“Social allows us to refocus our actions on the present moment, tracking and adapting in real time to continuously improve the link with our consumers” Adrienne Rostaing, Market Insights & Data Manager, said the following in an interview with Brandwatch: While the brand mostly uses social listening for product development, it’s not the only goal that L’Oreal is after. Esohe Omoruyi, L’Oreal’s Senior Vice President of Global Open Digital innovation and Business Development, said at Variety‘s Cannes Lions that social listening “is fuelling the product development cycle” by helping the company identify industry trends and showing what consumers are asking for. It also looks like every digital representative from L’Oreal has at some point spoken about the necessity and fruitfulness of social media listening. L’Oreal isn’t that much about having fun online and entertaining their audience. L’Oreal chooses a correct product strategy Now isn’t that something to learn from? 2. The product was cheered, went viral, got tons of coverage, and even won a Shorty Award for creative use of technology. This way, no one wakes up to the screen of spoilers and confusion. So they invented Netflix Socks – smart socks that detect when the user is dozing off, send a signal to the user’s TV and pause the show. Not many brands would consider that a serious problem, but Netflix obviously saw an opportunity to show that they listen, they care, and they are as creative as a brand can be. Through social listening, Netflix found out that many of the people binge-watching the shows were falling asleep. “When we aren’t posting, we’re listening, looking for the new trends igniting the entertainment world” And they use social media listening non-stop, because as they said at the Shorty Awards: It spreads humor, understanding, and attention. Netflix acts as every Internet user’s best friend. And Netflix’s social media marketing team keeps all of that in mind – they post hilarious tweets, re-tweet opinions of users with only a couple of followers, and work with relevant influencers. They know key target audience factors: millennial used to having friends that exist only online crave attention do research before purchasing value peers’ opinions more than that of movie stars live for humor, self-irony, and sarcasm. That is the whole population of Colorado! And personally, I think a lot of this success has to do with their Twitter bio:Īfter all, there’s a whole generation that appreciates everything about Gerard Way.Įven this fact alone has to tell you something important – Netflix knows its target audience. That’s proven by the fact that their social media following keeps growing – Netflix US alone has almost 6 million followers on Twitter. The social media marketers behind Netflix are very good at what they do. All of them use social listening in the most inspiring way. To provide you with real-life examples of how social listening is implemented, I wrote about four brands that I personally love. As it happens, great discoveries are often made accidentally. Other times, brands start with social listening, observe the data, and then decide on where the pain points and exciting possibilities are. In some cases, they prioritize one goal over another and put their resources into the goals that are considered more important. Having said that, in most cases, brands don’t use social media listening for all of the above. Find relevant social media influencers.Perform competitor analysis and measure share of voice.Manage the brand’s reputation (measure the sentiment around the brand and keep an eye on what people say).Identify industry trends for product development and marketing campaigns.Improve customer service (reply to brand mentions that you wouldn’t have noticed otherwise).Social listening (also called social media monitoring) means using a tool (e.g., Awario, Mention, Brandwatch) that finds all mentions of your keyword (usually, a brand) or keywords on social media and beyond. Have you ever heard about social listening? If not, I am here to uncover a whole new world for you. Or, to be fair, isn’t used that much at all. Social listening is a marketing tactic that has been around for a while and yet isn’t overused.
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