Pošta Slovenije: buzz about biz

© All Rights reserved. BigBox.Solutions 2019
Pošta
Slovenije
buzz about
biz
Reputation management audit
Copyright: BigBox Solutions, 2019

Social media brand
reputation auditing
Sources:
Twitter (August - September 2019)
Facebook (online SLO media FB pages (2018-2019)

© All rights reserved. BigBox.Solutions 2019
Facebook:
• It covers a period of one year, and 17 Slovenian
media outlets reporting during that period
Twitter:
• It covers a period from August 31, 2019 till
September 18, 2019
BUZZ

Topics raised by media:
• introduction of a different sales range
• impairment of core business
• sale of office space
• the plight of workers
• Pošta Slovenije and promotional material
MEDIA

Topics that concern citizens:
• Service identity
• Business identity
• HR policy
• Decapitalisation
• Spam
PEOPLE

Results

3/4 FB users are negative:
• users are critical to all business
changes and moody toward
management
1/4 FB users care mostly for workers:
• Good quarter of users has sympathy
for workers
Sentiment when talking
about Pošta Slovenije

When negative, users usually care about:
27% is critical toward
expanding the offer
(supply of goods in
outlets)
Service identity
27%
23% care for postman
and is concerned for
their salary, working
conditions, at the same
time is critical toward
management
HR policy
23%
21% disagrees about
closing branches or
changing working hours
at local post offices
Business identity
21%
10% is angry about
the sale of Pošta
Slovenije's office
premises
Decapitalization
10%

When positive or neutral, users usually care about:
40% have an
understanding for
workers
HR policy
40%
20% support the
business model of
expanding service
Service identity
20%
15% is proud of Pošta
Slovenije and its brand
National identity
15%
10% understand
changing business
environment that
affects changing
business model of
Pošta Slovenije
Business identity
10%

1/2 Twitter users are negative:
• users are critical to all business
changes and moody toward
management
1/2 Twitter users are supportive:
• Mostly neutral or understandable,
but in some way supportive, too
Sentiment when twitting
about Pošta Slovenije

When negative, users usually care about:
75% rate the quality
of service as poor
Service identity
75%
23% care for postmen
and is concerned for
their wage, working
conditions, at the same
time is being critical
toward management
Business identity
25% Twitter users of Slovenia do
not tweet about: HR policy,
national identity nor
decapitalization, but about
service

When positive or neutral, users usually care about:
36% support the
business model of
expanding service
Service identity
36%
64% understands
changing business
environment that
affects changing
business model of Pošta
Slovenije
Business identity
64%

Findings

FINDING #1:
•the more people care about workers, the more angry they are at
management
It is a phenomenon known when perceiving public services in the eyes of
users.
Postmen come to the door, they ride bicycles and bikes in bad weather,
they earn low salaries, they share the destiny of the ordinary people

Comments:
• Vem kako to izgleda. Ubogi poštarji.
• Direktor pa na večjo plačilo....poštarjev ni...
• Zakaj raje ne napisete.delavci poste vso noc delajo za 600 evrov na mesec.bolj udarniski naslov.
• Tudi pri nas enako, pošte včasih ni dva dni. Vsak dan drugi poštar. Delavke na pošti tako obremenjene . Na
poštah jim manjka samo se delikatesa pa so kompletni. Poštarji odhajajo, ker za svoje delo dobijo mizerno
plačo. Verjetno na vrhu pošte najslabše,nesposobno vodstvo vseh časov z velikimi dohodki.
• Poštarjev je v Sloveniji dovolj, samo placa jih ne posta. Srbe bi zaposlil za 500-600 eur, Slovenca za 800 eur.
In zaradi tiste razlike Slovence odpuščajo.
• Naj jih pošteno plačajo,ne pa tako mizerno Sramota.Niso večto,kar so bili in tudi uslužbenke za pultom,so
bolj deklice za ......eh škoda besed,ker gre vse v maloro.😶 😐
• Niso krivi postarji za tako stanje ki ga ima posta.. Delajo v nemogocih razmerih in z ogromno reklam.. Jaz
sicer nimam nobenih problemov..
• Moram pa pohvaliti poštno uslužbenko v Murgle centru, svetlo zvezdo, biser v morju školjk, ki je prva
vedela, kaj je njihov app eSpremnica, mi zrihtala zastonj nalepke, ker "Vi ste naši", in me založila s štemplji.
#pohvalanadan @Posta_Slovenije.
• Poštarji so preveč obremenjeni, so samo ljudje.

