2. May 2015 - Private and Confidential Fabrikatyr – Data Driven Community Insights 2
Is community management about customer service or brand engagement?
3. May 2015 - Private and Confidential Fabrikatyr – Data Driven Community Insights
There is a huge volume of data produced by
communities which can be analysed to take action
online
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Twitter
Activity
Web
Behaviour
Content
Consumption
Facebook
Interest
How do
Digest community
data to influence
behaviours?
4. May 2015 - Private and Confidential Fabrikatyr – Data Driven Community Insights
The is a wide range of tools to interrogate community data
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Automated
engagement
Behavioural
predictions
Social media
monitoring
5. May 2015 - Private and Confidential Fabrikatyr – Data Driven Community Insights
Our client wanted Qualitative insight with Global Reach to understand
how international consumers interacted with airline brands
We took over 300,000
comments from the
Trip-Advisor forum**
for Airline Travel
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Key Themes Rank
Fare Hunting 1
Transfer
queries 2
Brand
comparison 3
Long haul &
Transatlantic 4
Booking 5
Process & Collate
Create
Insightful & well
supported narratives
Brands
Themes
Sentiment
Gather
Online commentary
6. May 2015 - Private and Confidential Fabrikatyr – Data Driven Community Insights
Working with a Telco help forum to identify discussion
which allows actions which increase engagement and
reduce churn
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Measure user engagement
Identify interactions to reduce churn
Reward the right users
Identify influencers across social media
Increase moderator efficacy
7. May 2015 - Private and Confidential Fabrikatyr – Data Driven Community Insights
The right approach depends on how valuable each interaction is
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8. May 2015 - Private and Confidential Fabrikatyr – Data Driven Community Insights
Any Questions?
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