CHOOSING THE RIGHT CONTENT FOR YOUR VIRTUAL EVENTS
THE SECRET OF SOCIAL LISTENING
When I truly listen to what people are saying and hear what they’re truly needing — not what they “think” they need — that’s where the magic happens. — Jill Sinclair, International Keynote & TEDx Speaker | Executive Coach | Author
Social Listening in the Age of Universal Uncertainty
2020 is the year that will be deep seated in our universal cultural pshyche for years to come.
COVID19 is the face of pandemic that upended daily life and routines. “Worldwide economic disruption. Universal uncertainty about exactly what comes next. We’re all traveling in truly uncharted territory.”
The Moment is NOW
Challenging moments usually come dressed in 'crisis overalls', called opportunities.
Now, is the time to rethink your product, channel, and demand strategies in ways that might have encountered institutional resistance in calmer times.
Social Listening help brands to learn and to thrive amid volatility and market disruptions.
Social Listening helps brand to adjust your marketing strategy for the short term and derive effective long-term business decision by observing demand patterns over time.
Even more, it presents an opportunity to hone in your capabilities and build resistence muscles for your brand’s resilience. There will always be another 'black swan' event, another recession, a surprising market change, or a disruptive new innovation.
SOCIAL MEDIA MARKETING IS INEFFECTUAL WITHOUT SOCIAL LISTENING
Slide Source: Hubspot
HubSpot's tools let you manage all of your social media from one platform. You can write or share new posts and respond to comments and mentions all through the HubSpot interface. You can even compare performance across your social channels and keep track of the number of visits and leads you receive. Since the tools are linked to the HubSpot free HubSpot CRM, this data is immediately transferred and recorded onto the contact records in your account. HubSpot's Social Media tools are compatible with Facebook, Instagram, Twitter, Youtube, and LinkedIn and can be easily set up to monitor conversation across various channels. HubSpot’s free marketing tools include email marketing, live chat, forms, contact management, ads, and more
(Yes, I personally use Hubspot)
HubSpot's tools let you manage all of your social media from one platform. You can write or share new posts and respond to comments and mentions all through the HubSpot interface. You can even compare performance across your social channels and keep track of the number of visits and leads you receive. Since the tools are linked to the HubSpot free HubSpot CRM, this data is immediately transferred and recorded onto the contact records in your account. HubSpot's Social Media tools are compatible with Facebook, Instagram, Twitter, Youtube, and LinkedIn and can be easily set up to monitor conversation across various channels. HubSpot’s free marketing tools include email marketing, live chat, forms, contact management, ads, and more
(Yes, I personally use Hubspot)
SOCIAL LISTENING HELPS CREATE MEANINGFUL CONTENT FOR
VIRTUAL EVENTS WITH AI DRIVEN MARKETING PLATFORM
What is Social Listening?
The online world in perpetually ON, 24/7, 365 days.
People talk about everything online. That means there’s an opportunity for any brand to use Social Listening to derive social intelligence and sentiment evaluation.
- Social Listening is about listening in brand's social media channels for any customer feedback and direct mentions of your brand offering.
- Social Listening is about scanning for specific keywords, topics, competitors, or industries, taking place in your brand channels or other channels, followed by an analysis to gain insights and act on those opportunities.
- Social Listening helps you determine the root causes behind social conversations and implements long-term strategy changes.
- Social Listening helps you to manage your brand reputation.
- Social Listening helps you create the kind of content your followers actually want, come up with new ideas based on industry trends and sentiment trends.
- Social Listening helps with the performance of your social media, web, conversations and offline strategy.
- Social Listening helps you improve your customer experience by interacting directly with customers, and continuously shift your customer strategy to fit the current socio-political and economic needs.
- Social Listening helps you identify your biggest fans and influencers.
- Social Listening helps you discover new product ideas or ways to enhance features on existing products.
- Social Listening is about acquiring new customers. You can discover the kinds of content that those who follow and mention you by viewing their posts, shares, hashtags, and photos. Then, you can accordingly create relevant content that matches their taste and will ultimately draw them into your brand.
Social Listening is of Tremendous Value
when you set up a proactive Social Monitoring in place
How to Set Up a Proactive Social Monitoring in Place?
