REINVENTING BRAND CONTENT USING SOCIAL MEDIA DATA

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Social media monitoring is an essential first step in a brand's successful move to digital. Companies need to understand their online environment before making key structural decisions, by asking...

"What is our online brand image?"

"What are connected consumers saying about our products?"

"What are their needs and areas of interest?"

Social data helps companies with their brand and reputation management as well as measuring marketing performance. It also benefits customer relations and product management, in addition to boosting the understanding of targets and helping to reveal strategic insights. Social media data is the global, real-time resource that can fuel a targeted content strategy focused on the real needs of consumers.

Sending the right message to the right audience

When monitoring online conversation about a widely distributed beauty cream in Europe, Linkfluence's Social Media Researchers discovered that the majority of consumers discussing the cream had olive or darker skin.

This particular audience hadn't been largely considered in the brand communication - only lighter-skinned models were used to promote the product. Using social media data, content was developed to tackle the skin requirements of these customers.

Developing brand utility

Linkfluence Researchers analysed online discussion about face care for a cosmetics company. They revealed two major consumer insights: internet users showed a pronounced interest in Aloe Vera, debating the ways of benefiting from its advantages. They were also frequently discussing the TAME (Targeting Aging with Metformin) research project, which aims to test the effects of metformin on the elderly.

The result: the brand is now offering practical content relating to Aloe Vera, explaining its effects and how to benefit from them. The brand has also launched an academic study of aging and is relaying its progress on a dedicated platform.

Implementing affinity marketing

Working with a major DIY brand, Linkfluence's Social Media Researchers analysed the web communities that the brand could seek to address. They learned that there was a very strong interest shown by e-mums, one of the web's most dynamic communities for all DIY activities, in particular low-cost furniture customisation.

They also detected a strong desire among fans of decoration and design to create their own objects, with many people querying the best practice.

The result: the publication of dedicated guides that followed each community's conventions as well as responding to the various questions that had been posed.

Social media data is no longer only about social media management or social media marketing. It is a new window into consumers that are no longer defined by their socio-demographic category but by the preferences they express online.

It is a means of building a new type of relationship by talking to consumers about what interests them rather than communicating standard commercial messages.

In short, social media monitoring makes brands sociable!

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