An effective user experience strategy is the intersect between a company’s capabilities and users’ needs
In this whitepaper, we explore how social listening plays a role in constructing UX strategies.
Using the case study of Fitbit, find out how the design thinking process can be improved by leveraging on insights drawn from social media.
Content Marketing Specialist
Louise is an experienced content marketing professional who translates Isentia’s marketing strategy into impactful and effective marketing campaigns across multiple channels. As the Content Marketing Specialist for Isentia, Louise enjoys creating informative and engaging content for media and communications professionals.
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There’s something appealing about one score having so much meaning behind it.
A Net Promoter Score (NPS) program is the leading indicator of growth for a business and can be based on a single question: How likely are you to recommend our company/product/service to a friend or colleague?
In this post we are taking a step further by exploring how a combined NPS and media data analysis can give your business a holistic view of the overall sentiment towards your organisation.
Aside from its ease to implement, its appeal is two fold - it’s attractive for the user to answer one question and it's easy for the business to calculate and measure the results.
As Frederick F. Reichheld wrote in his Harvard Business Review, titled ‘The one number you need to grow’ having a useful metric to measure customer loyalty is a good indicator of business growth. The path to sustainable, profitable growth begins with creating more promoters and fewer detractors and making your net-promoter number transparent throughout your business. Obtaining feedback is key to success for a customer centric business.
Interestingly, statistics show every hour spent calling detractors generates more than $1000 in revenue. Businesses have leveraged NPS in boosting sales: with sales increasing by 20% when converting a detractor to a passive, and by 26% when converting a passive to a promoter.
Understanding the Net Promoter Score
An NPS score is calculated by subtracting the percentage of detractors from the percentage of promoters. This score can then be compared to that of similar businesses as a reliable benchmark.
“Promoter” customers are enthusiastic and loyal, who will continue to buy from the business and ‘promote’ your business to others. With your promoters, tailor your marketing efforts and send them specialised promotions to continue their loyalty.
“Passive” customers are happy but can easily be tempted to leave by an attractive competitor deal. Passive customers have the ability to become promoters if your products, service their customer experience are improved.
“Detractor” customers are unhappy with your product, service or customer experience, they will either cancel their dealings with you or reduce the amount they purchase from you. With the information and feedback provided by this group of people, not only use it to try to win them back as a customer, but also use it to identify and empower your biggest promoters.
5 benefits of NPS
NPS is a good measure of customer satisfaction for reasons such as simplicity, executive understanding or availability of external benchmarks.
2. Known as a good indicator of business growth
Each response on an NPS survey indicates either loyalty and expansion in the future or the risk of churn. A customer who responds with a 4 is at a much higher risk of cancelling than a customer who responds with an 8. If a risk percentage is assigned to each number, the impact on future growth and churn can be predicted.
3. Relevance
NPS is a measure of your whole business as its a KPI that is relevant to everyone, not just a particular team or department.
A strong NPS reflects that your business is performing well - from account management to your products, marketing and customer experience. Alternatively, a low score could indicate there are a few minor issues that need addressing and by introducing one or two additional questions to the survey can be valuable to capture this information.
4. Easy to benchmark against competitors
As it is a universally recognised survey, it is easy to benchmark against your competitors and track your business progress against your industry.
5. Measure loyalty
Surveying your customers at least twice a year will allow you to get their latest sentiment toward your business and enable you to identify trends and track business performance over time. You can also track how different local and global teams are tracking against each other. Asking your customers to rate their experiences offers a deeper view of customer sentiment and enables quick learning and action.
Combining forces
NPS enables your business to get invaluable voluntary feedback on all aspects of your business from a sample of your customers multiple times a year, in real time. Combining NPS with media data can provide for a powerful outcome. It provides the ability to action insights faster with the visual aid of dashboards, word clouds, top voices in the media and automated sentiment - indicating if media mentions about your business are positive, neutral or negative.
