- Manage Crises Better
No matter how much you plan, how well organised you are, there will be something that comes up. Being in social media means you're dealing with problems, big and small. Be it unhappy customers, a marketing faux pas or even a horrible tragedy that touches us all, these events happen more frequently than they should or we would want them. And they deserve some response. If you don't have a plan in place, download Hubspot's Social Media Crisis Management Plan and do learn from other's mistakes.
While planning is key in knowing how to respond, being able to spot it quickly and gauge responses to your response is incredibly important. Social media visualisations can help you literally see what's happening. You are more quickly able to understand how your actions, inactions or something even unrelated is affecting your brand. Our team witnessed a great example of this with Nike during the World Cup.In early 2014, the latest generation of our touch-screen command centres was installed at Nike’s European HQ. Situated in the centre of the Marketing Office, its key benefit to Nike is in increasing the ability to react and share social content and data quickly. Nike's team could then market in the moment to great effect.
This became especially important during the launch of the England kit for the 2014 World Cup. As soon as the kit was launched, consumers started commenting very negatively on the price. The social team could instantly see this and identify key hot points and influencers in the conversation. They then brought the CMO into the conversation by inviting him to watch the live data. Using the insights, they rapidly came up with a strategy to neutralise dissenting conversation. All this was done in a matter of minutes without the need for reports. The speed of response was key in their team having an effective response.
- Understand Your Competitors
Knowing where you stand against your competitors helps you stay ahead. But knowing who your competitors are is a great start. Visualising the conversation highlights your weaknesses and strengths, even better it showcases your competitors' weaknesses and strengths. This is something we saw utilised with our partners, Skype.
When your brand garners 250 million mentions a month, you need to make sense of the conversation. Skype’s broadcast team partners with us to get the most comprehensive monitoring for all of their broadcast shows and competitors. With our Social Command Centre solution being used at their London and Palo Alto offices, their broadcast team can capitalise on trends and opportunities, creating a more effective strategy.
- Create A Culture of Listening
Listening is key to knowing your audience -- both employees and customers. You won't be surprised that 72% of people who complain on Twitter expect a response within an hour. But your employees are listening too: 20% of employees are more likely to feel inspired based on how companies use social media to engage with them. Cultivating a culture within your brand that listens to both audiences is crucial to any brand. And visualising your data is the most efficient way to get a start on it.
In January 2013, we installed several nine-sceen video walls in the main cafe and communal areas of Marks & Spencer. M&S wanted something that engaged all their employees more with their customers, ultimately creating a culture of listening at M&S that would lead to actionable insights shared with the whole company.Immediately after our screens went live, the team who ran the M&S Confectionary saw that their Percy Pig product was frequently mentioned. They brought key decision makers over to the communal screens to share these insights from customers. This lead to a significant increase in Percy Pig related products being green lit for development, many of which have become top sellers.
- Engage Supporters and Highlight Their Content
When your supporters are sharing your brand, you want to celebrate that. Over half (51%) of Americans trust user-generated content more than other information about a brand. With that level of trust, you want to showcase it. Data visualisation tools put that UGC front and center.
Our partners Skype harnessed the power of this with the release of the much-anticipated Marvel’s Guardians of the Galaxy. As a sponsor for the film, Skype utilised our platform ahead for of the premiere to create live social visualisations that truly engaged fans in both LA and New York. Skype positioned large screens in Madison Square Park Flatiron Plaza in New York to connect east coast fans to the premiere happening across the country in Los Angeles. Setting up a virtual red carpet, Skype provided a special portal to the stars and event. Fans’ tweets and comments were showcased for all to see, as well as connecting children involved in New York’s Police Athletic League to skype chat with stars of the film all via on Skype.
Data-driven marketing is imperative for any brand's success, but how you present that data is key. Try out visualising your data, and let us know what changes you see.