Driving brand love: How Tune Talk improves sentiment with Emplifi social marketing

The fastest-growing Mobile Virtual Network Operator (MVNO) in Malaysia, Tune Talk stands out from the crowd. By providing high-quality services and gathering a vibrant social community, they build relationships that last.

Telecommunications is a fast-paced, competitive industry, and technology is a big part of everyone’s daily life. As a service provider, Tune Talk recognizes that their responsibility is to listen to their customers consistently to help them improve and be on top of their game. Social media allows them to connect with their existing and potential subscribers in a friendlier manner and be part of a community. Therefore, serving meaningful content and engaging in discussions with every follower is vital for their success.

When Tune Talk shifted towards digital transformation a few years ago, they knew they needed a structured marketing solution to capture as much data as possible, which is why they implemented Emplifi’s Social Marketing.

Growing a loyal community and building a loved brand

To grow a loyal community and still deliver on business goals, Tune Talk established seamless cross-team collaboration and data-driven processes using the Emplifi Social Marketing Cloud.

It all starts with planning to create the perfect content mix. Striking the right balance of content was key for building authentic relationships with their audiences. How did the teams get the most from the planning stage? With data. Accessing content insights made content planning focused and deliberate. Diving into industry trends by top content allowed them to create their own that resonates widely across the social sphere.

“We strive to publish viral yet informational content that is aligned and relevant with current trends – but at the same time effectively push our brand and offerings. We want to look beyond passive content consumption and successfully drive purchase intent, yielding a higher ROI.”

Tune Talk’s strategy does not stop with content planning. Scheduling across platforms at the optimal time helped them reach maximum organic exposure. From there, seizing momentum and boosting the best-performing posts allowed them to take their message even farther to get results.

Creating compelling campaign reports in real-time allowed Tune Talk to adjust their strategy and achieve even better results. To take engagement even further, they use the Emplifi Community module to engage with every comment with speedy and personalized responses. This approach established a solid ground for brand advocacy.

Turning a negative into a positive

As a Telecom company, brand sentiment has always been on the negative side as people come and state their complaints in any postings that Tune Talk makes.

Automated sentiment analysis assesses and detects fluctuations in sentiment, especially when they are negative, and allows the team to take the right actions swiftly and turn them into positive ones. This is key to increasing brand love. With Emplifi, they can also identify their Share of Voice among competitors and determine where they stand in the industry from a social perspective.

Between Q1 and Q2 2021, Tune Talk was able to improve the positive sentiment by almost 20%. In Q2 2021, the number of incoming messages and comments more than quadrupled. With the help of Emplifi’s Community Unified Inbox, the team was able to clear all incoming messages daily. Thanks to smooth handovers, clear task allocation, and AI priority scores, the Tune Talk team has become much more efficient at processing, prioritizing, and responding to a high volume of conversations than ever before.

In addition, by integrating Emplifi’s social listening tools, they can better understand what consumers are saying about their brand on other social channels, identify the sentiment, react, and resolve issues. They can also gain valuable insights into what people are saying about their competitors for comparison.

The takeaway

Tune Talk understands that changes in consumers’ social media behavior can occur in a short span of time, which is why they are persistent in curating interesting content. The data collected via Emplifi helps them strategize and execute their future plans for the company.

Do you need help analyzing and managing your social sentiment? If you would like help streamlining your content publishing and analyzing processes, schedule a demo with an Emplifi expert today.