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Creating an Effective Social Customer Listening Programme, Naomi Trickey - Brandwatch

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With the rise of social media, customers expect brands to be listening to them. They also expect a response to their comments and questions - often within short timescales. Citing genuine brand case studies, Naomi explains how to create an effective listening programme, how to filter large volumes of data and how to meet your customers' expectations.

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Creating an Effective Social Customer Listening Programme, Naomi Trickey - Brandwatch

  1. 1. Creating an effectivesocial media monitoring programmeJune 2012NAOMI TRICKEY: naomi@brandwatch.com | Tel: +44 (0)1273 234 290
  2. 2. CONTENTS• Context: customer expectation is all• How are brands performing? • Twitter • Facebook• Be proactive• The analysis• Just because you shout the loudest…and other top tips!© 2012 Brandwatch | www.brandwatch.com 2
  3. 3. Context: CUSTOMER EXPECTATION is all25% of those who complain via Facebook or Twitterexpect a reply within 60 minutes6% expect a response within 10 minutes.© 2012 Brandwatch | www.brandwatch.com 3
  4. 4. Twitter© 2012 Brandwatch | www.brandwatch.com 4
  5. 5. Brand Twitter activity 258 brands • 23 had no account or never tweeted • In 2011, 38% of monitored brands did not tweet compared to 10% in 2012 • 75% of those that have Twitter accounts use the channel for both broadcast and engagement. • 50% of brands tweeted fewer than 7 x week.© 2012 Brandwatch | www.brandwatch.com 5
  6. 6. Which COMMENTS did brands RESPOND to? DOES THE COMPANY RESPOND TO… General Direct Possible General General Company news/PR requests responses abuse praise Phone co. Yes 85% 0% 25% 100% Airline Yes 60% 10% 50% 35% High St Yes 0% 0% 0% 0% retailer (1) High St Yes 100% 35% 20% 50% retailer (2) Bank Yes 0% 10% 0% 0%© 2012 Brandwatch | www.brandwatch.com 6
  7. 7. Facebook© 2012 Brandwatch | www.brandwatch.com 7
  8. 8. Brand Facebook activity Analysis of 206 Facebook brand pages found that: • Nearly 50% of brand pages received fewer than 100 user posts with 15% receiving no posts at all • 50% of brands posted once or less than once per day© 2012 Brandwatch | www.brandwatch.com 8
  9. 9. Majority of brands respond to 1-10% of user posts 30% Number of pages 25% 56 Facebook pages (%) 20% 43 15% 36 33 30 10% 5% 8 0% Total user posts responded to© 2012 Brandwatch | www.brandwatch.com 9
  10. 10. Be proactive!© 2012 Brandwatch | www.brandwatch.com 10
  11. 11. Making sense of the noise http://www.brandwatch.com/social-media-monitoring/© 2012 Brandwatch | www.brandwatch.com 11
  12. 12. What does a QUERY look like?adidasOR addidas OR adidasoriginals OR adidas US OR adidas UK OR adidassoccer ORadidasrunning OR adidasHoops OR adidasGolf OR shopadidas OR adidasMY ORadidasGroupJobs OR adidastraining OR adidastennis OR adidasGroupBlog ORadidasnewsalert OR adidasZA OR adidasAU OR adidaswomens OR adidasUSPRGuy ORadidas_miCoach OR adidas_miCoach OR adidas_miCoach OR adidasNEOLabelOR adidasGrandPrix OR adidaswomens5k OR adidasHalf OR adidasrugby_UK ORadidaseyewear OR url:twitter.com/adidaseyewear/ OR adidasF50i ORurl:twitter.com/adidasF50i/ OR adidasCA OR url:twitter.com/adidasCA/ OR adidasNZLOR url:twitter.com/adidasNZL/ OR adidascricket OR url:twitter.com/adidascricket/ ORAdi_Originalscl OR url:twitter.com/Adi_Originalscl/OR ADIDAS_AusNz ORurl:twitter.com/ADIDAS_AusNz/NOT (ugg OR moncler OR "cheap jordan" OR "cheap air jordan" OR "cheap adidas" OR"adidas wing beach" OR "cheap oakley" OR "oakley sunglasses" OR "chaussure adidas"OR title:("cheap air jordan" OR "cheap adidas" OR "cheap oakley" OR "oakley sunglasses"OR "chaussure adidas")) © 2012 Brandwatch | www.brandwatch.com 12
  13. 13. Gather/Clean/Analyse/Present http://www.brandwatch.com/social-media-monitoring/© 2012 Brandwatch | www.brandwatch.com 13
  14. 14. And now for the analysis…© 2012 Brandwatch | www.brandwatch.com 14
  15. 15. Customers’ NEEDS and OBJECTIVES© 2012 Brandwatch | www.brandwatch.com 15
  16. 16. Different users require DIFFERENT RESPONSES© 2012 Brandwatch | www.brandwatch.com 16
  17. 17. ENSURING EFFECTIVENESS 16,000 80 Likes per post Comments per post 14,000 Brand posts 70 12,000 60Comments/likes per post 10,000 50 Posts 8,000 40 6,000 30 4,000 20 2,000 10 0 0 January February March April May © 2012 Brandwatch | www.brandwatch.com 17
  18. 18. Just because you shout the loudest…• “Serving vocal audiences only and changing behaviour [or your strategy] because of them isn’t a sustainable strategy” @JosephFreeman• Don’t spend all your time apologising• Brevity allows for scalability© 2012 Brandwatch | www.brandwatch.com 18
  19. 19. SOURCEShttp://www.salesforce.com/uk/socialsuccess/social-media-how-to-guides/12-social-media-stats-that-rock.jsphttp://www.informationweek.com/news/smb/ebusiness/229000566© 2012 Brandwatch | www.brandwatch.com 19
  20. 20. CONTACTEMAIL: contact@brandwatch.comWEB: http://www.brandwatch.comTWITTER: @brandwatchPHONE:UK: +44 (0)1273 234 290US: +1 212 229 2240Germany: +49 (0)711 912 442 04FAX:UK: +44 (0)1273 234 291DOCUMENT LIMITATIONThe information given in this document has been checked for accuracy and completeness however Brandwatchshall not be liable for any errors or omissions.Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 38980534th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom© 2012 Brandwatch | www.brandwatch.com 20

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