The Top Industries in Social Customer Care – vía @socialbakers


Each quarter, we release a ranking of the most responsive industries on Facebook, so that you can benchmark your level of customer care against the market standards. Check out the latest results for Q2!

Since we introduced Socially Devoted as a standard in social customer care, brands have improved the way they deal with questions on their Facebook and Twitter walls.

Taking a look at a year’s worth of data, we’ve spotted some interesting trends. For example, our quarterly industry rankings show that Airline, Telecom, and Finance are consistently the three most responsive verticals on Facebook. The latest results show that the Airline industry is in the lead (with a 79.1% Response Rate), followed by companies in Finance (77.7%), and Telecom (75.2%).

Leaders in Respective Industries

The average Response Rate of all the studied brand pages (22 961) was 62% with an overall average response time of 1 153 minutes. That means that the FMCG, Electronics, Alcohol, and Automotive Industries performed below the overall average. Keep in mind that our Socially Devoted criteria state that brands must reach a 65% Response Rate.

1. Airlines

Royal Dutch Airlines (KLM) have the most responsive Facebook Page in their industry, with an outstanding 97.21% Response Rate and a Response Time of 45 minutes.

Airlines industry benchmark: Response Rate: 79%, Response Time: 475 minutes

2. Finance

South African FNB responded to 97.61% questions on Facebook in Q2 and did so within 60 minutes, on average.

Finance industry benchmark: Response Rate: 78%, Response Time: 575 minutes

3. Telcom

Clients of Claro, a mobile operator in Gautemala, can expect most of the answers to their questions (98.34% Response Rate) in about 32 minutes.

Telcom Industry benchmark: Response Rate: 75%, Response Time: 495 minutes

4. Retail

In case you have any inquiries concerning Tesco products, you can rely on a 93.35% Response Rate and a 98 minute Response Time.

Retail industry benchmark: Response Rate: 66%, Response Time: 743 minutes

5. Fashion

Hungry for fashion tips? Black Milk Clothing covered most of the questions during Q2 (91.06%) in 72 minutes on average.

Fashion industry benchmark: Response Rate: 65%, Response Time: 733 minutes

6. FMCG

Indonesian baby formula Aku Anak SGM dominates the FMCG industry with an 87.79% Response Rate and a 906 minute Response Time.

FMCG industry benchmark: Response Rate: 57%, Response Time: 1 026 minutes

7. Electronics

Samsung in Norway (Samsung Norge) reached a high Response Rate in Q2 (87.63%), however it takes them more than 17 hours to respond (1 062 minutes).

Electronics industry benchmark: Response Rate: 47%, Response Time: 1 166 minutes

8. Alcohol

Tequila Centenario became the most Socially Devoted brand in the alcohol industry with a 89.43% Response Rate and a 389 minute Response Time.

Alcohol industry benchmark: Response Rate: 38%, Response Time: 812 minutes

9. Automotive

SEAT Mexico customer service is nearly perfect thanks to a 93.26% Response Rate and a 547 Response Time.

Automotive industry benchmark: Response Rate: 38%, Response Time: 985 minutes

Don’t forget to check out www.socially-devoted.com! You’ll also be able to see the Twitter results for the last three quarters.

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Engagement Rate: A Metric You Can Count On // @socialbakers


 

When there are bugs reported in Facebook´s Reach metric, it´s always good to know that you have one metric you can rely on. Find out which one it is!

As you know, we’ve driven home the fact that brands’ should not just rely on one metric to measure their social media performance. We believe that all metrics must be taken into consideration when developing social media marketing strategies, including Fan Growth, posts from you and the Engagement Rate they generate, your users’ wall posts and the speed of your response.

However, since, in the last few months, bugs were discovered in the reach metric on Facebook, brands need to consider relying on a metric that is guaranteed to work and is publically comparable – Engagement.

Full article

 

Why is Engagement Rate the #1 Social Metric?

When we talk about Engagement, we are referring to the activity on your page, to fan interactions to your post types, etc. There are several types of Engagement metrics:

  • Interactions – Like, Comments, Shares, Replies, Rewteets, and so on.
  • Reach – the percentage of fans that have seen your post from your Page.
  • Engagement Rates – a formula for quantifying brands’ success

Engagement Rate is always relative to Page size. This means that brands with 1 M fans can still be compared to brands with 2 M fans, with unbiased results. Look what we did here – we compared the average post Engagement Rate over a 7 day and 30 day period of Lufthansa (1 240 236 fans) and KLM (2 940 250 fans). The graph shows that KLM has been more successful in engaging its audience over the past month on Facebook despite the fact that Lufthansa has a smaller Page size and should therefore find it easier to mobilize its fans. Also notice, that KLM has experienced quite a few fluctuations on a weekly basis whereas Lufthansa maintained a stable Engagement Rate.

Full article

 

Airline Will Seat Passengers Based On Their Moods


huffingtonpost.com

 

Airplane Passengers Mood

First, KLM announced it would allowpassengers to select seatmates via social media. Now, air Baltic is changing the game by offering passengers the ability to choose seatmates according to their mood, reports News.com.au.

Latvia’s national airline calls it the “SeatBuddy” system, and it will offer passengers three “flight moods” from which to choose, reports The Montreal Gazette. According to an airline press releasethose are: “work” for those who want to get something done; “business talk” for those who want to network; and “relax” for those who don’t want to deal with a chatty neighbor. Hobbies and interests will also be taken into account.

“We’re the first in the world to offer this,” air Baltic spokesman Janis Vanags, told News.com.au. He also mentioned that passengers would not be allowed to ban people from sitting with them.

Like a dating site, the free service collects passengers’ information in a database, which generates a match without revealing any private data.

The first “SeatBuddy” test flights will take off later this month.

 

KLM y su nueva forma de hacer check-in, “Meet and Seat”

Esta nueva plataforma creada por KLM puede considerarse, cuanto menos, novedosa ya que es la primera aerolínea que permite elegir el asiento no sólo pensando si queremos ventana o pasillo, si no según la persona que nos interese que vaya sentada al lado nuestro.

Por supuesto que esto puede generar también opiniones opuestas. Algunos la han considerado una propuesta un tanto discriminatoria ya que no se sabe qué criterios se utilizarán para elegir al compañero de asiento. Otros creen que será una nueva estrategia para ligar o incluso como una herramienta de networking o búsqueda de empleo.


http://www.elogia.net/blog/klm-nueva-forma-check-in-meet-and-sea/
Cote Maturana 0 y 4

 

La aerolínea KLM (de la que, curiosamente, ya hemos hablado en otras ocasiones), en su sucursal argentina, ha lanzado una nueva y creativa forma de elegir asiento: Una aplicación llamada “Meet and Seat” (“Conocéos y Sentáos), que permite a todos aquellos pasajeros que hacen el check-in online escoger a su compañero de asiento según su perfil en redes sociales como Facebook y LinkedIn.

Leer más “KLM y su nueva forma de hacer check-in, “Meet and Seat””

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