This blog is about a case study of the impact The Socializers had on IKEA to help encourage a better social media presence for the company.

The Socializers were hired by IKEA and soon found that they would benefit from better use of real time data from outside and the sharing of this within the company. It was found that within IKEA a large amount of information was left within one area of the business, rather than being shared when it may have helped another area to prosper. It was decided that the best solution would be to create a physical ‘Listening Hub’ within the IKEA headquarters where staff could engage with incoming data. The Socializers then used Brandwatch Vizia to create a customised social media command center for ‘detecting, sharing and distributing insights around the organisation’.

The Socializers were then commissioned to provide an in-depth report regarding perception of the brand within different regions. Brandwatch Analytics was used in set time periods to search for certain phrases on several social media sites and to then analyse the content. It was found that general conversation about IKEA in the UK and US was more positive than negative; however regarding customer service, in both regions content was more negative than positive.

It was further found that customers in the US were six times more likely to complain on Facebook than in the UK, whilst UK consumers were much more likely to complain on forums. These insights allowed IKEA to focus on where they needed to improve their image and where they needed to influence. The physical space of the Listening Hub allowed IKEA to understand the value of social media regarding their brand image and encouraged further research and reporting into improving their brand’s social presence.

This case study underlines the importance of a coherent and consistent social media policy across large, multi-national, companies and their need to maintain a strong presence.

The study further shows the benefits of detailed analysis in attempting to improve brand image.

 

This case study also shows the growing dependence on ‘big data’, with analysis of content on social media sites becoming a key marketing tool for companies. The increasing use of big data allows a company better market intelligence allowing a better understanding of their position within the market, although comes with risks as there may be arguments surrounding privacy and the ethics of companies ‘snooping’ on the comments that aren’t aimed specifically at them.