To gain attention and relevance in such a competitive market, it is no longer enough to produce campaigns aligned with the brand's identity. It is necessary to engage with the consumer's real expectations through the various channels through which they communicate. This is the opinion of Rebeca Duarte, Head of Social Media and Planning at the full service agency Adtail.
“I believe that practicing active listening to what customers have to say is the basis for success in a brand that is truly connected with its audience. Therefore, it is essential to apply social listening techniques to inspire or even validate marketing and sales campaigns.”
The professional also highlights that the methodology goes far beyond monitoring conversations to predict and manage crises. “When we classify and analyze the debates on the platforms, it becomes easy to see the value of applying it to the brand’s routine.”
According to research this year by All INN, in partnership with greece whatsapp data Opinion Box, 75% of consumers use social media to search for products. 74% of consumers usually use Instagram, Facebook and other social media to make purchases. Therefore, the data generated on these platforms is a rich source for in-depth understanding of the target audience, identifying emerging trends, pain points in the brand experience and even consumer preferences.
“Many brands receive a high volume of interactions within their own networks. This is direct, real-time feedback, data that, if well-treated, can respond to and direct business strategies and priorities,” highlights the specialist. In addition, inputs generated by social listening can complement performance analyses and direct seasonal strategies, such as Christmas, the holiday season, summer, etc.
Tips for the end of the year
To truly identify potential trends through social listening techniques, you need to go beyond the basics. Collecting information from conversations that take place outside of the brand's profiles (post comments, tags, and direct messages) is also important in building the analysis. Open forums and unpretentious dialogues on social media need to be noticed, since the public is expressing themselves freely and being honest about their impressions and needs.
Finally, you need to pay attention to less obvious topics, that is, don't just monitor the brand name. Consider monitoring product terms, topics that are related to the company's segment, interactions with influencers who represent the target audience well, interactions with benchmarks and any other conversation spaces that may represent the consumer's niche interests. This will increase the volume of data to be processed and can provide great insights.
Within the brand's networks
– Monitor which products and conditions are generating the most positive impact;
– Analyze the main compliments and complaints related to the shopping experience to optimize flows, communications and avoid frustrations;
– Invest in content that invites the public to respond to their shopping desires;
– Create conversations about the challenges and desires of the public more broadly during this time of year, to find sales opportunities (holiday struggles, party dilemmas, best things about this time of year, etc.).
Outside the brand networks:
– Monitor terms related to the products and categories that the company works with to understand the level of interest and reinforce communication;
– Monitor which purchasing conditions and products are being talked about most on competitors’ and key influencers’ networks;
– Enter into opportunity conversations, when monitoring the previous item, to indicate products and offer some benefit directly to the potential customer.