Social Media Research for the Finance Sector. Part I: Using web listening and online communities to enhance social media research strategy

Transcription

1 Social Media Research for the Finance Sector Part I: Using web listening and online communities to enhance social media research strategy

2 Your speakers this afternoon Michalis A. Michael Managing Director Nick Ailawadi Digital Research Director

3 Social Media has changed the world! Its impact is comparable to that of the industrial revolution in the 19th century! Past Era of Mass Media Present/Future Era of Personal and Participation Media (e.g. Facebook) Era of Brand/ Broadcaster Control Era of Consumer Control Frequency / Intrusion Interaction / Engagement/Dialogue

4 Does this affect my brand? 1% 9% 90%

5 Social Media Research Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue, which allows the creation and exchange of user-generated content. Social Media Research is by extension research that has Social Media as the main source... whether it be data, one-off respondents, members of online communities.

6 What is the role of SMR? Explore Measure

7 SMR at a glance Websites Facebook, Twitter Web Listening Blogs Social Media Research Quant 1,000 s Online Communities Qual 100 s

8 Social Media Research has Web Listening in its centre integrated and enhanced with other online research! Online Chat Groups/ Think Tanks Online Communities for Quantitative Surveys Bulletin Boards/Forums Web Listening Video Clip Evaluation Online Stimuli Evaluation Video/photo Diaries Listen ~ Analyse ~ Understand ~ Engage

9 A New Force for Business Insights Online Think-Tanks (Qualitative) Online Chat Groups Forums/Bulletin Boards Video/Photo Diaries Online Stimuli Evaluation Video Clip Evaluation Members in a Community, your extended marketing team for Co-creation.

10 Online Chat Groups (Optional) Participants (8) This month I have had of charges, which has taken me over my Reserve, resulting in excess fees for next month Works as expected, clear statements, easy to pay, useful online facilities, easy to raise credit limit (and only done on request. Tried to change address of account - now locked out and staff not allowed to discuss with me over the phone. Nearest branch is many miles away and this has been ongoin for over a month good customer service, clear information, and a good online interface Like the service but don't like speaking to india if I have a query Poor value for money Nothing "wow" about the service, but its a reasonable card and their antifraud approach is better than other cards I have [Wed 28 Apr :09:04 AM EDT] P it was in a business meeting, just thought he could qualify and talked about them. [Wed 28 Apr :09:07 AM EDT] C when I was their client [Wed 28 Apr :09:33 AM EDT] A: It happened in one of our bank visits at the London Branch The moderator can be seen and heard The participants type their answers The questions will also be shown visually

11 Web Listening supports multiple departments Marketing Online Communities thus investment may be shared across multiple budgets! Operations Operational Improvements Web Listening Online Reputation Management PR Product Innovation R&D

12 Successful brands will deliver an appropriate mix of push and pull marketing PUSH (& PULL) e.g. brand website, brand social network page, packaging, experiential PUSH Owned Media PULL Bought Media e.g. PR Earned Media e.g. ATL: TV, press, radio, online, sponsorships Digital Culture e.g. online conversations / blogs, consumer driven brand advocacy, consumer driven buzz/viral

13 Effective cross-channel integration of owned, bought and earned drove campaign cut-through OWNED BOUGHT EARNED Packaging Goo Game TVC KBB TVC KBB OOH (std + Digital) Print SEM - SEO Mobile Portal Banners erm - SMS Blogger Outreach Social Influencer Marketing CremeEgg.mobi.Mobi Site RM Acq. Bebo.com/cremeegg Bebo Bebo.com Site Gooology Goo Games Comps Kate Modern CremeEgg.com Website Bebo Widget SEM - PPC Online Advertising - Portal Takeovers - MSN text links - Yahoo content sponsorships - Pre-roll video - SNS online ads erm - Mktg

14 Effective cross-channel integration of owned, bought and earned drove campaign cut-through OWNED BOUGHT EARNED Packaging Mobile Portal Banners erm - SMS Blogger Outreach Social Influencer Marketing Goo Game TVC KBB TVC Bebo.com/cremeegg KBB OOH But did it work?? Print (std + Digital) CremeEgg.mobi RM Acq. Gooology Goo Games Comps Kate Modern CremeEgg.com Won Grand Prix at the AOL/Media Week Online Planning Awards.Mobi Site Website Delivered 82 million ad impressions reaching 18.5 million unique users Bebo Bebo.com Site Bebo Widget SEM - SEO SEM - PPC Online Advertising Delivered 740,000 clicks (average CTR of 0.99% (FMCG average is 0.53%) Overall campaign recognition was 54% among adults The online element was recognised by 11% of adults and 24% of 16 to 24s - 328k channel views and 20k friends - Portal Takeovers - MSN text links - Yahoo content sponsorships - Pre-roll video - SNS online ads erm - Mktg

15 Crawl before you Fly Web listening

16 Monthly Syndicated Report Content - Sources Partial List of Banking Relevant Sources Included

17 Monthly Syndicated Report Content - Attributes Partial List of Attributes Reported by Sentiment within Brand Customer Care Bank Employees Online Banking Bank Mention Overdraft Balance Branches Credit Card Overall Debit Card Overall Fees and Charges Debit Card Loans Mobile Banking Credit Card Savings Account Check cash-in Mortgage Insurance Overall Refund Account Access Insurance Bank Statement Banking General Interest Interest Rate Telebanking Credit Card Cancellation Bank Access Bank Branches Telemarketing Account Closure Customer Care Overdraft Charge Credit Card Credit History Direct Deposits Account freezing Debit Card General Insurance Premium Investment Products Overall Bonds Online Banking We take an open ended bottom up approach, we report only what is important! Then we drill-down and find out the details.

