7. Consumer is King
Then Now
Customer issue Forum post
Grumble at friends Twitter
and family campaign
Corporate
Complaint
‘anti-site’
Local paper /
Mobilise
consumer
watchdog consumer group
8. High Media Usage
• @names of 740 UK journalists actively using Twitter in their day to day job
• Valuable source for the UK media
– Breaking news – Quantas A380
– Ongoing situations – Japan
– Barometer of opinion – XFactor outrage
– Individual stories – @ChalieSheen
– Brands and companies – Rentokil
– Consumer service channels - @Gatwick_Airport
http://stedavies.com/2010/11/740-uk-journalists-using-twitter
9. We provide listening services
Analysed alongside
agreed internal
Client Corporate
priorities and
Specific brand teams
accurate sentiment
- by team
10. Important for issues management
• Provides an early warning system
• Act as a real time barometer of feeling – Nestle / BP
• Allows for control of response – minimising third party translation
• Ability for rapid response – diffusing potential issues early
• Portray transparency – seen to be dong the right thing
• Option to personalise the response – from individuals, not corporation
11. Proactive Side
Engaging Building Stronger
Consumers Relationships
14. Case study
Let’s get physical!
National news appeal
150+ women recruited in under a week
via Twitter and Facebook
Sign up to be part of the world’s largest
fitball work out
ROI
7,000,000 OTS
Offline event held in Trafalgar Square
15. Inspiring advocates
ROI
223 women - all
reviewed and interview
shortlist drawn up
Putting faces to the different choices
women have around maternity services Short films made of four
Partnership with Mumsnet
Hosted webchat with Maternity Tsar
Email newsletter sent to 75,000
subscribers and forum call to action
