Exploring the CRM Value of Social Data

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Social media listening is no longer limited to managing a company's image or its brand communities. Data extracted from the social web is now central to marketing as a whole, providing a new and unique perspective on consumers.

The rise of social media has made it easier than ever to publish online, allowing anyone to share their everyday life with the wider world. Instagram users alone post more than 70 million photos every day. For brands, this represents an extraordinary opportunity to become more acquainted with current and potential customers - and, most importantly, to adapt their strategy accordingly. But how should they go about this?

Identifying and activating communities with strong potential

On behalf of Novanuit, a sleep supplement brand, Publicis Nurun asked Linkfluence to identify relevant web communities to the Novanuit brand. Radarly revealed numerous and frequent online discussions between insomniacs, who turn out to be spending their nights tweeting - about their insomnia. This was an ideal audience for a product communication strategy matched closely to consumer needs.

Publicis Nurun set up a campaign to target this key audience using the hashtag #TeamDeNuit (#NightTeam) and the account @teamdenuit (@NightTeam). With the help of social listening, the agency was able to adjust its messages to ensure an effective communication strategy matched to the perceptions and problems of this community's members. The agency's community managers set up a Radarly-based real-time marketing operation: live adjustment of messages, sponsorship of the most effective tweets, engagement with web users and finally, conversion of audience members by including information on how to obtain the product quickly.

Enriching social media data

Another way to exploit social media data is to combine it with the socio-demographic and behavioural information provided by CRM platforms. In addition to knowing the details of consumers and their buying behaviour, it is now possible to find out what they are talking about.

Publicis ETO uses Radarly as a source of third-party data, which they feed into PlayStation's CRM tool in order to optimise the company's customer relations.

This data enables consumer profiles to be enhanced using their declared affinities.

For example,

do those who buy cycling video games also comment on cycling competitions on Twitter?

The answer is key in deciding whether or not to target them with messages during international events.

Social media data also helps enrich understanding of behaviour by providing an answer to the crucial question...


Whilst it is highly beneficial to monitor what customers actually do (searching for information, making purchases, online usage, etc.), finding out the reasons for these actions represents an extra understanding.

The ultimate aim is to move from a 'customer-centric' to a 'people-centric' model and to see customers within the wider context of their everyday life, which they now publish online, rather than only in relation to the time of purchase. All of which makes social listening a vital activity for businesses. Tip: To spot new consumer trends in real-time, check out the Meltwater social listening tool using AI algorithms.

Turning Data Into Insights One Step at a Time

Social listening provides you with plenty of data and information on your customers. 
Discover how to turn that data into actionable consumer insights with our latest ebook, 
Climbing the Social Data Ladder:

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