what is audience listening and why you should be using it
Discover how your brand or agency can find out what is being said about your brand – not to it.
what is audience listening?
Audience listening is a term used to describe collecting data from a group of individuals and turning that into a report that collates all of those answers together. It is a powerful tool for brands as it analyses conversations that are happening about your brand and not directly too it. For example – if someone on Twitter writes ‘Apple’s new iPhone 11 is the best phone yet’, Apple most likely will not see this tweet as the individual did not communicate directly with Apple, so a valuable piece of data is lost in the system.
Audience listening is a sure fire tool to have in your armoury when it comes to strategising for an event. It allows you to curate a bespoke moment for a unique audience. Knowing which fans are signed up to the mailer is all well and good, but what about the fans that aren’t, or the people who don’t like the brand, or what your fans are saying about your competition?
how it works?
In simple terms audience listening pulls reports based on keywords and search terms and collates these in a very detailed way – analysing specific features such as sentiment (positivity of the statement), a brands share of voice on a topic, other interests the individual may have and many more clever features.
We can drill down into which influencer they interact with most online, meaning targeted influencer marketing and guest spots for events become an easy choice.
We split the report into 2 sections, firstly we take the entire market (you vs competitor and then the overall market) and drill these sections down into custom charts. Below you will see an example – A company involved in educational learning wanted to find out more information as to why people use their service. I have blacked out the names of any private details.
As you can see, the report showed that the brand (left) had 19% of their fans speaking English, when their competitor (right) has just 9%. That is a simple demographic, but it starts to give a flavour as to which language is being used when sharing opinions on brand. We all know that word of mouth is the best way for any business to advertise. What language are those words saying?
Below again you will see a more detailed piece of information – ‘Why did they choose to start learning?’ a really useful piece of information that will allow for a targeted approach to marketing your services to a new prospective audience.
Again, brand is on the left and their competitor is on the right.
You can see that in both instances Quarantine was a huge factor as to why people are saying they picked this up, this would then in turn lead to conversations around hobbies, spare time and to be frank, boredom. In brand A you can see the 3 definitive sections; work, quarantine and travel. These are 3 very targetable areas to reach new prospective users.
The second part of our report breaks down what your audience likes, aside from you.
As you can see from the image above, the online audience surrounding educational learning has a very strong affinity to Alexandria Ocasio-Co (US Politician), they also describe themselves as ‘Writers’ and have strong opinions on Black Lives Matter, Queer, Scottish Politics and Teaching. You can start to see how the vision comes together – creating a unique moment for those people.
The total report is over 25 pages long and goes into each section and affinity to find out who that character is and what drives them.
One more thing to show you though on the report.
As you can see this takes the sentiment of what is being said, whilst talking about educational learning and breaks down the characteristics of who that person is.
what is the benefit of using it?
Well, as you can see above, the information that can be collated before we even start to draft up an initial design is huge, we have just gone over the tip of the iceberg above.
The benefit to using this service is that you are creating something for someone. This information allows you to understand who that person is, what makes them tick, what their interests are and who their biggest affinities are with.
This service was used incredibly well with the popular TV show Love Island and was commended to have attributed with their huge success.
should you be utilising this tool?
Of course, there is an option not to use this service. But I would ask, are you strategising for an event? You are not building Rome – they may not just ‘come’.
All good thoughts are followed by good strategy. The industry we work in is built on good, collaborative creative people and in turn the end goal for any event or activation is to engage in the most captivating way possible with an audience. So why gamble on who that audience is going to be?
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