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
Circus Social is brimming with social intelligence. With a vibrant and vastly talented group of Data Engineers, Data Scientists, and Data Analysts on board – we live and breathe analytics.
More recently, our machine learning capabilities for the 20/Twenty platform have benefitted from a decentralized and distributed structure.
Our clients are often faced with a variety of marketing challenges – and we try to work hand-in-hand to find the most efficient way of tackling them. These could include finding solutions to ‘hard-problems‘ like real-time document clustering or- predicting a virality score for posts on social media.
There are also new challenges that occur with changing lifestyles and social media behavior like, automatically grouping similar videos uploaded by users based on different attributes including context, language and emotions where we have to tap in to specializations of both the science and the engineering teams have been only possible with the contribution of both the science and the engineering teams.
While our data science team has created magic with data, predictive and modeling techniques, our engineering team has helped maintain several terabytes of data and created effective machine learning pipelines.
The team’s latest project has been to develop and deploy a real-time document clustering functionality – allowing our clients to find viral content, identify trends and proactively react to crisis situations. The three main phases of this project are feature extraction and selection, document representation and clustering. After having experimented with a lot of clustering algorithms with speed and cluster quality as the primary metric for evaluation we settled for a hybrid approach that used both K-means and agglomerative hierarchical clustering. K-means, because of its run-time efficiency and agglomerative hierarchical clustering because of the cluster quality. While our initial motivation was to find similar conversations in a given geographical area, we have also started using it to recommend conversations and articles the user is most interested in.
At Circus Social, promoting the best ideas not only pampers our love for an open culture but also helps drive an innovative culture that constantly challenges the status quo. As a social media analytics company, we have developed a similar wavelength for Data Science.
From where it all began in the early days of social listening-, to today’s culmination of intelligence, data science & machine learning-, we are truly excited at the possibilities of what the future of 20/Twenty holds for us, our team and our clients.
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!
Interview with Prerna Pant, General Manager at Circus Social, a social listening and analysis company based in Singapore.
Hi Prerna, what is your background and what is included in your current role at Circus Social?
You could describe me as a storyteller; I started telling stories for brands very early in my career – and I have continued to do so till today. I’m a Co-Founder and General Manager at Circus Social. My role includes business development, operations, marketing and client management – and spans across all our products and offerings.
What differs Circus Social from other media intelligence companies in APAC?
To start with – we’re a company that was built ground up by marketers, for marketers. Too often we find that solutions are made for marketers by those who have not walked in those shoes before – and we wanted to change that. Secondly, we’re an Asia-first martech company. We were born and bred in Asia – meaning that we specialize in the APAC region in terms of language, sentiment, source and local coverage throughout the region, including Myanmar, Vietnam, Thailand, Indonesia, Philippines, Japan, Korea and more, and have a local grasp on culture and online behavior.
What are your greatest challenges ahead at Circus Social when it comes to serving your customer analysis and developing your offer?
I think we face many of the same challenges that our competitors face in terms of data access, features and innovation. But personally – I believe the biggest challenge for us lies in increasing access to the world of digital intelligence – and taking it from the marketers’ ecosystem to the entire organization.
If any, what specific needs are there in your region for media intelligence that you think may differ from the rest of the world?
The greatest one is localization; this goes far beyond just language and platforms. The way in which consumers share product reviews on Pantip in Thailand is massively different from how Koreans behave on Naver, and it is the job of digital intelligence companies to identify and capitalize on this for our clients.
Do you find the region diverse in the sense that it is challenging to offer comprehensive products and services throughout the region? If so, in what way?
Each market comes with its own challenges, but I think that’s what makes it more exciting to work in this region. We have to keep learning, keep innovating and continue to challenge the status quo in each market. The initial entry into each market is typically the one we have to get right first, and once the foundation has been laid, it’s essential that we don’t drop the ball and continue to offer solutions that match the needs and nuances of each market.
Can you provide a specific example where one (or more) of your clients has made changes based on the insights or analysis you provided them?
There are many capabilities that our platform, 20/Twenty, provides, ranging from crisis monitoring and campaign tracking, to consumer behavior and insights. I’ve found that getting that right from the very beginning and being a partner to your clients instead of being a service provider is what makes that difference.
We’ve worked with automobile brands that found that crisis situations were growing differently on social platforms vs. media sources – identified through custom features on 20/Twenty that allow you to track trending content by source type, spikes in conversations and specialized data tagging – and hence, they could easily measure actions and address problems once discovering this.
In a completely different setting, we helped an Asian supermarket understand why ‘mommy shoppers’ were declining rapidly through social listening on parenting forums and review sites. The main reason was that the width of the aisles in their grocery stores was too narrow to fit a pram – and hence aggravated mothers were dissuading others from shopping at their outlets.
