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

Facebook /The Good, The Bad & The Ugly

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

October 2013

BRANDWATCH /Social media monitoring

BRANDWATCH /Vizia

YOUR CUSTOMERS /Online

44% FACEBOOK

30% TWITTER

CARLSBERGMENTIONS (UK)

11% FORUMS

DRINKS BRANDS /Facebook likes

4k likes

17m likes

1.3m likes

42k likes

DRINKS BRANDS /Facebook likes

4k likes

17m likes

1.3m likes

42k likes

DRINKS BRANDS /Twitter followers

2.2m followers

0 followers

34k followers

7.6k followers

DRINKS BRANDS /Twitter followers

2.2m followers

0 followers

34k followers

7.6k followers

MCDONALDS /Competitors

BEER BRANDS /Monthly likes

BudweiserCarlsbergCarlingTiger

TIME (MONTH)

July August0%

45%41%

14% 14%

34%33%

BudweiserCarlsbergCarlingTiger

BUDWEISER /Likes over time

TIME (MONTH)

BUDWEISER /Likes & market share

% ShareLikes

TIME (MONTH)

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

Page likes topost likes

CARLSBERG /Facebook

CARLSBERG /Example 1

BREWDOG /Facebook

BREWDOG /Example 1

BREWDOG /Example 2

BREWDOG /Example 3

BREWDOG /Example 4

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

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

Status Photo Link Video Other0

Engagement

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

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

Channels /Overview

• Top line metrics in an easy to digest format

Channels /Overview

• Quickly benchmark yourself against competitors

Channels /Overview

• Quickly benchmark yourself against competitors

Channels /Overview

• Uncover useful insights with customisable dashboards

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

• You’re able to sort by any metrics provided

What are people talking about?

What topics drive activity?

Dealing with the “ugly”

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.

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.

First things first: Don’t hide

• Doing nothing is the worst thing you can do

• Consumers want acknowledgment

• The community is always watching

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.

Move quickly:

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

• They want to apply some very public pressure.

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

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.

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.

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.

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.

You will be rewarded:

Summary

Summary /Let measurement lead strategy

• Don’t just look at likes

• Take the time to get to know your community

• Be nice!

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

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