In the time taken to read this statement, millions of customers from different parts of the world have mentioned brands and companies on social media. According to research, 50% of market researchers used social listening for improving their services and products during the pandemic. Brands like Nike, Apple, Samsung, and Tylenol use these tools to make important business decisions and modify their offerings.
How Are Brands Using Social Listening?
International brands are leaving no stones unturned to find tools for boosting the growth of their business. Social listening deeply analyses online data to deliver insights that are mostly missed by other methods. Market researchers, advertisers, analysts, and investors leverage these actionable insights to build their strategies or modify their operation methods.
Listed below are some popular brands that use social listening for connecting with buyers of their products.
Wendy’s: The millennials and Gen Z are 99% more likely to choose a restaurant based on its online reputation. These people can either take a brand to an exceptionally high level of success or cripple its existence. Despite possessing a fair amount of spending power, they have cut their restaurant visits lately because they desire high-quality, healthy ingredients. At Wendy’s, customers were hesitant about getting their delicious French fries with high levels of sodium. Using social listening, Wendy’s experimented with multiple options developed around different labels, ingredients, and products.
Results showed the preference of sea salt over regular salt. Immediately, Wendy’s marketing strategies were modified to include sea salt and the resulting French fries. The detractors started coming back to their outlets to taste the ‘natural cut’ French fries ‘with sea salt.’
Wendy’s has been using various social media strategies for a decade for tracking audience sentiments. Their Twitter feed is famous in the industry for quick replies to brand mentions by new and old customers.
Kleenex: The social listening skills of CPG have enhanced Kleenex’s popularity to a level where people are using its brand name as an actual word. No matter what a user posts regarding Kleenex on a social media platform, their team responds to it within an average of 2.5 hours. Kleenex started a “Feel Good” campaign to improve its online visibility through which it targeted 50 people with different illnesses using social listening tools and sent them special kits. These 50 people posted about their kits online, and the brand received 650,000 impressions and thousands of interactions.
Samsung: Globally, Apple and Samsung are the two leading smartphone sellers, with Samsung taking second place in the fourth quarter of 2020. To survive the cut-throat competition in the industry, Samsung maintains a record of every new product launched by the company in various parts of the world. Using social listening, customer sentiments around these products are studied, and the features that result in high passion levels are retained.
In many instances, Samsung used social listening in real-time for tracking their launch events globally and the audience reactions. They measured key trends and analysed conversations about their products to generate insights regarding the success of the launch.
Tylenol: The marketing strategists at Tylenol were amazed by the insights provided by their social listening tools. For months before launching their new medicinal product for migraine, they wanted to understand the problems faced by their customers. Social listening showed them that a significant part of their audience talked about migraine problems on websites related to knitting. Similar data revealed that their potential customers for migraine medicines frequently complained about knitting activities that demanded heavy focus. Accordingly, they modified their sales strategy to attract new audiences for their product.
BMW: Leading companies in the automobile industry use social listening for identifying the features desired by their audience in a car. In one such case, the social media marketing team of the famous luxury car brand BMW analysed the insights derived from many years’ worth of data. They wanted to know the features many luxury car drivers loved to have in their vehicles.
After collecting the data available on the internet from different years, their social media team measured the sentiments of drivers to understand their reactions to the addition of new features. The study concluded that the laser-guided headlights had the highest conversation value, and the drivers of the company’s cars were extremely passionate about them. Without social listening tools, BMW wouldn’t have realised the enthusiasm around the laser headlights.
Get A Social Listening Tool
Strong marketing tools only guarantee survival in the competitive online market. Social listening optimises your brand’s audience analysis strategy and helps your brand evolve as per your audience’s demands. Konnect Insights empowers your brand by offering features that cater to a wide range of use-cases for enhancing marketing and customer experience.
Tags: Brand strategy, branding, Listening Tool, Social Listening, Social Listening Tools