The applications are obviously endless – it’s about getting to the insights quickly and more effectively.
Have you recently, or are you about to, release any new technology-based solutions that will add on to or improve services you offer your clients? If so, what solutions, and how will your customers benefit from them?
We have a lot of exciting features from a tech standpoint that will position us to be the leaders in viral content predictability and influencer identification. These are based on client requests and feedback, as is much of our tech roadmap.
When it comes to licensing content for media monitoring in your region, which countries are the most progressive and which are lagging behind?
Although we see this changing rapidly, markets such as Singapore, Hong Kong and Australia are certainly more comfortable and advanced with licensing data properly. This is feeding into other markets, such as Myanmar and Vietnam very quickly, and with early adopters setting the standard that new markets can follow.
Which social platforms are the most important to your clients, and which ones do you see as having the most potential in the future when it comes to gathering relevant information for your customers?
The importance of platforms changes by client, use case and industry; however, I also truly believe that you can’t ignore any of them today as conversations and people are very interlinked. For example, if your use case is reputation management – you must realize that a crisis can break anywhere, anytime. Similarly, I also always tell my clients that campaign periods aren’t the only time that consumers talk about you – it’s important to be ‘always on.’
When it comes to the actual data behind the media intelligence you do, what kind of data or media that you don’t currently use for media intelligence today, can be interesting in the future?
Expanding on image and video recognition and applying that to a variety of platforms is certainly interesting for us. We also see great potential in audience segmentation and predictive technology.
By Renata Ilitsky
This article originally appeared on Twingly’s Blog: https://blog.twingly.com/2018/06/20/increasing-access-to-digital-intelligence/
Introduction to Social Media Listening
Catching up with friends, finding a soulmate, researching products and shopping, complaining about the things they hate – people are integrating digital into every aspect of their lives. According to We are Social’s Digital in 2018 report, Asia Pacific is home to over 2 billion internet users – and growing rapidly. The number of social media users across the region has grown 14% to roughly 1.7 billion users. Given the continued growth of active social media users, brands must do everything they can to understand the digital behavior of their customers and be proactive with their marketing strategies.
What is Social Media Listening?
Social media listening, also known as social media monitoring or social media intelligence is the process of monitoring specific brand terms, products, competitors or themes and categories that are important to your business. This serves as a valuable tool that can be used to provide a deeper understanding of what’s being said about your brand, your products, your competitors, your category as well as provide actionable insights that can be incorporated into your digital marketing strategy.,
Why you should be Tracking Social
Learn More about your Audience
In order to successfully reach your target audience, you must first know where to find them. Social listening allows brands to find out which social media channels have the highest number of related mentions so that brands can focus their time and effort on the right channel.
Track Campaign Performance
Brands are often worried that their campaigns are not resonating with their customers. Social listening allows brands to track their campaigns so that they are able to see consumer conversations happening in real time on social media.
Depending on consumer reactions to specific campaigns, brands can adapt and make the necessary changes dynamically to ensure a more successful outcome based on objectives.
Build Stronger Relationships with your Customers
With the advent of social media, consumers are increasingly utilizing it as a platform to voice their issues and complaints (for example, product reviews or posts on a brand’s Facebook page if they are experiencing a problem).
A “listening ear” on the ground increases a brands awareness of issues surrounding their products or services. Identifying customer pain points allows brands to adjust their customer service, product or messaging – resulting in a better experience for their customers.
Tracking and Benchmarking Competitors
Knowing your enemy is half the battle won. Social listening helps brands know what people are saying about their competitors online. This allows you to leverage any weaknesses that your competitors are having or develop timely responses to any competitor campaigns that are going viral. You can also benchmark your page, brand or campaign performance with competitors, and identify opportunities for growth.
Crisis Management and Prevention
Managing crisis situations swiftly and decisively is of utmost importance. Social listening allows you to set real time alerts to receive warning of any negative sentiment around your brand. This gives you the ability to identify detractor posts and respond quickly – ensuring minimal damage to the brand.
This early warning system also affords you the maximum amount of time needed to implement contingency plans, if required.
Getting started on your Social Listening Journey
Now that you are ready to start listening, you will need a dedicated social listening platform.
At Circus Social – we are leaders in the digital intelligence space, empowering brands with real-time insights through our social & news monitoring platform, 20/Twenty.
What clients love about 20/Twenty:
– Easy, intuitive design, providing full image & video tracking
– Asian language support including 140 languages across more than 40 countries
– Offline & online news tracking with Dow Jones Factiva
– The ability to track customer intent including leads and decision-making behaviour
– The ability to track by geolocation and latitude & longitude
To find out more, or book a demo click here.
I was at a Business School today to attend an event and met a few people from the industry. Here is an interesting conversation I had with somebody I met. Let’s call him Mr. X.
Mr. X – So what do you do?
Ram – I am an entrepreneur and run a software product company called Circus Social. We do social media monitoring and analytics; and have offices in Singapore and Bangalore.
Mr. X – What exactly is social media monitoring?
Ram – In simple terms, we fetch data, and a lot of it, from multiple social networks like Facebook, Twitter, Instagram, Pinterest, Reddit etc. and also from several blogs, forums and news sites. We then process and augment this data (with sentiment, gender, removing spam etc) and allow marketers to get insights from this data. We show them trends, insights, a lot of charts and graphs and allow them to make better business decisions.
Mr. X – So you are a big data company. Sounds like tough work. What kind of business decisions can be made?
Ram – Yes, we are indeed a big data company. Currently, our clients are enterprises, typically marketers, who would like to know their customers better, research their markets, analyse their competitors, identify top influencers, get real time alerts on topics of interest etc. We are also launching our SME product shortly.
Mr. X – So, do you invade people’s privacy? Isn’t this data private?
Ram – We only crawl data that is already publicly available. Anything that is private or protected by you is completely out of bounds for us. We do an incredibly good job of collating all of this data in our platform and marketers find tremendous value in quickly viewing trends from 10,000 feet but also in the ability to drill down to understand the “why” and “how” behind the trends.
Mr. X – Will this be useful for my company?
Ram – If people are talking about your company, your brands or topics that you are interested in tracking, you will definitely find it useful.
Mr. X – Where can I get more information?
Ram – Here’s my business card. Please visit our website https://www.circussocial.com where you can find a lot more information about what we do and a list of some of our clients. You can also sign-up for a free demo.
Mr. X – Sounds good. Thank you!
Ram – You are welcome!
Get the pulse of your audience straight to your inbox!
A week ago, we announced an important update to our platform, 20/Twenty. We’re now offering automated Sentiment Reports straight to our clients’ email inboxes, whenever they want them, daily or weekly.
We’ve brought the power of our enhanced sentiment analysis to automated reports to further benefit our clients.
Today, we’d like to explain more on sentiment analysis.
What is it?
Sentiment analysis is the process of assigning emotional meaning to media mentions. This would then allow you to understand the attitudes held by different consumers towards your product, campaign, or brand. For example, a higher percentage of mentions marked positive than negative or neutral would allow you to understand this as a majorly positive reception. Equipped with this information, you would be able to make better, more accurate marketing decisions, quicker.
Why do Sentiment Analysis?
Sentiment Analysis and application on the 20/Twenty platform allows you to take a large volume of online mentions and process it for sentiment accurately in a much quicker time than a human could manually. With this information, you can consider your brand’s positioning and what the next steps are that you need to take to make yourselves more favorable to consumers.
You can also do a comparison between sentiments on different platforms or over a period of time to gauge the reception to your advertising campaign. On our platform, information comes in real-time so that you can monitor ongoing campaigns as they are being executed too. Combined with our real-time alerts, we’ve enabled our clients to get feedback so they have the chance to make tweaks to their strategy, even if they’re on the ground.
Why are Circus Social’s Sentiment Reports are a must-have for any marketer?
Our report gives marketers an easy way of understanding the changes in brand sentiment day to day with hourly information. Importantly, we’ve included what every marketer would want to know in our automated reports- sentiment changes over time, top positive and negative keywords/topics, sentiments segmented by gender, amongst a ton of other configuration options.
While crises may certainly sway public sentiments towards negative, they rarely happen daily. Sentiment Analysis allows you to keep an eye on your brand’s progress over a period of time, a task that may be exhausting but is definitely worthwhile and necessary in the speed of conversations taking place today.
What are some of the other things you can do with our reports?
- Gauge responses to and mentions of your brand in real-time
- Quickly analyse sentiments around your offline-events as well as online campaigns
- Understand opinions, attitudes, and emotions of customers
- Identify and keep a track of the most impactful social and news posts
- Research upcoming trends in your industry
- Learn more about your competitors
Our Sentiment Analysis Report aims to help you integrate a deep understanding of audience responses with your marketing so that you make better decisions.
After all, great strategy comes from research and a deep understanding of the shifts in your audience’s perceptions of your brand.
If you’re interested in learning more about sentiment analysis, or how we could help your brand track what your audience is really feeling about you, do drop us a mail at email@example.com. We’re more than happy to help you get a feel of sentiment analysis. 😁