a multichannel proposition and (much) more - presented at sentiment analysis symposium 2012
TRANSCRIPT
1
A Multi-Channel Proposition: Customer Sentiment and (Much)
More
2
Mission Prevent and alleviate human suffering in the face of emergencies by mobilizing the power of volunteers
and the generosity of donors
Seven Fundamental Principles Humanity Impartiality Universality
Unity Voluntary Service Independence Neutrality
3
Trusted, Dynamic Leadership Brand
130 year old organization & a member of the world’s largest humanitarian network
Henry Dunant, founder of Red Cross, 1st recipient of Nobel Peace Prize & between International Committee Of the Red Cross and International Federation of Red Cross & Red Crescent Societies, 3 times subsequently
Nearly universal brand awareness
Iconic, protected symbol representing help and hope
Brand value 2x the average charity
4
Leading Non Profit in Digital Engagement Pioneer in mobile text donations
with 90% share
Strong social media presence, managed locally
Redesigned web experiences in key markets
Growing mobile app presence with focus on first aid and disaster preparedness
5
70,000 Disasters Per Year, Or 225 Families Every Day!
6
Almost Half of Blood Supply of US, 10M Units Per Year
7
500K Cases of Emergency Communications & Support Per Year to Active Military Personnel,
Veterans & Their Families
8
Life Saving Skills to 10 Million People A Year
9
Who Are Our Customers (Constituents)?
Clients (Impacted By Disasters) Financial Donors: Individual & Institutional Blood Donors: Individuals & Sponsors Volunteers Active & Inactive Members Of the Armed Forces
& Their Families Course Takers Hospitals/Clinics Preparedness Instructors
10
Why Does Red Cross Care About Constituent Sentiment?
11
It’s a Brave New World
12
Number of Charities Has Grown by More Than 60% in the Last Decade!
—New York Times
13
is a Strong Brand But We Still Need to Win Hearts, Minds & Dollars.
14
The Era of Mad Men is Over!
15
Most Influential Channels for Donations: Friends / Relatives
0%
10%
20%
30%
40%
50%
60%
70%
0% 5% 10% 15% 20% 25% 30%Percent Reached
Pct
of
Thos
e R
each
ed W
ho W
ere
Infl
uenc
ed
News story
Letter
Fundraising event
Meeting
Print ad
Online information Telethon
TV ad
Info from friends/relatives
Phone Call
16
The Influencers Have Big Megaphones AND the Multiplier Effect on Their Side
17
We Care About What People Say About Our Brand…
18
But We Also Care About…
Experience At Touch-points
Change In Sentiments
Executive Visibility To Systemic Issues & Investment Prioritization
19
Consumers Eager To Turn Peer Communities Into Support1
40% Want More From Their Social Experience With Brands
Only 3% Think It A Waste Of Time 25% Want To Connect With Peers 32% Want To Share Positive Experiences Majority Wants Response Within 24 Hours 1 CMO Council Study: Variance In The Social Brand Experience, December 2011
20
And You Know What The Kids Say?
Social Media =
21
The Jam Is Great Because…
Real-Time Feedback And Engagement
Leading Indicator Of Issues
Competitive Intelligence
Best Practices
22
Opportunities
New segment outreach (Youth, Minorities)
New Policies
Product Ideation
Process Ideation
23
It’s The Jam, But Not A Full Breakfast!
Surveys
Contact Center CRM
Social Media
24
Reports Of Survey’s Death Are Greatly Exaggerated!
25
Richer Text And Context
26
Beware Of Channel Bias
27
Be Segment Appropriate
Teen/Young Adult
On-The-Go Lifestyle
Extreme Sports
Blood Donors 35-54 Married College+ Financial
Donors 45-64 Married College+
28
Beware Of “Google Translate” Syndrome
Results From A Recent Disaster’s Social Interactions Only 26% Of Positive Comments Were Coded As Positive
Unable To Assign A Sentiment To More Than Half
21% Of Positive Comments Were Coded As Negative (Characterizing The Hurricane).
Modestly More Success With Negative Comments Where 53% Were Coded Correctly.