By seeking information from multiple sources, you can listen, learn and find tools that separate real insights from background noise, sense check benchmarks and get a firm grasp of your competitors, influencers and the current landscape. All these elements help provide endless possibilities for your business.
Combining media data and NPS also enables you to observe patterns and correlations that might exist between what is being said about your business throughout the media and the likelihood that your customers will promote your business to others. By recognising trends and correlations between broad social sentiment can help inform your social media, marketing and PR strategies.
Want to learn more about gaining insight into your business and competitors, get in touch with us today.
There’s something appealing about one score having so much meaning behind it.
A Net Promoter Score (NPS) program is the leading indicator of growth for a business and can be based on a single question: How likely are you to recommend our company/product/service to a friend or colleague?
There are many common misconceptions about media monitoring that need to be cleared up sooner rather than later to give your brand the best chance of positive PR. Rather than letting your company succumb to the myths and misinformation being spread around, here are three of the most prevalent misunderstandings and the fact behind the fiction:
There's more to media monitoring than the digital platforms.
While digital platforms are becoming more important to media monitoring, this is by no means the only area you need to be covering. Tweets, online newspapers and blogs are of course crucial, but so too are traditional media options, like local newspapers, talkback radio and other offline sources.
In fact, the best way to approach your media monitoring strategy is to accept that digital and traditional media are commonly connected, rather than separate features. For instance, social is often used as an extension to broadcast offerings, according to a study from Nielsen.
Here at Isentia, we understand that all platforms are important. No matter how small.
For many companies, getting the brand name or products mentioned on a national radio show or published in a country-wide newspaper can mean a big break. Alternatively, a negative story across these major platforms could result in a significant blow to your reputation and profitability.
It is clear, then, that keeping tabs on the big media players is crucial. However, while some media monitoring providers will focus on national newspapers, big brand radio shows and other major publications, these strategies could be missing an important element.
National publications can give you a clear picture of what millions of consumers are reading, thinking and discussing, but this is unlikely to give you much information on what the local people believe.
If your business operates in a rural or remote location, you need to be tracking the local publications.
If your business operates in a rural or remote location, you need to be tracking the local publications - no matter how small. Similarly, even newspapers circulating in smaller parts of big cities can provide a significant level of insight, if only you are aware of their readership and content.
While media monitoring is critical for business success, listening to the conversations about your brand and industry is far from the be-all and end-all to your strategies.
Once you have uncovered a relevant story or discussion, it's not enough to simply stand idly by and learn from the experience. Taking the next step involves getting an insightful and useable report, deciding on relevant and effective action and getting involved in the discussions.
Of course, this is all easier said than done, but with the right media monitoring tools, you can get started with your best foot forward. Click here to check out some of our services so that you can be on the right track!
" ["post_title"]=> string(43) "Common Misconceptions With Media Monitoring" ["post_excerpt"]=> string(163) "There are many common misconceptions about media monitoring that need to be cleared up sooner rather than later to give your brand the best chance of positive PR. " ["post_status"]=> string(7) "publish" ["comment_status"]=> string(4) "open" ["ping_status"]=> string(4) "open" ["post_password"]=> string(0) "" ["post_name"]=> string(43) "common-misconceptions-with-media-monitoring" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2019-09-24 09:26:54" ["post_modified_gmt"]=> string(19) "2019-09-24 09:26:54" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(43) "https://isentiastaging.wpengine.com/?p=1871" ["menu_order"]=> int(0) ["post_type"]=> string(4) "post" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" }There are many common misconceptions about media monitoring that need to be cleared up sooner rather than later to give your brand the best chance of positive PR.
Trendspotting is no longer just an intuition but a science of solid facts
The world is facing a plethora of trends. Although some innovations drive trends, most trends precede innovation. With the emergence of data science, data scientists use scientific methods, algorithms, and machine learning principles to extract insights from raw data.
In this whitepaper, Isentia will dive into data-driven ways to spot trends through the art of social listening by using actual case studies.
