A manager’s guide to analytics with Lexer
This article will provide you with everything you need to set up your Lexer account, to unearth even the most powerful insights. If you’re reading this, we’re assuming you’ve already been through the beginner’s guide, and have had some time in the product. If this doesn’t sound like you, you can read more about getting started with analytics here.
Once you’ve finished this article, you will be equipped with the knowledge to begin utilizing your dashboard, so your team can obtain the most efficient insights.
Maximizing social insights with Listen
Listen is a powerful social insights tool, that puts many features at your fingertips. To ensure you’re always utilizing these features to their maximum potential, we’ve built a short checklist of tasks a manager can complete to positively impact the use of Listen:
- Keep your accounts integrated
- Arrange your Tier Filters effectively
- Build workflow focused Saved Dives
- Build analysis driven Saved Dives
- Stay notified about your brand
1. Keep your accounts integrated
Integrating a social account with Lexer allows you to see, manage, control, and benefit from the content you would normally see on your social media accounts.
Facebook and Twitter tend to cycle through integrations, ensuring there’s always a fresh connection with Lexer, meaning you’ll need to occasionally check you’re still connected. We’ve made this easy for you, by giving you the tools to do this from the Settings page. We’ll also send emails to the address you use to log in, whenever the status of an integration changes.
By using the integrations table, found inside your Settings, you can verify a connection between your social pages and Lexer. The green status circle will appear in other colors depending on the connection type. If this is yellow, or red, your integration may require you to re-authenticate.
2. Arrange your Tier Filters
Keeping your Tier Filters well managed can play a significant role in speeding up the time it takes to draw insights, as well as providing your team with a comprehensive understanding of data.
Within Listen we’ve seen a lot of interesting setups, but there’s one that’s always been a favorite for us. This is the hierarchy approach. The benefit of this approach is that the search results will actually compare your Tier 2 results against each other within the volume, making for rapid social performance insights.
This is the first step in a search. You are defining the sandbox in which you’re playing. This is where you filter by geography, source, industry, or key terms. This helps you manage your searches in the later tiers.
Where you put the results from your Tier 1 search into manageable filter sets. These dive into particular topics, brands, campaigns, events, etc.
Generated by you on the fly from within the interface.
The hierarchy of their use is important, because in the background they generate a Boolean search. Here’s this handy diagram which will help elaborate:
Application of tier set up
Using the logic above, aim to setup Tier 1 to answer the question of “From Where”.
Tier 1 examples:
- From within the Geo-region of Australia
- From blogs and publications that are on Australian domain names
- From all of Facebook
- From around the Sydney Opera House
Tier 2 takes the results of the selected Tier 1 and refines the search down a layer. Tier 2 usually answer the question of “For What”.
Tier 2 examples:
- For objects mentioning the AFL
- For objects mentioning content from our site
- For any mentions by this list of Authors
Tier 3 then narrows this down even further, honing in more specifically on the content you’re looking for, and excluding the irrelevant stuff.
Tier 3 examples:
- Exclude content created by a specific author
- Exclude mentions of an irrelevant term associated with your search
- Look for content only from accounts with high influence (reach)
3. Build workflow focused Saved Dives
Many teams of Listen users often have very specific use cases relating to applying Classifications, assigning customer responses to teams, or even cleansing irrelevant content from your results. To ensure your teams are getting into the action as fast possible, identify where you can utilize Saved Dives to bookmark important searches.
Some common uses of Saved Dives for workflow are:
- A search designed to only include NEW content.
- A search designed to pick up mentions of both your competitors, and your brand in the same content.
- A search designed to remove content, as it is tagged with a relevant Classification.
Utilizing the categories and descriptions of your Saved Dives, you’ll be able to provide clear guidance for your teams. In the example above, there are three workflow driven examples - specifically, two Saved Dives written as “Priority 1” and “Priority 2” customer service filters. Both of these are designed in a way that effectively communicates to customer service agents, and suggests the tasks they should complete first.
4. Build analysis driven Saved Dives.
Accompanying Lexer Listen are two powerful reporting tools:
Both of these tools use Saved Dives to funnel through content to report on. Build Saved Dives with this use case in mind.