By completing the following on a daily basis for a period of 2 weeks, you should be able to decipher a pattern. OR, keep scrolling and get the insights from Google Research that we have compiled for you.
when you set up a proactive Social Monitoring in place
How to Set Up a Proactive Social Monitoring in Place?
By completing the following on a daily basis for a period of 2 weeks, you should be able to decipher a pattern. OR, keep scrolling and get the insights from Google Research that we have compiled for you.
- Set up Google Alerts to receive email notifications when an article is published about a topic that your buyer persona cares about or is related to your industry. If you do not know how to set up Google Alerts, click here.
- Use TweetDeck to monitor phrases, brands, hashtags, and prospects who are relevant to your business and the persona type you are after, who presides on Twitter. If you don’t know how to use TweetDeck, click here.
- Save a Facebook search in your browser on a topic related to your industry and that your persona cares about. If you do not know, here is how you do it. (While you are logged into your account, go to "My Info", and click on "Saved Search Alerts". Enter the keywords you'd like to be alerted to: you can enter brand names, styles of furniture, particular artists, any search that you are most interested in!)
- On Instagram, use SocialAlert or Hashtagify to monitor a hashtag of interest to your industry and persona.
- On LinkedIn, follow and save relevant hashtags in your industry.
- Other Social Monitoring Tools.
- After 2 weeks a pattern will emerge for you to act on. Sign up on the form below if you need any help.
COVID19 could be the Defining Episode of a Complex Customer Journey Trend
Well before COVID-19, customer journeys were already growing more complex, with varied touchpoints multiplying across days or weeks, shaped by an increasingly fluid relationship between online discovery and offline action.
“COVID-19 catalyzed consumers’ digital adoption, upending traditional ways of discovering and purchasing goods and services, and disrupting supply chains and delivery channels. These shifts have undermined a core strength that marketers have strained to preserve in recent years: their intuitive connection to consumers.”
Source: The Sound, Rethinking Readiness Study
In a Google research study called “Decoding Decisions”, covering 1,000 different journeys across more than 100 categories in eight markets (AU, BR, DE, FR, IN, JP, U.K., U.S.), it was found that between trigger and purchase/action, people go through multiple stages of looking for information about a category’s brands and products, and weighing all of their options.
The figure above shows, the two different mental modes: exploration (an expansive activity) and evaluation (a reductive activity). People loop through these twin modes of exploration and evaluation, repeating the cycle as many times as they need to make a purchase decision.
Social Listening helps you build robust content creation for your virtual events as your audience oscillates between exploration and evaluation.
The figure above shows, the two different mental modes: exploration (an expansive activity) and evaluation (a reductive activity). People loop through these twin modes of exploration and evaluation, repeating the cycle as many times as they need to make a purchase decision.
Social Listening helps you build robust content creation for your virtual events as your audience oscillates between exploration and evaluation.
COVID19 Demands the Transition from Personalization to Meaningful
According to “Decoding Decisions”, a research study initiated by Google, consumers are people with deeply textured motivations, aspirations, and needs. More importantly, your customers are super savvy and can read gimmicky, insincere personalization.
If you, (marketers) reach based solely on isolated touchpoints or obvious connections, you are sure to miss out what 'social listening' can actually do to make consumers’ lives better.
Social Listening helps you go beyond isolated touchpoints, beyond explicit needs, to deliver something meaningful in someone's life.
According to “Decoding Decisions”, a research study initiated by Google, consumers are people with deeply textured motivations, aspirations, and needs. More importantly, your customers are super savvy and can read gimmicky, insincere personalization.
If you, (marketers) reach based solely on isolated touchpoints or obvious connections, you are sure to miss out what 'social listening' can actually do to make consumers’ lives better.
Social Listening helps you go beyond isolated touchpoints, beyond explicit needs, to deliver something meaningful in someone's life.
Source: The Sound, Rethinking Readiness Study
The future of data-driven marketing is to go beyond transactions for goods and services to deliver meaning.
To test this hypothesis, Google conducted a series of surveys in a new research program, “Rethinking Readiness”:
THE RESULT:
Google found eight universal needs people believe brands can deliver and can deliver through ads and promotions alone. This was validated this through a touchpoint analysis of previous purchases, and some brands are already delivering on these needs now.
