From understanding target audiences to setting up campaigns to fuel their business goals, research has always been a big part of everything we do for our clients. And we know that research is easier said than done – especially when the digital landscape is growing by the day!
So we got talking with our Insights Director, Kei Obusan, to deep dive into our process and explore how we put Radarr at work to do all the heavy lifting!
Using Radarr for market and competitive research as an Insights Director
What does your day-to-day as an Insights Director look like?
My main responsibility as an Insights Director at Radarr is to oversee our Insights projects, working together with our Insights Team members as we fulfill our project deliverables – which typically include brand and competitor monitoring reports, campaign analysis reports, and consumer insights research.
With our Insights Managers, I ensure that our research outputs are of the highest quality and that we always push the envelope in developing new methodologies to gain insights from online/social media data.
Aside from managing our research project clients, I also help our Sales and Client Success teams educate their clients about the power of social listening and digital research.
An example of this is for a pitch our Sales Team is working on for a client looking for crisis management solutions.
Aside from sharing sample use cases in the past, I also shared with them Radarr’s Crisis Monitoring Framework which involves social listening monitoring and analyzes procedures from crisis preparation, real-time alerts and reports during a crisis, and post-crisis evaluation.
How frequently do you use Radarr, and what do you use it for the most?
I use Radarr daily to ensure that the data we pull for our research projects are sufficient and of good quality.
Our research clients have various objectives ranging from understanding consumer behavior, brand & competitor monitoring, campaign analysis, and crisis management, among others. I use Radarr’s different features to gain insights from social media data, such as Top Topics, Word Cloud, Top Influencers, and Automated Sentiment Analysis.
For clients who are about to launch in a new market, Radarr’s Top Influencers widget is very useful in identifying social media accounts that are driving conversations about the brand or category. We usually give clients a deep-dive into these profiles for them to consider should they engage them as brand ambassadors.
What’s the one feature of Radarr that you absolutely love that you found hard to manage before?
Having been in this field for almost a decade now, I’ve experienced when social listening was quite new – when we had limited ways of gathering and looking at data.
Thankfully, technology has developed so significantly that we are no longer confined to only using keywords to capture and interpret data. That’s why one of my favorite Radarr features is Image Analytics, which gives insights about post images that post captions may not have conveyed.
For example, in one of our research, we explored people’s definition of self-care based on the photos they post on social media. Here’s what we found through image analytics:
Image analytics has helped us remove the guesswork and optimize those brainstorming sessions to understand what works, why, and when.
How do you recommend brands use social media for research?
There’s a lot of untapped audience data on social media. With social listening, there are key use cases that brands can enable:
1. Communication & Content Planning
To understand what types of content work best for a given audience, brands typically analyze posts that the audience engages with the most.
Aside from that, brands can also look at a random sample of their online audience’s social media profiles to investigate the types of content that they publish and engage with (outside of the brand’s category). The graph below shows the top content topics posted by the audience of a brand page. While some of these themes were already being posted by the brand, we recommended them to also post about the other themes that their audience care about.
2. Audience Targeting (in the different stages of the consumer purchase journey)
In doing consumer purchase journey analysis, we help brands analyze the conversation themes that people discuss in each stage identifying the sources of information, triggers, barriers, and gaps unaddressed by brands in the market.
Through this analysis, brands would know how and where they should reach out to people in different stages of the consumer journey.
3. Behavior Analysis
Clients would usually track online conversations about their brand and competitors, but there is value in analyzing generic conversations about the category that don’t mention any brand and even conversations about brands in the same category but are not direct competitors.
This enables brands to understand people’s consumption behavior and concerns they can leverage or address. One key example I usually share is about a men’s aftershave brand that women started using as a makeup primer. The client team wouldn’t have known this if they only focused on analyzing conversations about their primary product and target audience.
Can you give us an example of a successful campaign stemming from trend analysis?
One of our clients, Glico Asia Pacific, had a successful Ramadan/Raya campaign in Malaysia “Pocky Ceria Tetap On!”
Pocky previously struggled to connect with the Malay market, but they worked to improve brand relevance. Because of this, Glico launched this campaign to increase brand awareness, equity, and purchase among Muslims.
Radarr used social listening and search data to help the client uncover insights about the growing interest in snacking recipes during Hari Raya. We found that people started searching for Raya recipes two months in advance. We also helped identify the specific recipes gaining interest during this period.
The brand engaged with popular food & cooking influencers to share Raya recipes using Pocky as an ingredient. Pocky managed to increase engagement with Malay consumers and encouraged them to bond with family and friends, enhancing Pocky’s equity of “Share Happiness.”
The campaign generated 30,000 social media engagements and won a gold award for the Best Social Media Channel Campaign: Facebook in the Hashtag Asia Awards 2021.
What’s the one thing you use Radarr for that not many know?