Findings
FINDING #2:
•people don't understand why Pošta Slovenije extends its offerings
People are aware that their lives have been transformed by digitalisation,
but they do not understand that some business models have to change
because of it.

Comments:
• vse se spreminja in se res marsikdo kar težko znajde med vsemi temi spremembami
• Poleg tega, se naj nehajo ukvarjati s prodajo čokolad, čajev, čistil, šivalnih potrebščin (manjka le še kruh in
čevlji) in to prepustijo trgovcem, trgovci pa naj pošti prepustijo plačilo položnic (bom v kakšni kilometerski
vrsti veliko bolj srečna, ko ne bo kupec pred mano potegnil iz žepa še 95 položnic za plačilo).
• Pošta je vsaj po vaseh zadnje čase magazin.Človek s klavstrofobijo težko vstopi v te male prostore,
napolnjene z vsem mogočim, samo tisto zaradi česar ima ime, je težko dostopno, da ne govorim na dan
pokojnin, gužva kot v.starih časih, zaradi zaprtja poslovalnic NKBM.Pošta Slovenije rešujejo vas pridni,
ustrežljivi in prijazni uslužbenci, vsaj v naši vasi, ki delajo v takih pogojih in še z deljenim delovnim
časom.Pravzaprav zakaj Pošta Slovenije, kaj pa razen uslužbencev je še slovenskega?
• A se ti hecas al kaj?!? A da bom prisel k zdravniku in mi bo ob pregledu kolena ponujal še krofe, cokoladko
al pa LOTO srecko (kot na nasih postah)?!?
• A na katerokoli pošto greš, čakaš ko mutec na šalterju, da lahko opraviš storitev, ker je neznosna gužva. Ko
bi se pošta ukvarjala samo z primarno dejavnostjo, ne pa da je kot da prideš v supermarket. 😱 😱 😱 😱
• @MuriMursic @Posta_Slovenije Ne, lahko bi prodajali mortadelo in sire....
• Šele v tretji štacuni sem našel nujno potrebno laneno seme. Mislim, da @Posta_Slovenije ful zamuja
poslovno priložnost, ker nima odprtih poslovalnic ob nedeljah.

FINDING #3:
•the public does not understand why some local post offices are closed
down
...or the premises are for sale.
An issue that occupies citizens, when talking about villages left without a
Post office in province, which they have not even used.

FINDING #4:
•people would love to talk to Pošta Slovenije, Pošta Slovenije is not
talking
There is a big communication 2.0 gap:
on Twitter, users ask Pošta Slovenije, but their questions are left
unanswered,
on Facebook, the only communication with Pošta Slovenije is when a
sweepstakes is underway.

Highlights

A strong social media strategy could help Pošta Slovenije to improve the management reputation, and
to be more competitive in the digital age by better responding to changing communication needs,
improving the customer experience, creating value through social media, and being responsive.
expand its social media
reach, visibility, and level
of engagement;
turn social media into a
valuable data source.
EngagementPošta Slovenije can enhance
its currently limited social
media strategy by
undertaking actions that
would:
Communication
leverage the network to
improve brand image,
introduce new products,
and create new marketing
and sales opportunities.

Opportunities

1
2
3
4
Commit to social media
continually evaluate new and old platforms
allocate necessary resources
Build a broad user network
communicate with customers
localise and specialise user communities
Leverage the network
promote positive brand image
explain, market and enhance current products and services
Measure and adjust
use tools that measure goals
analyse the content what is being said on social media

• za vpogled v obsežno analizo reakcij
uporabnikov na družbenih omrežjih
med stavko Pošte, novembra 2019
• ali za popoln vpogled v poročilo o
analizi blagovne znamke Pošte
Slovenije za leto 2019:
office@bigbox.si
Thank you!
BigBox.Solutions
Tatjana Vehovec

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