People don't tend to tweet when tap water is clear or when their toilet flushes.
So how do you effectively measure and understand how to increase brand satisfaction, when your brand is only thought about when things go wrong?
This was Northumbrian Water Groups (NWG) original objective when they first started working with Wordnerds.
It was crucial to find unknown tweets (those conversations not tagging @nwater_care or @northumbrianH20), as well as tagged mentions and all other Water and Sewerage Companies (WASC) and Water-only companies.
This gave NWG:
Just one of many key insights was the lag time between identification of reported leaks and the water company fixing leaks, a key annoyance for customers but also a money drain for NWG.
Key ROI - NWG’s social media team were able to respond to customers quicker, with 88% of responses liked or responded to with gratitude.
Key ROI - NWG social engagement rate rose to 9%, seven times the industry average and 40 times the company’s previous rate.
Since then we’ve also assisted NWG in competitor benchmarking, staying ahead of the game in terms of sentiment and predicting their win of ‘water company of the year’.
We also supported them at their renowned Innovation Festival 2020, facilitating sessions that uncovered strong campaign ideas which have been taken forward for development. We also started a water fight!
We are now providing ‘golden sentiment score’ reports for the team, combining all of the survey and social data into one master picture to aid strategic decisions.