Some common reporting styles we see are:
|Social Snapshots||Use PDF Reports to customize and deliver reports on Classifications (topics), select highlighted content, and compare volumes historically to other reporting periods - all by saving a social content Saved Dive.|
|Competitor Analysis||Use Command charts to watch conversations about your competitors, live. Save a dive that focuses on mentions of your competitors on social networks, or in publications.|
|Trend Analysis||Use Command charts to watch the volume of content, and terms used over the Internet. Stay on the pulse of conversation with a Saved Dive that looks for a broad topic of coverage, perhaps relevant to your brand.|
5. Stay notified about your brand.
When you create a Saved Dive in Listen, you’ll come across the idea of “notifications”. These are alerts that are defined by yourself, to watch for either trends in volume, or the existence of content matching your Saved Dive - and will send you an email or an SMS when this is triggered.
Notifications can be used to for:
- Risky mentions of your brand, competitors, or staff on social media.
- Identify trends in volume on your social page, notifying you at peaks in content.
- Notify teams at the second a new object appears in an Inbox, instigating them to action.
- Notify managers of content volumes once a day.
You can find and set up notifications within the Saved Dives list in Listen, and you have the power to turn any existing Saved Dive into a notification. Find out more here.
Using Engage and Activity for powerful team reporting
Lexer Engage is your team’s one stop destination for all things customer service. These conversations contain thousands of powerful data points that we help you break down instantly, so you know the most about your teams’ engagements. This is all found in Lexer’s Activity reporting.
We’ve created a checklist of items to do, to ensure you’re learning the most about your team’s performance in Activity - and yep, we’re assuming you’ve already read this checklist for Listen just above. Read more about Activity here.
To get the most from your reporting:
- Set up user groups for team reporting
- Build data using surveys
- Add Classifications to your workflow
Set up user Groups for team reporting
Did you know that your permissions and social access aren’t the only benefit of managing a neat collection of user groups? Customer agent SLA, NPS, and reporting through Lexer Activity, give you the ability to filter on groups of users, allowing you to compare teams with each other.
Groups can be edited in Settings, and can be applied to members within the “OUR TEAM” page. Doing this will allow you to pivot Activity reports on these groups of users.
Build data using surveys
In Lexer’s Activity, is an entire dashboard for reporting on NPS. This dashboard is fueled by surveys sent in customer service interactions, and will help you break down the effectiveness of your customer service teams by the customer’s opinion of the engagement.
Customer service agents can elect to add a survey when responding to a customer. The customer will then fill in a custom made, bespoke branded, NPS survey - which is saved and stored inside Lexer Activity.
This data is filterable, explorable, and exportable - giving you the tools you need to draw insights from engagements. You can learn more about surveys here.
Add Classifications to your workflow
Have your agents tag content with Classifications that you define, to provide the most in-depth topic/sentiment analysis potential. Classifications can be examined using Activity reports, PDF reports, live Command screens, and can be exported with the content your agents are interacting with via the SLA export table. This will give you enough data to draw insights from Classifications, to build detailed analysis of topics over time/agent.
You can customize your own Classifications from inside your team’s Settings. Classifications can have any title, belong to any Group, and can have a color associated with it.
Unlock the power of Identify insights
To maximize the potential of your Identify usage, there are a few in-product actions you can make, which will add to your wealth of data. If you’re looking to import data, reach out to your Lexer Success Manager, or contact Lexer Support to discuss.
Your Identify Checklist:
- Use Tribes to improve your results.
- Use Tribes for Next Best Action insights.
Use Tribes to improve your results
A Tribe is fundamentally the Identify equivalent of a Saved Dive. It’s a bookmarked search that allows your users to quickly replicate a workflow inside Identify. However, the benefits of Tribes do not end there.
Tribes not only bookmark as a search, they also flag your search to show the relationship with your future searches. You can build Tribes with the goal to deliver the most effective insights in each search. This then unfolds even further when looking at Identities. Suddenly, when a customer matches a Tribe, it’s stamped onto their Identity, so you can tell where they belong within your data as you serve them.
Use Tribes for ‘Next Best Action’ insights
Knowing when a customer fits into a particular Tribe is incredibly handy for understanding the human your agents are serving. Now you as a manager are able to get involved by leaving a “Next Best Action” recommendation when Identities service a member of one of your Tribes.
You can now leave custom messages for customer service agents, when they interact with customers who fit inside your Tribes. This is useful for sharing insights about users, to be able to recommend a next best action for customer service.
An example of this would be to identify returning customers, and have your agents begin a conversation with “Welcome back, good to see you again”.