Beyond Customer Service - Creating Socially Intelligent Businesses Through Social Insights

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© 2016 Brandwatch.com

Webinar/Creating Socially Intelligent Businesses Through Social Insights

Head of Account [email protected]@mrseansmith

Sean SmithHead of Customer [email protected]@danleonard85

Dan LeonardSocial Media AnalystMicrosoft [email protected]

Ben Donkor

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© 2016 Brandwatch.com2

Don’t be shy/We’d love your participation

• Ask questions in the session chat

• Tweet about our discussion

@brandwatch@fr314

#brandwatchtips

A download and recording of the webinar will be made available after the event

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Coming Up

• The Social Business

• Social Media & Customer Support

• Practical Examples in the Telecommunication Industry

• Q&A

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“If you just communicate, you can get by. But if you communicate skillfully, you can work miracles.”Jim Rohn

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© 2016 Brandwatch.com© 2016 Brandwatch.com

Telecoms: The Social Business

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The social business

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It’s not just about social

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71% of those who experience positive social care are likely to recommend that brand to others

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Audience activity dominates social channels

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Your customer service team aren’t all online

Credit where it's due. Amazing #customerservice from Matt and team at @telstra Geelong, nothing too much trouble.

Bissafella @johnbissinella

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Social Media & Customer Support

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Coming Up

• The balancing act

• Internal communications

• Thanks for the complaints!

• Trends

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Full Page Image

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The balancing act

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Internal Communications

=

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Thanks for the complaints!

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Talk to us…we promise it’ll help!

@Brandwatch my ticket no. is #23993. Can someone quickly resolve this for me??

@Brandwatch can someone look into this ticket no. #27019 immediately

@Brandwatch team; it would be great if you can respond and resolve to the RS issue ticket#34925. Many thanks!

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Trends

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What conversation and when?

• When are clients online?

• Why so much conversation before the Brand is online?

• What trends can we start to determine with this information?

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PracticalExamples

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5 Practical Examples

1. Audience analysis2. Real-time social visualisations3. Activity tracking4. UI/UX5. Composite reporting

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Audience Analysis

Example• Comparing demographics of

social channels (via Brandwatch) to web traffic demographics (via Google Analytics and Adobe Analytics), to see overlaps in audience behaviour (Adobe) and audience interests (Google).

• Comparing demographics of social channels (via Brandwatch) to our buyer personas, to see if there’s an overlap between the two.

Methodology• Brandwatch: at_mentions:

{brand Twitter handle}Influence• Social media manager,

community managers, editorial teams.

What? Track the make-up of an audience. Twitter Analytics provides data for

audience analytics, but (1) the data is very US-centric for a few of the metrics (e.g. net worth, household income, consumer behaviour metrics), and (2) the analysis takes into account everyone who follows you, even though a chunk of them may be inactive (an issue that’s quite common for telco accounts).

An audience analysis in Brandwatch shows demographics and psychographics of your audience, including those who don’t follow you.

Understanding the audience will make it a lot easier to create content that resonates better with your community.

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Real-time Social Visualisations

What? Live visualisations to track

anything from the occasional campaign to ongoing brand health.

For big launches, have social visualisations to tweak and adapt on an ongoing basis as opposed to the traditional method (i.e. waiting for analysis at the end of the campaign, to then see where you went wrong and what you could’ve done better).

Example• Placing real-time social

visualisations in prominent areas of the building during launch of big campaigns, including secondary monitors of key stakeholders, in the middle of the floor of the product managers (so it’s visible to everybody), and on the CEO’s personal iPad (tip: get viz that can be easily customised based on stakeholders, and that can work on different devices and browsers).

Methodology• Social viz (like Brandwatch

Vizia), strategically placed.Influence• Social media manager,

community managers, PR team, busy executives.

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Activity Tracking

What? Track when you get most

engagement vs. when you engage. Is there a gap between the two? Can you sustain the engagement that comes your way? Best report to run if you’re wondering whether your customer service times are working well.

During big launches and campaigns these times may need to be tweaked.

Tracking this over time will give you an overview of volume of customer queries coming your way during periods of high requests.

Example• Customer care times were

extended when BT Mobile launched.

Methodology• Query 1: at_mentions:

{brand} • Query 2: author:{brand}• Compare the two queries

over time.Influence• Customer services, social

media manager, community manager.

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UI/UX

What? Mentions of site changes

(including A/B tests), useful for development team

Example• Tracking social mentions of

any A/B tests, redesigns or new features on the website, to check sentiment and bugs (people won’t call your helpdesk to report website bugs unless they’re a big hindrance to them, e.g. bugs that won’t let them change their personal details).

Methodology• Active alerts (e.g. “custom

alerts” in Brandwatch).Influence• Customer services, UI/UX

teams, development team, social media manager.

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Composite Reports

What? Social intelligence makes more

sense when you merge other data points to it.

Other data sources give context to social data, without which social metrics are simply numerical values.

Two of the best integrations to start with are web analytics and sales. If you have the tools to do this, even if separately, it’s totally worth it. Report on this regularly and you’ll see people seeing the monetary value of social, while you’ll be able to place social; s worth along with organic sales, sales from advertising and other types of marketing.

Example• Funnel for social

mentions, social engagement, social traffic, down to social sales.

Methodology• Merge data from various

data sources, either via API (e.g. Brandwatch APIs) or manually.

Influence• Sales, web analytics team,

content managers, senior managers.

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Final Words

• These are just a few of the several ways that social data can be used to make change happen, or to enrich existing reporting, or to shine a light on social intelligence.

• However, social data in itself wasn’t what saved the day. For data-driven marketers or marketers who want to be data-driven, here’s what you need to know: data alone won’t save your organisation.

• For an organisation to be truly data-driven, there have to be humans in the loop, humans who look at the data and ask it the right questions, humans who have the right skills to extract the right data and metrics, and humans who use that data to make recommendations and offer next steps.

• Whether you want to outsource this or keep it in house is totally up to you; either way, it is imperative to have someone there to surface and/or translate this social data to you and the rest of the business.

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Q & A

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Say hi!For more content: brnrd.me

[email protected]

@fr314

Beyond Customer Service - Creating Socially Intelligent Businesses Through Social Insights

Social Media

Transcript of Beyond Customer Service - Creating Socially Intelligent Businesses Through Social Insights