16752085669_d0831069c5_mContinuing from my last post, we’ll explore a few different ways you can use a social listening tool to set a strong foundation in creating brand value, and what you can expect from your efforts.

What to Look for in Audience Data

Competitor analysis

Understand the competitive landscape & opportunities:

  • How does brand stack up to its competitors?
  • What do the key attributes look like across competitors?
  • What brand is winning? What brand is losing?
  • Where are the gaps and potential opportunities?

Brand analysis

How the Brand is performing:

  • What are consumers discussing?
  • How are they talking about the product/service? Are conversations primarily positive?
  • Where are conversations occurring?
  • What type of content is being shared?
  • Who are the top influencers in your space?

Industry Analysis

How the Industry is performing overall:

  • When, where, who and what conversation is occurring in the industry over 1 year.
  • What helps drive people to convert?
  • What components of the product/service encourage or deter continued conversion?
  • What people enjoy/hate about the product/service.

Audience Segmentation Analysis

Getting to know a niche audience:

  • How does this niche stack up to the general public?
  • A deep dive into demographics: What are their top interests? Male/Female? Age? Ethnicity? Professions?
  • How do they feel about specific topics/brands?
  • How do we best reach them?

What You Can Expect

Here is an example taken from our Audience Segmentation Analysis using the segment “females 25-40 years old that talk about sunglasses:”

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The data will naturally be different between audience segments or personas, as should the message that you craft. We can understand what this audience talks about by looking at word clouds like you see here – from left to right you will see top terms, popular brands they like and trending hashtags when it comes to sunglasses. We also want to understand the sentiment of our audience so that we can trigger emotion and action. Below you can see top likes and dislikes on the left, behaviors in the middle and emotions on the right.

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Another helpful feature of Netbase is finding out where our consumer is. We can see where they like to consume content online as well as where they are geographically located, which you can see below. We can see that most 25-40 year old women in the U.S. talking about sunglasses are located in urban cities that tend to be centered on fashion – such as New York and Los Angeles.slide4

This insight helps craft a personalized experience that makes the end user feel as though the brand understands them, which organically increases sales, satisfaction and customer loyalty.

You can see below an example of 1 of the 9 questions from the quiz followed by a screenshot taken from the “Vintage Look” result page to get an idea of how you can personalize the experience.slide5

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Evaluating Success

To achieve positive results you must first understand how you are defining success. In this case, we looked at the customer decision journey, since we evaluate success differently at each stage. You can see a hyper-simplified version of this in the visual below. When moving through the funnel, a user will start at the awareness stage, continue to interest, then desire and if done well, will translate into action. We measure the journey by collecting metrics on visibility, engagement, traffic/lead quality and revenue/ROI.

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If you’re interested in learning more about the promotion strategy and/or the results, check out this detailed blog post on the Million Dollar Quiz.

Lessons learned

  1. Customer experience (CX) is rooted in personalization and value.

Personalization depends on technology but it is human insight that moves it beyond the algorithms relating products and people. Value is an expression of cost and benefit. The benefits to a customer are a mix of what they get and how they perceive it, which is why marketing has to be both the voice of the customer to the enterprise, and the voice of the enterprise to the customer.

  1. Insights are richer and more actionable than ever.

The insights I develop are not developed in isolation, but at the intersection of understanding how individuals make decisions – including consumer motivation and shopper behavior. While personalization used to be a luxury, it is now the new standard.

  1. Collaboration is vital to success.

Insight should be utilized within every interaction across the customer journey to deepen engagement. If used properly, these insights transform customer relationships. This drives more sales, satisfaction and customer loyalty. This is why marketers who prioritize customer experience and data-driven personalization will achieve greater returns on investment.

Read more about what it means to be a data-driven marketer.

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And if you’d like to view the full webinar on this topic, find it here:

Targeting Beyond Demographics – Using Social Data to Create Truly Customer-Centric Content

Image from Raffaele Esposito