A topline look at Argos' social CRM activity with a specific look at a pricing error that spread fast on social media and caused a backlash for the retailer.

1. Argos – A Topline Social CRM Audit
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2. Argos
Social Media Monitoring
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3. Argos – Social Media Mentions
A search for social media
mentions of Argos over 2
weeks
13/1/12 – 26/1/12
20,496 total
mentions
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Twitter 13260
Forums 3901
Facebook 1204
Blogs 1105
Comments 492
Videos 191
News 186
• 85% of all mentions of
Argos are on Twitter
• Twitter & Forums account
for 84% of all mentions

4. Argos – Monitoring Twitter for opportunities
• Argos monitor Twitter for more than
just their brand terms
• They monitor for general mentions of
products in their sale, then reach out
and engage with a Twitter user if they
show purchase intent
• They could also be following users
they have identified as influencers and
are monitoring for opportunities to
inform of their offers.
• Argos have a wide range of products
and as such there are thousands of
opportunities to engage
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5. @ArgosHelpers Response rate
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• @ArgosHelpers is the customer service Twitter account for Argos
• The trend lines show @ArgosHelpers’ response rate to @messages
over time and show a very responsive account
• Instances where the messages to ArgosHelpers exceed that of the
responses are the result of retweets of an original message to
@Argoshelpers
Tweets sent to
@ArgosHelpers
Tweets sent from
@ArgosHelpers

6. Argos Facebook Customer Service
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• Argos receive a lot of
customer queries and
complaints on their Facebook
wall.
• Customers are generally
responded to quickly and
Argos does a good job of
resolving issues in a
professional, sympathetic
and efficient manner
• They don’t delete posts and
as such there is quite a lot of
negative comments, however
Argos are able to keep their
replies constructive and well-
judged.

7. Argos
Pricing Error
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8. Argos Pricing Error
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• On Saturday 21/1/12
Argos incorrectly
displayed the price
of a Nokia Lumia
handset at almost ¾
its price for several
hours

9. Argos Pricing Error
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3,172 mentions
News of the too-
good-to-be-true
deal spread fast,
and led to social
media mentions of
Argos being over
three times higher
than on an average
day
The error was picked up on
by @HotDealsUK and other
popular Twitter accounts
and rapidly spread through
Twitter

10. Argos Pricing Error
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• When directly asked about the deal, @ArgosHelpers tweeted that
‘having looked into’ it, it appeared to be correct.
• There was a clear breakdown in communication between Argos’
different online departments

11. Argos Pricing Error
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• After several hours Argos noticed and fixed the error, but didn’t
acknowledge or apologise for it on their Facebook or Twitter pages
other than in @message responses to users

12. How Testify can help
Case Study: Sagepay
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13. Case Study: Sagepay Social CRM
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14. Case Study: Sagepay CRM Staff Performance
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15. Case Study: Sagepay CRM Staff Performance
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16. About Testify
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17. We are Testify – THE Social CRM Agency
WHO AREWE?
We are a Social CRM agency focused on
driving awareness, advocacy and
conversion through influence and
engagement. ABOUT OUR FOUNDERS:
• Mark Joseph and John Barton
• Founders of Steak Social and Steak Affilliate
departments
• Campaign Award Winners: Social Media Innovation/
Digital Strategy 2010/2011 – Media Week 30 Under 30
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18. Brands working with Testify…
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19. THANKYOU
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Telephone: +44 (0)844 991 7719
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