As Singapore National Day 2019 comes to an end, Circus Social has rounded up the highlights from the post-NDP buzz!
Here’s a quick look at all the buzz around the ICC Cricket World Cup!
We’ve have scoured through thousands of conversations to surface some cool social media highlights and insights on the tournament including the hypes, predictions, controversies and themes.
Read on below to get your bite of some social media analysis from our next-gen social intelligence platform, 20/Twenty.
Get access to data from the world’s largest online audience – China with 20/Twenty.
With an online growth rate of more than 5% year-on-year, access to social media data from China is no longer a ‘nice-to-have’. It has become a necessity if you want the complete picture of consumers online.
Current and Projected Online User Numbers In China (In Millions)
Image credits: statista.com
In 2018, there were 673.5 million unique social media users recorded in China. Despite Facebook, Twitter and Google being banned in the country, local social media powerhouses such as Tencent Weibo, WeChat and bilibili are innovative, growing rapidly and have surpassed the user numbers of many mainstream platforms.
With 20/Twenty’s complete and robust tracking across all China platforms, you can stay on top of global conversations and trends.
China Data Platforms covered by Circus Social‘s 20/Twenty include, but are not limited to the following –
- WeChat: More than just the Chinese Facebook
- Sina Weibo: Twitter of China
- Tencent QQ: Popular Instant Messaging App
- Toudou Youku: Youtube of China
- Baidu Tieba: A Search Engine Forum
- Douban: Lifestyle Discussion Platform
- Zhihu: The Quora of China
- Meituan – Dianping: The Chinese Versions of Yelp
- Momo: Tinder of China
- Meitu: From the Creators of Meipai
Tom Ford & Chanel – Tapping Into the Newly Recognized & Growing Male Beauty Market in China
Beauty and cosmetic top players such as Tom Ford and Chanel have aptly leveraged social media insights and social trends to build success around the sale of their products. They have achieved this by tapping into consumer needs identified through online conversations analysis, mining and subsequent research.
China’s hottest lipstick influencer – Li Jiaqi, known as ‘Lipstick Brother’, says that the demand for male beauty is not being met.
Image credits: jingdaily.com
Tmall, China’s largest B2C e-commerce platform recently revealed that the growth rate for men buying beauty products is higher than among women (31% year-on-year growth versus 29%). The Chinese male beauty market continues to outperform those in other countries, with a projected growth of 15.2% over the next 5 years. Compared to a global average of 11%. According to Tmall, we are entering the Chinese ‘Male Beauty Era’. – jingdaily.com
Top 5 largest men’s products market
Image Credits: Euromonitor (2018)
With rapid economic growth and improvement in the quality of life and lifestyle across the country, the demand for lifestyle products, including luxury and cosmetics is growing. Such is the case with the newfound growing demand for cosmetics for males.
Tom Ford with their concealer for men and Chanel’s Boy de Chanel cosmetic range have risen up to meet this new and fast-growing demand with insights from China social media data.
The main channel that luxury brands are using to tap into these new audiences are KOLs (Key Opinion Leaders/influencers). As such, for this new audience segment of ‘young good looking men’ (known in Chinese as ‘little fresh meat’ 小鲜肉) in the male beauty segment, brands are and have successfully engaged influencers. These include online celebrities such as Fang Junping (an active fashion and cosmetics blogger), Frankie Han (Fashion blogger) etc. These are commonly partnered with, to boost brand presence and engagement with online Chinese audiences.
- Montblanc – Leveraging Consumer Interests To Boost Product Relevance – Moon Phase
Montblanc uncovered an insight from studying social conversations and integrated the concept of crystal gazing and the lunar cycle into its brand comms. Audience interest in the moon cycle inspired Montblanc to create a dynamic QR code incorporating different elements of the lunar cycle on WeChat. WeChat users would have to enter their gender and date of birth, which would then generate a depiction of how the users profile associated with the lunar cycle and their identities, connections, side interests and professions. This resulted in Montblanc achieving high levels of engagement and resonance with the Chinese audience for it’s newly launched product.
Image credits: jingdaily.com
Trusted by 105+ brands worldwide, we pride ourselves in delivering reliable and comprehensive social data for insights mining at your fingertips.
To learn more about how you can also leverage and get comprehensive access to social media China data today, get in touch with us here or write to us at email@example.com.
iNDUSTRIA and Circus Social combined their data analytics and creative prowess to study and visualize social media buzz prior to the Game of Thrones release in Singapore and Malaysia!
For more information on social media insights, contact firstname.lastname@example.org.
For more information about Industria’s offerings, contact email@example.com.
WHAT’S THE INSTAGRAM API UPDATE ALL ABOUT?
Instagram and Facebook have been making several changes to their data streams in recent times in order to administer better user privacy and more supervised control over accounts to ensure their authenticity. The most recent update occurred on the 11th of December 2018.
Hence there are several implications on the availability of Instagram data to third-party applications and data providers, such as 20/Twenty, over the course of this year.
Read on below to get an overview of what these changes are, what they imply and how you can continue to still make the most out of Instagram data with 20/Twenty!
WHAT ARE THESE CHANGES?
Apart from cracking down on fake accounts and making their interface more user focused over the past month, Instagram has continued to keep on track with it’s planned API depreciation (discontinuation of Instagram data available for tracking for apps and data providers via its application interface). All these changes are so that users can have better control over their data and securing their privacy.
Here’s a quick look at the changes to the Instagram API from earlier this year to now –
|Data Access Type||Data Access Availability (Pre-April 2018)||Data Access Availability (April 4th 2018)||Latest Data Access Availability (Post-April and Dec 11th 2018 Update)|
|Tracking Posts from Business Accounts||Yes||Yes||Yes|
|Tracking Hashtags||Yes||Yes||Yes, Limited (Top 30 hashtags for business accounts only)|
|Tracking engagement data (including the number of likes, comments and shares)||Yes||Yes, Limited||Yes, Limited|
|Tracking all Post Content (Including Bio, post content, caption)||Yes||Yes, Limited||Yes, Limited|
|Tracking Posts from Public User Accounts||Yes||No||No|
|Tracking Posts based on geo-location||Yes||Yes||No|
|Tracking Follower Lists of Public Authors||Yes||No||No|
|Visible Data – Author Username||Yes||No||No|
|Visible Data – Author Gender||Yes||No||No|
|Ability To Collect Historic Data||Yes||Yes, Limited||Yes, Limited (Past 24 hours only)|
Highlights from the latest updates this December that apply to Instagram data via applications and data providers:
- Only Instagram Business Accounts will have access to Instagram data and are limited to 30 hashtags per authenticated account
- Instagram historic data will only be limited to the last 24 hours
- Data from Instagram will no longer carry the following –
- Time and Date of Posting
- Geo-Location of Posts
- Author Usernames
- Author Gender
- Engagement data per post in the form of likes and comment counts will be limited
- Business account and account tracking based on @handles is supported
WHAT DOES THIS MEAN FOR YOU & HOW CAN YOU MAKE THE MOST OF THESE CHANGES ON 20/TWENTY?
Circus Social understands how paramount it is to still be up to date with your campaign, brands, and competition, as well as be able to get to the metrics that matter the most to you.
We have hence rolled out a few measures that require our clients to provide authentication via 20/Twenty at the earliest and make the most of these new changes.
- NEED FOR IMMEDIATE BUSINESS ACCOUNT AUTHORIZATION
Current Instagram data access is restricted to allowing data access only via Business Accounts and for a limited number of 30 hashtags per unique account.
In order for you to continue to get access to Instagram data and view rich insights on our platform, you will be required to provide authentication on 20/Twenty.
Why does this need authentication and what does it mean?
- In order for data providers like 20/Twenty to continue collecting data from Instagram, 20/Twenty users need to provide verification that they allow 20/Twenty to collect data on behalf of your account for the data that matters most to you.
- You will need to ensure that you are an Admin of a Facebook page and an Instagram Business page that are linked together to proceed with the authentication.
- 20/Twenty will allow for you to get full coverage of the 30 hashtags from public accounts as per Instagram’s guidelines.
- Please note that all authorizations shared do not involve the storing and accessing of any personal information or data.
The more Business Accounts you provide authentication with, the more Instagram data you can access.
- INSTAGRAM TRACKING – KEEP IT FOCUSED TO YOUR TOP 30 HASHTAGS*
With the updated API rules, each unique Instagram Business Account that you provide authorization for, is limited to 30 hashtags for tracking. This is a limit that Instagram has shared to enable a more controlled data-sharing environment.
It poses a few limitations, but also opportunities for brands and Business users to focus on what data truly matters the most.
*However, you can easily change these hashtags every week to ensure you are tracking more at intervals and are not only restricted to a fixed 30 hashtag limit.
To further expand this 30 hashtag list, do authenticate with other unique Business Account pages to get access to more data.
- CONTINUED SUPPORT & ANALYSIS
Although Instagram has applied a few imitations to the hashtags tracking per Business Account, other features such as below are still available in full and can still be easily accessed on 20/Twenty (This is possible as 20/Twenty is an approved Instagram data provider) :
- Tracking all owned Instagram Business page content as well as other Brands Business Posts that you can still track based on @handles you share
- All engagement metrics for these Instagram posts
- Continued analytics and insights for these Instagram posts
- Influencers on Instagram you have partnered with if they also share their authentication on 20/Twenty
- You can continue to tag, sort and further analyze Instagram data based on keywords on 20/Twenty
All in all, Circus Social is all geared to help you make the best of these Instagram updates and stay ahead in all your social tracking needs.
Social listening is the process of monitoring social media channels for mentions of your brand, products, competitors and categories. Learn how following Social Listening Best Practices can help power your digital marketing strategy.
How do leading brands incorporate social listening to create successful digital campaigns?
