Now that you know the theory, let's examine four examples of social listening strategies. These case studies illustrate how brands are using social listening strategies to guide business decisions on social media and beyond.
1. Leading spirits brand in its market: implementation of a competition and change of strategy
Selling alcohol products on social media can be tricky. A major spirits brand wanted to better understand its target audience. It wanted to build lasting relationships with its buyers and strengthen brand loyalty. At the same time, it was facing marketing budget cuts.
The people in charge of this project implemented a social listening strategy germany phone number data designed to identify new ways to connect with their customers. The data collected allowed them to identify a group of relevant influencers to amplify the content posted on social media.
They also discovered that their audience loved social media contests and challenges, so they created their own contest. It generated over 18,000 entries and a significant amount of user-generated content.
What were the long-term strategic implications? The brand understood the importance of hiring a community manager to identify its customers' future needs. This strategic shift proved critically important.
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2. Yves Rocher: social listening to guide product development
Yves Rocher is a French beauty brand focused on natural cosmetics and personal care products. The brand strives for a balance between quality and price. At the same time, it aims to be at the forefront of the natural beauty industry. It has implemented a social listening strategy with three key objectives :
Understanding consumer behaviors regarding beauty products and consumption habits
Obtain information from the scientific community to guide ingredient and packaging decisions
Monitor the media to understand the evolution of public opinion on topics such as beauty or cosmetics
For example, Yves Rocher uses social listening to monitor how certain ingredients are perceived by the public. This allows the brand to quickly identify new expectations and adapt its formulas or develop new products.
It also uses social listening to identify new materials that can make packaging more environmentally friendly.
Cloud of keywords related to environmental protection
Source :Talkwalker by Hootsuite
The brand has identified several key insights to guide its marketing strategy, such as the fact that consumers no longer simply use cosmetics to cover up imperfections, but now view beauty products as a part of personal hygiene. They want an inclusive brand that respects differences and are increasingly rejecting campaigns that imply that everyone should look the same.
3. Zurich Zoo: Search for visitor comments and T&Cs
Being a major tourist attraction comes at a cost: people tend to post a lot of content about their experience on social media. However, since they're not specifically looking to interact with you, they won't always mention you in their posts.
This is the case of Zurich Zoo, the most visited tourist attraction in Switzerland.
The concept of "brand reputation" is particularly important for Zoo Zurich. It is a non-profit organization that relies on the support of its donors. When the social media team began closely monitoring brand mentions, they quickly realized that much of the zoo-related conversation was taking place "behind the scenes." Visitors weren't using any specific tags or hashtags.
Understanding visitor sentiment has therefore become a key objective of Zoo Zurich's social listening strategy. As has uncovering missed opportunities to engage with social media users. Project managers now use a social listening tool to obtain daily reports showing new mentions (tagged or untagged) of the zoo. They also receive a report detailing social media sentiment.
Zurich Zoo Daily Social Listening Report: Key Keywords
Source :Talkwalker by Hootsuite
Finally, they developed a user-generated content campaign using the hashtag #FollowerFotoDerWoche (follower photo of the week).
4. Dubai TV Channel Network: Producing Data-Driven Content
It seems obvious that social listening data can guide social media content creation. But what about brands whose core offering is content? Well, they too can leverage this data to make informed content production decisions.
Dubai TV's network of channels has implemented a social listening strategy with two main objectives in mind:
Measure audience sentiment. Understand overall satisfaction with the network and guide marketing campaigns.
Obtain real-time feedback on the series offered by different networks as they air. Use this information to guide future content production decisions.
Social listening provides Dubai TV's network of channels with detailed data on audience reactions during the broadcast of a series. They know how viewers feel about the plot, characters, and more. They collect this data across multiple social media platforms and in multiple languages.
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