Recently our Data Systems Manager here at 1000heads, one Mr Andrew Stretton, was extolling the virtues of First Direct. Their first forays into social media have been widely covered by the trade press and – as such – FD have followed up with some facts and figures.
However, it’s these facts and figures that are raising questions with our manager of data systems.
Andrew, the floor is yours
First Direct captured my attention this week with an innovative ad campaign on London Underground, using the findings of an online market research study as its centrepiece.
“77% of what’s said about us online is positive”
It’s exciting to see companies shouting about their word of mouth. The sample WOM on the advert is also interesting – could we soon see realtime social media feeds on billboards just as Skittles attempted on their website?
On the other hand, the wording of the ad and the methodology used raises a few questions.
First Direct claim that 77% of what’s said about them “online” is positive, based upon a sample of opinions posted in a controlled environment on a brand presence. It would be interesting to know what the results would be if all banks gave their users the same opportunity and what the exact effects of the incentives involved were.
As Data Systems Manager here at 1000heads I’m tasked with bringing our clients a representative sample of spontaneous conversation from the widest variety of online sources possible. Benchmarked, contextual data from realtime, unprompted conversation could provide more interesting top line stats for an advert, giving people a birdseye view of what they themselves are saying online. For example:
“In online conversation, Brand X is strongly endorsed 20% more often than any other major UK bank”
This is of course is not to say that surveys have no place, it’s just that there is so much more insight out there to play with.
How do you think these different measures of opinion can be reconciled? Do let us know what you think in the comments, or if you would like to know more about our WOMTrak and WOMActive products please drop us a line.