“For the first time, the team was able to set goals around the amount of conversation they would drive, we set goals like 'we want X amount of people to talk about it or see a post about it.' It was really interesting because before we would just hope the content did well but setting those goals with that historic data help us embed social listening into the campaign process,” says Richard.
“All this rich data about the where, what, and volume, diving into all of those metrics or mentions and picking out our big wins.”
For this launch in particular, sentiment was top of mind. The team wanted to understand how people felt about the plans – what excited them and where the areas of concern were. The team tracked this data and then dug down into the mentions and sentiment.
Case Study #2: Day-to-day brand monitoring
Social listening data isn’t just useful for big splash launches. In fact, some of the most critical value for the Monzo team comes from the day-to-day brand monitoring.
“It’s part of good social listening hygiene,” explains Richard. “It’s good to have an idea of what the temperature of the room is and to have a sense of what customers are saying about us day-to-day.”
That daily monitoring shows up in a few different ways for the Monzo team.
Highlighting big moments via internal alerts
Monzo uses alerts to ensure the right people get the right alerts at the right time. These alerts ensure interested parties are given the information that is relevant to them.
“As much as I can train and make a dashboard for people, some people are just going to want the stuff they need to know when they need to know it,” explains Richard. “It's best practice for us to ensure people get the data that is most relevant to them as soon as we do.”
Tracking media mentions regularly
The team at Monzo is super interested in what people are saying about them and where. As they see it: if they can know what happens, then they can share it in the moment, not with retrospective reports.
“I am very hungry for feedback. Thinking back to when I was staring at my Tweetdecks all day long, there’s a good possibility that I would have missed these tiny little morsels of validation that are actually really useful. Not only is it positive feedback but it is the context we want, that shows we are leaders in the areas where we think we are,” says Richard.
Spotting viral posts in real time
Richard has also set up volume alerts so the team knows exactly when there is a change in the data that they may want to have a look at.
“It becomes a new source of content for us so we are always looking out for these engagement opportunities and people creating content which creates this lovely cyclical thing called user-generated content that we can then interact with.”
Ultimately, it’s about rebroadcasting the best of the Monzo community back to the Monzo community. The shorter the feedback loop between when something like this happens and Monzo responding, the better.