sample case of social listening for banks in costa rica: bac, banco nacional y banco popular
TRANSCRIPT
Sample summary of Social Listening
Case: Social Conversation of Banks in Costa RicaBAC, Banco Nacional and Banco Popular
April, 2016
*insert your KPI.
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Social Media and the internet are a new space where people have conversations about things that matter to them.
People go to the internet to find information, interact and share content. They do this to take actions.
The customer journey has changed.
How does this affect you an what should we do about it?
Mobile Strategy goes first.
Can we know what they are talking about on the public internet and on private social networks, like Twitter and Facebook?
Yes.
Is there a way to read the minds of the people that matter to you?
What we do at Plugin is use digital infrastructure to help companies discover the conversations, the people and the trends impacting their business.
After listening and analyzing, we help companies create effective communication strategies:
What does an effective communication strategy do?
- Get the right message, to the right audience at the right time and at the right place (channel)
- Listen, engage, measure what spreads, repeat.
- Consistently get results.
Mentions about Banco Nacional on the internet
January-April 2016
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Let’s see one example of how data can inform our strategy:
How does this work?
Listen to the conversation that your influencers are having and then plan a campaign using their concerns and their language in order create more impact.
1. Identify Influencers and quantify their influence and outreach.
Understand who they are and what they care about.
Gender split and top interests of your audiences
Topic comparison and frequency of mentions by Gender.
2. Listen to what they are saying, how they are talking and who they are talking to.Use metrics to understand their impact.
2. Understand what resonates with your audience.
Sentiment analysis of mentions
Lets dig deeper: I personally asked for recommendations for banks.
This is what happened on April 15th at 12:03 pm.
After two hours on Facebook:
- No response from banks mentioned or any other bank.
- 50+ recommendations and horror stories from friends.
After two hours:
- No response from banks mentioned or any other bank.
- 50+ recommendations and horror stories from friends.
After two hours:
- No response from banks mentioned or any other bank.
- 50+ recommendations and horror stories from friends.
After two hours:
- No response from banks mentioned or any other bank.
- 50+ recommendations and horror stories from friends.
Some funny ones.
Private chat recommendations
After two hours on TWITTER:
- Banco Nacional response: 5 minutes.
- BAC San José response: 16 minutes.
- Banco Popular did not respond, even after targeting their account that creates a notifications to the Community Manager.
- No response from any other Bank.
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Some observations:
- People share their experiences with banks online and they influence the decisions of others.
- The quality of online service is a proxy for the overall quality of service of banks offline and via telephone.
- In the segment that we analysed (journalist and academics) people recommend using different banks for different services.
Plugin: what we do
▪ Digital preparedness: 24/7 Real Time Social Listening and Analytics: Take the pulse of the region online to act and react fast on the issues that matter the most to specific groups.
▪ Specialised digital communications, PR and influencer infrastructure: Understand how a message spreads and who makes it spread. Coordinate efficiently all your communication and PR efforts and engage deeply at scale with all of the stakeholders.
▪ Centralised Media Buying capabilities using Facebook API: Reach people hyper locally, with target custom messages to micro segments and dominate the conversation.
▪ Ad hoc solutions: Research, technology, digital media, data, education & training services.
▪ Empower your people with the power of listening: Build the capacity of your team through practical training and joint work with Plugin’s experienced digital social listeners, campaigners and technologists. (Spanish and English. Portuguese soon).
▪ Leverage our global digital experience: Access the experience of over 6 years working in 12 countries and 3 continents.
To get full access of this study you can contact Roberto Echeverrí[email protected]+506 70220469