18 Monthly Syndicated Report Content Attribute Mortgage: Sub-Attributes Partial List of Mortgage Attributes and Number of Negative Posts Feature Count Mortgage 4767 Mortgage Foreclosure 3566 Mortgage Loss Mitigation 320 Mortgage MBS 299 Mortgage Refinance Option 255 Mortgage CRA 168 Mortgage Charge off 152 Mortgage Brokerage 140 Mortgage ARM 136 Mortgage Line of Credit 135 Mortgage Lien 128 Mortgage FHA 116 Mortgage FICO Score 111 Mortgage Escrow 105 Mortgage First Mortgage 93 Feature Count Mortgage Lender 85 Mortgage Deed in Lieu 72 Mortgage Insurance 65 Mortgage PMI 61 Mortgage Amortization 59 Mortgage Chapter 7 46 Mortgage Underwriting 42 Mortgage Market Value 39 Mortgage Chapter Mortgage Mortgagee 35 Mortgage LTV 32 Mortgage Broker 30 Mortgage Appraiser 28 Mortgage Forbearance 28 Mortgage Grantor 28 Feature Count Mortgage Fair Credit Reporting Act 26 Mortgage Mitigation 21 Mortgage Application 19 Mortgage Downpayment 18 Mortgage Balloon Payment 17 Mortgage ECOA 16 Mortgage Fair Housing Act 15 Mortgage Fixed Rate Mortgage 15 Mortgage GSE 15 Mortgage Flood Insurance 14 Mortgage Homeowner's Insurance 14 Mortgage HECM 13 Mortgage Appraisal Fee 12 Mortgage Secured Loan 11 Mortgage Fair Market Value 11

19 Monthly Syndicated Report Content Share of Voice Top 10 Brands 1. Aggregated P1M 2. Aggregated P3M 3. Aggregated P6M 4. Monthly trends (for the past 12 months) 5. Quarterly trends (for the past 2 years) 6. Yearly trends (as many years available) Top 10 Attributes by number of mentions 7. Aggregated P1M 8. Aggregated P3M 9. Aggregated P6M 10. Monthly trends (for the past 12 months) 11. Quarterly trends (for the past 2 years) 12. Yearly trends (as many years available)

20 Monthly Syndicated Report Content (cont.) Negative and Positive Share of Voice Brands 13. Aggregated P1M 14. Aggregated P3M 15. Aggregated P6M 16. Monthly trends (for the past 12 months) 17. Quarterly trends (for the past 2 years) 18. Yearly trends (as many years available) Net Sentiment Score (NSS) Aggregated P3M 19. For Brands 20. For Attributes 21. Matrix: NSS over Frequency of mention for Brands 22. Matrix: NSS over Frequency of mention for Attributes Drill downs drill downs (level 1-4) Benchmarking 43. Sentiment Benchmarking for client 44. Priority Matrix for client

21 Example: Negative and Positive Share of Voice (SoV) by Bank Negative Share of Voice Positive Share of Voice 0% 5% 10% 15% 20% 25% 0% 10% 20% 30% 40% 50% RBS 22% RBS 42% ING 22% Lloyds 23% HSBC 20% HSBC 15% Lloyds 18% Barclays 6% Barclays 8% ING 6% Natwest 4% Natwest 3% Halifax 3% Halifax 2% Santander 1% Santander 1% RBS gets the biggest positive SoV, but also gets a much higher negative SoV!! In contrast, ING has 22% positive SoV and just 6% negative SoV!!

22 Example: Net Sentiment Score (NSS) by Bank Net Sentiment Score TM = (Positive Negative Mentions) / Total Mentions 80% 70% 71% 60% 50% 40% 36% 37% 37% 41% 30% 27% 20% 13% 10% -8% 0% -10% RBS Lloyds Santander Natwest Barclays HSBC Halifax ING Find out why ING is ranked 1st.

23 Net Sentiment Score The Listening Matrix for Brands & Attributes: Net Sentiment Score over Frequency of mention 80% 70% 60% 50% Low Number of Posts High NSR Mortgage Insurance Online Banking Bank Employees High Number of Posts High NSR 40% Customer Care 30% Loan 20% 10% Interest Rate Credit Card 0% Fees and Charges % Low Number of Posts Low NSR Number of Posts High Number of Posts Low NSR

24 For your company do you have the answers to these questions:? How does Social Media Research fit into the wider picture?? What makes Social Media Research different from other market research disciplines?? Where to start with Social Media Research?? How can Social Media Research be used to amplify existing plans?? How do my marketing objectives impact my choice of sample source and data collection method?

25 Q&A

26 Contact: Michalis A. Michael Nick Ailawadi 9 Coldbath Square :: London :: EC1R 5HL :: UK Mob +44 (0) Stay connected: