UK COMMUNICATIONS PROVIDER CONSUMER SWITCHING EXPERIENCE REPORT 2015
Switching Mobile Provider - Doing More With Social
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Transcript of Switching Mobile Provider - Doing More With Social
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SWITCHING MOBILE PROVIDERConsumer Insights
RYAN HARRISON/ SENIOR SOCIAL MEDIA ANALYST
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Switching mobile provider• This project aims to provide consumer
insights into those who are dissatisfied with their current mobile provider or looking to switch.
• The findings would give the marketing, social media and outbound sales teams information they need to attract customers who are susceptible to changing provider.
NOW YOU KNOW | #NYKCONF
BRANDWATCH.COM
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Insights Central• The project is available in
Brandwatch Analytics Insights Central.
• You are able to copy this project and many more into your own Brandwatch account.
NOW YOU KNOW | #NYKCONF
BRANDWATCH.COM
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Methodology• Query
NOW YOU KNOW | #NYKCONF
BRANDWATCH.COM
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Methodology• Query
(((at_mentions: (vodafoneuk OR vodafoneukhelp OR o2 OR threeuk OR threeUKsupport OR three OR threeuksupport OR giffgaff OR lebara OR tescomobile OR tescomobilecare OR id_mobile_uk OR talkmobileuk) AND (("want to" OR "wanted to" OR "trying to" OR "tried to" OR "thinking about" OR "have to") NEAR/5 (leave OR cancel OR quit OR switch OR change OR "get a new" OR "in the market for" OR "looking for" OR "want a new")) NOT address))
NOW YOU KNOW | #NYKCONF
BRANDWATCH.COM
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Methodology• Query
(((at_mentions: (vodafoneuk OR vodafoneukhelp OR o2 OR threeuk OR threeUKsupport OR three OR threeuksupport OR giffgaff OR lebara OR tescomobile OR tescomobilecare OR id_mobile_uk OR talkmobileuk) AND (("want to" OR "wanted to" OR "trying to" OR "tried to" OR "thinking about" OR "have to") NEAR/5 (leave OR cancel OR quit OR switch OR change OR "get a new" OR "in the market for" OR "looking for" OR "want a new")) NOT address))
NOW YOU KNOW | #NYKCONF
BRANDWATCH.COM
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Methodology• Query
(((at_mentions: (vodafoneuk OR vodafoneukhelp OR o2 OR threeuk OR threeUKsupport OR three OR threeuksupport OR giffgaff OR lebara OR tescomobile OR tescomobilecare OR id_mobile_uk OR talkmobileuk) AND (("want to" OR "wanted to" OR "trying to" OR "tried to" OR "thinking about" OR "have to") NEAR/5 (leave OR cancel OR quit OR switch OR change OR "get a new" OR "in the market for" OR "looking for" OR "want a new")) NOT address))
NOW YOU KNOW | #NYKCONF
BRANDWATCH.COM
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Methodology• Query
((at_mentions: (asda OR ee OR talktalk OR talktalkcare OR virginmedia) AND (("want to" OR "wanted to" OR "trying to" OR "tried to" OR "thinking about" OR "have to") NEAR/5 (leave OR cancel OR quit OR switch OR change OR "get a new" OR "in the market for" OR "looking for" OR "want a new")) AND ("mobile contract" OR "mobile service" OR "mobile plan"))
NOW YOU KNOW | #NYKCONF
BRANDWATCH.COM
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Methodology• Query
(((("want to" OR "wanted to" OR "trying to" OR "tried to" OR "thinking about" OR "have to")AND(leave OR cancel OR quit OR switch OR change OR "get a new" OR "in the market for" OR "looking for" OR "want a new") AND ("mobile contract" OR "mobile service" OR "mobile plan" OR "mobile tarrif" OR "mobile price" OR "mobile provider" OR "mobile network")) NOW YOU KNOW | #NYKCONF
BRANDWATCH.COM
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Methodology• Query
(((("want to" OR "wanted to" OR "trying to" OR "tried to" OR "thinking about" OR "have to")AND(leave OR cancel OR quit OR switch OR change OR "get a new" OR "in the market for" OR "looking for" OR "want a new") AND ("mobile contract" OR "mobile service" OR "mobile plan" OR "mobile tarrif" OR "mobile price" OR "mobile provider" OR "mobile network")) NOW YOU KNOW | #NYKCONF
BRANDWATCH.COM
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Methodology• Query
