Social listening is used by some of the world’s most successful businesses to tap into what audiences are saying about their brand. But when this technique is used to its full potential, it can go above and beyond mere listening to help you guide the future of your brand in the right direction, and gain an advantage over your competitors.

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Turning Insight into Action

Many businesses think there’re two steps to successful social listening. In truth, there are three steps that you need to take to really derive the most value from the technique:

  • Step 1: Turning Discussion into Data

When you first introduce social listening into your growth and development strategy, your first priority will be to turn online discussions into valuable data. This can be done by generating relevant search terms and using the most suitable social listening tools which scan a wide selection of digital channels to draw data from a variety of online sources.

  • Step 2: Turning Data into Insight

Once your social listening tool has collected the words, the next step is to take a closer look at the actual meaning behind them. This turns your data into insight by assigning context to conversations. It highlights what your audience thinks of your brand, your products, your services, or any aspect of operations that you’ve chosen to listen into. 

  • Step 3: Turning Insight into Action

Step three is about turning insight into action; using what you’ve learnt to gain a competitive advantage, maintain a strong industry position, and solidify yourself as a leader within your sector. And this can all be done by using social listening to drive online conversations in a direction that helps you soar above your competitors.

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Addressing the Biggest Issue of Social Listening

Social listening is key to understanding your audience. The technique itself addresses one of the biggest problems within B2C communications: that customers don’t always say what they feel when they’re put on the spot through feedback forms or surveys. This is a common human trait that experts believe is picked up during childhood. 

It’s easy to lie. We teach our children that honesty is the best policy, but we also tell them it’s polite to pretend they like a birthday gift they’ve been given. Kids get a very mixed message regarding the practical aspects of lying, and it has an impact on how they behave as adults.” ~ University of Massachusetts psychologist Robert S. Feldman

Social listening solves this by analysing organic conversations that take place naturally. But for many, while social listening is capable of solving problems, it can also cause them. And one of the biggest is discovering that the conversations that are taking place online about the brand aren’t heading in the direction you want them to. It’s not always an easy thing to realise or come to terms with, but by acknowledging the gap between where you are, and where you want to be, you have the power to change it.

By tracking mentions, it’s easy to keep track of which way online conversations are heading. But how do you know which way they need to be steered? Social listening. 

Believe it or not, it’s not just small businesses who are uncovering less-than-ideal conversations through social listening. Even major international brands are faced with this, and many are using social listening to drive conversations down the right path.

Ocean Spray Example

American cranberry juice firm Ocean Spray used popular social listening tool NetBase to collect upwards of 150,000 online conversations to analyse. And they didn’t like what they found. They discovered that online conversations were heading in a negative direction. Many conversations revolved around the fact that while audiences enjoyed the taste of cranberry juice, they were reluctant to buy due to the association with UTIs. 

However, they also found that a small percentage of online conversations were heading in the right direction. Through social listening, they discovered that women especially enjoyed drinking cranberry juice as an alcohol-free alternative to red wine. 

So what did they do? They used what they’d learnt through social listening to drive more of these conversations and generate a greater buzz over the ‘fun’ side of cranberry. They even used this insight to create a new line of cranberry mocktails.

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Gaining a Competitive Edge

Ocean Spray successfully gained a competitive edge by listening to customer sentiment, driving conversations in a different direction, and creating a new product line that targeted a gap and generated a new niche market. They gained a competitive edge by entering juice into a subset of the drinks market that their competitors had so far failed to target. 

They moved the conversation away from the medical side to the fun-loving side, driving conversations in a way that minimised the association between cranberry juice and health, and maximising the association with nights out, friends, and social relaxation.

Other brands can do the same. By using social listening, you can easily identify the most strategic direction for online discussions to head in, and turn insight into action by driving conversations in this direction. In doing so, you can discover new opportunities, connect better with your audience and position yourself ahead of your competitors.

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The world’s most influential organisations are listening to their audience. Whether it’s through social media monitoring, social listening, or sentiment analysis, the biggest names in business are doing it. And so it’s not surprising that a huge number of smaller companies are starting to jump on the bandwagon and reap the numerous benefits.

Keeping tabs on what’s happening online can provide valuable insight into your customer base, and help you develop tailored strategies for the future. But there can be a downside. Any time that you’re tracking online activity, you must be prepared to uncover possible adverse events that could pose a risk to the reputation of your firm. 

“Adverse events have been reported by people on the internet ever since there were chat rooms or an ability to post online” ~ Joy Liu, a partner at law firm Ropes & Gray. 

In pharmaceuticals, for example, an adverse event could be an online review detailing poor reactions to new medications. In marketing, it could be a parody of an ad, or controversial content incorrectly attributed to your organisation. Adverse events can pop up across every industry and sector. And while some events may not attract much attention, others can become headline news before you know it. An effective way to manage adverse events is to lead through data collection and competitor analysis.

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Proactive Approaches

Contrary to the popular saying, ignorance is not bliss. While uncovering adverse events can be challenging, sweeping them under the rug can be even more damaging than the event itself. It’s vital to effectively manage these situations, and the best way is to be proactive, utilising social listening and sentiment analysis approaches to highlight adverse events early on and allow you to respond before they reach crisis levels.

But it’s not all about listening to your audience. Being proactive means listening to your competitors, too. Competitor analysis enables you to take a closer look at others operating within your industry. It’s a method commonly used to identify strengths and weaknesses, but it can also be used to proactively plan for adverse events.

Competitor analysis can show you how and why competing brands have found themselves faced with adverse events, and how they handled these events. It’s a way of establishing a baseline using competitive benchmarking. If you know the status quo, you can ensure you’re quickly able to see when things start to deviate from the norm.

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Reactive Approaches

Proactive steps for managing adverse events online can help to mitigate problems before they even occur. But let’s be honest. It doesn’t always work that way. Even with a best practice social listening strategy, adverse events can and do happen. That’s why it’s important to have a reactive approach policy to handle issues that arise. 

While it’s true that each adverse event will require a tailored approach based on the nature and extent of the event, there are some standard steps to take towards success:

  1. Understand the Event

It’s often said that the speed with which adverse events are managed is key. And while this is certainly true to some extent, it’s important not to jump right in with a public announcement. As you’ll see, responding to an adverse event is actually step three of the management process. Don’t be tempted to skip ahead and miss other vital steps. 

