Social Listening: Harness Marketing Insights from Consumer Conversations

Posted by Megan Halscheid, Product Manager, Social

The growing popularity of social sites like Twitter means that social listening has become a great way for advertisers to gauge online consumer sentiment about their brands. At Performics, we’re using our proprietary social listening tool (Listening Post) to glean insights into what consumers are saying about brands on Twitter and other social sites and blogs. We then use these insights to inform paid search and Content Network optimization strategies.

Automating Social Listening

Massive conversation volume on numerous social networks requires advertisers to have powerful data collection and filtration tools to break through the clutter and uncover actionable insights. Automated social listening tools help advertisers quickly and accurately collect, filter and assign value to social conversations around brands or topics. This process includes:

  • Measuring Conversation Volume: Understanding the total volume of conversations around specific topics versus a competitive set
  • Identifying Conversation Themes: Understanding and synthesizing what customers are saying about brands and topics
  • Evaluating Conversation Value: Understanding the value of specific conversations or posts through reach, frequency and sentiment metrics

Using Social Listening Data to Optimize Paid Search

Monitoring, mining and participating in the consumer conversation around a brand also uncovers a variety of paid search optimization opportunities. For instance, knowing how consumers talk about a brand aids in the creation of compelling paid search copy that boosts relevancy. It also helps discover new keyword opportunities.

Social listening 

Performics has identified actionable ways that social listening data can be used to influence search campaigns, including:

  • Creating new search or Content Network campaigns based on hot topics that customers are discussing on the social networks
  • Identifying common themes around an advertiser’s brand or their competitors’ brands and including those themes in search copy to become more relevant to key consumer groups
  • Building out new search keywords by identifying new terms/phrases that consumers are using to describe a brand or product (i.e. consumers calling boyfriend blazers “bf blazers”).  For example, Performics was able to assess the value of the keyword “military jacket” compared to other keywords by understanding the number of customers using this term (frequency) and the number of followers exposed to the term (reach).
  • Identifying new audiences for specific brands or products
  • Understanding consumer perceptions of a brand/product versus the competitive set to inform campaign budget allocation
  • Staying on top of brand reputational issues to determine when it may be time to execute a paid search reputation management campaign
  • Identifying new or emerging competition based on consumer chatter

Consumers talk, brands must listen. Social network chatter offers advertisers valuable insight into their consumers’ perceptions, behaviors, likes and dislikes. As advertisers implement strategies to effectively mine these insights with social listening tools, they can use the insights gained to execute increasingly efficient marketing campaigns that are more relevant to consumers, and ultimately drive more clicks and conversions.

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