3 Reasons Why Social Listening Is A MUST For Marketers

Whether you’re a digital marketer tracking the launch of a new product or a content creator looking to up your game, the primary goal of any marketer remains the same – to promote a product or service to a target audience with the ultimate goal of driving awareness and sales.

To do this, marketers previously needed to invest in costly tracking tools and research programs. However, the advent of social listening has made it possible for marketers to monitor campaign performance, get consumer insights, source new influencers, and much more – simply by tracking mentions of a particular topic of interest on the internet.

Read on to find out how the role of a marketer can be made more manageable with the help of social listening.

Campaign Tracking & Reporting

Digital marketers who run marketing campaigns understand the importance of tracking conversions, CPCs, CTRs, and other quantitative metrics – but how sure are you that these are the right metrics to measure success? While generating traffic or making sales are great performance outcomes, it’s important to dig deep into the organic conversations as well.

Social listening provides marketers with an insight into:

  • Key conversation themes being discussed: What kind of conversations is your campaign driving among audiences?
  • Overall sentiment: Are there any aspects of your campaign, brand, or product that may be receiving negative sentiment? What are these negative sentiments in relation to?
  • Campaign share of voice: How much more or less is my campaign being talked about online in comparison to my competitors’ campaigns?
20/Twenty Social Listening Tool: Sentiment Charts

At the end of a marketing campaign, having a combination of qualitative and quantitative insights will provide more holistic learnings that can be integrated into future marketing campaign strategies.

Content Marketing

Gone are the days when marketers could rely solely on their sixth-sense and gut feeling to direct their content strategies. Given the time and resources it takes to develop content, why wouldn’t you want to ensure that it’s engaging and relevant to your brand’s audience?

Social listening offers content marketers a wealth of data to get inspiration and ideas from, such as user-generated content and viral content.

User-Generated Content

Coming up with fresh content can be a daunting and lengthy task, especially if you’re feeling uninspired. What could be a better way to promote your brand or product, besides leveraging on existing content created by your own consumers? By using social listening to track what consumers are sharing about your brand or product, you’re bound to find high-quality photos, videos, or reviews that can be re-shared on your brand’s social pages.

Trending & Viral Content

Once upon a time, memes and viral videos were only circulated on social media by the average person. Brands have since recognised the engagement and interest driven by these memes, hijacking them and creating marketable content out of it.

Take the 10 Year Challenge for instance – what started as a challenge for individuals to share side-by-side photos of themselves 10 years apart, became an avenue for brands to show how they have evolved (the glow up of the Xbox controller), or remained the same (like Lego).

Xbos & Lego's 10 Year Challenge

But how can you stay on top of trends? And more importantly, how do you know if a trend is worth riding on? The 20/Twenty social listening platform offers some useful features to determine if a trend may go viral:

  • Impact Score™: Circus Social’s proprietary algorithm that assigns scores to online content depending on the volume and type of engagement received. The higher the Impact Score, the more engaging the content is.
  • Virality™: A predictive feature that uses advanced machine learning technology to identify content that is already viral, as well as content that is likely to go viral. If you spot content that is likely to go viral, it may be worth leveraging on it.

In addition to the above metrics, our Trendspotting Checklist is another great way to assess if, and when, your brand should hop on a social media trend.

Influencer Identification

With the rise of social media, celebrities are not the only ones brands are engaging for endorsement. Consumers are now looking to online influencers for product information, and these advocates definitely help nudge purchase decisions. Despite numerous studies supporting the impact of these online personalities in driving conversions, most brands lack a data-driven approach in the selection of their influencer community.

There are many layers to consider when qualifying an influencer, and since most of their content is on social media, social listening comes in handy for marketers who wish to discover and track their online performance. If your brand is just starting to leverage influencer marketing, your team will likely find themselves asking “Who should I engage?” and “Where can I find them”?

Step 1: Quantitative Analysis

The first step is to explore the digital ecosystem and narrow down who are the main personalities driving conversations in your industry, what their persona is, and if it fits your brand proposition. Metrics to consider include:

  • Impact Score™: A proprietary algorithm that assigns scores to online content depending on the volume and type of engagement received. The higher the Impact Score, the more engaging the content is.
  • Engagement scores (likes, shares, comments, views): Influencers with high engagement metrics such as likes are great, but individuals with more comments and shares are indicative of a stronger engagement with their followers.
  • Overall post sentiment: If your influencer is driving more negative sentiments than positive, they may not be the best fit for your brand or product.
20/Twenty Social Listening Tool: Influencer Identification Chart

Step 2: Qualitative Assessment

Once you have qualified prospective influencers based on digital metrics, the next step will be to deep-dive into their posts and conduct a qualitative analysis on their page personality, content, and overall alignment with your campaign objectives. Even if you are only engaging the influencer for a short period of time, their profile and identity outside of your campaign will shape consumers’ perception of your brand. 