The reason? If you’re using social listening effectively, you may be made aware of an adverse event when it’s at tipping point; it could go either way. By jumping in publicly at this stage, you risk pushing the event into levels that it may not have reached organically. While you shouldn’t procrastinate, you should make an effort to fully understand the event before deciding how and indeed if you should respond. 

And this is where competitor analysis comes into play. What brands have experienced similar adverse events in the past? How did these brands respond, and how did the situations play out? How has the event influenced how they’ve grown and developed since it happened? Learn from the PR tactics of others, and take a closer look at how adverse events have impacted market position, reputation, and share of voice. 

  1. Identify the Source of the Event

Adverse events can come from multiple sources. This could be inadvertently from your business itself, from your audience, or even from a competitor. Consider the Wells Fargo scandal of 2016. While the scandal was created by Wells Fargo, many banks found that they were experiencing adverse events online as part of the industry-wide fallout. Why? Because, as surveys discovered, 36% of those aware of the scandal began to put less trust into their own financial institutions, even though they were not part of the scandal.

By properly identifying the source of the event, it becomes easier to understand whether a response is necessary, and what type of response is best.

  1. Respond if Necessary

In some industries, a response may be a legal necessity. For example, in pharmaceuticals, adverse events may need to be reported officially. In other sectors, however, firms may have a choice on whether they respond, and how they respond.

Generating an effective response means developing an informed strategy that acknowledges the adverse event while simultaneously minimising damage to your reputation. And once again, competitor analysis is an essential technique that can be used to create a response that takes into account needs of your particular audience. 

Competitor analysis has another benefit here in that it gives you a picture of what your target audience wants and expects in terms of communication from businesses operating within your industry. Competitor analysis can help you to identify what channels are most effective for reaching your target audience, what tone your customers want to be spoken to in, and how quickly your audience expects similar brands to respond.

  1. Take Advantage

Experiencing adverse events online is not something that businesses can always prevent. But what they can control is how they approach the situation. When an adverse event is dealt with using best practice approaches, opportunities to grow from the event can be identified. It’s often said that ‘there’s no such thing as bad publicity’. That’s not true, of course. But adverse events can be used to fuel and support growth. 

Of course, competitor analysis plays a role here, too, as it does through each step necessary to manage adverse events online. By analysing competitors at this challenging time, you can identify gaps in the market and niche opportunities that you can grab to help position yourself strongly, do what others aren’t, and recover.

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Competitor Analysis in Adverse Event Management

When looking closely at the necessary steps needed to manage adverse events online, it becomes clear how competitor analysis can be used to guide businesses through from identification of the event to highlighting opportunities for new growth and development.

By working with a data collection and analysis partner who can collate relevant information and generate actionable insight from this data, you can ensure that you have everything you need to manage adverse events in the best way possible.

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Benchmarking has long been an integral part of any solid framework for strategic planning. It’s a technique that’s used to monitor the industry and maintain a competitive edge. But let’s look at things from a different perspective. Is it possible to switch things around, and use your competitive edge for improved benchmarking?

Yes. And not only can using competitor analysis for benchmarking provide you with a comprehensive overview of your company status, it can also ensure you’re making informed decisions to retain a strong position in an increasingly competitive landscape.

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Introducing Competitive Benchmarking

Many companies use both competitive analysis and benchmarking techniques separately in a bid to create the best performing and most successful brand they can. But by combining them, it becomes easier to identify the processes, strategies, and methods that really attract and engage customers, helping you to tailor your own approach to ensure you’re always ready and prepared to take the market share. 

But what exactly is the difference between competitive analysis and benchmarking?

Competitive analysis is designed to provide an overview of the approaches that are being taken by your competitors. It can highlight the particular strengths and weakness of others operating in your industry or in complementary sectors to show you what sort of campaigns and strategies are working, and which are failing to achieve their goals. 

Benchmarking focuses on identifying the ‘best in class’. It’s a way for businesses to envision their ideal processes and ideal outcomes, and take appropriate measures to bridge the gap between where they are now, and where they want to be in the future. Benchmarking can help businesses to make internal improvements to meet their goals. 

Competitive benchmarking combines the two. It’s a way of measuring your company’s performance against the performance of your competitors using a set of relevant metrics. It makes benchmarking relevant to the wider industry. Ultimately, competitive benchmarking makes both competitive analysis and benchmarking actionable.

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How to Use Competitive Analysis for Benchmarking

To bring competitive analysis into your benchmarking strategy, you’ll need to consider the prerequisites for both techniques. From a competitive analysis perspective, this means carefully selecting the right competitors to compare your brand with. And from a benchmarking perspective, it means identifying relevant key performance indicators.

  • Selecting Competitors

With competitive benchmarking, there are three competitor groups that can be beneficial to measure your performance against. The first is your closest, most direct competitors. By setting your benchmarks based on the strengths and weaknesses of businesses of a similar size and experience, you can make effective decisions for the near-to-mid term future of your organisation and identify immediate opportunities.

The second group is made up of the biggest players in your industry. While competitive analysis against these household names may seem unsettling, it can help you to better understand where you want to be, and how you want to get there. It can identify any common approaches taken by yourself and these highly successful companies, as well as highlighting areas where you may be weaker and facilitating improvements.

The third group comprises of the smaller companies who you may not feel are true competitors just yet. But as many organisations have found, the little guy can emerge quickly if they’re doing things right. By analysing the behaviours of the market’s newest entrants, you can benchmark appropriately to avoid having them catch you up.

  • Identifying Metrics

Competitive benchmarking not only requires identification of competitors; it also requires the identification of suitable metrics. And the truth is that there’s no right or wrong here. The beauty of using competitive analysis for benchmarking is that it’s a flexible approach that fits around your own business needs. It enables you to select the metrics that matter to you, and choose those that can generate the biggest outcomes.

Possible metrics to consider include:

  • Share of voice
  • Audience sentiment
  • Social reach and engagement
  • SERPs visibility and awareness
  • Technology
  • Pricing
  • Web traffic
  • Marketing objectives and strategies
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Accessing Data

To undertake competitive benchmarking, you’ll need to ensure you have the data you need from your competitors. And some data can be easier to obtain than others. While aspects such as SEO data and social media metrics can be simple to find, financial data and other internal data can be challenging to locate. That’s why competitive analysis for benchmarking often cannot be undertaken exclusively by the business itself.

To ensure businesses have the information they need to successfully conduct competitive benchmarking and generate clear and actionable insight, it’s often recommended that they work alongside experts in data collection and analysis. These organisations use complex techniques such as social listening and data crawling to generate a comprehensive dataset that can be used to determine the status and market position of others, compare performance, and create a plan of action.

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Sentiment analysis is fast becoming a strategic necessity in the competitive business landscape, but not for the reasons that many people think. The technique is commonly used to track, monitor, and act upon audience perception about a specific brand, but it’s often overlooked in terms of its ability to really help businesses gain the competitive edge. Sentiment analysis is the secret weapon in competitive intelligence.

Understanding Sentiment Analysis

Sentiment analysis is about drawing meaning from online conversations and digital discussions. It borrows aspects of social listening by tracking mentions of your brand and assigning meaning to the words, but it also goes further to actually analyse these instances to determine the overall feeling that your audience has about you, whether that’s positive, negative, or neutral. Sentiment can be drawn from digital discussions across multiple channels, including social media, blog comments, and online reviews. 

Ultimately, sentiment analysis provides unique insight into the opinions and perceptions of your target audience, and helps you to retain an in-depth understanding of your individual reputation. But what if sentiment analysis could help you to manage it, too?

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Sentiment Analysis in Competitive Benchmarking

Sentiment analysis is used to monitor feelings about your brand. But what’s actually driving this sentiment? By understanding why your customers are perceiving you in this way, you can take the necessary action to gain an advantage over your competitors.

After all, is it vitally important to spend your analysis efforts figuring out what your customers think you’re doing well? It’s important, sure, but you should already have a pretty good idea of where your business is excelling. What is perhaps more important is to understand what your target audience thinks the competition is doing well, and what they’re not. By focusing on this area, you’ll have the tools you need to measure up where sentiment about your own brand falls in relation to sentiment about others.

Can’t you just measure where you stand in relation to your competitors by analysing share of voice? Share of voice, or SoV, can be a highly beneficial key performance indicator. It shows you what percentage of your audience is talking about you, and what percentage is talking about your competitors. But in terms of actually understanding where you fall on the industry leader board from a sentiment perspective, it’s limited. It’s important to remember that both positive and negative sentiment impact SoV. So adding sentiment analysis to your strategy is essential.

Why Incorporate Sentiment Analysis into Competitive Intelligence?

Quite simply, customers have more power than ever before. The power balance has shifted from businesses to consumers, and what audiences think really does matter. 

“The shift in the balance of power between consumers and brands has disrupted the traditional path to purchase. Instead of a funnel shaped selection process, consumer journeys are now subject to interruptions, diversions, and delays. Moreover, when considering a purchase, consumers prefer to ‘pull’ information, rather than have businesses ‘push’ it at them.”Deloitte Consumer Review

It’s reported that 82% of people read online reviews, and 76% of them trust them as much as they trust recommendations from family and friends. Your audience cares about what customers think of you. They care about the opinions of their peers, and they care about how customers view your overall brand. Isn’t it time you did, too?

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How it Works

Sentiment analysis works by providing insight into what works, and what doesn’t. It doesn’t only focus on your own strategies, but your competitors’ strategies, too. Ultimately, it works by delving deeper into factors that are outside of your control

For example, imagine a competitor announces that they are starting to offer free delivery on all orders. What naturally happens is that audience perception of that brand rises. But will perception of your brand remain stable? Perhaps. Or perhaps audiences will use this competitor as a reference point when considering brands operating within the industry. This could cause perception of your brand, and other similar brands, to drop. The drop has been caused by the actions of others, not by you. It’s outside of your control, but with sentiment analysis, you can take the right action. 

But the ‘right action’ may not always be copying the behaviours of your competitors. Following in a competitor’s footsteps is not always enough. For example, perception of the brand offering free delivery may rise in response to cost savings. But is it actually what customers want? Perhaps they’d rather continue to pay for delivery, but have faster shipping options available. And this is what sentiment analysis is all about. It works by helping you to understand perception and giving you all the information you need to make an informed, data-driven decision about the actions you choose to take.

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Getting Started

It’s clear how sentiment analysis can fit into a competitive intelligence strategy. But many businesses are stalling in combining their competitor analysis approach with sentiment analysis methods. The reason? Sentiment analysis is not a onetime thing. To derive full value from the technique, it’s important to track sentiment over time. 

You don’t just want a snapshot of sentiment at a specific moment; you want to be able to see how sentiment changes not only as a result of new campaigns and product launches, but also in response to the actions of your competitors. Sentiment analysis for competitive intelligence does require effort, but by partnering with data collection and analysis experts, it’s easy to create a path from where you are to where you want to be.

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How do you look at your competitors? As rivals? Or as valuable sources of insight into the customer landscape? Competitor analysis is a vital cog in informed decision making. By creating a systematic learning strategy, you can use the successes and failures, and the strengths and weaknesses of your competitors to engineer better decision making.

What is Competitor Analysis and Why is it Essential?

There are a number of vital factors driving success. Among them are an ability to leverage complementary assets, and the timing of entry into the market. But perhaps most importantly of all, according to the research firm, is scale relative to the competition. Competitor analysis shows you where you stand. 

A comprehensive competitor analysis strategy can help your business to answer some of the most unanswerable questions in modern business. Why are your competitors performing better than you? What are they doing that makes them favourable in the eyes of your target demographic? What are they doing that lowers brand perception? How are they maintaining their position on the SERPs? And how are they succeeding?

Ultimately, competitor analysis gives you the information you need to make data-driven decisions and build better marketing, development and sales strategies to streamline your future. 

A good competitor analysis strategy can:

  • Make it easier to identify market gaps and serve under-represented niches
  • Understand strengths and weaknesses of competitors to improve market share
  • Utilise proven trends and previous track records to create sustainable change
  • Identify the most beneficial focal areas for current and future investments

But why is competitor analysis essential? The truth is that each business will want something slightly different from their efforts. That said, there is one modern challenge that is shared across practically all industries and sectors today: retention. 

Research by global management firm Gartner suggests that customer retention is a growing issue, especially in technology where more than one third of organisations cite retention as a major obstacle. 

Customer retention is a very serious consideration. In many cases, customers don’t lose their long term needs. The fact that they require solutions to their problems doesn’t change, but what can change is who they choose to provide these solutions. And the reason for change could be anything, from price to experience, to brand reputation. 

Competitor analysis gets to the very heart of the million dollar question: Why is your target audience choosing your competitors over you?

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Why do we Need Competitive Analysis?

