Electrolux lights the way: 65.000 members in numerous groups on Facebook.
More and more electronic helpers find their way into households in the form of small robots. The main part of operations, especially those in larger appliances such as refrigerators, is controlled with the aid of computers. Much to the detriment of the purchasers, technical progress is often at the expense of the devices’ usability. But where does the customer with a high affinity for the internet formulate his dissatisfaction when he faces problems? Where can he ask for guidance concerning the handling of devices when a customer service phone call could not clarify the situation? Answer: in the social web, on customer and rating portals.
In comparison with other branches, the so-called white goods are a rather rare topic in the channels of the social web. Nevertheless, the manufacturers of household appliances were listed among the top ten with a share of 2,3 percent in the ethority ”Brands in Social Media” study.
ethority has already successfully cooperated with representatives of this branch, as the following case example illustrates:
Case
Initial Situation:
A manufacturer of household appliances asked ethority to analyse how the own brand and products were discussed on the web.
Objective:
In order to meet this demand, customer opinions should be evaluated within the channels of the social web. Furthermore, number and content of product recommendations and discussions about issues should be identified. The client was also interested in an insight into the reactions of potential and regular customers to marketing campaigns as well as their prevailing opinions.
Realisation:
With the aid of the gridmaster® system, data were evaluated with regard to the buzz and tone of opinions concerning the manufacturer and his products, marketing campaigns and issues. The collected data were analysed, supplemented with a recommended course of action and eventually made available to the client.
Results:
The company received valuable information about the composition and general opinion of the target group. Moreover, the evaluated data allowed a comprehensive illustration of the client’s image. These insights provided a client-friendly and well-researched basis for the future brand management and customer service.