To test this hypothesis, Google conducted a series of surveys in a new research program, “Rethinking Readiness”:
- To define deep consumer needs and understand what people expect of brands today
- To identify when and where there are opportunities in the consumer journey to deliver meaning
- To compare what consumers say drives their behavior versus their deeper motivations
- To test how consumers react when brands deliver more meaningful messages through ads and other promotional methods.
THE RESULT:
Google found eight universal needs people believe brands can deliver and can deliver through ads and promotions alone. This was validated this through a touchpoint analysis of previous purchases, and some brands are already delivering on these needs now.
Source: Google/The Sound, Rethinking Readiness Study, U.S., JP, DE, BR January 2020 (Gen Pop 18+ N=4,200)
COVID19 is the Opportunity to Shift Your Digital Marketing Strategies to Meet Customer Needs
To understand a consumer’s needs and aspirations, it’s critical to zoom out to see the connections between different touchpoints. “What consumers do—their last search or web and app activity—is transactional. Standing alone, it lacks meaning. ”
The question to ask isn’t, “What can I sell this person?” It’s, “How can I help this person?”
Do they want to be a better parent? Feel a sense of accomplishment? Are they seeking wonder or security?
Because many products and services can help fulfill even these deep-seated needs.
Social Listening gives you the opportunity to partner with other product brands to design relevant giveaways that encourages participation at your virtual event.
To understand a consumer’s needs and aspirations, it’s critical to zoom out to see the connections between different touchpoints. “What consumers do—their last search or web and app activity—is transactional. Standing alone, it lacks meaning. ”
The question to ask isn’t, “What can I sell this person?” It’s, “How can I help this person?”
Do they want to be a better parent? Feel a sense of accomplishment? Are they seeking wonder or security?
Because many products and services can help fulfill even these deep-seated needs.
Social Listening gives you the opportunity to partner with other product brands to design relevant giveaways that encourages participation at your virtual event.
EMBRACE CHANGE AND THRIVE
In business and in marketing, this has dramatically altered the traditional idea of what it means to be ready for what comes next.
According to Google insights:
In the last six months alone, we’ve experienced 10 years’ worth of change.
The good news, writes Allan Thygesen, president of the Americas at Google, is that the twin challenges of profound disruption and uncertainty also present businesses with an opportunity to rethink readiness. To reimagine how to best meet consumer demand, even as it fluctuates, and even if it remains volatile.
Today, businesses that have more data and consumer signals, are better able to act on them, and can meet a higher standard for doing all of this more responsibly than ever before. This is where social listening come in handy.
Again, according to Google insights, businesses that have embraced digital transformation have thrived. It’s not just — or even primarily — about building a better e-commerce site (as important as that is). It’s about using data and technology to invigorate your new product strategy, to alleviate uncertainty in your channel capabilities, to satisfy dynamic customer demand, and to meet customer needs with meaningful action.
Instability and change always create opportunities. Net new markets and needs emerge. Existing business models can’t fill the gap. People are desperate for solutions that help them restore balance.
Social Listening is one the viable tools available to harness data and translate them into meaningful offering for your virtual events. Dig Deeper here and gain insights on listening, analytics and intelligence.
According to Google insights:
In the last six months alone, we’ve experienced 10 years’ worth of change.
The good news, writes Allan Thygesen, president of the Americas at Google, is that the twin challenges of profound disruption and uncertainty also present businesses with an opportunity to rethink readiness. To reimagine how to best meet consumer demand, even as it fluctuates, and even if it remains volatile.
Today, businesses that have more data and consumer signals, are better able to act on them, and can meet a higher standard for doing all of this more responsibly than ever before. This is where social listening come in handy.
Again, according to Google insights, businesses that have embraced digital transformation have thrived. It’s not just — or even primarily — about building a better e-commerce site (as important as that is). It’s about using data and technology to invigorate your new product strategy, to alleviate uncertainty in your channel capabilities, to satisfy dynamic customer demand, and to meet customer needs with meaningful action.
Instability and change always create opportunities. Net new markets and needs emerge. Existing business models can’t fill the gap. People are desperate for solutions that help them restore balance.
Social Listening is one the viable tools available to harness data and translate them into meaningful offering for your virtual events. Dig Deeper here and gain insights on listening, analytics and intelligence.