There are a number of reasons why competitor analysis is useful. One of the most compelling for many organisations is that it can counterbalance cognitive bias in strategic decision making. When businesses are considering launching a new product or service, or taking new opportunities for growth, they can sometimes take an isolated approach without factoring in outside forces or real life practicalities. And this introduces human bias. 

“Strategic decisions are never simple to make, and they sometimes go wrong because of human shortcomings. Behavioural economics teaches us that a host of universal human biases, such as overoptimism about the likelihood of success, can affect strategic decisions.” ~ Olivier Sibony, Director at McKinsey’s Paris office

When making big decisions for your business, it’s not always best to rely on individual and independent judgement, especially from those closest to the business itself. Instead, it’s important to look at how potential decisions could play out in real life. Have your competitors taken a similar approach? Did it work? Could it have been done better? With competitor analysis, there’s no need to repeat the mistakes of others.

Competitor analysis involves considering your future plans in context; thinking about them in relation to similar plans or ideas that have already been actioned by those operating within your industry, or in complementary sectors. By constantly evaluating your business operations against a benchmark, you can build upon what’s been proven to work in order to gain a competitive advantage and solidify your position.

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Competitor Analysis vs Market Analysis

Competitor analysis and market research are often talked about interchangeably, but they are actually two distinct methods of improving your strategic decision making:

Market analysis is primarily focused on products and services. It’s about gaining a more thorough understanding of the needs and expectations of customers, and tracking how these evolve to ensure you’re always developing new solutions that are relevant to the current and future landscape. Market analysis can help you to identify new markets, scope out potential new products, and explore market opportunities. 

Competitor analysis is focused on the behaviours of others within your industry. It’s a method used to better understand the strengths and weaknesses of your competitors and, perhaps more importantly, their perceived strengths and weaknesses. It enables businesses to make changes today to attract the customer of tomorrow, and ensures you’re prepared to proactively mitigate potential threats, such as new market entrants.

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How to Perform Online Competitor Analysis

McKinsey states that to perform online competitor analysis is to ‘learn from the experience of other companies by collecting case studies of similar decisions to provide a class of reference cases for comparison’. And there’s a 3-step process for doing so:

  1. Identify Your Competitors

Your competitors don’t just include the big names. Be sure to consider emerging players to provide you with the insight you need to counter potential new threats to your market position and share. For a comprehensive overview of where you stand, it’s important to take into account both direct competitors and your indirect competitors. 

  • Direct competitors are those who operate within your immediate industry and who offer the same or similar products and services. You will usually both target the same demographics, and provide solutions to the same customer problem.
  • Indirect competitors are those where there are notable differences between your offerings, your target market, or your sector. However, you operate within the same broad area, and may be able to leverage valuable information. 
  1. Obtain Information

To get yourself into a position where you’re able to make data-driven decisions for the future of your business, you first need to collect this data. There are multiple sources, including publicly available documents such as annual reports, company profiles, press releases, and product brochures. But depending on what it is you’re hoping to achieve from your competitor analysis efforts, you may also wish to collect the following data:

  • Content data which may be found within blog posts, case studies, newsletters, images and videos, webinars, podcasts, or paid ads. What gaps could you fill?
  • SEO data which can provide insight into why your competitors are ranking higher than you in the SERPs. This can help to improve brand awareness and visibility. 
  • Social media listening data such as which networks are utilised, posting schedule, and follower counts. This can help to determine relevant engagement metrics to track. 
  1. Evaluate Strategies

Once information has been obtained, businesses can take a SWOT approach to creating and evaluating strategies. SWOT – strengths, weaknesses, opportunities, and threats – helps you to transform the digital information you’ve gathered from your competitor analysis efforts into actionable insights that can help you to thrive.

Trends to Look for When Conducting Competitor Analysis

There are a number of different trends to look out for when conducting competitor analysis. The metrics you choose to measure will largely depend on what exactly you want to achieve through your efforts. However, some good trends to identify are:

  • Brand awareness – Take a look at the portion of your target audience base that’s aware of you, and the percentage that discuss, visit, or buy from competitors.
  • Pricing – Where products or services are the same or similar, checking out your competitors’ price lists can help you to price your offerings competitively. 
  • Profits – Press releases or financial reports and statements that highlight revenue can be beneficial. It can also be useful to track your competitors’ share prices. 
  • Products/Services – Examine the strengths and weaknesses of your competitor’s products and services, not just from your point of view but from a customer’s.
  • IP – Have your competitors filed intellectual property? Protecting IP could be a strong sign of new product launches or efforts to break into international markets.
  • Audience – Are your competitor’s customers the same as yours? Are you targeting the same demographics? Could you refocus your lead gen efforts?
  • Customer experience – What do your target audience think about the level of customer experience offered by competitors? How could you improve on it?
  • Marketing – Checking out the marketing efforts of your competitors can provide good insight into what campaigns are engaging audiences, and which aren’t.
  • Risks & Threats – What issues have your competitors encountered in the past? Consider how you can anticipate and neutralise growth-associated risk
  • Opportunities – What sort of new opportunities have your competitors grabbed, and how are they working out? Use this to explore opportunities for your brand. 
  • Employee support – What sort of company culture do your competitors embrace? This could help you to retain employees and minimise hiring costs.
  • Global reach – Are your competitors targeting audiences nationally or globally? Is there a potential market where your competitors have so far failed to infiltrate?
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How to Improve Competitor Analysis with Social Listening

As we touched upon earlier, gathering data from social media can be an important part of a comprehensive competitor analysis strategy. Taking a look at competitor posts, audience engagements, and responses to issues and concerns is a good starting point. But it’s not just about how competitors act… it’s about how their customers do.

The benefits of competitor analysis can be enhanced through social listening; through understanding more about what customers actually think of your competitors. Social listening is a way to look at your competitors not from your point of view, but from the point of view of your audience. It can help you to answer questions such as ‘why do customers choose this brand?’ and ‘what would make them want to switch brands?’

Incorporating social listening techniques into competitor analysis can help you to more clearly see what your target audience thinks about the products, services, and overall experience offered by your competitors with sentiment analysis. It can also help you to tune into emerging trends before they become widely apparent, and perhaps discover new brands. 

Tuning in to what’s being said can make it easier for you to calculate your share of voice; how much audiences are talking about your business and your brand in comparison to how much they’re talking about others. Of course, share of voice is a tricky subject, with both positive and negative discussions creating a seemingly strong SoV, but by taking into account reputational highs and lows, you get the whole picture. 

