Celebrating a Decade of Leveraging Successful Social Insights with Arrow Fastener
It has been almost a decade since the Do-It-Yourself (DIY) home improvement sector began preparing for a digital future. The spread of social media, e-commerce, and mobile devices gave DIY enthusiasts easy access to information and tutorials online, enabling them to pursue their passions. Soon enough, digital platforms and resources became indispensable, initiating the industry’s digital transformation. At the forefront of this digitization was Arrow Fastener, an iconic American brand specializing in building and fixing equipment (DIY aficionados might know them for their best-selling staple gun, the T50).
Arrow Fastener understood the growing importance of social media and its ability to uncover consumer sentiments about their brand. At the time, however, no conscious efforts were being made towards evaluating the brand’s health through social media. Arrow Fastener wanted to change that: their goal was to not only find out what consumers are saying about their brand online, but to integrate their learnings into their marketing strategy and ultimately ensure the brand’s success. To do this effectively, they needed a robust measurement system from which they could derive actionable insights within the social media landscape. Enter, Brand Fame.
High-quality data obtained allows for a holistic understanding of brand health and is predictive of changes in future sales, enabling a high degree of actionability. The solution can be integrated with survey-based equity trackers and can also be implemented as an independent tracker.
Not only does this innovative solution leverage the rapidly evolving capabilities of AI, but it also incorporates human intelligence to accurately decipher the nuances of human emotion. For example, sarcasm and colloquialisms are commonly used on social media, and while AI may not be able to recognize the true feeling behind them, the human eye definitely can.
Apart from offering diagnostic insights, Brand Fame also presents its results in an easy-to-understand, single-score metric. Our analysts code the data collected across 3 key dimensions:
- 1. Coverage: This dimension unpacks the reach, volume, and source of unique contributors to the posts and online conversations about the brand.
- 2. Sentiment: This dimension looks at what exactly is being said about the brand and the sentiment behind these conversations. It incorporates the impact of the tone of voice, brand perception, and product feedback.
- 3. Importance: This dimension examines the people behind the conversations and their influence, as well as the channels being used and how they impact the messages’ amplification.
Together, these 3 dimensions make up the Brand Fame score: a single score ranging from -100 to 100 that reflects the brand’s strength and offers granular insights into everything from products and events to campaigns and influencers. Think of it as a faster, more accurate, and extensive version of the net promoter score, with results delivered in near real-time.
What Arrow told us
“Arrow Fastener has always valued feedback from our PRO contractor and DIY customers, but before partnering with MetrixLab Social Insights we were seeing those inputs piecemeal, without a holistic view. Using Brand Fame enabled us to gather those insights and understand them in a way we never could before. By strategically linking incoming consumer-generated insights with our outbound marketing and product development efforts, we were able to fine-tune our marketing campaigns and new product programs to deliver more of what our customers want – the way they want it.” says Bill Sokol, Vice President, Marketing, Arrow Fastener.