DigitalMR social media research for financial services

Sentiment of Financial Services
Brands on Social Media

Web Listening: using sentiment expressed online
to inform your social media strategy

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All unauthorized distribution prohibited. Any unauthorized recipient please
©2011 Digital-MR All Rights Reserved immediately notify DigitalMR by email at info@digital-mr.com

Agenda

Embrace Social Media

Monitor & Understand

Action & Measure

©2011 Digital-MR All Rights Reserved

“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


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

Crawl before you Fly

Web listening


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)


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


Business Applications of Web Listening

Increase 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

Source Types for Brand Sentiment

Online User Generated
• Microblog
• Blog
• Video
• Audio
• Forum
• Commercial Websites
• Communities
Online News/Editorial

Print News

Radio

TV


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


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.


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 don't
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 month

The moderator can be seen and heard The participants type their answers

The questions will also be shown visually

Diffusion of Innovation for financial
services companies and their customers

Source: Everett Rogers Diffusion of Innovation


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?


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


Negative and Positive Share of Voice (SoV)

HSBC has 19% negative SoV but only 9% positive SoV!

Net Sentiment Score (NSS) by Bank

Net Sentiment Score= (Positive – Negative Mentions) / Total Mentions

…and the winner this month is …!

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

Net Sentiment Score (NSS) by Feature

HSBC has a higher score than Halifax in Loan, but Halifax wins in
Credit Card…both score badly on customer care …

Halifax Score Benchmark – Top 5 Features
Competitive Benchmarking
Positive Score
Top 5 Features Halifax Scores Barclays HSBC

45% 45%

44% 45%

28% 46%

40% 46%

41% 49%

Competitor is Better

Halifax is Better

In case you are wondering what a mixed post is….

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

The Drill-down


Most talked about features
Drill-down level 1

Loan seems to be getting a lot of buzz!


Loan by Brand
Drill-down level 2

Within Loan which brand gets most of the attention online.
Is that good or bad?


Loan for Barclays by Source
Drill-down level 3

Where do they find the most comments about Barclays?


Sentiment on forums.moneysavingexpert.com for Barclays’s
Loan Feature
Drill-down level 4

Why do they hate Barclays so much?


Negative Posts regarding Barclays on
forums.moneysavingexpert.com
Drill-down level 5

0

Who said: “Barclays is a horrible banking institution?”


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.


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


How to do it


What not to allow


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

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

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-
engagement
among your 1000 to
projects to
targets for recruit 100 Evaluate
Define POC interact with
social 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

If it is…

…Go Deeper and…

Marketing

Web
Operations Listening PR

…Wider.

R&D


Contact:
Michalis A. Michael Q&A
mmichael@digital-mr.com

9 Coldbath Square :: London :: EC1R 5HL :: UK
Mob +44 (0) 7515710370

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DigitalMR social media research for financial services

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