Social listening can also be effective in reaching out to new demographics and new audiences. It provides insight into the expectations, demands, interests, and requirements of your competitor’s audience base, enabling you to make strategic decisions to appeal and attract these new pools and generate new MQLs and SQLs.

Competitor Analysis Tools to Investigate Your Competition

Perhaps the most obvious starting point is Google. At the most basic level, early stage competitor analysis can be kickstarted by searching for competitor names, or by searching for your own brand name and viewing which other companies are searched for alongside your own. But unfortunately, Google is limited in its ability to support a comprehensive competitor analysis strategy. And that’s because of data overload. 

It’s important to consider just how much data is out there and available: digital trade publications, employee interviews and press appearances, advertising copy… And then there are press releases which discuss financial progress, job postings which can hint at new projects or initiatives, and social media which highlights audience perception

What businesses need to do is bring all of this together. Of course, in terms of value, not all data sources were created equal. But all must be considered for the full picture. And that’s why tools that combine web scraping with social listening methods are best. Good competitor analysis tools help you to track behaviours, analyse actions, and ultimately learn from what your competitors are doing. They should generate information that can be applied directly to product development and campaigns. To ensure this is the case and the most applicable, relevant insight is extracted, a professional in data analysis and research will often be needed. 

As competitor analysis has become such an essential tactic in business success, a huge number of tools have been made available, and choosing the right support can sometimes be tricky. What you should be looking for is a multi-use tool that allows you to collect and collate information from multiple sources, listen to your audience, identify trends, and transform insight into action. There are many excellent options out there, including Sprinklr which offers both listening and benchmarking, Talkwalker’s Quick Search, which offers real time competitor activity tracking, and Brandwatch which dives deeper into sentiment to measure share of voice and audience perception. 

Rolling out a full competitor analysis strategy can be a nerve wracking experience, but when you’re using the right tool, keeping track of the competition can be simple – provided you have the know-how to extract the best insight from the data collected.

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How to Outperform with Online Competitor Analysis

Although the actual act of competitor analysis can be simple when using the right tool, excelling at the act itself is not enough. It’s the equivalent of creating a new product, and then not actually taking the measures to launch it; it’s pointless. When you have the necessary information, it’s important to act on it, and use it to your advantage. 

To outperform with online competitor analysis, it’s important to consider all of your potential options for the future in relation to a reference point. By using this reference point as a benchmark, you can learn from the decisions and moves that other companies have made, and tailor your approach to deliver the very best results. 

Work to identify competitive blind spots and discuss how these blind spots can be addressed, and where they fit into your overall strategy. Ultimately, the aim of competitor analysis is not to find out what the competition is doing, it’s to put this information to good use, using it to streamline your path forwards towards success. 

And the truth is that, while it may seem simple to gather data using tools, it’s not always as easy to understand how this data applies to your business, and how you can transform it from mere facts and figures into real actionable insights.

That’s why many businesses work alongside an experienced research team, not just facilitating change, but actually implementing it into day-to-day operations and core business processes. It’s massively helpful to get a fresh perspective from an outside professional service. As looked at earlier, viewing the landscape from an isolated viewpoint is not beneficial.

Know Where You Stand

Competitor analysis isn’t a onetime thing. With new businesses entering the market all the time, and customer needs evolving at a rapid rate, data should be collected, analysed, and actioned on a regular basis in order to maintain market position and share of voice, and gain a competitive advantage that will help you thrive in future.

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To really derive full value from social listening, businesses need to focus on big data, but collecting and analysing big data is beyond the scope of human ability. That’s why it’s essential to utilise tools that can automate the process and handle large pools of data.

The Challenge

One of the most well known and longest established tools for monitoring brand mentions online is  Google Alerts, so it’s natural that many businesses gravitate towards a tool with a familiar name. But this introduces a challenge. Google Alerts was first introduced back in 2003; it simply wasn’t designed to handle the huge amounts of online data and the growing number of digital discussions. Consider that, in 2005, just over half of people in the developed world were accessing the internet. Today, it’s estimated that 4.5 billion people across the globe access the web, with 3.8 billion using social media. . 

10 years after Google Alerts was introduced, a Google spokesperson said that the tool “is still a good way to keep up with instances of your name appearing online, but we’d also recommend using Google Search for the most comprehensive results”, suggesting that even in 2013, the tool alone was  no longer capable of giving businesses exactly what they needed. 

In a report titled ‘Understand the Enterprise Listening Platform Landscape’, Forrester Research Director Mary Pilecki blamed dissatisfaction of listening tools on gaps in user knowledge. She said that “it is a poor craftsman who blames his tools”, but this is certainly a controversial topic. 

Of course it is vital that social listening tools are managed by someone with the experience and skill needed to ensure they’re drawing from the most relevant data pools, but as can clearly be seen with the Google Alerts example, not all tools were made equal. If you’re not seeing the expected results from your social listening efforts, it could be  a case of not having the necessary human touch. But it’s also important to consider if the problems could be attributed to using the wrong tools. 

And that’s why taking the time to consider the right tools is so important for success.

What Tools Should You be Using?

The good news is that, if you’re keen to go beyond monitoring and actually start listening,  there are many excellent software solutions available that are designed to trawl through the massive number of online conversations that are taking place today. 

And the truth is that there’s no right or wrong choice. Different tools offer different things, so what’s best for your business will largely depend on your individual needs, requirements, and usability preferences. There’s a big choice, so checking out all the different tools on the market can be a lengthy and involved process. You can make this process much more efficient by looking at independent research into the options.

Introducing the Best Social Listening Tools

While there has been a lot of independent research undertaken into social listening tools, one of the most prominent reports comes from market research firm Forrester. The organisation evaluated social listening tools against 40 criteria in 2018, generating a list of the top 10 solutions that can help businesses to grow and develop by listening

The firm concluded that Synthesio, Sprinklr, and NetBase performed to an exceptional level, achieving ‘leader’ status. Talkwalker, Digimind, and Brandwatch were deemed to be ‘strong performers’, while Linkfluence and Zignal Labs demonstrated significant promise, and were labelled as major industry contenders. 

Within the report, the researchers suggested that many social listening tools have ‘features and functionalities that largely look the same from one to the next’. However, those solutions making the top 10 list were able to ‘differentiate with strategy’. Here are some of the standout features of the highest rated listening tools:

Synthesio offers straightforward pricing by number of dashboards. It captures data from 195 countries in 80 different languages and uses automatic sentiment analysis. 