1. They measure objectively
To leverage the power of social listening, it is imperative to understand the business and marketing objectives of the company. This ensures that the relevant topics are being tracked and social listening objectives are aligned to those of the broader business.
2. They know their audience
Successful brands listen to understand audience perceptions of their products and brand:
- What is being said?
- Where are they saying it?
- Is the sentiment towards the brand positive, negative or neutral?
- Are campaigns having the desired impact?
Is their messaging resonating with the target audience?
3. They look to understand the broader landscape
Looking beyond their own brands to understand category and industry trends provides companies with:
- inspiration for content creation
- early detection of threats to the brand/business
- opportunities for growth
4. They have an ‘Always-On’ approach to brand tracking
Real-time monitoring provides an early warning system and helps companies manage crisis situations swiftly and decisively. Identifying detractor posts and responding quickly affords the maximum amount of time needed to implement contingency plans and ensures minimal damage to the brand. Successful brands don’t just listen during campaigns – they listen during the ‘quieter’ periods too.
5. They constantly benchmark against competitors
Social Listening helps brands learn what their competitors are doing and what people are saying about them online. This real-time intelligence allows companies to understand their own weaknesses, leverage competitor weaknesses and identify opportunities for growth.
6. They utilize data to inform business and marketing strategy
Social listening intelligence can be leveraged to achieve business and marketing objectives in the following ways:
- Tailored messaging, delivered to target audiences via their preferred channel
- Testing campaign effectiveness and adjusting campaigns accordingly to maximise performance.
- Understanding pain points can shape product development, ensuring a better customer experience
- Identify market entry opportunities
How can Circus Social help?
As leaders in the digital intelligence space, we empower brands with real-time insights through our social & news monitoring platform, 20/Twenty.
To find out more about Social Listening Best Practices, or book a demo click here
There are more than 1,000,000 engagements about the luxury space occurring every day in the social media and digital ecosystem.
This is where word-of-mouth takes the form of reviews, customer support is expected in real-time and where brand messaging and consumer communications play a very strong role. Hence, this is exactly why listening and actively tracking what consumers share about your brand matters the most.
Luxury merchandise, spanning across jewelry, cosmetics, apparel, automotive to even custom designed furniture and handmade electronics – all have a consumer base that’s actively conducting research and contemplating their high-end purchases online.
This is also where consumer conversations left untracked can take a turn for the worse.
BRAND SENTIMENT GONE WRONG CAN HAVE IRREVERSIBLE DAMAGE
To share an example, Burberry recently faced extreme criticism online for destroying a great deal of merchandise to avoid it being sold at a lower cost. This resulted in high volumes of negative consumer sentiment and criticism online via blogs, forums and even on the brand’s own online properties such as its Facebook page.
The news and negative sentiment around this matter continue to spread and this could potentially result in a loss of millions for the brand, if not addressed well in time.
Such instances can cause an irreversible damage to your brand perception by consumers if not dealt with immediately and with the right messaging.
BE AT THE FOREFRONT OF WHAT YOUR CONSUMERS ARE SAYING – AND TURN THEM INTO POSITIVE OPPORTUNITIES
By actively tracking consumer sentiments and receiving real-time alerts, you can preemptively prepare for customer service issues, brand reputation incidents and communicate well to your audience.
Identifying what these conversations are all about is not the only aspect that is crucial, but also understanding where audiences are engaging the most and exchanging their views.
IDENTIFY WHERE YOUR CONSUMERS ENGAGE ONLINE – LEVERAGE THESE PLATFORMS
Luxury automotive brand, BMW, known for its innovativeness and performance, has consistently engaged its consumers. This is done frequently online via various digital touchpoints, immersive website experiences and digital campaigns such as the Z4 AR campaign and the recent “Eyes on Gigi” campaign.
These initiatives not only engage consumers online but also fortify the luxury car brand’s perceptions among its consumers.
Another luxury beauty retailer, SKII Japan, leveraged online discussions to create a futuristic in-store experience. The experience, called SKII Future X, allowed consumers to feel, touch and experience their SKII products in a unique way including skin scanners and personalized skin maintenance recommendations.
DISCOVER AUDIENCE GROUPS & THEIR PREFERENCES
Understanding the digital behavior of your consumers and understanding who & what they engage with, is necessary to ensure you are creating content that resonates.
They also offer you a means to discover new audience groups, identify current gaps and opportunities and discover which features or attributes they care about most.
With 20/Twenty, our next-gen social monitoring solution, Kinder was able to dive deep into the chocolate industry and discover insights about what consumers felt about Kinder products. The brand was not only able to identify key chocolate consumption moments but also how other chocolate brands like Ferrero and Cadbury were being perceived by consumers. This allowed Kinder to create effective and memorable content for moms and teenagers, that was differentiated, targeted and built ground-up from real consumer insights.
THERE’S MORE TO DISCOVER WITH SOCIAL LISTENING – EXPLORE THEM HERE!