I like using our “Trends Discovered over Time” chart to see how long top hashtags on Twitter/X have trended for a given period.
Various tools give information on hashtags, but only those currently trending or top hashtags for a given date.
This chart on the Radarr platform takes it a step further by allowing users to choose a particular duration and see how long exactly the top hashtags have trended.
When I want to investigate gossip, this makes it easier for me to see how long people have been discussing certain topics. Looking at the graph below which shows top X trends in the Philippines from Nov 2023 to present, it’s not surprising that Miss Universe and Nicaragua trend, being a country where the beauty pageant is a sport.
However, when it comes to longevity of trends, BTS still remains kings. Jungkook trended due to his collaboration with Usher, but Namjoon’s emotional letter related to their military enlistment had a greater impact.
Well, Kei definitely has us convinced that there is so much that one can uncover from social media, and the one way to hack your way into the consumer’s mind is to be able to read it all – and that’s where Radarr comes in.
If you’d like to know more about our research process and how we use Radarr for it, feel free to reach out to Kei at kei.obusan@radarr.com.
We know that customer perception of a business is an infectious thing, as it can greatly influence other customers as well. We have been talking about online reputation management and its importance for a while now.
But how are companies in the real-world going about it?
It is time to look at some online reputation management examples and learn from them.
But before we begin let us do a brief recap.
Recap: What is online reputation management?
Online reputation management is the strategic managing, monitoring and influencing of a brands reputation or perception on the internet. It mainly involves the promotion of a positive brand image while attempting to reduce critical views. Good online reputation management helps build the credibility of a brand among the audience and increase trust among customers.
Most customers research small and midscale businesses online before deciding on purchasing. Hence building a positive online reputation is important to not deter these potential customers.
10 good online reputation management examples and lessons to takeaway
Nike is one giant of a sports brand. But one would think that while offering fine customer support and improving their content marketing efforts and trying to hold together the functions of such a huge company, there might not be enough time for online reputation management. But Nike does even this seamlessly.
What one can learn from Nike’s online reputation management is the creation of a dedicated support handle for social media. Nike uses a separate Twitter account titled NikeSupport to handle customer queries directly from the platform.
Social media is primarily where all your negatives and positives will be taken up for discussion by your audience. You can track your tags and hashtags, react to comments where you are mentioned, and get back to customers without delay to maintain a positive brand perception.
2. Amazon
While Amazon has faced a lot of negative criticism in the media, it maintains a devoted customer following and consistently expands its market share annually. It has remained at the top of the online shopping industry with a dauntingly positive reputation. But how?
Amazon employs automation to solve diverse kinds of customer feedback and queries and takes it further to its inbound call centers when needed.
Amazon customer support representatives are accessible round the clock to assist with order mistakes, provide refunds within a 30-day window, ensure next-day delivery, and offer additional services.
With hassle free refund processes, Amazon offers an exceptionally great issue resolution process for customers, it solidifies a hugely positive reputation while maintaining customer trust.
3. Coca-Cola
Coca-Cola is one of the world’s most popular cold-beverage brands in the world and yet it is able to offer highly personal interaction with customers daily by active social listening. The Coca-Cola social media team monitors all references to their brand on social platforms, even if not explicitly tagged.
In the below example, we see them referring to a popular TikTok trend for humor. These tactics work as it humanizes the brand and makes for a positive perception.
4. Adobe
The Twitter account of Adobe goes beyond just sharing marketing updates. The brand utilizes social listening to assist designers encountering technical problems, seeking answers, or requiring additional support.
Their team is rapid in its responses and they answer queries both publicly as well as via direct messaging through their @AdobeCares handle. Adobe has answered customers over 400,000 times since the year 2020. Since solving queries is a huge part of customer retention, Adobe doesn’t take any chances, and this significantly contributes to its brand reputation.
5. Patagonia
Patagonia’s way of online reputation management is to ensure that they always align with the customer’s values. This outdoor clothing brand donates 1% of its sales to environmental organizations, which makes for actual action instead of merely paying lip service in the name of the environment like many other brands. This dedication has fostered a robust sense of confidence among customers who share similar values.
Patagonia also places a high emphasis on customer satisfaction through its Ironclad Guarantee. This commitment ensures that customers can return any Patagonia product for a replacement, refund, or repair, irrespective of the purchase date. By being mindful of what the customers value (and caring for the planet) Patagonia is able to ensure that their brand is always in a positive light.
6. Glossier
Glossier, the popular beauty brand has seen a very positive response to their social media efforts. They go the extra mile to build a trusty community with their user-generated campaigns like “Skin First, Makeup Second” where they feature their customers on their social media pages.
Even their subreddit boasts over 41,000 active members, a strong community of loyal buyers advocating their brand.