Sprinklr leverages its extensive social data sources and tech integrations to produce actionable results. It focuses on using online data to improve the customer experience.

Talkwalker boasts a sophisticated data engine and advanced analytics. It collects data in 187 languages, with a ‘quick search’ function to deliver fast, real time updates.

NetBase has a myriad of dashboard visualisations and customisations.It’s intended to protect brand health, boost campaign performance, and improve crisis management. 

Digimind is a feature-heavy platform that enables users to create customised reports using a range of pre-designed templates to help brands monitor, analyse, and engage. 

Linkfluence offers competitive benchmarking and earned media coverage. Its AI-powered media intelligence platform draws context and meaning from images.

Brandwatch articulates a clear social intelligence vision. It uses data to help brands map the customer journey with an overall aim of streamlining the path to conversion. 

Zignal Labs is heavy on brand protection to meet niche communications needs. It’s based on the concept of impact intelligence to reduce risk and maintain reputation.

And the Forrester report isn’t the only form of independent research that can help you to choose the right tool for your needs. Other reports cite Synthesio, Brandwatch and Linkfluence as a result of their concepts and functions, market dynamics and innovation, key features and coverage, pricing and service availability, and vendor experience.

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Alternative Tools

The Forrester Wave report is a great place to start searching for the social listening tool that’s right for you. However, it’s important to remember that the report only evaluated tools with more than 100 enterprise clients, and an earned revenue of more than $15 million. There are many very proficient social listening tools that you won’t find mentioned in the Forrester report, so it’s important to consider some other effective tools, too. 

High performers include:

Meltwater Social, used by clients such as MailChimp and Heineken. Designed for marketers and PR professionals, the tool gathers data from more than 300,000 sources.

Socialbakers, used by clients such as Samsung and National Geographic. This AI tool features a customisable dashboard for a clear breakdown of brand sentiment. 

Awario, used by clients such as Upstack and Seraph. The tool crawls more than 13 billion web pages per day to provide real time insights across all languages and all locations. 

Brand24, used by clients such as Uber and Ikea. The tool features an easy-to-read discussion volume chart which identifies sudden changes in online brand mentions. 

Infegy, used by clients such as Starbucks and Mintel. This is a truly global tool covering 96% of global conversations and using 120+ metrics to identify trends around the world.

What to Look for in a Social Listening Tool

What to look for in a social listening tool really depends on what your business is looking for from your social listening efforts. For businesses looking for a budget-friendly method of gaining greater customer insight, pricing structures will play a major role in the decision making process. For others, user experience and a simple dashboard may be prioritised, or perhaps industry focus is important to you. You may want to look for social proof by checking out the clients that the provider works with, or you may be more interested in looking at how the tool acquires, filters, sorts, analyses, and exports data. 

The market can be overwhelming, which is why many businesses today work with a social listening expert who can help to identify the most effective tools for them.

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Social listening software is a form of automation; it automates the process of collecting data and picking up on important patterns and trends in online communications that could potentially empower businesses to make vital changes to facilitate new growth. 

And automation is everywhere. According to US consulting firm McKinsey, three quarters of businesses are already automating processes in one way or another. With the benefits that automation can bring – minimising human error and freeing up key workers for more productive tasks, for example – this figure isn’t surprising. What is surprising is that McKinsey notes that ‘only a slight majority have succeeded at meeting their targets’. Why? Because businesses are overlooking the need for the human touch. 

Working Together

There have been numerous stories over the past few years, especially as automation has become more widely adopted, regarding the potential for robots to take over jobs. But the truth is that humans and automated technologies serve different purposes. Technology alone is no match for human ability. 

Let’s look at IBM’s Project Debater as an example. Project Debater was created to show that machine intelligence can be equal to human intelligence in debate. However, while Project Debater has certainly impressed, there is a problem. Audiences have found that while the AI-powered machine can convey more information than its human competitor, it’s nowhere near as good at actually delivering this information. 

“First, a debater needs to process large amounts of information and construct relevant arguments. Second, debating involves [explaining] complicated arguments in a clear and structured way. Third, you need to make those arguments matter to the audience. This requires the careful use of language, emotions, rhetoric, and examples. While a machine should excel in the first, the latter two may be challenging.” – European Debating Championship winner and World Debating Championships grand finalist Harish Natarjan, who won a debate against Project Debater

As we can see, there is a limit to the scope of even the most innovative of technologies. Yet this is often overlooked, and what we’re left with is companies using automation to try and eliminate work. That’s not the point. Automation software isn’t about eliminating work; it’s about making the outcome of work more valuable and more beneficial through collection and analysis of big data that’s beyond the scope of human input.

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How Social Media Has Changed Language

Let’s start looking at automation software specifically in terms of social listening. One of the biggest issues today is that the language used on social media platforms is beyond the scope of today’s machine learning capabilities. And it’s because of ‘Twitter English’.

Twitter English is often thought of as being its own language. While it may have the same syntax as standard English, the pragmatics are entirely different. Consider how Twitter users communicate. They’re restricted by word count, which means that communications are forced to be short, while still conveying the full information. 

How do we convey this information? Through strategic language changes. 

Face to face conversations are simple, aren’t they? They have tone, and they’re complemented by facial expressions and body language, all of which helps us to bulk out our verbal speech with non-verbal communications to convey a message. But we don’t have that luxury online, and we’re limited in our verbal communications by social platform rules and regulations. And so we use visual representations. We use emojis to show how we feel, we use slang to create a more informal discussion, and we use initialisms like LOL to convey tone; all things that humans can draw meaning from. 

And it’s not just Twitter English we have to take into account. There are actual language differences, too. In a study of bilingual Welsh school children, it was found that around one quarter use an equal split of English and Welsh when using Facebook. This introduces a completely new challenge for social listening tools, which are faced with trying to collect and analyse similar data pools in a selection of different languages. 

Listening software goes beyond the scope of the natural human ability to collect, collate, and analyse data… but it’s no match when it comes to assigning meaning. 

Human-centered automation is described as technologies which ‘enhance the capabilities and compensate for the limitations of human operators’, and that’s exactly what social listening tools do. They enable us to gather data that we wouldn’t be able to otherwise, but they still require intervention by humans capable of critical thinking.

