NMA have run a story about our ongoing social media monitoring work with o2. Check the article out below, it will also be appearing in this weeks issue of New Media Age.
To find out more about our social media monitoring platform, Pulsar, click here and to find out more about our work with o2 click here.
O2 has launched a platform to capture real-time customer insights as part of a strategy to put social media at the centre of its business and marketing decisions. [full O2 case study here]
The mobile operator has appointed co-creation agency Face to help it create a personalised platform that will allow it to research customer comments and opinions online, and respond in real time to issues it finds.
O2 follows a string of major brands, including Dell, New Look and Unilever, that have shifted investment towards co-creation and social media research to place it at the heart of their product development and marketing (nma 18 November 2010).
O2’s research department has used Face before but the agency has now been selected to work across all sections of the business as part of a wider strategy to implement insight from social media into business and strategy talks at initial stages.
The agency will help O2 research and monitor conversations, tracked by a dedicated real-time response team. It will also help with product development and innovation, based on trends uncovered by the social media research.
Alex Pearmain, head of social media at O2, said, “Social media is really important to us as a live focus group and as an important business planning tool. It will inform our social media activity but also our wider business. For example, when we’re identifying a new area of business, we’ll now start by looking at the issues and views being discussed in conversations online.”
The platform that O2 and Face have created will not only monitor social media sites but also any user-generated news content.
Francesco D’Orazio, head of social media at Face, said, “You can’t separate news and social content. News fuels social conversations and vice versa, so you need to be able to track user-generated content around news content in the same way you track social media conversations.”
Pearmain said that while the data it collects is important, Face’s work, and that of O2’s in-house team, was essential to understanding what the research meant for the business.
“Data is only as good as the insights you draw from it,” he said. “Social media has the power to help many areas of the business provide great customer experiences, allowing us to listen, understand and respond to customers across our news, innovation, conversation, care and commerce activities.”
Check out the article on the New Media Age website here
Full O2 case study here
Social Media Mining: From Data to Insights > presentation at MRS Social Media Conference London
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