facebook: dealing with the good, the bad and the ugly - istrategy oct 2013
DESCRIPTION
These are the slides from a presentation by Brandwatch at iStrategy October 2013. More information: www.brandwatch.com Please note some of the slides from the original presentation have been altered.TRANSCRIPT
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Facebook /The Good, The Bad & The Ugly
Brandwatch | [email protected] | Tel: +44 (0)1273 234 290 | @Brandwatch
October 2013
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BRANDWATCH /Social media monitoring
© 2013 Brandwatch | www.brandwatch.com
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BRANDWATCH /Vizia
© 2013 Brandwatch | www.brandwatch.com
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YOUR CUSTOMERS /Online
© 2013 Brandwatch | www.brandwatch.com
44% FACEBOOK
30% TWITTER
CARLSBERGMENTIONS (UK)
11% FORUMS
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DRINKS BRANDS /Facebook likes
© 2013 Brandwatch | www.brandwatch.com
4k likes
17m likes
1.3m likes
42k likes
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DRINKS BRANDS /Facebook likes
© 2013 Brandwatch | www.brandwatch.com
4k likes
17m likes
1.3m likes
42k likes
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DRINKS BRANDS /Twitter followers
© 2013 Brandwatch | www.brandwatch.com
2.2m followers
0 followers
34k followers
7.6k followers
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DRINKS BRANDS /Twitter followers
© 2013 Brandwatch | www.brandwatch.com
2.2m followers
0 followers
34k followers
7.6k followers
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MCDONALDS /Competitors
© 2013 Brandwatch | www.brandwatch.com
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MCDONALDS /Competitors
© 2013 Brandwatch | www.brandwatch.com
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BEER BRANDS /Monthly likes
© 2013 Brandwatch | www.brandwatch.com
+13%
+10%
+20%
+80%
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BEER BRANDS /Monthly likes
© 2013 Brandwatch | www.brandwatch.com
BudweiserCarlsbergCarlingTiger
TIME (MONTH)
LIKE
S >
13%
10%
20%
80%
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BEER BRANDS /Monthly likes
© 2013 Brandwatch | www.brandwatch.com
July August0%
5%
10%
15%
20%
25%
30%
35%
40%
45%41%
38%
14% 14%
34%33%
10%
15%
BudweiserCarlsbergCarlingTiger
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BUDWEISER /Likes over time
© 2013 Brandwatch | www.brandwatch.com
Likes
TIME (MONTH)
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BUDWEISER /Likes & market share
© 2013 Brandwatch | www.brandwatch.com
0%
2%
4%
6%
8%
10%
12%
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
% ShareLikes
TIME (MONTH)
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HELLO /Still with me?
© 2013 Brandwatch | www.brandwatch.com
• 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
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17© 2013 Brandwatch | www.brandwatch.com
Page likes topost likes
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CARLSBERG /Facebook
© 2013 Brandwatch | www.brandwatch.com
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CARLSBERG /Example 1
© 2013 Brandwatch | www.brandwatch.com
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CARLSBERG /Example 1
© 2013 Brandwatch | www.brandwatch.com
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CARLSBERG /Example 2
© 2013 Brandwatch | www.brandwatch.com
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CARLSBERG /Example 2
© 2013 Brandwatch | www.brandwatch.com
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CARLSBERG /Example 3
© 2013 Brandwatch | www.brandwatch.com
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CARLSBERG /Example 3
© 2013 Brandwatch | www.brandwatch.com
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CARLSBERG /Example 4
© 2013 Brandwatch | www.brandwatch.com
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CARLSBERG /Example 4
© 2013 Brandwatch | www.brandwatch.com
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BREWDOG /Facebook
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BREWDOG /Example 1
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BREWDOG /Example 1
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BREWDOG /Example 2
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BREWDOG /Example 2
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BREWDOG /Example 3
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BREWDOG /Example 3
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BREWDOG /Example 4
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BREWDOG /Example 4
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HI THERE /Please don’t leave …
© 2013 Brandwatch | www.brandwatch.com
• 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
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FACEBOOK /Insights
© 2013 Brandwatch | www.brandwatch.com
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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
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FACEBOOK /Insights
Status Photo Link Video Other0
20
40
60
80
100
120
140
160
180
200
Engagement
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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?
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41© 2013 Brandwatch | www.brandwatch.com
Understanding your community
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Diving deeper /Answering the big questions
© 2013 Brandwatch | www.brandwatch.com
• 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
© 2013 Brandwatch | www.brandwatch.com
• Top line metrics in an easy to digest format
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Channels /Overview
© 2013 Brandwatch | www.brandwatch.com
• Quickly benchmark yourself against competitors
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Channels /Overview
© 2013 Brandwatch | www.brandwatch.com
• Quickly benchmark yourself against competitors
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Channels /Overview
© 2013 Brandwatch | www.brandwatch.com
• Uncover useful insights with customisable dashboards
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Who’s driving activity?
© 2013 Brandwatch | www.brandwatch.com
• 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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Who’s driving activity?
© 2013 Brandwatch | www.brandwatch.com
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Who’s driving activity?
© 2013 Brandwatch | www.brandwatch.com
• You’re able to sort by any metrics provided
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Who’s driving activity?
© 2013 Brandwatch | www.brandwatch.com
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What are people talking about?
© 2013 Brandwatch | www.brandwatch.com
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What topics drive activity?
© 2013 Brandwatch | www.brandwatch.com
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53© 2013 Brandwatch | www.brandwatch.com
Dealing with the “ugly”
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Facebook pages have empowered consumers:
© 2013 Brandwatch | www.brandwatch.com
• 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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55© 2013 Brandwatch | www.brandwatch.com
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Good news!
© 2012 Brandwatch | www.brandwatch.com
• 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
© 2013 Brandwatch | www.brandwatch.com 57
• 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:
© 2013 Brandwatch | www.brandwatch.com
• 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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Move quickly:
© 2013 Brandwatch | www.brandwatch.com
• 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?
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Accept responsibility and listen:
© 2012 Brandwatch | www.brandwatch.com
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:
© 2013 Brandwatch | www.brandwatch.com
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:
© 2013 Brandwatch | www.brandwatch.com
• 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:
© 2013 Brandwatch | www.brandwatch.com
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:
© 2013 Brandwatch | www.brandwatch.com
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65© 2013 Brandwatch | www.brandwatch.com
Summary
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Summary /Let measurement lead strategy
© 2013 Brandwatch | www.brandwatch.com
• Don’t just look at likes
• Take the time to get to know your community
• Be nice!