If you have any questions or are interested in finding out more about how marketing teams can leverage on social listening, drop us an email at insights@circussocial.com and we’ll be in touch!

3 Ways to Leverage on Social Listening for (more) Effective Digital Marketing

As we usher in the Lunar New Year, it’s a good time for us to look back on the 2018’s highs and lows.

Did you achieve the targets and hit the digital marketing and KPI’s you set? If not, are you making the most out of the information you gathered about your consumers and achieving high engagement & association scores linked to your objectives?

Leveraging on social listening to understand consumer habits, benchmark and track conversations can do wonders and perfectly complement your marketing strategy.

Here’s how!

Identify Conversation Themes and Brand Associations

Maintaining brand image and driving positive associations requires a structured plan that is built on consumer insights and spotting opportunities from competitive tracking.

The digital marketing conversation

To do this effectively, we encourage our clients to dive into the conversations that netizens are having and focusing on the key category themes that your brand or competitors are mostly mentioned in. Identify common phrases and emotions to get an idea on what netizens associate your brand with. It could be an emotion or a consumption moment; You’ll be surprised at the type of chatter you can find on social media.

How you can make use of it

By identifying these common conversation themes, you can streamline and optimize your content calendars for various digital channels for an optimal digital marketing strategy. Work with your social media leads or brand ambassadors to map out your communication materials for campaigns that are in line with category conversations.  This allows you to strengthen your brand voice by sharing content linked to existing themes or topics of discussion that your audience is already engaging in.  . Showing your understanding of the key topics that consumers’ discuss and ask about, is important if you want engagement and traction online.

 

Spot popular channels to get targeted/effective reach

Marketing on all social media channels would probably get a lot of reach for your brand, but are you really reaching the audience that matters to you? Are your ad placements and reach numbers converting into leads fast enough? Are they the right channels that are inline with your consumer behavior? If they’re not, then probably you need to rethink about your digital marketing strategy.

Digital marketing today

Why aren’t my reach numbers converting into leads?

Paid media can be a hefty investment so it’s important to target areas that have high traffic and an audience base that talks about relevant topics. For example, if you are marketing electronics to people aged between 21 and 25, then perhaps placing ads and banners on popular E-Commerce sites, might get you a higher click-through-rate as compared to placing it on search engine portals. Determine popular “hang outs” by looking into your consumer online habits (e.g. Do they leave reviews on sites or comment directly on brand ambassadors’ pages? If they are camera-lovers, do they visit Hardwarezone or Nikon Rumours?). You can then focus on these sites for paid media to effectively target your audience.

You might also need to consider the type of content, messaging and communication style per channel to create more relevant content. Think about the types of questions your audience is asking on these channels, the pain points they regularly share, and what types of thought-leadership and educational content you can create to drive organic traffic, or boost your paid media as well. Put out your ears to social listening.

 

Establish Engagement Level Norms during the Year: During Campaigns, and Quiet Periods

“We have to be Always-on!”

That’s something that many of us believe in, but what happens when you are “off ?” Getting traction during periods where your brand does not have a big launch or activation can be a challenge. Instead of aiming to achieve such high traction all the time, establish some engagement norms to identify a healthy traction range for your brand.

Social platforms and digital marketing

What do you mean by a healthy range for engagement?  

Identify the level of engagement that your brand and their biggest competitors typically garner on a weekly or monthly basis. Stay in tune with the online behaviour and patterns of your consumers. This average can serve as a benchmark as to how much traction your brand should be gathering. Deviating too far from it will be an alert for you to re-look your social media engagement strategies and identify opportunities to act. You can even take it one step further by identifying an upper and lower limit of engagement levels to see how much your engagement levels can afford to fluctuate.

Instead of aiming to achieve high traction all the time, establish some engagement norms.

The key takeaway is to understand your audience. Social media intelligence and social listening can tell you a lot on your key target market and provide insights into consumer behaviour. From brand awareness to brand associations, these are just some of the ways that you can make use of social listening to improve your digital marketing strategies. So the question is, have you been listening?