Industry News | In Practice | The Bigger Picture | Digital Marketing | Your Business | Latest Research

Latest Articles

Customer service must keep a place for paper

Research shows a third of businesses are filing away and ignoring customer queries that arrive on paper. Charlotte Marshall, Managing Director of Iron Mountain in the UK, wants to examine this problem and why the integration of paper and automated customer service management is such an issue for businesses today. By Charlotte Marshall.

more

The time has finally come to unleash mobile ecommerce

Every year is expected to be ‘the year of mobile e-commerce’ and yet it never is! However, with Branding Brand predicting that more than 53% of visits to the top 500 e-tailers in 2014 will be from smartphones, we think it will be an important year for m-commerce. This comes after research carried out by the IMRG and Capgemini shows that in 2013 the UK spent £91bn in online sales, with sales via mobile devices increasing 138% from 2012. By Lee Cash.

more

Inattention a threat as mobile ad spend rockets

UK digital ad spend rose 15 per cent year-on-year during 2013 with mobile a key focus, according to new data. But as multiscreening becomes a cultural norm, advertisers face a stiff challenge for consumers’ attention, experts warn. By Chris Lee.

more

Related Articles

Social Media in Action: Rentokil

Filed under: All Articles > Industry News
Tags:
By: NMK Created on: October 12th, 2011
Bookmark this article with: Delicious Digg StumbleUpon

Pest control company Rentokil is demonstrating how services companies can target audiences using social media. New Media Knowledge caught up with Rentokil to learn more. By Chris Lee.

By Chris Lee

While there is a great deal of chat online about how services companies should embrace social media to help build brand advocacy and drive new business, how many are actually doing it in practice?

One company seeing the benefits of its social media outreach is pest control specialist Rentokil. The company formed a dedicated social media team charged with listening and connecting with customers online.

Listen

The online conversations Rentokil is looking out for are picked up, managed and responded to using multi-language listening and tracking services from SentimentMetrics.com, with the aim of driving customer engagement and satisfaction as well as increasing the amount of enquiries for pest control services.

Alicia Holbrook, social media manager at Rentokil, is part of the firm’s global marketing and strategy team and is responsible for social media campaigns and interactions. She told NMK that Rentokil generates much more traffic from Monday to Friday, which indicates to her that it is mostly business users commenting about the firm in the social media space or seeking an answer to a particular problem.

“Most traffic happens on a Tuesday,” she said. “This could be because on a Monday, the facilities manager may think ‘right, we really need to sort out the bird problem in the car park.’ By Tuesday, they may actually have the time to research it and find out how they can get rid of the problem in the car park.

According to Holbrook, business users tend to tweet more from their personal accounts, rather than their business accounts, saying things like; ‘We’ve got rats – what do I do?’ or ‘Something has eaten my carpets, what do I do?’

Learning curve

Holbrook explained that Rentokil had turned to SentimentMetrics.com following criticism the company had received in its early days on Twitter, which was picked up by the press. Holbrook said that Rentokil needed to know what people were saying about the company so it could respond quickly.

“On reflection, the whole experience was a learning curve,” she said. “With a platform like Twitter, in order to attract followers you need to put in the groundwork. The longer you put out content and the more interesting the things you tweet are, the more successfully you naturally build up a follower base. Now, we don’t actively attract people to follow us, we just pick them up as the months progress. In turn, this has led to a more loyal follower base.”

Holbrook added: “We react to all kinds of feedback, whether positive or negative. While we are very aware that if you respond on Twitter it is a very visible platform, when people have problems we need to be able to hear them so that we can act to correct it. Similarly, if a customer tweets us to say ‘thanks for doing a great job’ we need to acknowledge that in order to build relationships.”

Return on investment

While Rentokil has noted a direct correlation between a wasp-related campaign it rain in 2010 and a 146 per cent rise in enquiries to deal with problem nests, Holbrook believes that focusing attention on one social media strategy outcome – be it sales or otherwise – is a mistake.

“Should brands use social media as a brand awareness tool or a customer service tool?” Holbrook asked. “I believe that it should be both because social media crosses so many areas of business and marketing. You have to weigh up how well social media is driving traffic to the website and converting to sales and, also, how well it is driving brand awareness. Social media isn’t just about ROI - it’s also undoubtedly about amplifying your brand.”

Comments

You must be logged in to comment.

Log into NMK

Register

Lost Password?

Newsletter


For the latest news from NMK enter your email address and click subscribe: