Agility is Now More Important Than Ever
We all know social media has changed consumers radically. Brands are just beginning to understand how quickly this change has accelerated in recent years, and how this shift marks the solidification of a new era of marketing with consumers, at their pace, in their words, on their terms.
As a result, marketers must innovate faster, communicate faster, collaborate better, across more channels, more consistently, and do it across segments and global markets to gain this needed agility within the organizations.
Building a Culture of Customer-Centricity
How can brands achieve this = agility and best engage with fast-moving consumers? Two words: Customer Centricity.
When we talk about customer-centricity, we’re talking about understanding the needs, beliefs, and values at the moment these are expressed and proactively addressing them. Doing so ensures brands can adapt their marketing accordingly and quickly enough to make it matter.
This is especially important in the context of the global pandemic, when the crisis is forcing brands to re-define the role they play in consumers' lives, both during and when the crisis is over.
Pursuing customer centricity now requires going beyond retrospective snapshot surveys, beyond once or twice a year brand trackers, and instead, finding a “living” version of these classical approaches. The web offers this solution and is where consumers express themselves, form relationships with tribes of similar passions, and influence one another.
Florence Rainsard, Global Consumer Insights Director says that classical research methodologies in isolation cannot keep up with the speed, spontaneity and pure volume of insights available to brands today. She sees this shift as an opportunity.
Striving for digital transformation long before competitors did, Pernod Ricard decided to use a digital approach to enrich their traditional research and rethink their ways of gathering insights.
From Basic Social Listening to Consumer Intelligence
In an effort to find the “digitally transformed version” of traditional research, many brands have turned to social listening. Unfortunately, even if social listening is faster and more spontaneous than traditional market research, it doesn’t provide enough depth to brands. Typically, social listening employs a generic keyword-based approach, lacking context and relevancy, requiring heavy duty analyst work to make sense out of unstructured results. Additionally, social listening initiatives often fail to be integrated into the organization.
The Emergence of Consumer Intelligence
Consumer intelligence (CI) is the process of gathering and analyzing information about customers and potential customers to better understand them and avoid using preconceived ideas about “what we think they think” to build deeper and more effective customer relationships and make better informed decisions.
As Cinny Little from Forrester said: “if you weren’t already focused on that before COVID-19, the requirement for speed and agility is now a given”. Technology has empowered brands to retrieve and analyze a massive amount of online data, but to also combine it with first party data to get fast and actionable insights.
Today, AI-enabled Consumer Intelligence has become the next generation of traditional market research, a necessity to achieve speed and agility in customer-centricity.
Shorten the path to insights with Radarly
Linkfluence aims to solve the limitations of traditional market research and social listening platforms by delivering in real time and through its SaaS platform, Radarly, the type of high-value insights historically requiring complex and lengthy ad-hoc analysis. It enables global brands to derive actionable insights from social data and understand their consumers better and faster.
Even if the importance of empowering consumer insight within the entire organization is now fixed in mind, sometimes Marketers struggle to find insights from social data that are actionable and applicable to teams across the organization. As a result, they don’t use consumer insights platforms as much as they should do to make informed decisions in their daily life at work.
At Linkfluence, we have two main priorities for the global organizations we work with:
- To support them to have direct access to insights without being an expert in data science or analytics
- To take consumer insights out of isolation and make them available and applicable to multiple teams at the same time.
An operational framework for real-time insights
The first step in rolling-out real-time insight is neither data nor AI, but having a strong framework implementing this technology.
1. Radarly Dashboards
These powerful workspaces enable a deep dive analysis for both beginner and expert users to manipulate data through a visual interface, including:
- Comparing a brand to its competitors
- Deep dive into your market
- Follow what has been said online on your key topics
- Measure the owned performance of your social channels
These workspaces are designed to perfectly match the needs of teams, analysts, or agencies that need detailed analysis.
Source: Linkfluence, Radarly
2. Insight Pages
However, some marketers may not have the time to explore data, or to arrange the results in the format they need. Some marketers and insight professionals need customized pages to match their internal reporting practices.
That’s why we’ve developed a new approach to make consumer intelligence more actionable by introducing our insight pages. These turnkey pages bring instant insights to high-value recurring use cases for marketers or c-level executives that need insights to drive decision-making.
They are based on:
- A robust methodology that encapsulates years of consumer insight expertise
- Expert-designed data structuring that surfaces insights without requiring and training or technical background
- Data visualization giving instant access to actionable and valuable insight, within the format organizations are accustomed to
Source: Linkfluence Radarly, Insight Pages
Insight pages address use cases typically managed by both social listening and market research:
- Reputation: Manage crises and monitor brand reputation
- Benchmark: Benchmark your brand against the competition
- Content: Create more engaging content
- Influencers: Discover, vet and measure influencers
- Campaigns: Measure campaign performance
- Brands: Measure brand equity and perception
- Tribes: Identify and activate your tribes
- Customer Experience: Analyze and measure customer experience
- Trends: Identify emerging trends
As a cherry on the cake, insight pages are shareable to the entire organization so that anyone can benefit from actionable insights easily.
What is data structuring and why is it so important?
The term refers to a combination of AI, data science, and human expertise (both market and technical expertise) to transform unrelated text, images, relationships, and metrics, into scores, topics, trends, and other metrics that provide actionable insights in the context of a specific business need - both quantitative and qualitative.
As illustrated below, Linkfluence goes beyond basic social listening to answer precise questions like “Is my brand perceived as innovative by Millenials in China?”.
Source: Linkfluence Data Structuring
Additionally, we offer our customers an editor to create their own customized insight pages. They enable users to visualize data depending on their specific needs, offering a large list of cards with different scopes and metrics.
Source: Linkfluence, Radarly, Insight Pages Editor
The user can pick cards from a large selection according to their needs and cross-reference information with powerful filters.
If you'd like to assess these new ways to access insights, please contact your account manager who would be delighted to make a comprehensive demonstration of our new capabilities.