rules of engagement in services - what can we learn from conversations taking place on facebook,...
TRANSCRIPT
We went on a safari
Engaging
consumers is key
Brands try to
win the
hearts of
consumers through social
media
What can
we learn from those
experiences
across brands?
Goal: Identifying what is driving consumers to engage in branded
conversations across social media
About this study: We collected branded conversations on the big 3 social media:
Facebook, Twitter, Youtube
• Over 2 million online conversations
• > 300 brands included in our study
• We applied social media netnography to identify the
rules of consumer engagement
• Results were presented in March
What we learnt
Engagement ≠ number fans content
management is key for activity
• A large fan page does not lead to engagement if the brand does
not manage the content (0,11 correlation).
• In case of good conversation and content management, this
correlation increases to 0,92 showing that you can tap into your
social potential with a good conversation strategy.
Many more positive conversations than
negative conversations
• Finance
• 17% positive conversations vs. 11% negative conversations on Twitter
• 36% positive conversations vs. 27% negative conversations on Youtube
• 35% positive conversations vs. 9% negative conversations on Facebook
• Telco
• 16% positive conversations vs. 11% negative conversations on Twitter
• 32% positive conversations vs. 29% negative conversations on Youtube
• 24% positive conversations vs. 8% negative conversations on Facebook
• Travel
• 17% positive conversations vs. 14% negative conversations on Twitter
• 38% positive conversations vs. 25% negative conversations on Youtube
• 21% positive conversations vs. 6% negative conversations on Facebook
Don‟t forget to leverage these positive stories!
The main drivers behind negative
conversations are bad
consumer service,
product failure and bad
advertisement
These were also the three most
positively discussed themes!
3 offline touchpoints
you can work on
every day!
BUT…
And promote the product to the early majority 1 Consumers are in love with your product
Technology is a popular topic on social
media with a lot of detailed reviews. A
high number of serenades are retrieved
from satisfied customers. The
conversations peak with the launch of
a new product results also in plenty of
product demonstrations where
consumers explain the product benefits
to others.
“First Strike DLC for Black
Ops is now available on the
PlayStation Store! Did you
already take an exclusive
look at the Ascension
trailer?” (Most liked
Facebook comment in our
study within technology
PlayStation)
Making unboxing movies; a new
trend where one fabricates a
home-made movie while
„unboxing‟ something (e.g. the
new Iphone 5)
Get inspired by what AXA bank & insurances did 2 Difficulties to advertize your sector?
AXA declares 2011 as the year of
renovation. And for the launch of their
respective renovation loan, AXA
created one of the largest and possibly
also one of the most beautiful QR
codes in Belgium. They have achieved
this by assembling thousands of cans
of paint of different colours to form a
gigantic QR code.
Consumer research conducted by
AXA Insurance showed that old-
fashioned neighbourhood courtesy is
becoming a thing of the past. They
took to the streets to find the most
neighbourly residence in the UK and
found out who's the most willing to
help.
AXA Bank and insurances
create interesting videos and
campaigns that stand out,
while seemingly not directly
linked to their financial
products and services. Yet,
these videos were the most
frequently watched videos
in the financial sector at the
time of data collection and
received the most positive
comments.
In order to create a better world 3 Sponsored events
Bank of America Chicago
marathon. Especially when people
can participate themselves, for
example in a marathon, they
enthusiastically engage in
conversations about the event,
training, and so on.
Consumers love to talk
about events and teams
sponsored by financial
institutions. Charities
such as fundraisers
definitely help financial
institutions to get a better
image and to engage their
customers.
What a great night last night at
our Volunteer & Charity
Appreciation Party! We had over
800 volunteers attend, and gave
away more than 150 prizes!
Thank you to those who were
able to make it, and to those who
brought food for the Norton
Cupboard of Kindness! It took our
staff 2 SUV's and 3 full sized cars
to transport all the food to the
pantry this AM! What a great way
to kick off the Holiday Season!”
(Deutsche Bank on their official
Facebook page)
Or it will backfire on social media 4 Keep your promise
“I will keep posting if you delete my
posts all the time! It‟s been eleven
months and I am still waiting for the
payment of my lost luggage. My
luggage was lost eight out of eleven
flights, found seven times. And now
they are dragging out the payment of
my claim!”
Consumers are quick to vent
their anger and frustration online
in case of a problem. Especially
in the case of bad after-sales
service or a bad customer
experience, they immediately
post their grievances on social
media when promises are not
kept. This is also the moment
when price becomes a big topic
of discussion.
Protest pages are more
realistic
Corporate
Social
Responsibility
is key
Hate pages hardly exist They contain almost no conversations
and have very few fans
The reaction of consumers?
None!
Don‟t expect a thank you!
What if it goes wrong?
Most companies apologize to their
customers
Consumers are
redirected to
the
customer
service
department
It is common practice
5 Webcare and offline consumer care
complement each other
It is a good „best practice‟ for
companies to readily reply on
their social media pages to
customers‟ complaints. Moreover,
they are quick to openly
apologize to these customers.