" ["post_title"]=> string(42) "Trendspotting: The art of social listening" ["post_excerpt"]=> string(154) "Although some innovations drive trends, most trends precede innovation. What are some data-driven ways to spot trends through the art of social listening?" ["post_status"]=> string(7) "publish" ["comment_status"]=> string(4) "open" ["ping_status"]=> string(4) "open" ["post_password"]=> string(0) "" ["post_name"]=> string(41) "trendspotting-the-art-of-social-listening" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2019-06-26 09:44:16" ["post_modified_gmt"]=> string(19) "2019-06-26 09:44:16" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(35) "https://isentia.wpengine.com/?p=981" ["menu_order"]=> int(0) ["post_type"]=> string(4) "post" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" }Although some innovations drive trends, most trends precede innovation. What are some data-driven ways to spot trends through the art of social listening?
You’ve probably heard of REDcycle by now - the initiative started by a passionate mum, providing Australian’s with the opportunity to recycle their soft plastics. Its operation helped reduce the amount of landfill in Australia and its sudden halt in operation sent the community into a frenzy.
The pause in the popular REDcycle program presented an opportunity to rethink the model for soft plastics recycling in Australia and find end markets for recycled package content. It also prompted Australians to rethink the way they consume products, rather than just the way they recycle them.
Social media conversations show Australians continue to encourage retailers and large corporations to use their influential power to create impactful change. These conversations are heightened where regression (or progression) is made towards sustainability.
As Australians become more conscience about their soft plastic usage, it raises the question of whether the collapse of the REDcycle program was a blessing in disguise or more of a curse on sustainability?
From the end of October 2022 to the end of March 2023, Australians have consistently felt negative sentiment towards REDcycle’s collapse with spikes when key announcements were made by the organisation. Overall, close to 45% of Aussies felt negatively compared to 18.5% positive.
As people learned the news about REDcycle, there was heightened concern about how soft plastics were going to be recycled. With over 12,000 mainstream media items about REDcycle or soft plastic recycling, it supports the idea that Australia’s broken plastic recycling system is distressing for many and more needs to be done.
The halt in operation brought on more concern for the environment and ignited feelings of anger and distrust after thousands of tonnes of plastic had been stockpiled instead of being recycled.
Media coverage across different channels (social media, search, broadcast and print) shows spikes of coverage on the same days (9 November, 7 February, 27 February) but at varying levels;
Conversations on Twitter represent social media as the preferred option for users in comparison to broadcast, print and search.
As political leaders have the power to influence their supporters on sustainability development, sustainability advocates are pushing Australian leaders to accelerate plastic waste regulations.
Conversations on Reddit rapidly grew on 9 November - the day the REDcycle program paused. Overall sentiment was anger and sadness with many expressing their feelings of disappointment after learning their donated soft plastics were not ending up where promised. Others felt frustrated or angry towards large organisations who were not holding up their end of the deal, especially after taking the time to correctly separate their recyclable waste.
At 40%, political enthusiasts far outweigh any other active community on social media and forums. Their ‘passion’ for Australia can be overshadowed, as they share their beliefs towards the government - ranging from incompetence to over governing. Generation Z are true digital natives and make up 22% of active online communities. This cohort is motivated to make more sustainable choices, if it means it will benefit the environment for the long term.
The REDcycle program illustrated the complexity of soft plastics recycling and the need to build robust systems to close the loop on this common household waste. For years there have been stockpiling issues, dumping, toxic fires and lax regulations, making it challenging to operate.
Australia’s largest supermarkets continue to work towards reducing unnecessary plastics in their stores, and support the development of circular economies through the use of recycled material.
Supermarket chains have moved quickly to find an alternative solution, teaming up with the National Plastics Recycling Scheme (NPRS) with financing from the Federal Government and top food and grocery producers to establish the Roadmap to Restart Taskforce.
