR "mobile plan")) NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  9. 9. Methodology • Query (((("want to" OR "wanted to" OR "trying to" OR "tried to" OR "thinking about" OR "have to") AND (leave OR cancel OR quit OR switch OR change OR "get a new" OR "in the market for" OR "looking for" OR "want a new") AND ("mobile contract" OR "mobile service" OR "mobile plan" OR "mobile tarrif" OR "mobile price" OR "mobile provider" OR "mobile network")) NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  10. 10. Methodology • Query (((("want to" OR "wanted to" OR "trying to" OR "tried to" OR "thinking about" OR "have to") AND (leave OR cancel OR quit OR switch OR change OR "get a new" OR "in the market for" OR "looking for" OR "want a new") AND ("mobile contract" OR "mobile service" OR "mobile plan" OR "mobile tarrif" OR "mobile price" OR "mobile provider" OR "mobile network")) NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  11. 11. Methodology • Query ((((site:facebook.com AND ((url:_pageId_355991264476077 OR channel_ids:355991264476077) OR (url:67884984384 OR channel_ids:67884984384) OR (url:38919051253 OR channel_ids:38919051253) OR (url:197259133622381 OR channel_ids:197259133622381) OR (url:87613300716 OR channel_ids:287613300716) OR (url:9615015947 OR channel_ids:9615015947) OR (url:129777533812007 OR channel_ids:129777533812007) OR (url:1604367453123240 OR channel_ids:1604367453123240) OR (url:262012356483 OR channel_ids:262012356483)))) NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  12. 12. Methodology • Query ((((site:facebook.com AND ((url:_pageId_355991264476077 OR channel_ids:355991264476077) OR (url:67884984384 OR channel_ids:67884984384) OR (url:38919051253 OR channel_ids:38919051253) OR (url:197259133622381 OR channel_ids:197259133622381) OR (url:87613300716 OR channel_ids:287613300716) OR (url:9615015947 OR channel_ids:9615015947) OR (url:129777533812007 OR channel_ids:129777533812007) OR (url:1604367453123240 OR channel_ids:1604367453123240) OR (url:262012356483 OR channel_ids:262012356483)))) NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  13. 13. Methodology AND ((("want to" OR "wanted to" OR "trying to" OR "tried to" OR "thinking about" OR "have to") NEAR/5 (leave OR cancel OR quit OR switch OR change OR "get a new" OR "in the market for" OR "looking for" OR "want a new")) NOT address)) NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  14. 14. Rules and Categories • Rules and categories were used to segment the data. NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  15. 15. Rules and Categories • Rules and categories were used to segment the data. • Dashboard wide filtering was used to exclude news mentions from the findings. NOW YOU KNOW | #NYKCONF BRANDWATCH.COM Customer Service Delivery Handsets Lost Loyalty Mobile Data Payment Price Reception Roaming Upgrade
  16. 16. Findings
  17. 17. 2% 2% 4% 5% 5% 6% 11% 11% 24% 0% 5% 10% 15% 20% 25% Lost Loyalty Roaming Delivery Upgrade Price Handsets Payment Reception Mobile Data Customer Service % Mentions Rules and categories used to give a complete picture of motivations for switching BRANDWATCH.COM
  18. 18. 2% 2% 4% 5% 5% 6% 11% 11% 24% 0% 5% 10% 15% 20% 25% Lost Loyalty Roaming Delivery Upgrade Price Handsets Payment Reception Mobile Data Customer Service % Mentions Rules and categories used to give a complete picture of motivations for switching BRANDWATCH.COM
  19. 19. Categories can be used to segment your findings BRANDWATCH.COM Mobile Data Reception
  20. 20. Categories can be used to segment your findings BRANDWATCH.COM Mobile Data Reception Handsets
  21. 21. 0% 1% 2% 3% 4% 5% 6% 7% 8% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Time of day and day of week analysis can inform scheduling decisions BRANDWATCH.COM Time of day Day of week %Mentions
  22. 22. Analysis of geo-tagged tweets can help inform campaign strategies BRANDWATCH.COM
  23. 23. Recap
  24. 24. Twitter Demographics
  25. 25. 45% 61% 57% 36% 43% 51% 45% 43% 26% 55% 39% 43% 81% 64% 57% 49% 55% 57% 74% 0% 2% 4% 6% 8% 10% 12% 14% TV Animals & Pets Beauty/Health & Fitness Technology Business Books Food & Drinks Family & Parenting Music Sports % Unique Authors Interests & Gender 53% 47% %UniqueAuthors Gender Male Female 1% 1% 1% 1% 1% 1% 2% 2% 3% 5% 6% 0% 1% 2% 3% 4% 5% 6% 7% Politician Legal Scientist & Researcher Health practitioner Teacher & Lecturer Sportpersons & Trainer Software developer & IT Journalist Sales/Marketing/PR Executive Student Artist/Creative % Unique Authors Professions Twitter demographics can provide consumer insights BRANDWATCH.COM
  26. 26. Insights Central
  27. 27. This project is available in Insights Central BRANDWATCH.COM
  28. 28. This project is available in Insights Central BRANDWATCH.COM
  29. 29. Now You Know

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