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?
• Be proactive
• The analysis
• Just because you shout the loudest…and other top tips!
Context: CUSTOMER EXPECTATION is all
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25% of those who complain via Facebook or Twitter
expect a reply within 60 minutes
6% expect a response within 10 minutes.
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Brand Twitter activity
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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?
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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%
© 2012 Brandwatch | www.brandwatch.com 7
Brand Facebook activity
© 2012 Brandwatch | www.brandwatch.com 8
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
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© 2012 Brandwatch | www.brandwatch.com 10
Be proactive!
Making sense of the noise
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http://www.brandwatch.com/social-media-monitoring/
What does a QUERY look like?
© 2012 Brandwatch | www.brandwatch.com 12
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"))
Gather/Clean/Analyse/Present
© 2012 Brandwatch | www.brandwatch.com 13
http://www.brandwatch.com/social-media-monitoring/
© 2012 Brandwatch | www.brandwatch.com 14
And now for the analysis…
Customers’ NEEDS and OBJECTIVES
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Different users require DIFFERENT RESPONSES
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© 2012 Brandwatch | www.brandwatch.com 17
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…
© 2012 Brandwatch | www.brandwatch.com 18
• “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
© 2012 Brandwatch | www.brandwatch.com 19
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
CONTACT
© 2012 Brandwatch | www.brandwatch.com 20
EMAIL: [email protected]
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TWITTER: @brandwatch
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