5 Ways You Can Use Social Listening Data for Better Marketing
You plan the best campaigns you can, but what really makes up your consumer’s mind is not your content—it’s recommendations from their social networks.
Deloitte’s 2017 Digital Democracy Survey studies how technology is changing consumer behavior and attitude, impacting businesses. The survey found that social media recommendations matter. Twenty-seven percent of Gen Z, as well as Millennials, say that an online recommendation from someone within their social media circles can highly influence a buying decision.
A brand is not what you want it to be. A brand is a sum of all conversations taking place about it 24/7, including on social. These conversations are continuously shaping a brand’s image, regardless of whether or not your brand chooses to listen on social media or not.Here are five ways you can use listening to your market to become a better marketer.
1. Understand Your Brand
Listening provides you with a detailed and in-depth analysis of how people perceive your brand: its strengths, weaknesses, and the tide of public opinion in general.
Deeper analysis can also surface topics you weren’t aware of. In the word cloud below for Tide, the general conversation trends look quite positive–denoted by keywords like “love,” “awesome,” and good.
Digging into the data shows us that there are certain elements that Tide’s consumers are not happy with and that the brand might want to address. Hiding behind the word “love” are some comments like this:
— Stacy Alesi (@BookBitch) March 26, 2017
Simply Measured’s listening solution can easily identify such mentions, highlight them as negative, and help brands choose issues to focus on.Brands can analyze data across a number of sources with listening, from Twitter and Facebook to retailer reviews. You’ll be able to understand which aspects of your product customers like, and which they don’t. For Tide, scent is a major positive conversation driver.
Doing Some laundry preparing for the week 💯Love the smell of clean laundry and tide in my home 🏡… https://t.co/Nk9UKa9t07
— Lisandra Gonzalez (@LisyOnlyoneme) March 12, 2017
Listening can also help identify influencers who are talking about your brand, so that you can collaborate and increase your social reach.
2. Understand Your Category
Listening to social media for the categories you care about can provide an in-depth picture of the discussions taking place across multiple social platforms. It can also help you identify emerging themes within a particular category, and competitors you should be paying attention to.Apart from providing the volume of conversations for the category, social listening can help identify the major associations people make with your category, as well as the trends.
For example, in the word cloud above, we can see that when it comes to yogurt as a category, the most-discussed topics are Greek Yogurt and Frozen Yogurt. People also associate breakfast and healthy with yogurt. Deep-diving into such information can help your brand identify your next product line, while also helping you identify broader themes for upcoming campaigns.
This information helps identify broader trends, like conversations about non-GMO yogurt:
— Dr. Joseph Mercola (@mercola) April 3, 2017
It also provides information that can help brands identify gaps. For example, if a yogurt brand sees that consumers are increasingly talking about salty yogurt drinks, like in the Tweet below, this highlights an opportunity and potential new product line.
— rachel darley (@rachel_darley) October 22, 2015
Listening can also help brands assess their share of voice in the category and monitor it over time to see if they are gaining share over their competitors or if newer brands are entering the market and cannibalizing their share. This will also answer the”Why?” behind it — was it price, taste or something else?
3. Understand Your Competitors
Social media today has become a forum for general discussion about almost everything, from brands to politics. Capturing that information and analyzing what people say about your competitors can provide immensely valuable insights.
You’ll be able to answer critical questions like:
- How do people compare you to your competitors?
- Who are these competitors?
- What are their strengths and weaknesses?
This can help inform your brand’s product and positioning strategy, increasing market share.
— Caroline Field (@carolinefieldPR) April 7, 2017
4. Understand Your Campaign
Listening to social media can help you understand if your campaign is resonating with your audience. You can track conversations for particular campaigns, understand the sentiment, then deep-dive into the data to see which aspects were most memorable for your audience.
— MarkSuppelsa (@MarkSuppelsa) February 6, 2017
In the chart above, we can see that mentions for Tide brand increased 10x on Super Bowl Sunday. Tide’s ads drove a lot of positivity for the brand. Such insights can gauge the effectiveness of a brand campaign and help you apply lessons to future campaign planning and implementation.
5. Understand Trending Topics for Category/Brand
Paying attention to the trending hashtags around your brand and category can help you quickly identify the topics people are talking about, keep tabs on major conversations, and highlight issues.
This data can be isolated by individual social platforms, so you can understand which channels your audience is most active on and prioritize future efforts.
Social media has changed the way marketing is done. It has become imperative for brands to understand what consumers say about them, how it affects brand perception, and what to do about it.
The first step is to stop and listen. Are you listening to social? Get in touch with us today with any questions about listening. Wondering what our solution can do? Request a demo below.