Social Listening and the Human Touch

There are two distinct parts of social listening: data collection and analysis, and assigning meaning to that data and using this context to generate perception and drive action. Social listening tools are excellently equipped to handle the first part. In fact, they’re better equipped than humans because the collection and analysis of data is scientific. There are factual rules at play here, so if you only wanted to collect and analyse data, you could get by using listening software alone. But that’s not the point of social listening. The point of social listening is to deliver real, actionable insights that enable you to make data-driven decisions and implement data-driven change. 

And that’s why the human touch is so important. It brings in the human element of understanding to ensure you’re always getting the most from your investment. 

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Listen to any online conversation and you’ll get insights into the thoughts, feelings, and perceptions of social media users. For example, by reading local Facebook groups, you might find out that a new restaurant brings little nibbles to tables as customers are reading through the menus. You might find out that people love the ‘first month free’ offer at the nearby gym. You may even find that people aren’t too happy with the level of communication from the local estate agent. But are these insights actually valuable?

It depends.

Every business, in every industry, will have their own ideas on what data is valuable, and what data is irrelevant, depending on what it is they want from social listening. It’s important to remember that social listening doesn’t drive a business in any one direction, or towards any one goal. Instead, it forms the foundations for strategic, data-driven growth and development in a way that benefits the organisation

On the one hand, this is great because it makes social listening flexible and open to a number of different applications. On the other hand, it introduces a challenge. It means that there’s no right or wrong when it comes to social listening; it means there’s no hard and fast rule to follow to ensure you’re gaining valuable insights.

The term ‘valuable’ is open to interpretation here. What’s valuable to one may not be valuable to another. This is why it is so important to work with social listening experts who can help you to identify which insights are valuable to you, and show you how to get them. 

conversation drivers

Social Listening Queries

One of the most vital aspects to take into account when you want to get valuable insights through social listening is to determine exactly what information is useful to your business at this particular time. Why can’t you just collect every bit of information that’s out there? Well, even though it’s possible to do so (big data technologies are becoming increasingly capable of this), what you’re left with is a bunch of data that may, or may not, be relevant to your needs. Instead, it’s much more effective to collect only that data that really means something to you, resulting in more efficient analysis. 

Say you’re interested in what people are saying about the holidays. Naturally, you instruct your social listening tool to search for conversations containing the word ‘holidays’, right? Wrong. Twitter reports that, in the seven months between July and January, there are around 80 million distinct tweets containing the #holidays hashtag. 

Generating valuable insights through social listening means generating valuable search queries; queries that pick up on the most relevant conversations taking place online. 

Utilising social listening tools with Boolean functionality helps to deliver real valuable insights. By incorporating Boolean operators such as AND, NOT, and OR into search queries, it becomes easier to narrow down searches, or expand them in a niche direction to deliver best results.

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Social Channels

It’s not just the data that’s collected that needs to be relevant to your social listening needs… it’s who this data comes from, too. While certain search terms are more valuable than others, so are certain users.

For example, imagine you’re a car manufacturer wanting to gain insight into what features luxury car enthusiasts would want to see incorporated into the next generation of vehicles. You’re more likely to gain valuable insight by analysing discussions from these car enthusiasts themselves, rather than trawling through conversations from those who prefer budget bangers. 

If we apply this to social platforms, it’s easy to see how some networks would deliver more valuable insights than others. While there are a number of aspects to take into account here, we’ll use the most basic as an example: gender. Research shows that visual-based social platforms such as Snapchat and Instagram are more female-dominated, while Twitter, LinkedIn, and Facebook have more male users. Selecting the right channel can be key to delivering real value, not just chatter. 

Develop a Plan

The truth is that even seemingly valuable insights can fail to deliver real results if there’s no plan in place for how you’re going to act on the data you’ve collected. Through social listening, you may collect hugely valuable pools of data, and you may even analyse this data to generate actionable insights. But unless you’re prepared to move forward, even the most valuable of insights become essentially useless to the business. 

Before getting started with social listening, it’s well worth taking some time to consider what resources are available to your business to implement change.  Doing this means you’ll be better placed to narrow the gap between what you’re currently doing, and what you need to be doing in order to fully engage with your audience. An audit of your resources could reveal that you need to install new technologies for example in order to be able to act on your social listening insights or invest in additional staff training.

Understanding the Difference

There is a significant difference between customer insight, and valuable customer insight, and acknowledging and understanding this difference is key to getting the most from your social listening investment. Placing time, money, and effort into collating irrelevant data from irrelevant sources will largely fail to deliver results that you can really drive into motion.

Don’t waste your investment. Before jumping head first into social listening, spend some time thinking about what value means to you, so that you are better placed to identify the most efficient and effective ways to gather the data that matters most. 

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Social listening is a two-part act – something which many businesses overlook. The first part is the obvious part: selecting channels, tuning into conversations, and analysing online discussions to discover what customers and audiences really think about your brand. 

And that’s where many businesses stop. They’re done. 

But what about the second part of the process? Simply knowing what people think about you is certainly nice, but it’s not particularly useful. It doesn’t change anything. To really derive the full value from social listening, it’s necessary to engage the second part of the process: acting upon your new data to further grow and develop your business. 

We need to transition from a focus on social listening to a focus on actionable insight. 

The truth is that, from a growth perspective, listening to your audience is one of the smartest and most strategic moves any business can make. Social listening is a chance to move away from the old ‘let’s try it and see’ approach, and instead begin building your brand on real time data collected from those who matter most: your customers. 

How are Businesses Growing with Social Listening?

According to research by digital agency Clutch, nearly half of all businesses using social listening for growth are focusing on ongoing development through an improvement in customer relationships. Of this group, around 25% are believed to be prioritising product development, turning their attention to creating products that meet today’s demands. 

Rather than introducing products that are in line with ‘normal’ development for the brand, or products that organisations think their existing customers want to buy, social listening helps brands to work backwards by identifying which demographics are willing to spend money, and on what – subsequently aiding brands to develop products which fit these preferences. 

For product teams, the feedback that’s generated through social listening activity is invaluable, particularly during pre-launch, launch, and post-launch activities. As social listening tools are engaged, product insights surface immediately, enabling research and development departments to optimise the product exactly for the customer. 

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Attracting New Leads

Buyer personas have become one of the most valuable ways to envision a brand’s average customer base, but even highly effective methods like this have their limitations. And that’s why, according to Clutch, 24% of social listening users are utilising the technique to learn more about their audience and attract new demographics. 

Social listening helps to fill in the buyer persona gaps which are creating major challenges in attracting new leads and which are preventing businesses from expanding their customer base to include valuable yet under represented audience pools. This, in turn, can limit a business’ reach and place a static ceiling on sales figures. 

