The document discusses how the Red Cross uses customer sentiment data and digital engagement across multiple channels to better understand and serve its various constituent groups. It notes that while social media provides valuable real-time feedback, a full picture requires integrating sentiment data from surveys, call centers, CRM and other sources. Care must be taken to avoid biases from any single channel and to tailor approaches to different constituent segments. Sentiment analysis helps prioritize issues, identify opportunities and guide strategic decisions.

1. A Multi-Channel
Proposition: Customer
Sentiment and (Much)
More
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2. Mission
Prevent and alleviate human suffering in the face of
emergencies by mobilizing the power of volunteers
and the generosity of donors
Seven Fundamental Principles
Humanity Impartiality Universality
Neutrality Independence Voluntary Service Unity
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3. Trusted, Dynamic Leadership Brand
 130 year old organization & a member of the
world s largest humanitarian network
 Henry Dunant, founder of Red Cross, 1st
recipient of Nobel Peace Prize & between
International Committee Of the Red Cross and
International Federation of Red Cross & Red
Crescent Societies, 3 times subsequently
 Nearly universal brand awareness
 Iconic, protected symbol representing help and
hope
 Brand value 2x the average charity
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4. Leading Non Profit in Digital
Engagement
 Pioneer in mobile text donations
with 90% share
 Strong social media presence,
managed locally
 Redesigned web experiences in
key markets
 Growing mobile app presence with
focus on first aid and disaster
preparedness
4

5. 70,000 Disasters Per Year, Or
225 Families Every Day!
5

6. Almost Half of Blood Supply of US,
10M Units Per Year
6

7. 500K Cases of Emergency Communications &
Support Per Year to Active Military Personnel,
Veterans & Their Families
7

8. Life Saving Skills to 10 Million People A Year
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9. Who Are Our Customers (Constituents)?
 Clients (Impacted By Disasters)
 Financial Donors: Individual & Institutional
 Blood Donors: Individuals & Sponsors
 Volunteers
 Active & Inactive Members Of the Armed Forces
& Their Families
 Course Takers
 Hospitals/Clinics
 Preparedness Instructors
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10. Why Does Red Cross Care
About Constituent Sentiment?
10

11. It s a Brave New World
11

12. Number of Charities
Has Grown by More Than
60% in the Last Decade!
—New York Times
12

13. is a Strong Brand
But We Still Need to Win
Hearts, Minds & Dollars.
13

14. The Era of Mad Men is Over!
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15. Most Influential Channels for
Donations: Friends / Relatives
70%
Pct of Those Reached Who Were Influenced
Info from friends/
60% relatives
Email
Meeting Phone Call
50%
Letter
40% Online information
Telethon News story
Fundraising event
30%
Print ad
20% TV ad
10%
0%
0% 5% 10% 15% 20% 25% 30%
Percent Reached
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16. The Influencers Have Big Megaphones
AND the Multiplier Effect on Their Side
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17. We Care About What People
Say About Our Brand…
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18. But We Also Care About…
 Experience At Touch-points
 Change In Sentiments
 Executive Visibility To Systemic Issues &
Investment Prioritization
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19. Consumers Eager To Turn Peer
Communities Into Support1
 40% Want More From Their Social
Experience With Brands
 Only 3% Think It A Waste Of Time
 25% Want To Connect With Peers
 32% Want To Share Positive Experiences
 Majority Wants Response Within 24 Hours
1 CMO Council Study: Variance In The Social Brand Experience, December 2011
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20. And You Know What The Kids Say?
Social Media =
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21. The Jam Is Great Because…
 Real-Time Feedback And Engagement
 Leading Indicator Of Issues
 Competitive Intelligence
 Best Practices
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22. Opportunities
 New segment outreach (Youth, Minorities)
 New Policies
 Product Ideation
 Process Ideation
22

23. It s The Jam, But Not A Full Breakfast!
E-mail
Social
Surveys
Media
Contact
Center
CRM
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24. Reports Of Survey s Death Are Greatly
Exaggerated!
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25. Richer Text And Context
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26. Beware Of Channel Bias
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27. Be Segment Appropriate
 Teen/Young Blood Donors
Adult  35-54
 Married
 On-The-Go  College+
Lifestyle Financial
Donors
 Extreme Sports  45-64
 Married 27

28. Beware Of Google Translate
Syndrome
Results From A Recent Disaster s Social Interactions
 Only 26% Of Positive Comments Were Coded As Positive
 Unable To Assign A Sentiment To More Than Half
 21% Of Positive Comments Were Coded As Negative
(Characterizing The Hurricane).
 Modestly More Success With Negative Comments Where 53%
Were Coded Correctly.
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29. Banafsheh Ghassemi
Banafsheh.Ghassemi@redcross.org
@banafshehgh
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