Disappointed customers are very
often pointed towards a external
link or telephone number.
“Hi, we're sorry to hear
that; a month is a long
time without a phone.
Please e-mail us at
support.discussions@nok
ia.com with your contact
information and more
details and we'll ask
Nokia Care management
in Lebanon to help.”
“Dear Tino, we are very sorry to read
about your frustrating experience
with us. Would you please fill in the
enclosed online form and send all
the necessary documents? Your
claim will be dealt with as soon as
possible by Air France's Customer
Care department. Thank you for
understanding. Best regards.”
Learn from PlayStation how even a disaster can turn into many likes and
positive comments
6 When things really get out of hand
Last year PlayStation was the victim of a cyber attack. During our
study, they launched an open letter from the senior Director
corporate communications and social media, apologizing for the
event. This more formal apology lead to over 10,000 likes on
Facebook and in this case people did express their gratitude.
Clearly, in the case of mistakes that affect a larger group of
customers, apologizing can be a good way of restoring the trust in
your brand.
The basic marketing tricks still work
Although social media is a relatively new area, we should not be afraid of applying existing
marketing principles that also work in the offline world.
• Your fans like to share news about your company and like to be kept informed about
the developments relating to their favourite brand. The newer and the hotter the news,
the more conversation power.
• Evoking curiosity: show consumers a little bit of what they can expect later or spread
a rumour to evoke attention.
• Giving away free things is used as a powerful mechanism to increase the number of
fans or likes.
• One of the main pillars of traditional advertising is that funny commercials work. And
this is also the case on social media. „Joke of the day‟ is one of the most popular topics
on Facebook pages. Jokes or funny one-liners are easily re-tweeted on Twitter. Also on
YouTube we found that movies commented as being funny were often given a higher
YouTube rating.
Find out some more marketing
tricks on the next slides
Don‟t forget about branded utility 1 Free always works
Giving away free things is used as a powerful
mechanism to increase the number of fans
or likes !
Do not only think about free products or
services, but also of free content or
experiences!
“Join us for a FREE concert at the Capital One
JamFest as part of The Big Dance Concert Series -
Sunday April 3 from 3:00 to 10:00 p.m. at Discovery
Green, downtown. At 8:45, the headliner Kenny
Chesney will be taking the stage. Plus, be one of the
first 5,000 to show us your Capital One card (debit
or credit) and receive a commemorative NCAA®
Men‟s Final Four gift.” (Capital One
sponsored/organized the Capital One JamFest in
Houston. No less than 5000 of its customers could
win a special gift.)
Generates traffic to your other digital touchpoints 2 Evoking curiosity
The classic communication models preach
that it is important to draw the attention of
your target group before spreading the
message. This is also true on social media.
Brands typically first spread a rumour about
something which will help them to get
attention for the actual content.
“Have a PlayBook? We‟ve got big news!!
An update to the BlackBerry PlayBook
Tablet OS is coming THIS WEEK! Think
video chat app, BBM, one-click calls and
more! Read all about it here! (BlackBerry
evoking curiosity and linking fans to their
official blog)
3 Gamification
“Check the wrapper of your favourite
Crunch bar to receive a promotional code
for the Nestle Gold Rush Game and enter
by clicking on the 'Nestle Gold Rush
Promotion' tab on the left. You can also visit
apps.facebook.com/nestlegoldrush to enter.
Good luck!”
Reckitt Benckiser is very active on their Facebook page and
regularly offers fans games to enjoy, in the process
engaging their fans and probably creating new ones. One of
these games is called Urban Thrill and invites fans to
perform all sorts of stunts and climb heights.
“Perform stunts, climb new heights, feel the pace! We have
launched our new free-running game - UrbAN THRILL! Play now
and enter into the prize draw to win a flight for 2 to destination of
your choice worth up to £2,000. Spread the word and share this
game with all your friends”.
The power is in the mix of media
• Social media are a natural place to talk about anything related to the
digital environment. So, digital initiatives from brands will be picked up
easily online.
• When you spread something online, make sure that you also follow the
rules of social media: tweets that contain a hash tag are more likely to
be spread.
• Don‟t think too much in silos. Go for integration of social media types,
not separation. Don‟t forget about the offline too.
Go for integration between online and offline touchpoints 1 Integration, not separation
“”Fly away with Air France” is your new
monthly travel magazine on this page! The
destination in the spotlight this month,
Lima, features cultural events not to be
missed, practical information and travel
tips to make travelling easier. Click on the
link to discover the very first issue!”
Providing information on different offline and
online platforms to patients and their families
is key in the health sector. Integration, not
separation of offline and online media is
needed.
We observed a lot of cross referencing
between different types of media. In the
case of YouTube movies, the comments on
the best movies (rating) often contain
references to television, radio and the
company„s website. Also people mentioned
more frequently that they had engaged in
offline word-of-mouth, suggesting that if you
integrate offline & online social media, you
are more effective.
