Loyalty. Social. Listening

Transcription

1 Loyalty Social Listening

2 Listen Understand Engage We integrate Social Listening data with existing research and other data to help our clients drive brand preference and customer loyalty Loyalty Social Listening RATIONALISING SOCIAL MEDIA CONTENT As the growth phenomenon in consumer online social networking continues apace the challenge for marketers, CRM, customer experience and insight managers remains translating large volumes of differing data types into knowledge and actionable insight. The maturing Smartphone market attests to the continued propagation of sources of customer feedback meaning that the voice of your customer is omnipresent and captured in diverse form. At Ipsos Loyalty our Social Listening tool together with our research expertise enables us to manage this data processing and analytics effectively and consistently extract and provide the actionable insights you need to drive your business. WHAT IS SOCIAL LISTENING? Social Listening is an unfiltered view of how people talk, share, promote and represent your brand online, which is the first step in understanding consumers and establishing how to communicate with them. Listen Understand Engage The digital voice of customers, prospects and key influencers What your existing and potential customers are saying about you The customers, prospects and influencers creating positive and negative sentiment around your brand, products and services What your customers really think about you The key topics and issues for your customers as they develop providing opportunities for early intervention The key sites to target for customer communications IPSOS LOYALTY SOCIAL LISTENING 2

3 Why Social Listening is Essential We know from our Digital R&D 1 that consumers now value online recommendations from other consumers as much as advice from online experts. And, both of these groups are considered more influential on brand attitudes and future decisions than communications from companies or opinion leaders. The particularity of online recommendations are that they reach far more people on average than traditional recommendations to friends and family and while positive word-of-mouth (WOM) is more frequent, negative WOM has a longer lasting effect and more impact. The proliferation of user-generated comment about brands signifies the seismic shift in the control of brand image away from owners There are now a multitude of trusted originators of information and opinions and there is a huge challenge, not only to engage with these, but even to follow what is being said It is now vital that marketers and insight managers are kept abreast of online conversation regarding their brand and the experience of their customers. THE BOTTOM LINE Conversations are happening with or without you A single comment, blog post or product review becomes a permanent record online Not knowing what is out there can lead to misinformation and rumours becoming perceived truths Listening is an easy yet robust way to know what is being said about your brand capturing salient Voice of the Customer 1 Ipsos Loyalty Digital R&D France 2010 IPSOS LOYALTY SOCIAL LISTENING 3

4 Our Tool & Approach We know from our research with senior corporate communications professionals in European organisations 2 that whilst almost three quarters report that their organisations may review what is being said about them on social media on a daily basis, one third concedes that this review is either not well integrated or not at all integrated into their reputation management process. At the same time, two thirds have changed their communications or strategy as a direct result of discussions taking place on social media platforms. Ipsos Loyalty has the deep understanding of our clients and the research expertise to put social media insight into context. We work with you through all stages of the research and integration process, from developing research programmes that suit your organisation through to advice and support on what to do to effectively implement the findings. Social Media monitoring Crawls the web for relevant mentions We can select a relevant universe of sites that are likely to have greater influence We can ensure we are extracting the most relevant material Dashboard presentation Quantitative analysis We utilise text mining & analytics as an efficient data integration tool We can quantify and track issues over time We can explore patterns in the data to uncover valuable insights Qualitative analysis Qualitative exploration to draw out Hot Topics Segment audience Extract competitor intelligence We use the best social media monitoring tool Our Social Listeners refine the tool for their projects, make it smarter. Ipsos Loyalty Researchers utilise brand and sector expertise to provide valuable actionable insights. Techies & machines can t understand the content. We can! Social listening is another layer or measure WOM content can be tested and validated using established research techniques. THIS GIVES OUR CLIENTS A MUCH BROADER PICTURE AROUND THE PERCEPTIONS OF THEIR BRAND AND THE EXPERIENCE OF THEIR CUSTOMERS 2 Ipsos MORI, Reputation Council Members, Winter 2010 IPSOS LOYALTY SOCIAL LISTENING 4

5 An Integrated Analysis Framework We at Ipsos Loyalty are leading the industry in terms of our integrated approach to Social Media Research. We integrate Social Listening data with Customer Satisfaction and Loyalty programmes providing integrated analysis for our clients. Categorisation models built on our survey data are applied to data captured via Social Listening. We utilise our text analytics tools and research expertise to align the datasets and provide unparalleled insight to our clients. Integrated Analysis Framework CSM only topics Common topics Web topics only KEY BENEFITS Compare topics in customer study and web data - assess resonance and need for issue reprioritisation Tracking mentions about new client initiatives such as launch of new rewards scheme, product, Loyalty initiative etc. Illuminate key hot topics in customer study more insights Identify new trends, early failures (design faults) etc Use the chatter from the web to identify emerging topics and provide an early warning alert system e.g. design faults for cars Identify what might be missing in current surveys (e.g. unknown customer journey step) Competitor analysis and competitive intelligence Identify drivers / barriers to recommendation IPSOS LOYALTY SOCIAL LISTENING 5

6 Our Offer On Demand An ad hoc or periodic full audit of your social media presence including multiple brands / queries Contextual listening includes competitor comparisons, data categorising and tagging Quant and qual analysis options Data integration possible with Customer Satisfaction or Loyalty survey e.g. post-survey to dig into unexpected findings You get a full in-depth report with actionable recommendations Guide pricing 10-25k per audit (cost will vary according to the time period/quantity of analysis.) Discount of 20% on second and subsequent audits where the search criteria remain identical Tracking Ongoing Listening with client Dashboard Access Hot Alerts in real time to enable immediate engagement Periodic insight reports with actionable recommendations Quant and qual analysis options Data integration possible with ongoing Customer Satisfaction or Loyalty survey e.g. crossfertilisation of learnings and analysis framework with ongoing tracking studies You get ongoing tailored client Dashboard Access, ongoing Alerts and support as well as quarterly insight reports Guide pricing 34k pa IPSOS LOYALTY SOCIAL LISTENING 6

7 Case Studies We recently used Social Listening to enrich quantitative research conducted for a leading UK financial services provider. Their main touchpoint survey was conducted among customers who have recently transacted with the organisation, and we used Social Listening as a complement to the information captured using a conventional telephone interview. By doing this, we were able shed light on one of the reasons behind a downward movement in the provider s NPS score, which was not picked up within the main survey. We found that a change in product range had led to an increase in detraction online. Social Listening captured this invaluable insight and gave us a more balanced assessment of consumer sentiment. Discovery stage Social Listening was carried out for an international bank at the beginning of a Customer Experience research programme. With particular focus on service issues, Social Listening highlighted that problems relating to process and operation were negatively impacting on overall perceptions of customer service. Text analytics and qualitative analysis emphasised these issues further and gave early indication of potential loyalty drivers. By identifying common customer concerns, we were able to obtain an overall assessment of consumer perceptions. Used as a starting point, it shaped the direction of the Customer Experience research programme. A leading international airline integrated Social Listening with a Loyalty tracker survey in order to apply different data sources and gain a more holistic view of what affects brand choice and preference. Integrating Social Listening insights allowed the airline to further understand key pain points and delight factors. Qualitative analysis was undertaken to get under the skin of key issues and provide actionable insights. Text analytics identified which customer issues had the highest level of resonance on the web, and also highlighted topics that were not currently measured in the Loyalty tracker. IPSOS LOYALTY SOCIAL LISTENING 7

8 For more information please Sebastian Mitchinson or call