One of the things we like to track with Scoutlabs is the gain in Share of Voice a brand has over the course of a campaign. Social media monitoring is one thing, but when put in the context of your competitive set, you can quickly see how a brand is dominated by its competitors online. The following graphic shows the % of blog mentions for each brand over the past month: Converse, Adidas, New Balance, Nike and Under Armour.
Personally, I’m surprised that Under Armour has such a small share of voice considering how much it is loved by its customer base. Next, let’s look at the sentiment associated with these brand. Here are the positive blog posts about them over the past month:
Now let’s look at the volume of negative posts:
To turn buzz into action, we take a look at these positive and negative posts to see what people are are loving or hating about the brand (we look at more than this BTW). We’ve found that 80% of the time we can easily turn a brand terrorist into a brand evangelist just by letting them know that they’ve been heard, or by directing them to a resource they’re looking for (you could call this customer service) – the other 15% of the time we need to talk internally with our team to see what can be done with more complex issues and the last 5% ends up being something client side teams need to handle directly (i.e. reaching out from senior leadership, or product features need to be changed etc.).
There’s always a group of people in that 5% that will never love your brand…that’s the way it is.
