Social listening | The era of the Customer is Proclaimed on Social Networks!

The customer era is here. For a company, it has become impossible to ignore the comments and opinions of consumers, at the risk of suffering the consequences. But it is often very difficult to identify, or worse, to analyze everything that is said about his company on the billions of pages on the web. And yet, which company does not perceive the importance of listening to its target, understanding it or detecting the beginning of a crisis that could affect its reputation? All this social listening allows. Let's take stock of this practice, which is becoming more and more widespread.

What is social listening?

It is a practice to collect and analyze all the digital traces of a structure, taking into account the millions of conversations and daily publications of the web. Among the vertiginous number of sources in which these tools can draw: blogs, webzines, e-presses, social networks, etc. No more, then, to peel thousands of forums looking for an instance of your brand... And it is not only to collect data but to analyze them to be able to use them intelligently. More concretely, for a company, to use a social listening tool is to know in real-time that a potential crisis on his latest product is being born on Twitter or on the contrary, that he is acclaimed on a forum of his sector. Not only is she alerted very quickly, but it also allows her to react as quickly as possible, one way or the other.

The major advantage of this type of solution is that it allows the company to listen to its customers and their remarks. Identify their problems, desires, and frustrations far beyond what a tiny portion of them share on the brand's social networks. We understand all that this implies in terms of customer relationships... Social listening can also be a valuable tool to identify new consumption trends of its target, which would not have been detected by conventional marketing studies, or any simply data on its target itself. Information that can be used to launch new products, or redirect its offer, for example.

A revolution in all areas

Social listening does not only revolutionize data collection, it also impacts a large part of business practices:

• Marketing: Imagine launching a new service for 25-34-year-olds. Through social listening, you can identify the gender, city, and occupation of people who are interested in your field of activity. Data that can help you develop your product and promote it in the right way.
• Social media management: thanks to the social listening, it becomes possible to adapt very finely its posts to its target, since one knows exactly who she is and what passionate her. A real gold mine!
• Social selling: this practice of selecting, listening to and interacting with prospects via social networks can also benefit from social listening. Thanks to him, you can refine as much as possible your way of addressing them, since you will have harvested on them what to carry out your sales pitch...
• E-reputation: social listening allows you to anticipate, from where it starts, a bad buzz that threatens to spread and affect your e-reputation. Once you have identified the problem, you can take action before the situation becomes too big.
• Customer Relationship: The ability to identify problems, wants and frustrations are one of the keys to customer relationship. What social listening allows is to recover this data well beyond the advice received by its customer service, whether it is telephone or online. Thanks to social listening, you can know that a customer complained about your last product on a forum 10 minutes ago! Or that he complained about the product/service of your competitor... interesting is not it? ;)

In practice, social listening, what gives?

Let's look at the case of three companies that used social listening for three different purposes, via Brand watch Analytics, the tool proposed by Brand watch.

The Guardian: to target a specific audience

The English newspaper with 130 million unique visitors per month on its web version used Brand watch Analytics to target an audience of 18-24, during the general elections of 2015. Through social listening, he was able to target political conversations online of a small group of individuals: the students. He was able to gather valuable information such as their gender, interests, profession or place of residence.

Thanks to the extracted data, the newspaper has been able to adapt to the changing practices of this target (the consultation of the website from a mobile, in particular), but also improve the targeting of its campaigns and media planning.

And the results were at the rendezvous for The Guardian: + 18% of mobile readership among 18-24 year olds, + 645% of online mentions on its publications and more than 30 000 shares of links to the guardian. Com.

At the request of a client, responsible for the organization of public transport in Île-de-France, Next rite had to use social networks as a source of information, including Twitter. It also had to be able to detect in real time the disturbances of the service. The marketing solutions agency used Brand watch Analytics to identify and evaluate the relevance of Twitter insights in real time. The idea was to eliminate as much as possible the "background noise", without losing useful information.

Results: 10 million public transport tweets analyzed in 7 months, 20,000 confirmed and identified accidents and 2,000 to 15,000 tweets analyzed per day. Thanks to all this data, Next rite was able to build the prototype of a unique tool for detecting real-time public transport disturbances.

Kellogg's : to manage a new campaign

The British team of the famous brand used Brand watch Analytics to manage and measure the campaign of its new Kellogg's Krave cereals. Known for its advertising campaigns around the world, Kellogg's wanted here to experience the power of social media and especially that of Twitter. Through the Brand watch tool, the brand was able to launch and manage a powerful three-month campaign, in association with Alton Towers Resort, based on daily challenges and a contest.

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Balance: 35,942 tweets shared with the dedicated hashtag #KraveTheSmiler. Through Brand watch Analytics, Kellogg's has been able to improve its marketing strategy and encourage the sale of its products. The tool also had an unexpected benefit for the brand. It has indeed allowed him to collect additional and essential data: the personal tastes of its consumers. Critical insights, which will allow him to develop future marketing campaigns!

I am Laurah Parker a Marketing manager of different local and international firms.