Evolution and adoption together
Positioning social insights internally–and to leadership
Last year, Fetch Rewards rolled out a social feature, allowing users to link with friends. The feature displays some high-level information on shopping behaviors and points, allowing friends to compete with each other on an in-app leaderboard.
As is the case with most new features, some users liked the change (eg, the competitive nature of the leaderboard), while some disliked the change. For example, the app layout had to be slightly re-organized to accommodate the new feature, which left some users confused as to how to access their historical purchasing data.
With the rollout, conversation about the feature spiked conversation volume and, initially, negative sentiment. Positioned to analyze user responses in real time, social listening gave Fetch teams, such as the Marketing and Product teams, insight into user concerns and confusion.
Context was important for Amanda to share with those teams, though: despite the spikes in conversation about the social feature, those conversations represented only a fraction of the total Fetch Rewards conversation.
While the focus of the analysis was a smaller slice of the overall data, leadership appreciated the context into not just how the feature was being received, but how much the feature was impacting overall brand presence.
Efficiencies and enabling teams
To continue driving the ROI of social listening, the team is searching for efficiencies to build capacity for more sophisticated analyses. After all, the world of social intelligence is big, and right now Amanda is the sole owner of that space. While she has been doing the heavy lifting in mining different dashboards for insights and distributing them to the right people, Emily shared that their ultimate goal is to encourage their colleagues to self-serve.
She added, “If we can continue to do that but also encourage self-serve, on-demand, real-time insights, that will free our time to do more complex, in-depth analysis. That’s one of our goals this year – to enable the teams.”