Brandwatch Masterclass - Monitoring Beyond 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

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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!


8

TIPS TO EXECUTE


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

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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

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Social listening informs on the products and featuresthat 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.


PoorSpelling/GrammarToo '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!


THANK YOU

Date post:	15-Jul-2015
Category:	Social Media
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Brandwatch Masterclass - Monitoring Beyond Owned Platforms

Social Media