Not a good strategy if you want to reach engagement 2 Social media, the new website?
“Question to you, Visa, do you have a credit
card that works both in Europe and the
USA?”
“I just moved to a new address. Should I use
my new address or the old address where I
lived for five years?”
“I have a question for you, Emirates Airlines.
Do you have plans for Boeings 747-800
Intercontinental? Please reply.”
Some consumers use social media as a
replacement of the company websites.
Tactical questions do not lead to
engagement.
Keep your website as the main source for
practical information about your product &
service.
No difference between online and offline movies 3 Hitting the sweet spot
“Hi Lisa, the episode where Louis makes
us believe he can‟t read, can only be
heard on the radio. As from today, these
radio spots are on air! Enjoy the radio
spot!” (Comment on a YouTube movie
from Jetair)
For the branded YouTube movies, we looked
at the correlation between the topics that
were raised in the comments and the
ranking of the movies (1-5 scale). The
results revealed that movies with a higher
rating were typically judged as
„original‟, „nice‟, „warm‟ and „not
boring‟. People also made the link more
frequently with their personal situation:
they mentioned recognizing certain aspects
in the movie or even referred to their
personal memories and childhood. The
elements found are also the crucial
characteristics in offline advertising.
Consumers want to collaborate with
brands
• Ask consumers for feedback on your products & communication
• Co-create new products or campaigns with your fans
• Invite them to think along with your brand
• ...it will lead to a lot of activation on your digital platforms!
How can consumers be involved in <…> 1 When consumers take over
Getting feedback on
your social media
strategy
Consumer help in
aftersales support
Consumer advice in
sales
Sometimes collaboration is
the only option
Deutsche Bank now presents its Social
Media activities on a new website: “Follow
our current tweets, read our Facebook
news, watch our latest video on YouTube
or our photos on Flickr. Enjoy yourself and
give us your feedback!”
Can someone tell me if the DV6-
3127 is a good choice? Thanks!”
(Comment on the Facebook page
of HP Play)
45% of Facebook brand pages are
owned by consumers, e.g. the „Bright
Ideas‟ page of the Facebook group of
KLM, where people can brainstorm
about all sorts of relevant topics for
KLM.
“I just activated my new World
Mastercard, what exactly is a
World Mastercard? The
website does not provide
much info. Can someone give
me a summary?”
Consumers love to know the people behind the brand 2 Treat them as colleagues
“Behind the scene” gives consumers
and fans a nice peak into the daily
business of travel companies and
their employees. Air France
uploaded a series of behind-the-
scene videos about what they do.
“Behind the scene” give
consumers and fans a nice peak
into the daily business of a
company and its employees.
“A new episode of your
series „Behind the scene‟, at
Air France this time, we're
heading to Lomé in Africa!
Flight AF861 by A340 to
Paris-CDG takes off at 22:00
local time...follow Manal, our
station manager in the
Togolese capital. What are
her responsibilities before the
flight's departure? She
reveals all…”
Don‟t forget about the small things in live 3 Be one of them
Brands need to be a friend to
consumers. They need to act as a
person, paying attention also to the
small things in daily life. It is a crucial
element to stress that you consider
your consumer as an equal.
American Express is often referring to small events in peoples‟
lives. It leads to a lot of likes and comments on their pages.
It is not about your brand
• It is crucial to understand the (digital) lifestyle of your fans. A customized
approach is so much more powerful!
• Don‟t forget about the social graph
Think broad! 1 It is about your customer
The most popular branded YouTube
videos are by airplane enthusiasts
filming planes taking off and landing
at airports, others filming themselves
and their on-board experiences. Such
videos can receive thousands and
thousands of views.
You should think broader than just your
brand and product. Especially on
Facebook fan pages or on YouTube,
people like to talk about what they are
interested in in general. On many
pages, music and sports are very
popular themes. Especially for brand in
a low involvement product strategy, this
seems to be the way to go.
Understanding the digital lifestyle of
your target is key!
In the financial
industry, we found
some positive buzz
on a marathon that
was organized and
sponsored by ING
Bank. On many
pages, music and
sports are also very
popular themes.
The rules of engagement
• Content management is key for consumer engagement
• Don‟t forget about your offline touchpoints. They will determine the
buzz online
• The basic marketing tricks still work
• The power is in the mix of the media
• Consumers want to collaborate with brands
• Understand the (digital) lifestyle & interests of your target group
Thank you!
@InSites
http://www.facebook.com/insitesconsulting
http://www.slideshare.net/InSitesConsulting
Annelies Verhaeghe
@annaliezze
http://be.linkedin.com/in/anneliesverhaeghe
+32 9 269 1406
Martijn Huisman
+31 10 742 10 34
Research team
http://be.linkedin.com/in/martijnhuisman86
Want to know more about
research within the
services sector?
+44 20 7870 2547
Christophe Vergult Business Director Telco & Services