Social Media Monitoring as a Tool to Assess Customer Satisfaction: The Case of Spotify
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This study demonstrates how social media monitoring can be used as a tool for assessing customer satisfaction and other consumer sentiments. The researchers chose Spotify, a digital music service, as the focal company given its strong social media presence. Following a methodology similar to the one employed by Collins, Hasan, and Ukkusuri (2013), the target constructs were assessed by measuring Twitter feeds. This research was undertaken as the second phase of a three phase brand analysis project. This study was presented at the 2016 Consumer Satisfaction, Dissatisfaction and Complaining Behavior Conference in the City of New Orleans.
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Social Media Monitoring as a Tool to Assess Customer Satisfaction: The Case of Spotify
- 1. Social Media Monitoring as a Tool to Assess Customer Satisfaction The Case of Spotify
- 2. Literature Review Social Media • Source of market intelligence. • User-generated content. Social Media Monitoring • Capturing and analyzing information from social media about characteristics, needs, behaviors and relationships (Kupper, et al., 2014). Benefits • Acquire information on consumer-focused measures (Heijnen, et al., 2013; Shweidel & Moe, 2014). Importance • Monitor performance of the company and competitors (He, Zha, & Li, 2013). • Capture employee voice (Miles & Mangold, 2014).
- 3. Purpose of the Study Demonstrate how social media monitoring can be used as a tool for assessing customer satisfaction and other consumer sentiments.
- 4. About the Company Global Reach Partnerships • Launched in 2008 in Stockholm, Sweden • Two service models • Freemium & Premium • Available in 58 markets • Offers social & interactive features • Collaborators • e.g. Starbucks • Competitors • e.g. Apple Music
- 5. Methodology Online social networking service Short 140-character tweets Online social media and communications insights platform
- 6. Sampling Plan - 300 Tweets daily - 3 times per day - Over a 6-day period - Total of 1,816 Tweets
- 7. Research Tools IBM SPSS Microsoft Excel Variables Coding Scheme Satisfaction 1=mentioned 0=not mentioned Artists 1=mentioned 0=not mentioned Songs and Playlists 1=mentioned 0=not mentioned Competitors 1=mentioned 0=not mentioned Collaborators 1=mentioned 0=not mentioned Positive/Negative 1=Positive 0=Negative
- 8. Sentiment Score Identifies attitudes, feelings, emotions and opinions Translate into a numerical form The closer to 100, the more positive
- 10. Satisfaction 89% Satisfied The ability to create/share/discover playlists Discover new songs and artists through “Discover Weekly” Listen to new albums • 2000s hip hop playlist on spotify 👌🙌 Playlists • "Have you ever heard of Can? Maybe they are new or something." Thanks, Spotify. #DiscoverWeekly Discover Weekly
- 11. Satisfaction 11% Dissatisfied Complains about ads Absence of certain artists, songs and albums Dislike for suggestions • Wow Spotify. You put Call Me Maybe in my Discover Weekly playlist? Shame on you. Discover Weekly's bad song recommendations
- 12. Artists 64% 36% Not Mentioned Mentioned 90% 10% Positive Negative • 1D all over my TL and the single hasn't dropped yet🙌 Damn gotta download Spotify #Perfect #SpotifyLove #EMABiggestFans1D Fans praising their favorite artists
- 13. Highlights *Fans praising artists *Artists promoting music *Music library update (#NowPlaying) *Dislike for certain artists *Absence of certain artists *Unfair compensation complaints by artists 90% 10%
- 14. Songs, Playlists and Albums 53%47% Not Mentioned Mentioned 93% 7% Positive Negative
- 15. Highlights *Users expressing satisfaction *Users and artists sharing personal music *Music library update (#NowPlaying) *Artist/Fans encouraging streaming *Absence of certain songs or albums *Dislike of suggestions by Spotify 93% 7%
- 17. Highlights • My SINGLE "Backseat of a Taxi" IS AVAILABLE ON iTunes, AMAZON, TIDAL, APPLE MUSIC, SPOTIFY, GOOGLE… instagram.com/p/8x5AGYL Liu/ New Releases *Sharing and promoting new releases *Piracy links *Competitors features 70% 30%
- 18. Collaborators Companies have partnered with Spotify to enhance user experience • Liam singing a bit of "Never Enough" on Spotify's snapchat pic.twitter.com/bUQn QOr8U2 Collaborator: Snapchat • If you're on spotify, check out our friend Jon Foreman 's solo music! Fresh released songs this week including our... fb.me/HrIp5KcT Collaborator: Facebook • Spotify finally adds Chromecast support for iOS and Android apps - TrustedReviews bit.ly/1Qopkse Collaborator: Chromecast
- 22. Overall Highlights 486 496 475 119 110 130 0 100 200 300 400 500 600 Morning Afternoon Evening Time of the Day Positive Negative 80% 20% Overall Positive Negative
- 23. Overall Highlights 80.08% 19.92% Weekdays Positive Negative 80.53% 19.47% Weekends Positive Negative
- 24. Emerging Themes Interactive Platform • Leading factor driving user satisfaction. Variety of Music • The absence of certain popular artists negatively affects user experience. Social Media • Social media integration adds great value to users. Freemium vs. Premium • Freemium users already enjoy high levels of satisfaction. Why choose premium? Poor Compensation • Artist and record label executives feel their work is being poorly compensated.
- 25. Limitations • The use of a sample. • Time constraint: data collection conducted for 6 days only. • Only one social media channel and one tool were used to collect data. • Coded by only one individual. Inference Sampling Population Sample
- 26. Thank You • Prepared by • Valeria Aguerri, MBA • Pamela Kennett-Hensel, Ph. D. • Francisco Silva, MBA • Bellakarina Solorzano, MBA • This study was presented at the 2016 Consumer Satisfaction, Dissatisfaction and Complaining Behavior Conference in the City of New Orleans.