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Dixons Topline Social CRM Study

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Social media mentions of Dixons A 30-day social media search for mentions of Dixons
19/12/11 17/01/12 70% of mentions occur on Twitter Twitter Forums Blogs Facebook News Comments Videos Images 5,430 1,267 508 217 163 64 54 18
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7,721 Total mentions

When where people talking about ?

The chart on the right shows the frequency of mentions of Dixons over 30 days
The majority of mentions occurred on Tuesday 17th January This was due to the releasing of Dixons sales figures from the Christmas season, and the spreading of this story on Twitter
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What are people talking about ?

The Conversation cloud shows the top 50 most common associated terms when Dixons is mentioned, the larger the word, the more frequently it is mentioned This gives an overview of the main conversation topics around Dixons; popular products, sentiment, news stories, etc.
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Dixons on Twitter

@DixonsOnline 2841 Followers

Main purpose is to tweet the latest deals and discounts from Dixons Most activity is responding to customer queries and complaints Customer support is divided between this account and the specific customer support account

@DixonsDelivery 406 Followers

Main purpose is to be the customer service point of contact on Twitter Directs people towards the Dixons Get Satisfaction community Monitors and responds to general customer complaints on Twitter

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Tweets to Dixons
Dixons monitor Twitter for mentions of their Twitter handle and reply to customers. However only 7% of Dixons mentions on Twitter included their official Twitter handles

225 (4%) of Twitter mentions used @DixonsOnline 157 (2.9%) of Twitter mentions used @DixonsDelivery

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@DixonsOnline response rate

The chart shows how tweets to and from @DixonsOnline changed over time

The red line indicates tweets addressed to @DixonsOnline, the green is tweets from @DixonsOnline. The two lines give an indicator as to how efficient Dixons are in replying to tweets sent to them
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@DixonsDelivery response rate

The chart shows tweets to and from @DixonsDelivery

The red line indicates tweets addressed to @DixonsDelivery, the green is tweets from @DixonsDelivery. As @DixonsDelivery is the main support account on Twitter for Dixons, it shows a consistent rate of response to Tweets.
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Get Satisfaction

Get Satisfaction set up to deal with main customer enquiries across Dixons, Currys and PC World Connects back to Twitter and allows cross posting from both platforms Links to KnowHow which allows users to get expert help across a range of products, search a full knowledgebase and track their parcel deliverys

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Facebook

The Dixons Facebook Page was made inactive and visitors directed towards the main Currys PC World Facebook Page It links to the Get Satisfaction Support forum Features live blogs and a community hub that redirects users towards apps, deals, store finders, and newsletter signups
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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 Campaign Award Winners: Social Media Innovation/ Digital Strategy 2010/2011 Media Week 30 Under 30

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