((((site:facebook.com AND ((url:_pageId_355991264476077 OR channel_ids:355991264476077) OR (url:67884984384 OR channel_ids:67884984384) OR (url:38919051253 OR channel_ids:38919051253) OR (url:197259133622381 OR channel_ids:197259133622381) OR (url:87613300716 OR channel_ids:287613300716) OR (url:9615015947 OR channel_ids:9615015947)OR (url:129777533812007 OR channel_ids:129777533812007) OR (url:1604367453123240 OR channel_ids:1604367453123240) OR (url:262012356483 OR channel_ids:262012356483)))) NOW YOU KNOW | #NYKCONF
BRANDWATCH.COM
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Methodology• Query
((((site:facebook.com AND ((url:_pageId_355991264476077 OR channel_ids:355991264476077) OR (url:67884984384 OR channel_ids:67884984384) OR (url:38919051253 OR channel_ids:38919051253) OR (url:197259133622381 OR channel_ids:197259133622381) OR (url:87613300716 OR channel_ids:287613300716) OR (url:9615015947 OR channel_ids:9615015947)OR (url:129777533812007 OR channel_ids:129777533812007) OR (url:1604367453123240 OR channel_ids:1604367453123240) OR (url:262012356483 OR channel_ids:262012356483)))) NOW YOU KNOW | #NYKCONF
BRANDWATCH.COM
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MethodologyAND ((("want to" OR "wanted to" OR "trying to" OR "tried to" OR "thinking about" OR "have to") NEAR/5 (leave OR cancel OR quit OR switch OR change OR "get a new" OR "in the market for" OR "looking for" OR "want a new")) NOT address))
NOW YOU KNOW | #NYKCONF
BRANDWATCH.COM
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Rules and Categories• Rules and categories were used to
segment the data.
NOW YOU KNOW | #NYKCONF
BRANDWATCH.COM
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Rules and Categories• Rules and categories were used to
segment the data.
• Dashboard wide filtering was used to exclude news mentions from the findings.
NOW YOU KNOW | #NYKCONF
BRANDWATCH.COM
Customer ServiceDeliveryHandsetsLost LoyaltyMobile DataPaymentPriceReceptionRoamingUpgrade
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Findings
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Lost Loyalty
Delivery
Price
Payment
Mobile Data
0% 5% 10% 15% 20% 25%
2%2%
4%5%5%6%
11%11%
24%
% Mentions
Rules and categories used to give a complete picture of motivations for switching
BRANDWATCH.COM
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Lost Loyalty
Delivery
Price
Payment
Mobile Data
0% 5% 10% 15% 20% 25%
2%2%
4%5%5%6%
11%11%
24%
% Mentions
Rules and categories used to give a complete picture of motivations for switching
BRANDWATCH.COM
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Categories can be used to segment your findings
BRANDWATCH.COM
Mobile Data Reception
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Categories can be used to segment your findings
BRANDWATCH.COM
Mobile Data Reception Handsets
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0 0 0 0 0 0 0 0 0 0 1 1 1 1 1 1 1 1 1 1 2 2 2 20%
1%
2%
3%
4%
5%
6%
7%
8%
Monda
y
Tuesd
ay
Wedne
sday
Thurs
day
Frida
y
Satur
day
Sund
ay0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Time of day and day of week analysis can inform scheduling decisions
BRANDWATCH.COM
Time of day Day of week
% M
entio
ns
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Analysis of geo-tagged tweets can help inform campaign strategies
BRANDWATCH.COM
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Recap
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Twitter Demographic
s
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TVAnimals & Pets
Beauty/Health & FitnessTechnology
BusinessBooks
Food & DrinksFamily & Parenting
MusicSports
0% 2% 4% 6% 8% 10%12%14%
45%
61%
57%
36%43%
51%45%43%26%
55%
39%
43%81%
64%57%
49%55%
57%74%
Interests & Gender
% Unique Authors
53%
47%
Gender
Male Female
% U
niqu
e Au
thor
s
Politician
Scientist & Researcher
Teacher & Lecturer
Software developer & IT
Sales/Marketing/PR
Student
0% 1% 2% 3% 4% 5% 6% 7%
1%1%1%1%1%1%2%2%
3%5%
6%
Professions
% Unique Authors
Twitter demographics can provide consumer insights
BRANDWATCH.COM
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InsightsCentral
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This project is available in Insights Central
BRANDWATCH.COM
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This project is available in Insights Central
BRANDWATCH.COM
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Now You Know