Just a few years ago, gauging shifts in brand loyalty used to be a difficult and time consuming exercise. Thanks to the digital age, things have changed. Data-driven social insights have made it easy for brands to see the shifts towards brand loyalty. Take the example of Jet Blue. The airline announced earlier this week that there will bag fees and reduced legroom. That led to a barrage of customer reactions, ranging from disbelief to disappointment.
We listened for and analyzed thousands of reactions that were directed towards Jet Blue brand and loyalty. There were hundreds of posts that explicitly mentioned loyalty in a negative way. Below is just one snapshot of such posts, taken from MutualMind Command Center. JetBlue had created a brand that used to be customer oriented. They had also used social to their advantage. With this change, they have upset the very same customer segment. The data speaks for itself.
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Thanks to feedback from you and many others during our soft launch, we’re proud to say it: Platform 2.0 is finally here! We’ve already heard a lot of great reactions from our customers about the many features and updates in Platform 2.0, but we wanted to introduce you to just a few of the new features:
A Cleaner, Faster UI
Probably the first thing you’ll notice, our new look and feel is redesigned for speed and flexibility. We’ve rebuilt every chart in the platform to be more interactive and intuitive. We’ve made the entire platform mobile compliant, too – it works great on the go from a tablet! Plus, with our new infrastructure on IBM Softlayer (read more about that on GigaOM), you’ll notice the platform is noticably faster. By the way, keep an eye on that home screen – you’ll see your latest brand mentions scrolling by, in real time!
We’ve unleashed the power of visual social networks in Platform 2.0. Not only do we now offer Instagram as a data feed for your keywords, we went ahead and added them to your campaign history (currently available back to July 1, 2014). Our Content Browser now shows these and any other images in-line with their posts, with a beautiful lightbox effect to show the full photo when you click on the thumbnail.
Mention Types to Measure Virality
We’ve added a new post-collection filter on both our Content Browser and Analyzer tools: Mention Type. This gives you the ability to drill down specifically into re-Tweets, replies, mentions or original content. This field is even channel-agnostic, so “Share” can give you both re-Tweets and shared Facebook posts in the same view. It’s a powerful way to understand content’s virality in terms of original or re-syndicated posts.
Powerful Keyword Search With Groups
Now you can build even larger and more detailed social data sets by combining Keywords into Groups using your Campaign Manager. These groups act just like Keywords themselves and can be analyzed anywhere in the platform. In fact, throughout the platform you’ll now find we give you options to render your current view in terms of Keywords or Groups. This works great for combining product lines, business units, or extensive brand terms into a single, measurable whole.
Reports: Remixed and Redesigned
We’ve completely redesigned our weekly and on-demand reports as well to make them cleaner, simpler, and more aligned with the pulse of your business. You can view an example report here – we think they’ll be a big part of your first email to your team on Monday mornings from now on.
There are many, many more features and updates in Platform 2.0 we’re excited about. Keep an eye on our Knowledge Base for updated documentation on all of our tools, new and old. And of course, don’t hesitate to comment here or drop us a line if you have any questions. Welcome to Platform 2.0! We hope you love it!
It’s that time of year again. The smell of new crayons and fresh spirals fill the air, and students and parents are shopping for the newest, trendiest clothes and gear to start the school year. Taking advantage of the immense amount of social chatter about Back-to-School shopping, MutualMind did a study to understand the who, what and where of these conversations. The social listening campaign was set up to collect any mention of “Back to School” and one of six of retailers included- Walmart, Target, Kohl’s, JC Penney, Kmart and Amazon. After the collection, our analysts took a deeper dive into the dataset to tag content based on whether a mom, dad, student or teacher was the one making the post. They also tagged content by the grade of students.
The date range of this study was August 1st through August 25th. During that time there were a total of 32,822 mentions. The content was overwhelmingly positive. Marketers can use the excitement of back to school to their advantage to boost sales on not only the products on the supply list but also apparel and backpacks. The data shows that there were 1,920 posts about apparel and 1,098 about backpacks. To a kindergartener, it would be safe to bet a new backpack with Elsa from Disney’s Frozen would be much more exciting than a new package of pencils. These are the things that drive more conversation. Items that would be on the top of any school supply list didn’t receive nearly the number of mentions. Spirals and notebooks combined made up 486 total mentions while folders and binders made up only 475.
We need insights, not more data. Make that “Actionable Insights”. -Anonymous Marketer
The inspiration for this post comes from a McKinsey article by byPeter Dahlström and David Edelmanwhich talks the coming era of on-demand marketing and how three distinct data lenses are needed for deriving insights about consumer decision journey.
Benfiting from big data requires a well-thoughtout plan for data analysis relevant to your business needs scenarios. On one hand you need technology solutions that allow you to view the big picture, discover hidden patterns and make it easy to find blind spots. On the other hand you also need to have the exploratory and ad-hoc analytics capabilities that lets you drill-down all the way down to gain interesting insights at the most granular level such as a post or a customer. You need different lenses for your data.
The McKinsey article talks about three lenses: Telescope, Binoculars and Microscope. We also empahize the importance of real-time insights and visualizations to get to better data-driven decisions. Although the McKinsey article talk about a marketing scenario, the concept of ‘data lenses’ is equally useful for other bsusiness scenarios where you are working on large sets of structure and unstructured information.
Lets go over these data lenses, as defined by the McKinsey article, discuss the challenges and solution.
1. Telescope. A clear view of the broad trends in your market, category, and brand is essential. Digital sources that track what people are looking for (search), what people are saying (social monitoring), and what people are doing (tracking online, mobile, and in-store activities) represent rivers of input providing constant warning signs of trouble or signals of latent opportunity.
Challenge: The velocity and volume of data makes it hard to see trends.
Solution: By presenting the insights from the data as real-time visualizations and defining a process and action plan to benefit from this info. This is one of the key value of social command centers. It is tough to ignore data when it’s in your face and when.
2. Binoculars. This lens aims to provide a complete, integrated picture of where a company spends its money, which interactions actually happen with customers, and what their outcomes are. That is, you are focused on your brand and compeititors.
Challenge: At this level, you want to have more detailed data from a wide variety of your business situations. Customer touchpoints, performance of digital properties, transactional data such as sales.
Solution: You need technology that empowers business users to search, compare and mashup data of various types. As described in the article, such brand level analysis can be highly beneficial.
One bank has already realized millions of dollars in added value from the knowledge that weak points in the customer on-boarding process were undermining major marketing programs. Only when branches, call centers, and marketing worked together could the bank find the right fixes, improve customer satisfaction, and raise marketing’s return on investment.
3. Microscope. This lense allows you to zoom in to much deeper level and ultimately allows you to look at individual posts and customer profiles. How well do you know the customers, their likes and dislikes? Is marketing to the segment of one is possible? The most detailed lens is commonly used by analysts and managers to do advanced analysis.
Challenge: You are dealing with massive data sets, data is not always clean or complete. You may have to go through hundres of thousands of data points to get to a specific insight. Automated tools and algorithms are usually not sufficient to do this, requiring manual work.
Solution: The technology needs to support a more granular view of the same data set AND to take actions on it. A smart solution will leverage automated analysis first and then allow the analysts to apply their judgements. The Insights Dashboard in MutualMind’s social intelligence application is a good example of this type of lens. Analysts can click through the executive level dashboard, filter data or conduct Boolean search to find individual covnersations and their attributes.
Now that you understand the three types of lenses, you can plan your analysis better and choose the right product for your needs.
Images courtsey of OpenClipArt.