Sentiment of Financial Services                                           Brands on Social Media                 Web Liste...
Agenda           Embrace Social Media           Monitor & Understand           Action & Measure©2011 Digital-MR All Right...
Embrace Social Media
“Social Media has changed the world! Its impact is comparable to         that of the industrial revolution in the 19th cen...
Changing role of ‘Digital’                                        – from specialism to generalism                  Digital...
Crawl before you Fly     Web listening©2010 Digital-MR All Rights Reserved
Levels of Web Listening      Social Media                                    Actionable       Research                    ...
Marketing      Web Listening                                        …thus investment        supports                      ...
Business Applications of Web ListeningIncrease engagement that leads to Sales          Understand mindsets       New produ...
Source Types for Brand Sentiment                                        Online User Generated                             ...
Social Media Research (SMR) at a glance           Websites          Facebook,                         Web           Twitte...
Private Online Community (POC)      A New Force for Business           Online Chat                                        ...
Online Chat Groups (5-6 participants)                                                                                     ...
Diffusion of Innovation for financial                         services companies and their customers        Source: Everet...
For your company do you have the answers                                to these questions:              How does Social ...
Positive Share of Voice                       0%   5%     10% 15% 20% 25%                                              22%...
Negative and Positive Share of Voice (SoV)  HSBC has 19% negative SoV but only 9% positive SoV!
Net Sentiment Score (NSS) by BankNet Sentiment Score= (Positive – Negative Mentions) / Total Mentions                 …and...
The Listening Matrix for Brands:                        Net Sentiment Score over Frequency of mention                     ...
Net Sentiment Score (NSS) by FeatureHSBC has a higher score than Halifax in Loan, but Halifax wins in     Credit Card…both...
Halifax Score Benchmark – Top 5 Features                                        Competitive Benchmarking                  ...
In case you are wondering what a mixed post is….
Priority Matrix for Halifax   Feature               Positive      Frequency   Benchmark                          Score    ...
The Drill-down©2011 Digital-MR All Rights Reserved
Most talked about features                                                   Drill-down level 1                           ...
Loan by Brand                                             Drill-down level 2                         Within Loan which bra...
Loan for Barclays by Source                                               Drill-down level 3                          Wher...
Sentiment on forums.moneysavingexpert.com for Barclays’s                            Loan Feature                          ...
Negative Posts regarding Barclays on                                 forums.moneysavingexpert.com                         ...
Drilling down to a single comment...                                          Drill-down level 6                          ...
Action
Successful brands will deliver an appropriate mix      of push and pull marketing                                         ...
How to do it©2011 Digital-MR All Rights Reserved
What not to allow©2011 Digital-MR All Rights Reserved
Effective cross-channel integration of owned, bought and           earned drove campaign cut-through                      ...
Effective cross-channel integration of owned, bought and            earned drove campaign cut-through                     ...
Keep Improving
If Web Listening is not yet an integral part of your Marketing,     Operations and Product Development Function…. Explore ...
If it is…          …Go Deeper and…                                                     Marketing                          ...
Contact:                        Michalis A. Michael                  Q&A                      mmichael@digital-mr.com     ...
Upcoming SlideShare
Loading in …5
×

DigitalMR social media research for financial services

744 views

Published on

IRN Social Media Conference Presentation, June 8 2011

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
744
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