What gaps are we talking about? Consider the average buyer persona. Using easy access data, it’s simple to identify facts: the age, income, and career of the target user, for example. What’s not so easy is figuring out the emotional needs of the ideal customer. What are their goals? What are their pain points? And this is why we listen. 

Knowing more about customers and creating a full picture of who they are is key to attracting the right people, generating more sales, and growing your business through increased profits. Rather than relying on historical data to predict audience trends and behaviours, it’s possible to tap into real time interests to adapt lead generation processes to attract the customer of tomorrow, not yesterday. 

Boosting Customer Service

At a time when proactively responding to customer needs is becoming an increasingly essential foundation for growth, social listening enables businesses to address concerns quickly and discreetly, before customer issues are elevated and become louder noises. Customers expect responses within just one hour. Real time social listening obliges. 

“With a social media monitoring tool, we are able to respond first and nip a potential social media crisis in the bud before it can escalate. It just so happens that sometimes disappointed customers, if taken care of properly, can become brand ambassadors.” – Magda Urbaniak, Global Community Manager for monitoring tool Brand24

Benchmarking

The Clutch survey also found that a small number of social listening users are using the technique to facilitate alternative methods of growth. 13% use social listening to tailor their content strategy, 9% use it for recruitment and onboarding, and 9% are using social listening to learn more about their competitors and gain a competitive edge.

Social listening allows you to monitor the competition, track industry trends, and most importantly fill in the gaps in the market to grow your business into a bridging solution. 

Through social listening, businesses gain  a unique insight into the customer story, gaining a better understanding of what motivates a customer to choose one organisation over another. By getting to grips with this reasoning, it becomes easier to direct the growth of the business in a way that responds to the needs of customers, and draws them in. 

Building Your Brand

Ultimately, it all comes down to company image. Social listening helps you to build and grow a brand that doesn’t just know what the customer wants but actively ensures they get it. And it’s this reputation, and the customer loyalty that comes alongside it, that provides the essential support and resources needed for businesses to develop. Social listening really can be applied to pretty much any area where there is potential for growth, including product development, customer experience, lead generation, demand anticipation, trend identification, competitor analysis, and investor relations. 

What’s important to understand is that social listening itself doesn’t facilitate growth in any single direction, or in any one way. Instead, social listening is about building and developing the necessary foundations for solid growth. It’s about ensuring you have all the data and information you need to grab new opportunities and drive your company down the most relevant, effective, and profitable pathways to achieve business goals. 

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‘Consumer insights’, ‘customer understanding’, ‘the bigger picture’… a simple internet search will show all the things gained from listening. But what is perhaps even more vital for businesses right now is to understand just why social listening is so important from an operational standpoint. 

Here, we delve deeper into the reasons why social listening isn’t just important for today’s businesses, but is actually a strategic necessity. Especially when it comes to closing, or at the very least narrowing, the gap between what customers expect from the businesses they partner with, and what these businesses are actually delivering.

Exploring the Business and Customer Disconnect

According to research by software firm MuleSoft, a whopping 82% of today’s customers are reporting a disconnected customer experience, citing an organisation’s failure to recognise preferences as a significant driver of this business/customer gap. But can’t this disconnect be addressed by asking customers what they need? What they want?

Perhaps not. But why?

Firstly, we need to consider how useful a single source of feedback really is. By trying to address the business/customer disconnect through simply asking for feedback, businesses are relying heavily upon a single data source (and a rather inaccurate data source at that… we’ll get to that later), essentially resulting in information silos.

“Globally, consumers are feeling the effects of data silos that create disconnected experiences. To meet consumer expectations, organisations must integrate disparate data sources to better understand their customers” – MuleSoft CEO Simon Parmett

From this, we can conclude that utilising multiple data sources is a more effective method for figuring out what customers think than by using feedback forms and surveys exclusively. Enter social listening, which scours multiple channels for relevant data

find data sources

The Hidden Truth

But that’s not all. While it might seem strange, customers themselves are not always an accurate data source for learning more about customer expectations. And this is especially true in the digital space.

We must consider how much of typical communications are based on non-verbal signals. In face-to-face exchanges, businesses can attach words to physical actions to assign context to these words…

…in the digital arena, that’s just not possible. We can’t rely on body language or facial expressions to tell us what a customer’s words really mean when we’re communicating with them. What we can do is listen to what our customers think using social networks. 

And this introduces a problem. We can ask for customer feedback, but without an ability to observe body language, we really have no way of verifying the information. And there is a very real reason why this information cannot be fully trusted. There’s a difference between what people say when asked, and what people actually think. 

“The trouble with market research is that people don’t think how they feel, they don’t say what they think, and they don’t do what they say” – Advertising tycoon David Oglivy

According to research, just 4% of unhappy customers will let their feelings be known and complain directly to a business. However, 13% will share their feelings with close friends and family… or even internet strangers. In fact, the average unhappy customer shares their feelings with no less than 15 people.

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Imagine you’re in a restaurant, and you’ve ordered the pasta. It arrives luke warm, yet when asked ‘how’s your meal?’ you smile and say ‘lovely, thank you’ before turning to your dining companion and moaning. 

Social listening is about tapping into customer opinions, feelings, and perceptions when they’re not saying what they think a business wants to hear; they’re saying what they really mean. By collecting this data from organic sources, and analysing multiple data packets from various online channels, we delve deeper into the customer experience. 

The Evolution of Meaning

Finally, we can’t overlook the fact that customer expectations, needs, and perceptions can change at the drop of a hat and they don’t always evolve in the way we think. 

A great example can be seen with ice cream giant Ben & Jerry’s. The company thought they had it figured out: demand would be high in nice weather, and low in poor conditions. But it wasn’t. In fact, they found that cold weather sales were remarkably high. Why? Well, they turned to social listening and discovered that extreme weather conditions motivated many to stay home, watch TV, and enjoy an ice cream. This resulted in one of their most famous creations: the sweet and salty Netflix & Chill’d

So to go back to our original question, why is social listening important? It’s important because it addresses some of the most pressing and significant issues driving today’s business/customer disconnect. It takes into account just how rapidly customer needs evolve, it provides a solution to the modern challenges of digital operations, and it helps us to remove the cloak and really understand what we need to do in order to attract, engage, and connect with the right people, in the right place, at the right time.

If you want to grow your business through social listening, talk to our team today!

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