In this blog series I’m looking at the emerging uses cases for social intelligence which are more than counting mentions of brands and consumer sentiment.
I want to talk about where the big value lies for companies investing in building capabilities of analysts and researcher teams who look at social data to go beyond telling what happened and answer why and what to do about it.
A large mobile network brand needed social intelligence to manage their brand reputation during a big outage in 2012 – it impacted 10 million customers across 2 days.
What we did
Using social media listening combined with our team of analysts working closely with the client and their PR agency teams to provide live intelligence on the following:
- Measure the scale of the problem in social media
- Benchmark against typical performance or previous issues: how big a problem is it?
- Understand how discussion is developing, minute by minute
- Know which news stories & links are getting the most traction
- Who are the influencers in the discussion?
- Identify the individual messages getting the most attention
- Understand the ideas and linguistic associations people are making with your brand
Why this worked
The client found this use of social intelligence during the crisis campaign helped them make agile and better decisions about how to communicate with their customers and turn around customer sentiment:
- The team analysed around 1 million messages in realtime over the period of the outage and prioritised customers who needed help first and fast
- We reported on how customers were reacting to the tone of the customer service social response
- We helped to shape narrative from the moment the crisis started, first by recommending openly admitting uncertainty; “We’re still working out the causes of this problem” and even weakness “This isn’t an acceptable mistake to have made”.
- At the tail-end of the crisis we also helped support the team to understand when it was acceptable to start using more humour as customers had a sense that the company were now on top of the issue
- Quick reaction to conversations taking place online, combined with the company’s effective communications strategy resulted in an incredible shift in sentiment. Negative sentiment score reached – 37% at the height of the outage but started decreasing in the next 24 hours. Positive sentiment had risen from +8% to +27% as consumers recognized the company’s efforts to customer service.
- During the outage, the clients Twitter followers increased by 30% and Facebook fans nearly the same.
In this case social intelligence was key in helping the brand to be open and “keep a dialogue going. The defining feature of a social media crisis is that the story has already escaped out of the brand’s control – so an old-school “no comment’ approach allows it to run away entirely. Sharing all the knowledge you have keeps the company’s voice central in the discussion, and allows them to start building a narrative that can help resolve matters.