Alerts Are Awesome And Here Are 7 Use Cases That Prove It.
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We talk a lot about social listening and what an important tool NUVI is for your company’s social media marketing campaign. Today, however, we wanted to talk about a crucial component of any monitoring campaign: Alerts. While extremely effective and helpful to your marketing efforts, alerts are often overlooked or underutilized. In this post, I want to focus on a number of actual NUVI use cases to demonstrate just how much our alerts can benefit your organization, regardless of what it is that you do. Because who doesn’t want to be notified in real-time of the super-important goings on?
As you can see from the image above, NUVI has a plethora of ways to customize your alerts. You can set them up based off of sentiment (either going up or down), when there is a change in volume of mentions, as well as when an influencer or specific account uses one of your keywords in a mention on social media. Furthermore, you can have an alert sent via text to specific numbers, or via email. This becomes important if you want to have certain mentions go to someone in customer service or in sales. Or maybe even to the CEO (not that I would recommend that but, hey, who knows). The point is, you can keep the right people apprised of the right situations in real-time.
Now that you have a better idea how specific NUVI alerts can be, here are some actual customer pain points and use cases from customers using NUVI alerts.
One quick caveat to keep in mind when setting up alerts. If you go crazy and set up multiple alerts to multiple sources all day long, chances are those alerts won’t matter by the end of the day. It is very tempting to want notifications for each and every interesting mention that comes in, but if everything is news, then nothing is. For example, I have multiple Google alerts set up around various topics because I want to stay up to date. However, because there are so many, I find I delete many of them before even opening the email. So as you read through these use cases, remember that alerts are only valuable if they are used.
Pain Point: Crisis Control
Use Case: Some companies set up monitors and alerts around their CEO and executive team using the names of their leadership in the monitors. They have the alerts set up in case a story breaks out PR can quickly put together a response. When it comes to crisis control every minute counts and you don’t want to be the last one to hear about a scandal or situation that could hurt the brand.
Use Case: Both student and professional athletes generate significant social conversation. When you are under the spotlight the way they are every single tweet or picture posted is scrutinized by both fans and opponents. Many teams set up alerts around their players in case they are not a good representation of the team, breaking rules, posting things they shouldn’t or there are things posted about them that could get in the way of their ability to play. It takes a lot of time to develop a fan base and reputation, and thanks to social media, some players can tarnish that reputation in the blink of an eye.
Use Case: Hospital PR and marketing teams use NUVI alerts to notify them of employees that may violate patient confidentiality or privacy, or are talking about things on social media that they shouldn’t. In addition, they have used alerts for sudden dips in employee morale. As new rules or policies go into place, management wants to be aware of employee response. Using NUVI monitors, a manager would be notified of a sudden dip in sentiment and negative postings from employee accounts, and would then have the ability to put out that fire before it became a big deal.
Pain Point: Awareness of potential threats to employees/ customers
Use Case: We have many clients that use alerts as a safety precaution. Retail stores, government agencies, and colleges and universities have found that setting up geo-fenced monitors around specific locations or people they are able to track protests, shootings, possible terrorist activity and more. This real-time data helps them keep their employees and customers safe in the case of an emergency. When they have alerts set up via text messages they are able to quickly respond and get people out of harm’s way.
Paint Point: Provide better customer service, quicker.
Use Case: One company is particularly invested in customer service and satisfaction. They have truly embraced the philosophy of turning the masses into individuals and work very hard to try and personally respond to as many customers as possible. In order to accomplish this goal, they have alerts set up to notify them of every compliment, question, or complaint someone posts via Twitter and responds that individual within 24 hours. While this may sound extreme and unrealistic for many large brands, it is something they have invested in and feel that it is worth the effort.
Paint Point: Better way to monitor reception of new product or campaign launch
Use Case: In the case of testing a new product or commercial real-time alerts can be crucial. While not a NUVI use case, look at the PR nightmare surrounding Pepsi’s now hopefully-forgotten commercial. If they had had an alert set up the onslaught of negative comments would have notified the powers that be and they could have taken the commercial down before it became a full-blown media feeding frenzy. In a NUVI use case, we had a customer releasing a product in a very specific region and wanted real-time data as people began to interact with the beta product. They set up a monitor for keywords and hashtags specific to the campaign and an alert for volume. As mentions came in, specific people were notified of the burst in volume and could track the product’s reception.
Paint Point: Needed a more efficient way to identify and track influencers
Use Case: Influencer marketing is an extremely common practice. There seems to be little argument around whether or not a company should invest in influencer marketing. Instead, the conversation is around finding the best influencers for your brand and making sure that they are providing an adequate ROI. Many of our clients are now setting up monitors for the purpose of identifying key influencers for their demographic and then reaching out to those individuals. In one particular use case, a client set up an alert to get a notification every time an influencer mentioned keywords from their monitor and then they could track, in real-time, the way the audience interacted with that tweet or post. This gave them enough data to determine the efficacy of that influencer in that specific platform. This data was instrumental in their reporting to not only justify the cost of the influencer, but also the tool itself.