DigitalMR social media research for financial services

  1. 1. Sentiment of Financial Services Brands on Social Media Web Listening: using sentiment expressed online to inform your social media strategy 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 info@digital-mr.com
  2. 2. Agenda Embrace Social Media Monitor & Understand Action & Measure©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. Changing role of ‘Digital’ – from specialism to generalism Digital Marketing Lifecycle: 2005 - 2012 H TO Digital „Marketing in a Focus Digital World‟ SOCIAL MEDIA FROM ONLINE „Digital MEDIA Marketing‟ BRAND WEBSITES L 2005 2007 2009 2012©2010 Digital-MR All Rights Reserved Time
  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. Marketing Web Listening …thus investment supports may be shared multiple Online Communities across multiple departments… budgets! Web Operations Operational Improvements Listening Online Reputation PR Management Product Innovation R&D©2011 Digital-MR All Rights Reserved
  9. 9. Business Applications of Web ListeningIncrease engagement that leads to Sales Understand mindsets New product development Rebrand or reposition Shape and sharpen messaging Address public issues Improve existing products Manage reputation Discover new customers Provide customer care Invite customers to join online communities Increase loyalty and customer value 9
  10. 10. Source Types for Brand Sentiment Online User Generated • Microblog • Blog • Video • Audio • Forum • Commercial Websites • Communities Online News/Editorial Print News Radio TV©2011 Digital-MR All Rights Reserved
  11. 11. Social Media Research (SMR) at a glance Websites Facebook, Web Twitter Listening Blogs Social Media Research Quant 1,000’s Online Communities Qual 100’s©2010 Digital-MR All Rights Reserved
  12. 12. Private Online Community (POC) A New Force for Business Online Chat Groups/ Think Tanks Insights Polling Bulletin Boards/Forums Web Listening Video Clip Evaluation Online Stimuli Evaluation Video/photo Diaries 100-500 Members in a Community, your extended marketing team for Co-creation.©2010 Digital-MR All Rights Reserved
  13. 13. 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
  14. 14. Diffusion of Innovation for financial services companies and their customers Source: Everett Rogers Diffusion of Innovation©2011 Digital-MR All Rights Reserved
  15. 15. For your company do you have the answers to these questions: How does Social Media Research fit into the wider picture? What makes Social Media Research different from other market research disciplines? Where to start with Social Media Research & Marketing? How can Social Media Research be used to amplify existing plans? How do my marketing objectives impact my choice of sample source and data collection method?©2011 Digital-MR All Rights Reserved
  16. 16. Positive Share of Voice 0% 5% 10% 15% 20% 25% 22% 10% RBS 9% ING 22% 21% Mixed HSBC 20% Negative Lloyds 18% Positive 61% Barclays 8% Neutral Natwest 4% Halifax 3% Santander 1% Monitor & Understand - Web Listening April Data for UK Banks©2011 Digital-MR All Rights Reserved
  17. 17. Negative and Positive Share of Voice (SoV) HSBC has 19% negative SoV but only 9% positive SoV!
  18. 18. Net Sentiment Score (NSS) by BankNet Sentiment Score= (Positive – Negative Mentions) / Total Mentions …and the winner this month is …!
  19. 19. The Listening Matrix for Brands: Net Sentiment Score over Frequency of mention 80% Low Number of Posts High Number of Posts 70% High NSR High NSR 60% 50% Net Sentiment Score 40% 30% 20% 10% 0% -100 100 300 500 700 900 1100 1300 1500 -10% -20% Low Number of Posts High Number of Posts Low NSR Low NSR Number of Posts©2010 Digital-MR All Rights Reserved
  20. 20. Net Sentiment Score (NSS) by FeatureHSBC has a higher score than Halifax in Loan, but Halifax wins in Credit Card…both score badly on customer care …
  21. 21. Halifax Score Benchmark – Top 5 Features Competitive Benchmarking Positive ScoreTop 5 Features Halifax Scores Barclays HSBC 45% 45% 44% 45% 28% 46% 40% 46% 41% 49% Competitor is Better Halifax is Better
  22. 22. In case you are wondering what a mixed post is….
  23. 23. Priority Matrix for Halifax Feature Positive Frequency Benchmark Score Index Score Overdraft 46% 5 49%Customer Care 42% 3 46% Mortgage 44% 4 46% Credit Card 52% 2 45%Colour Code Key Priority Secondary Maintain Priority