23 February 2023, supermarket giants announced the return of soft plastics recycling by late 2023, despite the lack of recyclers. This announcement generated 6 x the amount of ‘supermarket’ Twitter mentions compared to 1 Nov 2022.
Although it’s a promising development, announcements like these are what drive the conversations and force change. This rings true as sustainability advocates push for more substantial action to address soft plastic waste in Australia.
Large organisations are being challenged to rethink how they package their products and how they can be more sustainable, what about the government?
Minister for Environment and Water, Tanya Plibersek, has been vocal in her response to the soft plastics recycling crisis. Initially, the program's failure was met with calls for urgent action with Ms Plibersek weighing in on the news, saying it was “really concerning” and put the pressure on major supermarkets to come up with an alternative recycling program.
Although it is acknowledged that the government plays a role, it has been made clear the responsibility also lies with manufacturers and packagers.
State and Federal Ministers are actively sharing their opinions and policies online in an effort to make change faster and positively influence their audience. Victorian Premier, Dan Andrews and the Victorian Government are leading the way, banning the selling and supply of single-use plastics in the state.
Commonwealth, State and Territory governments have jointly invested considerable funds into developing local capabilities to recover the challenging recycling stream and have committed to turning around Australia’s lack of progress on its recycling targets, setting new targets for 2025.
Adding another interesting layer of insights on social media from our sister company Pulsar, is that reddit is playing a major role in disseminating sentiment surrounding the REDcycle program. The below chart shows the most recurring keywords grouped by channel. The larger the tile, the more times the topic has appeared in that channel. Conversations involving scientists were notable and finding a solution to plastic pollution was a key narrative.
Trust was also a recurring keyword across all channels, indicating trust needs to be rebuilt. is something that needs to be rebuilt. Australians have begun to lose faith in the recycling industry as there is a lack of transparency into how much actually gets recycled.
The introduction of a new taskforce - the Road to Restart - will work towards rebuilding the public trust in soft plastic recycling. The taskforce also endeavours to ensure supermarkets and the packaging sector will get it right on their own accord.
Conversations through online forums show Australians deeply care about sustainability, stating that ‘unless it can be recycled, it shouldn’t be produced.’
Social media platforms are especially fueled by sustainability advocates who need to share a broader awareness of recycling initiatives and earn potential audiences - conversations are widespread and emotions are elevated. Whereas broadcast and print channels are sharing the facts and the need to know information, directing audiences to use the information they have and to search where they can take their soft plastics. In addition to sustainability advocates, everyday Australians are learning how to pivot, seeking out support and ideas from fellow supporters on Twitter and other social media platforms.
If organisations can work together and policymakers can set clear legislative frameworks, it’s possible to implement necessary changes in both manufacturer and consumer behaviour to create a thriving circular plastics economy.
The pause of REDcycle is certainly on its way to being a good thing for the environment.
If you would like to learn more about discovering how media intelligence can lead to insights across environmental issues or the active communities leading the conversations using audience intelligence, get in touch with us today.
" ["post_title"]=> string(42) "What's the wrap on soft plastic recycling?" ["post_excerpt"]=> string(0) "" ["post_status"]=> string(7) "publish" ["comment_status"]=> string(4) "open" ["ping_status"]=> string(4) "open" ["post_password"]=> string(0) "" ["post_name"]=> string(40) "whats-the-wrap-on-soft-plastic-recycling" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2023-05-30 02:24:19" ["post_modified_gmt"]=> string(19) "2023-05-30 02:24:19" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(32) "https://www.isentia.com/?p=22987" ["menu_order"]=> int(0) ["post_type"]=> string(4) "post" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" }The circular economy of Australia’s soft plastics recycling system You’ve probably heard of REDcycle by now – the initiative started by a passionate mum, providing Australian’s with the opportunity to recycle their soft plastics. Its operation helped reduce the amount of landfill in Australia and its sudden halt in operation sent the community into a […]
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