SafetyNet Case Study: SafetyNet Case Study: Which Company Has More Online Which Company Has More Online

Buzz?Buzz?

Case Study DetailsCase Study Details

Ann Michaels & Associates used SafetyNet, a social media monitoring service, to determine which of three selected retailers has the most online buzz surrounding its brand.

Using the analytical reports that complement SafetyNet, we took a closer look at what types of conversations people are having, the age demographics for each brand, as well as the overall sentiment of the information collected.

What is SafetyNet?What is SafetyNet?

SafetyNet is a social media monitoring program that monitors and analyzes a company’s online reputation.

The power of the online data capturing system coupled with the human factor delivers relevant, and comprehensive information right to your email on a weekly basis.

Case Study ResultsCase Study Results Our first goal was to determine which of the three retailers (Crate & Barrel, IKEA, and

Pottery Barn) have the most online conversation surrounding their brand in a 30-day period.

Results clearly indicate that IKEA has received the most online buzz during the month.

Case Study AnalysisCase Study Analysis

Taking a closer look at the results, we set out to determine the differences in the volume of online conversation, as well as the differences in types of social media interaction, demographics, and other significant results.

Case Study AnalysisCase Study AnalysisSources of ConversationSources of Conversation

We first looked at the types ofsources people used to talk aboutthe three retailers. It is interesting tonote the following findings:

All three retailers’ highest volume of data came from Twitter

Crate & Barrel and Pottery Barn also had strong volume from Facebook

IKEA’s volume was more significant from YouTube and Blogger sites than from Facebook

Buzz Across Social Media Sites

0

500

1000

1500

2000

Tw itter Blogger Facebook You Tube

Retailer

# of

Res

ults IKEA

Pottery Barn

Crate & Barrel

Case Study AnalysisCase Study AnalysisGeographyGeography

When possible, we are able to collect data about the geographical location of the peopleconversing online. The data is compiled on a map, with pushpins designating sources ofconversation. The larger the pushpin, the more conversation is coming from thatgeographical area. There were some general findings from this analysis:

IKEA has the strongest volume of conversation on the East Coast, California, and Texas Both IKEA and Pottery Barn had conversations spread evenly across the country, whereas

Crate & Barrel’s conversations were more concentrated on the East Coast

The following slides show conversations by geographical locationfor each retailer included in this study.

Case Study AnalysisCase Study AnalysisGeography - IKEAGeography - IKEA

Case Study AnalysisCase Study AnalysisGeography – Crate & BarrelGeography – Crate & Barrel

Case Study AnalysisCase Study AnalysisGeography – Pottery BarnGeography – Pottery Barn

Case Study AnalysisCase Study AnalysisAge DemographicsAge Demographics

We also wanted to look at theage demographics and see ifthere is a significant differenceacross retailers. What agegroups talk about each retailer?:

Pottery Barn and Crate & Barrel’s age demographics are exactly the same

IKEA has a significantly more diverse age demographic than the other retailers

IKEA

Pottery Barn

Crate & Barrel

Case Study AnalysisCase Study AnalysisSentiment ReportSentiment Report

Sentiment refers to the tone of content for each result collected. Sentiment ranges from positive to negative, and neutral results are collected as well. Neutral results include informational pieces, notification of upcoming events and promotions, and similar information.

For each retailer, the majority of collected data is neutral with regard to sentiment, with very few negative results found. This is a positive finding, as it does not appear that there are many negative conversations happening for any of these retailers.

Charts reflecting the sentiment of data collected for each retailer can be found on the following slide.

Case Study AnalysisCase Study AnalysisSentiment ReportSentiment Report

IKEA

Pottery Barn

Crate & Barrel

Social Media MonitoringSocial Media MonitoringUsesUses

The data collected through SafetyNet can be used for a variety of purposes. Individual conversations are filtered for relevancy and then delivered via email on a weekly basis. The analytical reports, similar to the ones used during this case study, are submitted on a regular basis for deeper analysis.

Some common uses of SafetyNet include, but are not limited to:

• Monitoring customer satisfaction levels across a company

• Competitive intelligence

• Identify locations, regions, or territories that may be problematic or have lower customer service satisfaction

• Learn what consumers are thinking about a new product, service, or upcoming event

Thank you for taking the time to review this case study. If you would like more information about SafetyNet, or would like to discuss starting a program for your business, please do not hesitate to contact us at your convenience.

Marianne Hynd, Ann Michaels & Associatesmhynd@annmichaelsltd.com

630.922.7804 ext 104

Visit us online: www.socialmediamanagement.net