Argos – A Topline Social CRM Audit COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED REGISTERED & IPA PITCH PROTECTED
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Argos Social Media Monitoring
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Argos – Social Media Mentions
A search for social media mentions of Argos over 2 weeks 13/1/12 – 26/1/12
20,496 total mentions
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Twitter 13260 Forums 3901 Facebook 1204 Blogs 1105 Comments 492 Videos 191 News 186
• 85% of all mentions of Argos are on Twitter
• Twitter & Forums account for 84% of all mentions
Argos – Monitoring Twitter for opportunities
• Argos monitor Twitter for more than just their brand terms
• They monitor for general mentions of products in their sale, then reach out and engage with a Twitter user if they show purchase intent
• They could also be following users they have identified as influencers and are monitoring for opportunities to inform of their offers.
• Argos have a wide range of products and as such there are thousands of opportunities to engage
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@ArgosHelpers Response rate
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• @ArgosHelpers is the customer service Twitter account for Argos • The trend lines show @ArgosHelpers’ response rate to @messages
over time and show a very responsive account • Instances where the messages to ArgosHelpers exceed that of the
responses are the result of retweets of an original message to @Argoshelpers
Tweets sent to @ArgosHelpers Tweets sent from @ArgosHelpers
Argos Facebook Customer Service
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• Argos receive a lot of customer queries and complaints on their Facebook wall.
• Customers are generally responded to quickly and Argos does a good job of resolving issues in a professional, sympathetic and efficient manner
• They don’t delete posts and as such there is quite a lot of negative comments, however Argos are able to keep their replies constructive and well-judged.
Argos Pricing Error
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Argos Pricing Error
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• On Saturday 21/1/12 Argos incorrectly displayed the price of a Nokia Lumia handset at almost ¾ its price for several hours
Argos Pricing Error
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3,172 mentions News of the too-good-to-be-true deal spread fast, and led to social media mentions of Argos being over three times higher than on an average day
The error was picked up on by @HotDealsUK and other popular Twitter accounts and rapidly spread through Twitter
Argos Pricing Error
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• When directly asked about the deal, @ArgosHelpers tweeted that ‘having looked into’ it, it appeared to be correct.
• There was a clear breakdown in communication between Argos’ different online departments
Argos Pricing Error
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• After several hours Argos noticed and fixed the error, but didn’t acknowledge or apologise for it on their Facebook or Twitter pages other than in @message responses to users
How Testify can help Case Study: Sagepay
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Case Study: Sagepay Social CRM
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Case Study: Sagepay CRM Staff Performance
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Case Study: Sagepay CRM Staff Performance
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About Testify
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We are Testify – THE Social CRM Agency
WHO ARE WE? We are a Social CRM agency focused on
driving awareness, advocacy and
conversion through influence and
engagement.
ABOUT OUR FOUNDERS:
• Mark Joseph and John Barton
• Founders of Steak Social and Steak Affilliate
departments
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Digital Strategy 2010/2011 – Media Week 30 Under 30
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