Weitere ähnliche Inhalte Ähnlich wie Facebook: Dealing with the good, the bad and the ugly - iStrategy Oct 2013 (20) Kürzlich hochgeladen (20) Facebook: Dealing with the good, the bad and the ugly - iStrategy Oct 20131. Facebook /The Good, The Bad & The Ugly
October 2013
Brandwatch | contact@brandwatch.com | Tel: +44 (0)1273 234 290 | @Brandwatch
7. DRINKS BRANDS /Twitter followers
2.2m followers
34k followers
0 followers
7.6k followers
© 2013 Brandwatch | www.brandwatch.com
7
8. DRINKS BRANDS /Twitter followers
2.2m followers
34k followers
0 followers
7.6k followers
© 2013 Brandwatch | www.brandwatch.com
8
12. BEER BRANDS /Monthly likes
13%
Carlsberg
10%
Carling
20%
Tiger
LIKES >
Budweiser
80%
TIME (MONTH)
© 2013 Brandwatch | www.brandwatch.com
12
13. BEER BRANDS /Monthly likes
45%
41%
40%
38%
34%
35%
33%
30%
Budweiser
25%
Carlsberg
20%
15%
Carling
14%
14%
15%
Tiger
10%
10%
5%
0%
July
© 2013 Brandwatch | www.brandwatch.com
August
13
15. BUDWEISER /Likes & market share
12%
18000
16000
10%
14000
8%
12000
10000
% Share
6%
8000
4%
Likes
6000
4000
2%
2000
0%
© 2013 Brandwatch | www.brandwatch.com
TIME (MONTH)
0
15
16. HELLO /Still with me?
• 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
© 2013 Brandwatch | www.brandwatch.com
16
36. HI THERE /Please don’t leave …
•
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
© 2013 Brandwatch | www.brandwatch.com
36
40. 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?
42. Diving deeper /Answering the big questions
• 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
© 2013 Brandwatch | www.brandwatch.com
42
47. Who’s driving activity?
• 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
© 2013 Brandwatch | www.brandwatch.com
47
51. What are people talking about?
© 2013 Brandwatch | www.brandwatch.com
51
54. Facebook pages have empowered consumers:
•
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.
© 2013 Brandwatch | www.brandwatch.com
54
56. Good news!
•
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.
© 2012 Brandwatch | www.brandwatch.com
56
57. First things first: Don’t hide
• Doing nothing is the worst thing you can do
• Consumers want acknowledgment
• The community is always watching
© 2013 Brandwatch | www.brandwatch.com
57
58. Accept they have chosen this Channel:
• 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.
© 2013 Brandwatch | www.brandwatch.com
58
59. Q3 – WHO IS THE CHIEFT OF CUSTOMER SERVICE AT EE?
Move quickly:
•
Consumers communicate via Facebook because they want fast
service and a speedy resolution.
•
They want to apply some very public pressure.
© 2013 Brandwatch | www.brandwatch.com
59
60. Accept responsibility and listen:
Like all good customer service it is about addressing needs. If there
has been a problem, it's important that the brand take responsibility.
© 2012 Brandwatch | www.brandwatch.com
60
61. Be personable and don’t take it personally:
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.
© 2013 Brandwatch | www.brandwatch.com
61
62. Anticipate problems and plan ahead:
•
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.
© 2013 Brandwatch | www.brandwatch.com
62
63. In conclusion:
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.
© 2013 Brandwatch | www.brandwatch.com
63
64. You will be rewarded:
© 2013 Brandwatch | www.brandwatch.com
64
66. Summary /Let measurement lead strategy
• Don’t just look at likes
• Take the time to get to know your community
• Be nice!
© 2013 Brandwatch | www.brandwatch.com
66
Hinweis der Redaktion We also pride ourselves on our customer service…leads on to verbatim slide. http://www.wired.com/insights/2013/06/7-habits-of-highly-effective-social-leaders/Those ideas are: collaboration, customer focussed design, creating a virtuous circle of product, being human (a human voice), measure it, start small, build incrementally, iterate. Brand messaging aligning with customer perception; complementing traditional research methods.