SWITCHING MOBILE PROVIDERConsumer Insights

RYAN HARRISON/ SENIOR SOCIAL MEDIA ANALYST

Switching mobile provider• This project aims to provide consumer

insights into those who are dissatisfied with their current mobile provider or looking to switch.

• The findings would give the marketing, social media and outbound sales teams information they need to attract customers who are susceptible to changing provider.

NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

Insights Central• The project is available in

Brandwatch Analytics Insights Central.

• You are able to copy this project and many more into your own Brandwatch account.

NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

Methodology• Query

NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

Methodology• Query

(((at_mentions: (vodafoneuk OR vodafoneukhelp OR o2 OR threeuk OR threeUKsupport OR three OR threeuksupport OR giffgaff OR lebara OR tescomobile OR tescomobilecare OR id_mobile_uk OR talkmobileuk) AND (("want to" OR "wanted to" OR "trying to" OR "tried to" OR "thinking about" OR "have to") NEAR/5 (leave OR cancel OR quit OR switch OR change OR "get a new" OR "in the market for" OR "looking for" OR "want a new")) NOT address))

NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

Methodology• Query

(((at_mentions: (vodafoneuk OR vodafoneukhelp OR o2 OR threeuk OR threeUKsupport OR three OR threeuksupport OR giffgaff OR lebara OR tescomobile OR tescomobilecare OR id_mobile_uk OR talkmobileuk) AND (("want to" OR "wanted to" OR "trying to" OR "tried to" OR "thinking about" OR "have to") NEAR/5 (leave OR cancel OR quit OR switch OR change OR "get a new" OR "in the market for" OR "looking for" OR "want a new")) NOT address))

NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

Methodology• Query

(((at_mentions: (vodafoneuk OR vodafoneukhelp OR o2 OR threeuk OR threeUKsupport OR three OR threeuksupport OR giffgaff OR lebara OR tescomobile OR tescomobilecare OR id_mobile_uk OR talkmobileuk) AND (("want to" OR "wanted to" OR "trying to" OR "tried to" OR "thinking about" OR "have to") NEAR/5 (leave OR cancel OR quit OR switch OR change OR "get a new" OR "in the market for" OR "looking for" OR "want a new")) NOT address))

NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

Methodology• Query

((at_mentions: (asda OR ee OR talktalk OR talktalkcare OR virginmedia) AND (("want to" OR "wanted to" OR "trying to" OR "tried to" OR "thinking about" OR "have to") NEAR/5 (leave OR cancel OR quit OR switch OR change OR "get a new" OR "in the market for" OR "looking for" OR "want a new")) AND ("mobile contract" OR "mobile service" OR "mobile plan"))

NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

Methodology• Query

(((("want to" OR "wanted to" OR "trying to" OR "tried to" OR "thinking about" OR "have to")AND(leave OR cancel OR quit OR switch OR change OR "get a new" OR "in the market for" OR "looking for" OR "want a new") AND ("mobile contract" OR "mobile service" OR "mobile plan" OR "mobile tarrif" OR "mobile price" OR "mobile provider" OR "mobile network")) NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

Methodology• Query

(((("want to" OR "wanted to" OR "trying to" OR "tried to" OR "thinking about" OR "have to")AND(leave OR cancel OR quit OR switch OR change OR "get a new" OR "in the market for" OR "looking for" OR "want a new") AND ("mobile contract" OR "mobile service" OR "mobile plan" OR "mobile tarrif" OR "mobile price" OR "mobile provider" OR "mobile network")) NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

Methodology• Query

((((site:facebook.com AND ((url:_pageId_355991264476077 OR channel_ids:355991264476077) OR (url:67884984384 OR channel_ids:67884984384) OR (url:38919051253 OR channel_ids:38919051253) OR (url:197259133622381 OR channel_ids:197259133622381) OR (url:87613300716 OR channel_ids:287613300716) OR (url:9615015947 OR channel_ids:9615015947)OR (url:129777533812007 OR channel_ids:129777533812007) OR (url:1604367453123240 OR channel_ids:1604367453123240) OR (url:262012356483 OR channel_ids:262012356483))))  NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

Methodology• Query

((((site:facebook.com AND ((url:_pageId_355991264476077 OR channel_ids:355991264476077) OR (url:67884984384 OR channel_ids:67884984384) OR (url:38919051253 OR channel_ids:38919051253) OR (url:197259133622381 OR channel_ids:197259133622381) OR (url:87613300716 OR channel_ids:287613300716) OR (url:9615015947 OR channel_ids:9615015947)OR (url:129777533812007 OR channel_ids:129777533812007) OR (url:1604367453123240 OR channel_ids:1604367453123240) OR (url:262012356483 OR channel_ids:262012356483))))  NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

MethodologyAND ((("want to" OR "wanted to" OR "trying to" OR "tried to" OR "thinking about" OR "have to")  NEAR/5  (leave OR cancel OR quit OR switch OR change OR "get a new" OR "in the market for" OR "looking for" OR "want a new")) NOT address))

NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

Rules and Categories• Rules and categories were used to

segment the data.

NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

Rules and Categories• Rules and categories were used to

segment the data.

• Dashboard wide filtering was used to exclude news mentions from the findings.

NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

Customer ServiceDeliveryHandsetsLost LoyaltyMobile DataPaymentPriceReceptionRoamingUpgrade

Findings

Lost Loyalty

Delivery

Price

Payment

Mobile Data

0% 5% 10% 15% 20% 25%

2%2%

4%5%5%6%

11%11%

24%

% Mentions

Rules and categories used to give a complete picture of motivations for switching

BRANDWATCH.COM

Lost Loyalty

Delivery

Price

Payment

Mobile Data

0% 5% 10% 15% 20% 25%

2%2%

4%5%5%6%

11%11%

24%

% Mentions

Rules and categories used to give a complete picture of motivations for switching

BRANDWATCH.COM

Categories can be used to segment your findings

BRANDWATCH.COM

Mobile Data Reception

Categories can be used to segment your findings

BRANDWATCH.COM

Mobile Data Reception Handsets

0 0 0 0 0 0 0 0 0 0 1 1 1 1 1 1 1 1 1 1 2 2 2 20%

1%

2%

3%

4%

5%

6%

7%

8%

Monda

y

Tuesd

ay

Wedne

sday

Thurs

day

Frida

y

Satur

day

Sund

ay0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

Time of day and day of week analysis can inform scheduling decisions

BRANDWATCH.COM

Time of day Day of week

% M

entio

ns

Analysis of geo-tagged tweets can help inform campaign strategies

BRANDWATCH.COM

Recap

Twitter Demographic

s

TVAnimals & Pets

Beauty/Health & FitnessTechnology

BusinessBooks

Food & DrinksFamily & Parenting

MusicSports

0% 2% 4% 6% 8% 10%12%14%

45%

61%

57%

36%43%

51%45%43%26%

55%

39%

43%81%

64%57%

49%55%

57%74%

Interests & Gender

% Unique Authors

53%

47%

Gender

Male Female

% U

niqu

e Au

thor

s

Politician

Scientist & Researcher

Teacher & Lecturer

Software developer & IT

Sales/Marketing/PR

Student

0% 1% 2% 3% 4% 5% 6% 7%

1%1%1%1%1%1%2%2%

3%5%

6%

Professions

% Unique Authors

Twitter demographics can provide consumer insights

BRANDWATCH.COM

InsightsCentral

This project is available in Insights Central

BRANDWATCH.COM

This project is available in Insights Central

BRANDWATCH.COM

Now You Know