  24. 24. The Drill-down©2011 Digital-MR All Rights Reserved
  25. 25. Most talked about features Drill-down level 1 Loan seems to be getting a lot of buzz!©2011 Digital-MR All Rights Reserved
  26. 26. Loan by Brand Drill-down level 2 Within Loan which brand gets most of the attention online. Is that good or bad?©2011 Digital-MR All Rights Reserved
  27. 27. Loan for Barclays by Source Drill-down level 3 Where do they find the most comments about Barclays?©2011 Digital-MR All Rights Reserved
  28. 28. Sentiment on forums.moneysavingexpert.com for Barclays’s Loan Feature Drill-down level 4 Why do they hate Barclays so much?©2011 Digital-MR All Rights Reserved
  29. 29. Negative Posts regarding Barclays on forums.moneysavingexpert.com Drill-down level 5 0 Who said: “Barclays is a horrible banking institution?”©2011 Digital-MR All Rights Reserved
  30. 30. Drilling down to a single comment... Drill-down level 6 0 Manage your online reputation. Engage in a dialogue with your customers about your product.©2011 Digital-MR All Rights Reserved
  31. 31. Action
  32. 32. Successful brands will deliver an appropriate mix of push and pull marketing e.g. brand website, brand social network page, PUSH (& PULL) packaging, experiential Owned Media PUSH PULL Bought Earned e.g. Media PR Media e.g. online conversations / blogs, e.g. ATL: TV, press, radio, Digital Culture consumer driven brand advocacy, online, sponsorships consumer driven buzz/viral©2011 Digital-MR All Rights Reserved
  33. 33. How to do it©2011 Digital-MR All Rights Reserved
  34. 34. What not to allow©2011 Digital-MR All Rights Reserved
  35. 35. Effective cross-channel integration of owned, bought and earned drove campaign cut-through OWNED BOUGHT EARNED Goo Game KBB KBB Packaging OOH Print TVC TVC (std + Digital) SEM - SEO Goo- Mobile Portal CremeEgg.mobi ology CremeEgg.com SEM Banners - PPC .Mobi Goo Website Site Games Online eRM Advertising - SMS Comps - Portal Takeovers - MSN text links - Yahoo content RM Bebo sponsorships Acq. Widget - Pre-roll video - SNS online ads Blogger Bebo.com/cremeegg Outreach eRM Bebo Kate - Email Mktg Bebo.com Social Site Modern Influencer Marketing©2010 Digital-MR All Rights Reserved
  36. 36. Effective cross-channel integration of owned, bought and earned drove campaign cut-through OWNED BOUGHT EARNED Goo Game KBB KBB Packaging OOH Print TVC But did it work?? TVC (std + Digital) SEM - SEO Goo- Mobile Portal CremeEgg.mobi ology CremeEgg.com Banners  Won Grand Prix at the AOL/Media Week Online Planning AwardsSEM - PPC .Mobi Goo Website Delivered 82 Site million ad Games impressions reaching 18.5 million unique users Online eRM Advertising - Delivered SMS 740,000 clicks (average CTR of 0.99% (FMCG average is 0.53%) Comps - Portal Takeovers  Overall campaign recognition was 54% among adults - MSN text links - Yahoo content RM Bebo sponsorships Acq.  The online element was recognised Widget by 11% of adults - Pre-roll video - SNS online ads Blogger Bebo.com/cremeegg Outreach and 24% of 16 to 24s eRM - 328k channel views and 20k friends Bebo Kate - Email Mktg Bebo.com Social Site Modern Influencer Marketing©2011 Digital-MR All Rights Reserved
  37. 37. Keep Improving
  38. 38. If Web Listening is not yet an integral part of your Marketing, Operations and Product Development Function…. Explore Define Target Design POC Execute Pilot Debrief 1. online Design 2-3 survey Invite 500- engagementamong your 1000 to projects to targets for recruit 100 Evaluate Define POC interact withsocial media members of results and Objectives the your decide next 2. Web and Metrics community experimental steps Listening members private online pilot zero and gauge community measure benefits.Customers?:• Consumers• Investors• SMEs
  39. 39. If it is… …Go Deeper and… Marketing Web Operations Listening PR …Wider. R&D©2011 Digital-MR All Rights Reserved
  40. 40. Contact: Michalis A. Michael Q&A mmichael@digital-mr.com 9 Coldbath Square :: London :: EC1R 5HL :: UK Mob +44 (0) 7515710370 Stay connected: http://twitter.com/#!/digitalmr http://www.facebook.com/#!/pages/Digital-MR/107509935971573 http://www.linkedin.com/company/digitalmr-ltd/ http://www.digital-mr.com/rss/rss-en.xml©2010 Digital-MR All Rights Reserved

×