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Listening & responding: We Are Social's Skype case study

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We Are Social
We Are Social

A case study of the real-time social media listening & responding programme We Are Social developed for Skype

NegóciosTecnologiaNotícias e política
1 de 21
Listening & responding A case study
Online conversations are important
People trust other people, not ads Trust in Advertising: A Global Nielsen Consumer Report October 2007
Online conversations drive sales The Predictive Power of Online Chatter Daniel Gruhl, IBM Almaden Research Center, R. Guha, Google Inc
Impact on purchasing behaviour 62% of UK shoppers consult online communities before buying Quidco / YouGov July 2008 74% of people choose companies or brands based on customer service experiences that are shared online 93% of social media users think brands should have a presence in social media Exploring the Link Between Customer Care and Brand Reputation, SNCR April 2008 Business in Social Media Study, Opinion Research Corporation / Cone September 2008
The listening & responding process
Listening & responding •  We worked with Skype to develop a social media listening and responding programme •  We set up a process to monitor all relevant mentions of the brand online, and to respond to them where appropriate in near to real time
Identify the most important communities and individuals to monitor, set up keyword alerts for the wider internet Make sense of the conversation - filter for items we can meaningfully respond to, remove spam, tag and categorise each item Review monthly via management dashboard for topline insights. Longer term, identify trends to help guide future strategy Assess the most appropriate response (eg. leave, respond publicly, respond privately, escalate). Assign responsibility via online ticketing system
For example
Responding on twitter
Dashboard to track the activity
Effective even in times of crisis…
On the front page of the NYT
An official response was posted •  We worked with Skype to write a blog post – Presenting the relevant facts in a human, conversational way – Making sure that Skype’s voice was heard
We linked to this post in comments •  The social media monitoring we had in place allowed us to track the blogs who were discussing the issue •  We quickly posted comments linking to the Skype blog
Supported by paid search
Within 24 hrs
Talk to us For further conversation http://wearesocial.net

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Listening & responding: We Are Social's Skype case study

  • 3. People trust other people, not ads Trust in Advertising: A Global Nielsen Consumer Report October 2007
  • 4. Online conversations drive sales The Predictive Power of Online Chatter Daniel Gruhl, IBM Almaden Research Center, R. Guha, Google Inc
  • 5. Impact on purchasing behaviour 62% of UK shoppers consult online communities before buying Quidco / YouGov July 2008 74% of people choose companies or brands based on customer service experiences that are shared online 93% of social media users think brands should have a presence in social media Exploring the Link Between Customer Care and Brand Reputation, SNCR April 2008 Business in Social Media Study, Opinion Research Corporation / Cone September 2008
  • 6. The listening & responding process
  • 7. Listening & responding •  We worked with Skype to develop a social media listening and responding programme •  We set up a process to monitor all relevant mentions of the brand online, and to respond to them where appropriate in near to real time
  • 8. Identify the most important communities and individuals to monitor, set up keyword alerts for the wider internet Make sense of the conversation - filter for items we can meaningfully respond to, remove spam, tag and categorise each item Review monthly via management dashboard for topline insights. Longer term, identify trends to help guide future strategy Assess the most appropriate response (eg. leave, respond publicly, respond privately, escalate). Assign responsibility via online ticketing system
  • 11. Dashboard to track the activity
  • 12.
  • 13. Effective even in times of crisis…
  • 14. On the front page of the NYT
  • 15. An official response was posted •  We worked with Skype to write a blog post – Presenting the relevant facts in a human, conversational way – Making sure that Skype’s voice was heard
  • 16.
  • 17. We linked to this post in comments •  The social media monitoring we had in place allowed us to track the blogs who were discussing the issue •  We quickly posted comments linking to the Skype blog
  • 18.
  • 21. Talk to us For further conversation http://wearesocial.net