Creating an Effective Social Customer Listening Programme, Naomi Trickey - Brandwatch

Creating an effective

social media monitoring programme

NAOMI TRICKEY: [email protected] | Tel: +44 (0)1273 234 290

June 2012

CONTENTS

© 2012 Brandwatch | www.brandwatch.com 2

• Context: customer expectation is all

• How are brands performing?

• Twitter

• Facebook

• Be proactive

• The analysis

• Just because you shout the loudest…and other top tips!

Context: CUSTOMER EXPECTATION is all


25% of those who complain via Facebook or Twitter

expect a reply within 60 minutes

6% expect a response within 10 minutes.


Twitter

Brand Twitter activity


258 brands

• 23 had no account or never tweeted

• In 2011, 38% of monitored brands did not tweet

compared to 10% in 2012

• 75% of those that have Twitter accounts use

the channel for both broadcast and

engagement.

• 50% of brands tweeted fewer than 7 x week.

Which COMMENTS did brands RESPOND to?


DOES THE COMPANY RESPOND TO…

Company General

news/PR

Direct

requests

Possible

responses

General

abuse

General

praise

Phone co. Yes 85% 0% 25% 100%

Airline Yes 60% 10% 50% 35%

High St

retailer (1) Yes 0% 0% 0% 0%

High St

retailer (2) Yes 100% 35% 20% 50%

Bank Yes 0% 10% 0% 0%


Facebook

Brand Facebook activity


Analysis of 206 Facebook brand pages found that:

• Nearly 50% of brand pages received fewer than

100 user posts with 15% receiving no posts at all

• 50% of brands posted once or less than once per

day

0%

5%

10%

15%

20%

25%

30%

Fa

ceb

oo

k p

ag

es (

%)

Total user posts responded to

Number of pages

33

56

36

43

30

8

Majority of brands respond to 1-10% of user posts



Be proactive!

Making sense of the noise


http://www.brandwatch.com/social-media-monitoring/






What does a QUERY look like?


adidas

OR addidas OR adidasoriginals OR adidas US OR adidas UK OR adidassoccer OR

adidasrunning OR adidasHoops OR adidasGolf OR shopadidas OR adidasMY OR

adidasGroupJobs OR adidastraining OR adidastennis OR adidasGroupBlog OR

adidasnewsalert OR adidasZA OR adidasAU OR adidaswomens OR adidasUSPRGuy OR

adidas_miCoach OR adidas_miCoach OR adidas_miCoach OR adidasNEOLabel

OR adidasGrandPrix OR adidaswomens5k OR adidasHalf OR adidasrugby_UK OR

adidaseyewear OR url:twitter.com/adidaseyewear/ OR adidasF50i OR

url:twitter.com/adidasF50i/ OR adidasCA OR url:twitter.com/adidasCA/ OR adidasNZL

OR url:twitter.com/adidasNZL/ OR adidascricket OR url:twitter.com/adidascricket/ OR

Adi_Originalscl OR url:twitter.com/Adi_Originalscl/OR ADIDAS_AusNz OR

url:twitter.com/ADIDAS_AusNz/

NOT (ugg OR moncler OR "cheap jordan" OR "cheap air jordan" OR "cheap adidas" OR

"adidas wing beach" OR "cheap oakley" OR "oakley sunglasses" OR "chaussure adidas"

OR title:("cheap air jordan" OR "cheap adidas" OR "cheap oakley" OR "oakley sunglasses"

OR "chaussure adidas"))

//localhost/url/twitter.com:adidasF50i:

//localhost/url/twitter.com:adidasCA:

Gather/Clean/Analyse/Present









And now for the analysis…

Customers’ NEEDS and OBJECTIVES


Different users require DIFFERENT RESPONSES



ENSURING EFFECTIVENESS

0

10

20

30

40

50

60

70

80

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

January February March April May

Po

sts

Co

mm

en

ts/l

ikes p

er

po

st

Likes per post

Comments per post

Brand posts

Just because you shout the loudest…


• “Serving vocal audiences only and changing behaviour [or your

strategy] because of them isn’t a sustainable strategy”

@JosephFreeman

• Don’t spend all your time apologising

• Brevity allows for scalability

SOURCES


http://www.salesforce.com/uk/socialsuccess/social-media-how-to-

guides/12-social-media-stats-that-rock.jsp

http://www.informationweek.com/news/smb/ebusiness/229000566

http://www.salesforce.com/uk/socialsuccess/social-media-how-to-guides/12-social-media-stats-that-rock.jsp





















CONTACT


EMAIL: [email protected]

WEB: http://www.brandwatch.com

TWITTER: @brandwatch

PHONE:

UK: +44 (0)1273 234 290

US: +1 212 229 2240

Germany: +49 (0)711 912 442 04

FAX:

UK: +44 (0)1273 234 291

DOCUMENT LIMITATION

The information given in this document has been checked for accuracy and completeness however Brandwatch

shall not be liable for any errors or omissions.

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Creating an Effective Social Customer Listening Programme, Naomi Trickey - Brandwatch

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