Last week we attended the UK’s leading Social Media Measurement and Monitoring conference, #Measure13. The event was hosted by Our Social Times and attracted industry experts from across the globe.
Amongst the speakers was Sentiment Metrics’ CEO Leon Chaddock, who presented a case study on B2B Social Media Monitoring alongside Maria Jose Serres from Peer 1 Hosting.
We started working with Peer 1 in 2012 after they realised that they were missing many relevant conversations that were taking place on social media. There were support related questions going unanswered, complaints being missed and potential leads being wasted. To rectify this, we supported them in securing a consistent and strategic approach to their social media monitoring.
The first step was to listen and filter out mentions that they could actually act on. This could be a question, a complaint or a complaint about a competitor.
The next step was to get the right people involved. There were multiple departments that could benefit from social media monitoring, including:
Customer Service
Technical Support
Sales
Marketing
Human Resources
Public Relations
Legal
Product Development
Operations
Whilst some of these departments are actively engaging with mentions, others are only using social media monitoring for analysis. For instance, the Customer Service and Technical Support teams are actively responding to questions and complaints, but the Product Development team are only listening to what users are saying to help them make improvements to the service.
There have been some impressive results. In March 2013 alone, they were able to identify 55 sales leads worth £800,000. They were also able to act on a number of customer complaints that could otherwise have resulted in losing customers or damaged the brand’s reputation.
They also identified 140 positive mentions of Peer 1 Hosting that they were able to engage with to help drive customer advocacy.