Masterclass: The Value of Monitoring Beyond Your Owned Platforms

Brandwatch Masterclass
The Value of Monitoring Beyond
Your Owned Platforms
April 10, 2015

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 2
@ShannonTruax: Head of Social, iCrossing
I believe…
• A social practice is a customer
practice, focused on people-centric
marketing
• Social is everywhere, in real-time, all
the time
• Advocacy is key, and it’s created
through fantastic content and social
listening & response

Agenda
The Opportunity
Conversations in Action
The Implementation

1. The Opportunity
4
THE OPPORTUNITY

Size and Scale of Social
This represents 68.5% of internet users
and 54.4% of the country’s population.
4.5% increase in
social network users
this year
The number of people in the U.S. who actively participate in social networks will hit
173.2 million people this year.
Talk to me!
@shannontruax #BrandwatchTips
Because engagement is the #1 reason people participate in social media,
brands can build relationships through conversation.

The Immediacy to Talk to Brands Publicly
Social is now the top Internet activity…
And more than 60% of time spent in social occurs on smartphones and tablets.
Experiences
Mobile gives people the ability to react
to both positive and negative
experiences in real-time
Public
Messaging
These reactions manifest themselves
in public-facing social posts and
tweets for all to see
Talk to me!

Top Five Reasons to Monitor Outside Owned Platforms
① Tap brand champions to grow advocacy
② Influence sales through education and 1:1 interaction
③ Engage with customers post-sale to deepen relationships
④ Flip negative sentiment to positive
⑤ Recommend content, based on conversation analysis
Talk to me!

Tap Brand Champions to Encourage Advocacy
Take the time to learn about your fan, and
personalize your response. Because they’re already
an advocate, it’s worth giving them a little extra TLC.
Talk to me!

Be first, and be thoughtful. Beat the competition to the
conversation, and ask the consumer what they want.
Suggest thoughtful products, and provide meaningful links to
educate and encourage exploration.
Influence Sales Through Education
Talk to me!

New owners are advocates, so don’t stop at the sale.
Continue the conversation by asking for photos and using
brand-owner hashtags to boost conversation volume
and grow positive sentiment.
Engage with Customers Post-Sale
Talk to me!

Not all consumers will @mention a brand for help; although,
they might express negative sentiment in their networks.
Find these conversations and ask how you can
help to turn the negative mention to a positive.
Flip Negative Sentiment to Positive
Talk to me!

Social listening informs on the products and features
that consumers love, and not love – ours and our competitors.
This allows us to deliver the experiences our
customers want.
Recommend Future Content
Talk to me!

14
That all sounds great, but is it
easy to implement?

Best Practices
• Establish Voice and Tone Guidelines
• Define a Workflow with clear Roles & Responsibilities
• Employ Etiquette and Governance
• Gain approvals in advance
Talk to me!

Establish Voice and Tone Guidelines
We are
• Identify who you
are as a brand:
• Human?
• Informal?
• Friendly?
• Premium?
• Innovators?
We speak with
• Define how you
speak:
• A Supportive
ear?
• Genuine
openness?
• Contagious
enthusiasm?
• Straightforward
helpfulness?
We are not
• Determine what
you are not:
• Unresponsive?
• Condescending?
• Arrogant?
• Complicated?

Define a Work Flow, Roles, and Responsibilities
Brandwatch
Triage
Customer Service
(Customer Service
Team)
Pre-Sale
Product Info
(Brand
Ambassador)
Post Sale
Setup/Info
(Brand
Ambassador)
Hot Topics
(Community
Manager)
1. Conversations are monitored in Brandwatch.
2. Actionable conversations are triaged, assigning tickets to the appropriate team.
3. Teams work to resolve the inquiry, or reassign, if unable to respond.
4. Responding team resolves, and then closes the ticket once a resolution is reached.
5. All conversation & ticket open/close rates are included in the Monthly Report.

Poor
Spelling/Grammar
Too 'Salesy'
Posts Too Often
Trying To Be Funny
“Brand behavior that annoys
most people is bad grammar
and spelling.”
– Research study by Disruptive Communications.
Employ Etiquette and Governance
And, define your governance:
• Hashtags to leverage
• How to address taboo topics
• Acceptable sites to reference
Talk to me!

Gain Approvals in Advance
Create a Common Response Guide to streamline listening efforts and
maximize conversation volume
Look at each conversation through these lenses:
• Who is the author? An enthusiast, influencer, potential/current customer?
• What is the nature of the conversation? Speculation, a question, competitor
comparison, praise or doubt?
• What action will you take? A simple favorite or retweet, a reply, or nothing at all?
• What will we say; and, how will we say it? Common responses are written in a
particular tone, leveraging hashtags and links.
Talk to me!

Takeaways
• A social practice is a customer practice.
• Mobile allows for immediacy, and customers are talking.
• Brand champions will grow brand advocacy.
• Engagement is important in influencing sales, but it must
continue after the purchase has taken place.
• While approvals can be a challenge, front loaded work (i.e.
establishing an agreed upon voice & tone, common response
guide) will allow for faster, more efficient ways to engage.
Talk to me!

Masterclass: The Value of Monitoring Beyond Your Owned Platforms

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Masterclass: The Value of Monitoring Beyond Your Owned Platforms