Business Benefits of Web Listening Increase Sales Understand mindsets, target better New product development Rebrand or reposition Shape and sharpen messaging Address public issues Improve existing products Manage online reputation Discover new customers Provide customer care Invite customers to join online communities Increase loyalty and customer value The opportunity: how much can you grow?The fear/risk factor : What can happen to your company if you do not engage? 8
Social Media Research has Web Listening in its centre integrated and enhanced with other online research! Online Chat Groups/ IDIs Bulletin Polling Boards/Forums Web Listening Video Clip Evaluation Online Stimuli Evaluation 100-500 Members in a Community, your extended marketing team for Video/photo Co-creation. DiariesListen ~ Analyse ~ Understand ~ Engage
Syndicated & MonthlyWeb Listening Reporting Examples For CARDS Data Harvested YTD (January 1- May 31, 2011)
Negative and Positive Share of Voice (SoV)Credit card feature for credit history has 30% negative SoV but only 16% positive SoV!
Net Sentiment Score (NSS) by Card Feature Net Sentiment Score= (Positive – Negative Mentions) / Total Mentions…and the Credit card feature with the highest score is …Credit card incentives!
Net Sentiment Score (NSS) by Card FeatureAmerican Express in payment options and HSBC in interest rateshave some work to do. For annual fees consumers don’t seem to have a lot of positive to say about these 3 banks.
American Express Card Benchmarked Top 5 Features Competitive Benchmarking Positive ScoreTop 5 Features American Express HSBC JP Morgan Sentiment Scores 52% 59% 11% 21% 19% 11% 15% 5% 4% 4% Competitor is Better American Express is Better