DigitalMR Social Media Research For Fs June 21

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Business advantage through social media research

Web listening and online communities can provide competitive edge

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Agenda

Embrace Social Media

Web Listening – Card Insights Jan-May 2011

Cards Presence in Social Media

Embrace Social Media

Era of Mass Media

Era of Personal and

Participation Media (e.g.

Facebook)

Era of Brand/

Broadcaster

Control

Era of Consumer Control

Frequency / Intrusion Interaction /

Engagement/Dialogue

“Social Media has changed the world! Its impact is comparable to

that of the industrial revolution in the 19th century!”

Past Present/Future



For your company do you have the answers

to these questions:

How does Social Media fit into the wider picture?

What makes Social Media different from other media?

Where to start with Social Media Research & Marketing?

How can Social Media be used to amplify existing plans?

How do my marketing objectives impact my choice of media?

Crawl before you Fly

Web listening


Levels of Web Listening

Quick reads of Individual

comments, Manual classification,

Alerts

Dashboards, Media

Planning, SEM, PR

Actionable business insights

Social Media

Monitoring

Social Media

Research

Search Based

(Buzz)


Bu

sin

ess V

alu

e &

Co

st

Increase Sales

New product development

Shape and sharpen messaging

Improve existing products

Discover new customers

Invite customers to join online communities

Understand mindsets, target better

Rebrand or reposition

Address public issues

Manage online reputation

Provide customer care

Increase loyalty and customer value

8

Business Benefits of Web Listening

The fear/risk factor : What can happen to your company if you do not engage?

The opportunity: how much can you grow?

Web Listening

Online Chat Groups/ IDIs

Bulletin Boards/Forums

Online Stimuli Evaluation

Video/photo Diaries

Video Clip Evaluation

Polling

Social Media Research has Web Listening in its centre

integrated and enhanced with other online research!

Listen ~ Analyse ~ Understand ~ Engage

100-500 Members in a

Community, your extended

marketing team for

Co-creation.


Interaction Tool Example - Online Chat Groups (5-6 participants)

• [Wed 28 Apr 2010 04:09:04 AM EDT] P it was in a business meeting, just thought he could qualify and talked about them.

• [Wed 28 Apr 2010 04:09:07 AM EDT] C when I was their client

• [Wed 28 Apr 2010 04:09:33 AM EDT] A: It happened in one of our bank visits at the London Branch”

Participants (6)

The moderator can be seen and heard The participants type their answers

The questions will also be shown visually

Tried to change address of account - now locked out and staff not allowed to discuss with me over the phone. Nearest branch

is many miles away and this has been ongoin for over a month

Like the service but don't like speaking to india if I

have a query

This month I have had 158.00 of charges, which has taken me 40.00 over my Reserve, resulting in excess fees for

next month

Works as expected, clear statements, easy to pay,

useful online facilities, easy to raise credit limit (and only

done on request.

Nothing "wow" about the service, but its a reasonable

card and their antifraud approach is better than other

cards I have

Poor value for money

good customer service, clear information, and a good online

interface

Syndicated & Monthly

Web Listening Reporting Examples

For

CARDS

Data Harvested YTD (January 1- May 31, 2011)

Negative and Positive Share of Voice (SoV)

Credit card feature for credit history has 30% negative SoV but only

16% positive SoV!

Net Sentiment Score (NSS) by Card Feature

Net Sentiment Score= (Positive – Negative Mentions) / Total Mentions

…and the Credit card feature with the highest score is …Credit card incentives!

Net Sentiment Score (NSS) by Card Feature

American Express in payment options and HSBC in interest rates

have some work to do. For annual fees consumers don’t seem to

have a lot of positive to say about these 3 banks.

American Express Card Benchmarked

Top 5 Features Competitive Benchmarking

Positive Score

Top 5 Features American Express

Sentiment Scores

American Express

is Better

Competitor is Better

52% 59%

HSBC JP Morgan

11% 21%

19% 11%

15% 5%

4% 4%


Feature Positive

Score

Frequency

Index

Benchmark

Score

Credit Card Interest 9% 2 21%

Consumer Protection 5% 5 4%

Credit Card Incentives 59% 1 52%

Colour Code Key Priority Secondary

Priority

Maintain

Priority Matrix for American Express Card


The Drill-down


Most talked about Card features

Drill-down level 1

Credit card feature for incentives seems to be getting a lot of buzz!


Credit Card Incentive feature by Brand

Drill-down level 2

Within incentives which brand gets most of the attention online.

Is that good or bad?


Credit Card Incentives for HSBC card by Source

Drill-down level 3

Where are the most comments about HSBC credit cards posted?


Sentiment on FicoForum.com for HSBC credit card

Drill-down level 4

Why does HSBC credit card have 13% negative comments?

Negative Posts regarding HSBC credit card on FicoForum.com

Drill-down level 5

Who said that they had a bad experience with HSBC credit card ?

Drilling down to a single comment...

Drill-down level 6

Manage your online reputation.

Engage in a dialogue with your customers about your product.


Competitor Analysis Example (16/06/2011)

Brand Followers Tweets Last week

American Express Card 145,939 125

Visa Card 6360 14

Master Card 5667 32

Deutsche Bank Group 3720 12

Brand Total Upload Views Total Channel Reviews

American Express Card 2,210,072 8,254,154

Visa Card 253,956 10,417

Master Card 177,480 62,152

Deutsche Bank Group 61,967 36,817

Facebook

Twitter

Youtube

Brand Fans Number of pages in

English created by brand

Number of page in

English created by fans

American Express Card 944,875 183 400

Visa Card 95,420 190 110

Master Card 1278 215 100

Deutsche Bank Group 6174 78 143


How to do it


What not to allow


Where are you on the curve and where do

you want to go?

Source: www.collectiveintellect.com


Contact:

Michalis A. Michael

[email protected]

9 Coldbath Square :: London :: EC1R 5HL :: UK Mob +44 (0) 7515710370

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DigitalMR Social Media Research For Fs June 21