Facebook: Dealing with the good, the bad and the ugly - iStrategy Oct 2013

Facebook /The Good, The Bad & The Ugly
October 2013

Brandwatch | contact@brandwatch.com | Tel: +44 (0)1273 234 290 | @Brandwatch

BRANDWATCH /Social media monitoring

© 2013 Brandwatch | www.brandwatch.com

2

BRANDWATCH /Vizia


3

YOUR CUSTOMERS /Online

30% TWITTER

CARLSBERG
MENTIONS (UK)

44% FACEBOOK
11% FORUMS


4

DRINKS BRANDS /Facebook likes

4k likes

1.3m likes

17m likes

42k likes


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DRINKS BRANDS /Facebook likes

4k likes

1.3m likes

17m likes

42k likes


6

DRINKS BRANDS /Twitter followers

2.2m followers

34k followers

0 followers

7.6k followers


7

DRINKS BRANDS /Twitter followers

2.2m followers

34k followers

0 followers

7.6k followers


8

MCDONALDS /Competitors


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MCDONALDS /Competitors


10

BEER BRANDS /Monthly likes

+13%

+20%

+10%

+80%


11


13%

Carlsberg

10%

Carling

20%

Tiger

LIKES >

Budweiser

80%

TIME (MONTH)


12


45%
41%
40%

38%
34%

35%

33%

30%
Budweiser

25%

Carlsberg
20%
15%

Carling
14%

14%

15%

Tiger

10%
10%
5%
0%
July


August

13

BUDWEISER /Likes over time

Likes

TIME (MONTH)


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BUDWEISER /Likes & market share
12%

18000
16000

10%
14000
8%

12000
10000
% Share

6%
8000
4%

Likes

6000
4000

2%

2000
0%


TIME (MONTH)

0

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HELLO /Still with me?
• Board members like likes, try to convince them otherwise
• Most like numbers go up anyway
• Important to give them more context

• Benchmark against yourself and your competitors
• Get to the wider meaning behind the numbers
• Reporting on likes (or followers etc) alone is incredibly limiting


16

Page likes to
post likes


17

CARLSBERG /Facebook


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CARLSBERG /Example 1


19



20



21



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24



25



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HI THERE /Please don’t leave …
•

Measure what’s happening on your channels

•

One active fan is better than one million inactive ones

•

Don’t think of 1m likes, but think of 10,000 advocates or 1000 customers

•

The average person has 140 friends. In just 4 generations, that network is over 2
million people.

•

Up to 8x cheaper to retain a customer than attain a new one.

•

WOM and referrals are the strongest type of lead


36

FACEBOOK /Insights


37

FACEBOOK /Insights

Post

Reach

Engaged Users

Talking about this

New ale edition
available

381k

1211

301

Ale competition open
now!

340k

1130

345

Look at these lovely
bottles

299k

960

297

What's your favourite
lager?

285k

934

282

FACEBOOK /Insights
200
180
160
140
120
100
Engagement
80
60
40
20
0

Status

Photo

Link

Video

Other

QUESTION /Want that iPad?
•

BrewDog got some pretty good engagement on their posts. Carlsberg
didn’t.

•

If Carlsberg engaged their fans at the same % rate that BrewDog
did, how many likes could they expect on their posts?

Understanding
your community


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Diving deeper /Answering the big questions
• Finding out who’s driving what conversation can be a very manual process
• There are tools which allow you to automate the discovery of active community
members, topics of conversation and sentiment

• Brandwatch introduced Channels this year to allow brands and agencies to
conduct more in-depth analysis of owned social media assets


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Channels /Overview
• Top line metrics in an easy to digest format


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Channels /Overview
• Quickly benchmark yourself against competitors


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Channels /Overview
• Quickly benchmark yourself against competitors


45

Channels /Overview
• Uncover useful insights with customisable dashboards


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Who’s driving activity?
• Our “Facebook Audience” functionality allows you to find out who’s had the
biggest impact on your page in a given rime frame

• “Impact” score weights the potential affect an activity has had on your community
by analysing relevant factors


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• You’re able to sort by any metrics provided


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What are people talking about?


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What topics drive activity?


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Dealing with the
“ugly”


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Facebook pages have empowered consumers:

•

Social media accelerates and democratizes communication with
brands.

•

Consumers have a much loader voice & unfortunately are more
likely to complain than praise.

•

The visibility and sharable nature of that complaint on your
channel obviously presents a tricky and potentially embarrassing
problem.


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Good news!

•

There is considerable upside if you can figure out how to tackle
this issue.

•

Being responsive and resolving the issue, however, can create
trust and a loyal customer.


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First things first: Don’t hide
• Doing nothing is the worst thing you can do
• Consumers want acknowledgment
• The community is always watching


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Accept they have chosen this Channel:
• There is a reason they chose to get in touch on Facebook
(empowering, convenient, real time and it works!)
• Have tried and failed to raise their issue elsewhere, so try to avoid redirecting
if possible.

• Do privately message them however.


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Q3 – WHO IS THE CHIEFT OF CUSTOMER SERVICE AT EE?

Move quickly:
•

Consumers communicate via Facebook because they want fast
service and a speedy resolution.

•

They want to apply some very public pressure.


59

Accept responsibility and listen:

Like all good customer service it is about addressing needs. If there
has been a problem, it's important that the brand take responsibility.


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Be personable and don’t take it personally:
Be generous and say thank you:
You have the customer's name, use it. Let them know they're talking
to a real person, not a faceless corporation.


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Anticipate problems and plan ahead:

•

You know your business and your consumer.

•

You already know what will drive complaints, plan objectively to
tackle them ahead of time.

•

Give yourself and your team the right tools, set the appropriate
policies and processes for handling each situation.

•

Set standards and stick to them.


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In conclusion:

It is inevitable that your consumers will complain on your Facebook
page.

Don’t panic.
Act quickly, make sure you fully understand their
complaint, accept responsibility when it's your fault, and be
generous when you solve their problem.


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You will be rewarded:


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Summary


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Summary /Let measurement lead strategy

• Don’t just look at likes

• Take the time to get to know your community

• Be nice!


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Facebook: Dealing with the good, the bad and the ugly - iStrategy Oct 2013

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Facebook: Dealing with the good, the bad and the ugly - iStrategy Oct 2013

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