DigitalMR Social Media Research For Fs June 21


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DigitalMR presentation at VRL Cards conference in Frankfurt June 21, on social media research and marketing

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DigitalMR Social Media Research For Fs June 21

  1. 1. Business advantage through social media research Web listening and online communities can provide competitive edge This presentation contains proprietary/confidential company information. All unauthorized distribution prohibited. Any unauthorized recipient please©2011 Digital-MR All Rights Reserved immediately notify DigitalMR by email at
  2. 2. Agenda Embrace Social Media Web Listening – Card Insights Jan-May 2011 Cards Presence in Social Media©2011 Digital-MR All Rights Reserved
  3. 3. Embrace Social Media
  4. 4. “Social Media has changed the world! Its impact is comparable to that of the industrial revolution in the 19th century!” Past Present/Future Era of Personal and Era of Mass Media Participation Media (e.g. Facebook) Era of Brand/ Broadcaster Era of Consumer Control Control Frequency / Intrusion Interaction / Engagement/Dialogue©2010 Digital-MR All Rights Reserved
  5. 5. For your company do you have the answers to these questions: How does Social Media fit into the wider picture? What makes Social Media different from other media? Where to start with Social Media Research & Marketing? How can Social Media be used to amplify existing plans? How do my marketing objectives impact my choice of media?©2011 Digital-MR All Rights Reserved
  6. 6. Crawl before you Fly Web listening©2010 Digital-MR All Rights Reserved
  7. 7. Levels of Web Listening Social Media Actionable Research business insights Business Value & Cost Dashboards, Social Media Media Monitoring Planning, SEM, PR Quick reads of Individual comments, Manual classification, Search Based Alerts (Buzz)©2010 Digital-MR All Rights Reserved
  8. 8. 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
  9. 9. 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
  10. 10. Interaction Tool Example - Online Chat Groups (5-6 participants) good customer service, clear information, and a good online • [Wed 28 Apr 2010 interface 04:09:04 AM EDT] P This month I have had 158.00 it was in a business of charges, which has taken meeting, just thought Like the service but dont me 40.00 over my Reserve, he could qualify and resulting in excess fees for like speaking to india if I talked about them. next month have a query Participants (6) • [Wed 28 Apr 2010 04:09:07 AM EDT] C when I was their client Poor value for Works as expected, clear statements, easy to pay, money • [Wed 28 Apr 2010 04:09:33 AM EDT] A: useful online facilities, easy to raise credit limit (and only Nothing "wow" about the It happened in one of done on request. service, but its a reasonable our bank visits at the card and their antifraud London Branch” Tried to change address of account - now locked out and staff not allowed to discuss approach is better than other with me over the phone. Nearest branch cards I have is many miles away and this has been ongoin for over a monthThe moderator can be seen and heard The participants type their answers The questions will also be shown visually©2010 Digital-MR All Rights Reserved
  11. 11. Syndicated & MonthlyWeb Listening Reporting Examples For CARDS Data Harvested YTD (January 1- May 31, 2011)
  12. 12. Negative and Positive Share of Voice (SoV)Credit card feature for credit history has 30% negative SoV but only 16% positive SoV!
  13. 13. 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!
  14. 14. 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.
  15. 15. 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
  16. 16. Priority Matrix for American Express Card Feature Positive Frequency Benchmark Score Index Score Credit Card Interest 9% 2 21% Consumer Protection 5% 5 4% Credit Card Incentives 59% 1 52% Colour Code Key Priority Secondary Maintain Priority©2011 Digital-MR All Rights Reserved
  17. 17. The Drill-down©2011 Digital-MR All Rights Reserved
  18. 18. Most talked about Card features Drill-down level 1 Credit card feature for incentives seems to be getting a lot of buzz!©2011 Digital-MR All Rights Reserved
  19. 19. Credit Card Incentive feature by Brand Drill-down level 2 Within incentives which brand gets most of the attention online. Is that good or bad?©2011 Digital-MR All Rights Reserved
  20. 20. Credit Card Incentives for HSBC card by Source Drill-down level 3 Where are the most comments about HSBC credit cards posted?©2011 Digital-MR All Rights Reserved
  21. 21. Sentiment on for HSBC credit card Drill-down level 4 Why does HSBC credit card have 13% negative comments?©2011 Digital-MR All Rights Reserved
  22. 22. Negative Posts regarding HSBC credit card on Drill-down level 5 Who said that they had a bad experience with HSBC credit card ?
  23. 23. Drilling down to a single comment... Drill-down level 6 Manage your online reputation.Engage in a dialogue with your customers about your product.
  24. 24. Competitor Analysis Example (16/06/2011) Facebook Number of pages in Number of page in Brand Fans English created by brand English created by fans American Express Card 944,875 183 400 Visa Card 95,420 190 110 Master Card 1278 215 100 Deutsche Bank Group 6174 78 143 Twitter Brand Followers Tweets Last week American Express Card 145,939 125 Visa Card 6360 14 Master Card 5667 32 Deutsche Bank Group 3720 12 Youtube Brand Total Upload Views Total Channel Reviews American Express Card 2,210,072 8,254,154 Visa Card 253,956 10,417 Master Card 177,480 62,152 Deutsche Bank Group 61,967 36,817©2011 Digital-MR All Rights Reserved
  25. 25. How to do it©2011 Digital-MR All Rights Reserved
  26. 26. What not to allow©2011 Digital-MR All Rights Reserved
  27. 27. Where are you on the curve and where do you want to go? Source:©2011 Digital-MR All Rights Reserved
  28. 28. Contact: Michalis A. Michael Q&A 9 Coldbath Square :: London :: EC1R 5HL :: UK Mob +44 (0) 7515710370 Stay connected:©2011 Digital-MR All Rights Reserved