Social Media is the most effective channel for modern marketers to gain customer insight, engage consumers, improve the customer journey and improve their marketing. Many customers not only sharing their product/service opinion on the social media platform, but also doing product research, discovery, consideration and brand advocacy on it before purchasing product.
It is an instant, accurate and easy-to-use research method to do market research, especially very strong for following purposes:
– Market Research or Gain Consumer Insights
– Customer Engagement
– Enhance Customer Experience & Crisis Management/Alert
– We could offer rich Social Media (e.g. Facebook, Twitter, Instagram, YouTube, WeChat, etc.), Sina Weibo, Local Forums (e.g. Hong Kong, China, Taiwan) & different Websites contents (customizable for customer).
Social Media data is very useful but huge, smart marketers would prefer reading summarized results instead of tons unstructured data, we use AI (artificial intelligence) based on NLP (Natural Language Processing) and 機器學習 (ML) technologies (e.g. Deep Learning) to analyze the huge unstructured data to a human understandable sentiment results – Positive, Natural, Negative**
**We do support more sentiment levels if necessary, with excellent multilingual support (e.g. Hong Kong/Taiwan’s Traditional Chinese, China/SE Asia’s Simplified Chinese and English, etc.).
– Overall Exposure (What customers concern more?)
– Overall Feedback (How’s the feeling of customers about the marketing event/promotion/activity?)
– Customer Suggestions & Other Insights (Any suggestion or special expectation that customers mentioned?)
Social Listening can easily monitor different brands, products or services using the same criterial and data format, so customer can compare their performance within a fixed period.
– Service Quality
– Signal Coverage
– Package Acceptance of Customers
Social Listening can let you monitor a list of potential crisis, and alert you by Email or SMS when it has been reached a preset level (e.g. When a crisis keyword has been appeared for more than 5 times within a day or one hour).
Most traditional reports use government announced historical data and/or combine with some traditional market survey results, such as phone survey or street interview. The common problems of traditional report are:
Market status may already be outdated – consumer market changes very rapidly, a few months ago’ historical data may already be unable to reflect the latest market situation, but social media contents are timely updated, its content can be very close to the latest market situation.
Lack of sufficient customer feedback – traditional survey techniques can’t be collected huge quantity customer feedback due to cost consideration, social media listening is an effective & efficient technique to gain customer insight.
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