iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions

Qantas

Aircraft Grounding Analysis

How Qantas was described

iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions

Contents

Twitter Analysis

Sentiment

Brand Defectors

Overall Digital Media Activities

Brand Conversations

Tourism Sentiment

Compensation Sentiment

People

CEO Alan Joyce

PR Virginia Wirth

Conclusion and Actions

Overview of iGo2 Group

Twitter Reach was Enormous

278 Million – 22.10 to 2.11.2011

Twitter reach for Qantas or #qantas

Twitter Sentiment

Actual Tweets

Twitter Sentiment Statistics (sample of 3000): Positive: 4% (115 results); None+Neutral: 85% (2565 results); Negative: 11% (320 results)

Tracking brand defectors

A molehill can become a mountain

Retweeted by @brenton_crook Numerically both @brenton_crook and @jamesmachorton are reported to have a small number of followers and “Authority” ranked in the low range. However, digging deeper finds that Brenton Crook has followers with High Authority...

Brenton Crook has followers

with high Authority and reach

The ex-Prime Minister follows him, and he is gregarious. Worthy of some brand recovery action?

Started from a small base

Who is James Maclean-Horton?

James Maclean-Horton, the original Tweeter, has a low Authority score and a small number of followers. Only 103 followers, and ZERO High Authority amongst those But the amplification of his tweet could lead to serious brand defections. Analysis needs to run deep.

Overall Digital Media Activity

The Qantas grounding of aircraft caused a massive spike In Twitter and News traffic. And attracted more attention from men than women. And had a reasonable high 15% negative sentiment (measured in those items which mentioned Both “qantas” and “unions”).

Discussion dynamics – more male

The conversations centred on the Qantas CEO Alan Joyce grounding the fleet, and older males having a high share of the conversation.

Brand conversations negative

Where the terms “qantas” and “brand” appeared in a conversation then the Sentiment was strongly negative. Among those people discussing brand 36% had an explicit negative feeling.

Tourism sentiment negative

Understandably, where tourism was discussed negative sentiment was also high – higher than the negative brand sentiment.

Compensation

How did people feel?

Of people that spoke about “qantas” and mentioned forms of compensation, distress, or customer service, those mentioning compensation were most negative.

People

Alan Joyce CEO

Overall, sentiment about the CEO was not too bad. Although only 3.8% made a positive comment, versus 19,6% making a negative one.

High Authority

sources

People

Virginia Wirth PR

The Qantas PR spokeswoman, Virginia Wirth, was at the forefront of the build-up to the grounding. Her BuzzGraph* illustrates the key topics in conversations which also mentioned her. All the key players are there. *817 mentions over all sources, including 431 In News sources.

Conclusion

The recommendations for Qantas are:

1. To make a decision on whether they want to be a social brand, or to become a social business (see next slide);

2. Based on response to #1, invest in people, process and technology to support their strategy;

3. Tactically continue to: – Track key customer defections;

– Understand who they are, as key individuals in social media;

– Map over time: • Brand sentiment

• Compensation sentiment

Becoming a social business will assist in recovering brand value and customer loyalty.

Social Strategy :

Creating Customer Value

From Social Brand

A social brand focuses on external communications

A social brand is all about engagement with the social customer.

A social brand is owned by marketing

A social brand is measured by clicks, impressions, reach, Likes, comments, RTs, etc.

With a social brand, budgets are usually allocated toward agencies, community management, Facebook applications, blog development, etc.

To Social Business

A social business focuses on internal

communications.

A social business is all about

engagement with employees.

A social business should be owned by

the entire organization

A social business is measured by

organizational change.

Most investments in social business

initiatives revolve around internal

communities, social technologies, and

training.

Thanks to Michael Brito

The Power of Social Media

Social Media is disruptive

Social Media is dynamic

Social Media changes everything for a business

– Sales, Marketing, Service

– Human Resources

– Product Management

– Channels

– Processes

– Organisational Models

Who is iGo2 Group?

A holistic approach to Corporate Social Business

All members are Certified Strategists in Social Media

Utilise proven methodologies for : – Social Media Assessments

– Social Media Strategy Development

– Social Media Programs and ROI

– Social Business Intelligence and monitoring

– Creating Social Communities

iGo2 is a Social Business product and services company. iGo2 helps organisations like yours leverage the power of Social Media and Networks through relevant, focused and business oriented solutions. We assist to connect you with your markets and customers; convert your social data to business intelligence and manage your Social Media presence for maximum impact. Whether your business is already active in Social Media – but needs to do it better – or whether you are just starting out, iGo2 can provide everything from consultancy to a complete tailored solution.

iGo2 Focus Areas

Strategy : formulating policy and strategy through

researching your brand, customers, partners and competitors

Tactics: building your social presence and integrating to

your business processes; training and empowering employees and partners.

Intelligence: monitoring, collecting, and analyzing

social data to make informed and agile business and policy decisions.

Communities: building ‘owned’ social platforms

for listening, support, building, collaborating, content

Assess

Strategise

Create

Protect

Participate

Share

Engage

Monitor

Social Business

Framework

8 Point Framework for Social Business

• All social data streams

• Drilldown analysis

• Sentiment analysis

• Comparative Analysis

• Drilldown to influencers

• Drilldown to sources

• Slice and dice

• Periodic reporting –

weekly, bi weekly,

monthly, real time

iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions

Social Business Intelligence Services

Potential Value of Social Intelligence

Crisis Management

Reputation Management

Project Monitoring

Improve customer service

Competitor intelligence

Partner intelligence

Improve product and service development

Improve target marketing

Grow revenue

Deflect costs

Improve Customer Loyalty

Policy or initiative review

The Social Ecosystem

Participating Listening, establishing reputation (I’m one of you)

Managed Listening, supporting, building reputation, marketing

Owned Listening, supporting, building relationships, collaborating

External Communities

Closed Network

Internal Communities

Example: customer communities

Example: channels, members

Example: Intranets, communities of practice

Wikis

Many Social Tools Available Today

Author(s) write articles Users comment to author

Engagement focus: On the author

Variety of people edit the content of a single piece of content

Engagement focus: On the content

Variety of people publish comments on specific topics or questions

Engagement focus: On the topic

Individuals publish files, picture, or video for users to comment on

Engagement focus: On the media

Individually, these tools do

not equal community

Regular interaction among members who

are united by a

common interest allows for

relationships to be formed

Communities Enable Relationships

Member to Member Collaboration

Owned Communities

Different Objectives

Relationships Business Objective

Common Activity Relationships

Primary Purpose

Social Networks Online Communities

Primary Enabler

Community Use Cases

(80% of clients)

Internal Communities

Corporate Communication

Employee Networking & Collaboration

Innovation

External Communities

Customer-Driven Support

Interactive Marketing

Association Marketing

The Leader in Social Community Software

Why social communities?

Enhance customer support

Empower employee collaboration

Engage customers

Gain valuable insight

Why Telligent?

Serving the industry since 2004

Offices in Dallas, London, Paris and Seattle

More than 3,000 customers

How? World-class social suite

Online customer communities

Enterprise employee communities

Social analytics

Tactics – Presence Development

Some of Our Customers

Our Partners

iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions

The Founders of iGo2 Group

All Certified Strategists in Social Media

All have more than 20 years business experience in IT and industry