Like other brand managers, I need to maintain positive brand perception and dominant share of voice.
“We all know bad news spreads faster than good news. Whenever I spot an unusual peak in conversations, I immediately download all conversations and conduct a quick analysis. More often than not, it's a frustrated customer having a vent online- so it's best to just address the problem as soon as possible instead of waiting for it to pick up before you act. “
Joe tags the complaint and sends out an e-mail to concerned people at customer care. He also prepares statements with the Comms team and tries to get to the root of the issue. Once a situation has been escalated, and taken care of- all situations get placed in a Collection so that other team members always have something to refer to. And just like that- you've prepared a Crisis Protocol from real-life.
I monitor and track conversations on every social platform that my brand and competitors are present on in real-time. Whether I am launching a new print campaign or introducing the latest product developments to the market, I use 20/Twenty to identify sentiment and trends, and actively listen to my customers.
“It's great to see how our customers react in real-time to our latest products and changes in strategy. The platform immediately shows how even the smallest things can make a large dent in customer perception and sentiment. ”
Joe created a "Collection" of all posts with extreme sentiment (positive and negative) around his product development and decided to conduct in-depth focus discussions based on insights from social media conversations.
SLICE OF LIFE
JESSICASocial Media Manager
I run social media marketing for my brand. I like to keep on top of trends, announcements and the forces moving the world of software, technology and digital.
Make better decisions with 20/Twenty.
Enjoy comprehensive support spanning - Setup, configuration, research and ongoing maintenance, just like Jessica does.
With 20/Twenty, knowing what my competition is up-to, is always at my fingertips. I can instantly track their latest product launches, trends/scandals, and marketing activities through the Intelligence section.
“Prior to announcing my company's e-commerce play, I spotted that my biggest competitor was about to steal our thunder by launching a product on the same day.”
Jessica tracks down her PR manager to prepone her launch, and creates an 'Alert' that sends her real-time updates on the competitors straight to her inbox. All in a day's work.
I can easily collaborate with my local and global teams on important findings and insights from Social Media via the Intelligence section on 20/Twenty.
“Having an easy avenue to collaborate and track social conversations becomes particularly useful when going through a crisis. Instead of emails shooting back and forth, we just gave system access to the relevant teams and easily took next steps as per our Crisis Preparedness Plan. 3 days later, crisis averted.”
Jessica created a 'Collection' of all the news related to the scandal, sets an Alert to track future news and also created Sparks for her local and global teams to view and download statements and responses.
SLICE OF LIFE
I love luxury products and believe in targeted marketing. I prefer to connect with my audience through customised campaigns and events instead of a 'one-size fits all' model. Couture over pret-a-porter anyday.
Refresh your outlook towards social intelligence.
I TAILOR EACH CAMPAIGN TO CURRENT MARKET SENTIMENTS AND MAKE SURE EACH QUARTER IS BETTER THAN THE LAST. WITH 20/TWENTY, I AM LIVING THE DREAM.
Social intelligence via 20/Twenty helps me get more out of events and marketing campaigns. I like to know what works with my customers, and how well it works as it happens.
“I typically track each and every single one of my marketing activations to see what kind of traction I get before, during, and after an event. I often, I use insights that I gathered from pre and during an event to enhance experiences that are getting more resonance with my audience in real time. ”
James sets up 'Alerts' with keywords and themes from the event, and tweaks some each activation to reflect what his guests are posting on social media. He then uses Insights to show changes in attendance, traction and impact over time, post-event. They say he's done it again! #victoryforJames
Scalability /Multiple Geographies
I manage teams across multiple geographies and coordinate marketing efforts with several internal stakeholders and agencies on a daily basis.
“I often find that email or phone calls can be tedious when the goal is to stay ahead of the curve, create real-time content, and maximise efficiency between various client departments and specialist agencies. 20/Twenty allows me to create Collections, send ideas, create Sparks, and collaborate across borders through an easy and integrated platform. No more unnecessary concalls! ”
James often shares ideas across agencies so that instead of pitching in a silo, they can now bring different pieces of the marketing funnel together and pitch and execute campaigns as one integrated team. Winning couldn't get easier.
SLICE OF LIFE
I am a detail-oriented ex-journalist. In the world of PR, all that counts is how well you can tell your story. Go big or go home.
Go beyond data and information, do more.
USING 20/TWENTY, I HARNESSED SOCIAL MEDIA TRENDS FOR A SUCCESSFUL PR STRATEGY. YOU SHOULD TOO.
The old ways of PR are evolving. Social media affects how news is shared today and hence, every single press release. I use 20/Twenty to effectively show correlations in News coverage and Social chatter and the way brands are telling their stories.
“I try to keep track of timing my press releases with 20/Twenty. For instance, I've learned that sending out a press release mid-morning results in more traction with social as people start picking up news over their lunch breaks. Even bloggers start posting our news almost instantly nowadays- so you can't risk tracking the next day- I need to track conversation over time in minutes, not days. ”
Jane watches how news articles resonate on social media and creates reports that include social media value when analyzing performance with her clients. Because with 20/Twenty, it is easy to see social conversation peaks over time in minutes. She can finally harness the power of social media with earned media to show success everytime.
Sparks and Ideas
Finding the right angle to pitch at the right time is always a difficult task, but with Sparks and Collections, you can pin and save your ideas and come back to them anytime.
“I often mark story angles I find interesting - whether it comes from a social platform or from a news source - to refer to when I need to write a trend report or conduct a competitor analysis”
Jane often creates Sparks that are directed to different team members to maximise the idea bank and inspire her colleagues and her clients.