7. Chewy
Chewy is a well-known online store that specializes in delivering pet food and supplies directly to customers’ homes. Chewy delivered custom-painted pet portraits to thousands of customers who were grieving the loss of their beloved pets.
This genuine act of kindness and love spread across socials like TikTok which instantly made the brand the talk of town. Chewy proves that online reputation management isn’t only about putting out fires and customer service but also about genuinely caring about your customers.
8. Zappos
Zappos has always been able to consistently provide the best customer experience. Zappos is committed to astonishing every customer with exceptional proactive customer service, allowing contact center agents to surpass expectations through personal gestures like handwritten cards or delivering flowers, especially in challenging situations.
The philosophy here is simple, top-notch customer service means a highly positive online reputation. Zappos is one of the best online reputation management examples that proves this fact effortlessly.
9. JetBlue
JetBlue is an airway corporation that sets a great example of effective online reputation management. Encountering delays or cancellations in air travel can be immensely frustrating for customers. In such situations, many customers express their frustration on social media platforms like Twitter and Facebook.
JetBlue acknowledged the challenges faced by the airline industry in terms of reputation and proactively worked to establish itself as a company prioritizing customer service. So, when customers complain about a delay or a canceled flight JetBlue instantly provides helpful responses. The lesson here is empathetic listening and active issue-resolution efforts.
10. ASOS
ASOS is an online fashion and cosmetic retailer that ships its products across the globe. This means transportation often can give rise to problems for the brand. But how does one maintain a positive brand image, when faced with criticism on these problems?
ASOS replies instantly to the customer and even contacts them over a call to privately talk to resolve the problem. The key here is to reassure the customer and provide them solutions without a complicated process along with it.
Bad reputation management examples
Knowing how to conduct good online reputation management, also comes down to knowing about how not to do online reputation management. These are a few bad examples of reputation management, from whose mistakes you can learn from.
1. Chase
Humour, as many businesses use in their customer support tactics, is a great way to connect with your customers. But there is a fine balance that needs to be maintained. In 2019 Chase posted a tweet making fun of a hypothetical person’s spending habits.
The online community instantly replied with Chase’s own negatives stating its high overdraft fees multi-millions in taxpayer bailouts and its bloated executive salaries, all being brought to the forefront. What this shows is that you as a provider of a service or a product do not stand in a place to cast judgment upon your customers, as they play a huge role in your business’s sustenance.
2. KlearGear
One fine example of online reputation management done wrong is KlearGear’s 2013 incident. They received a negative review about an undelivered item to which they responded with a threat of a $3500 fine. The novelty item retail brand cited a non-disparagement clause from their terms of service and threatened the customer with lawsuit.
What did this all yield to? The company was met with huge public backlash and a lawsuit against the brand. The moral of the story: be polite and handle negative feedback with an empathetic tone and conduct.
3. Boners BBQ
The 2012 incident from Boners BBQ, a local barbeque joint in the US, is an example of one of the greatest sins in reputation management. They posted about a customer on social media with offensive captions for not leaving a tip. The post contained both the customer’s image and their name, publicly shaming them.
Soon enough there was an overwhelming public response supporting the customer and negative reviews piled up on the brand. This public backlash was documented by news reports and the restaurant was boycotted by many.
Conclusion
The above examples all convey a very vital thing- opinions and perceptions online can have lasting impacts on the performance of businesses. Managing your online reputation with the proactive display of positives and swift addressing of the negatives, ultimately helps your business stay relevant in the chaotic online world.
For this reason, staying on top of what is happening online is more important than ever. And Radarr helps you achieve exactly this! Thinking of trying it out first?
In our last post, we explored how Netflix uses social listening to build relationships with its customers. But ever wondered how does the streaming giant transform these connections into actual delight? Through its social media customer support.
This post delves deep into Netflix’s social media customer support strategy, showcasing its efficient and responsive personalization for user satisfaction. We’ll unveil the secrets behind its developed approach and share valuable insights from its customer support strategies that you can apply to your business.
Netflix’s Social Media Customer Support Strategy
Netflix’s social media customer support strategy is a key driver of its loyal user base. The company’s commitment to providing excellent customer service is evident in several key elements of its strategy. Let’s take a look at some of these elements.
1. Creating Dedicated Support Channels
Netflix offers dedicated support channels on platforms like Twitter and Facebook, where customers can directly post questions and receive assistance. These channels are handled by a team of friendly and knowledgeable customer service representatives trained to resolve issues quickly and efficiently.
This direct access to support eliminates the need for long phone calls and cumbersome online forms, improving Netflix’s social media customer service performance.
2. Proactive Problem Identification and Resolution
Netflix doesn’t wait for customers to report problems. Netflix’s social media customer support strategy includes using social listening tools to monitor online conversations and identify potential issues being discussed.
By taking this proactive approach, Netflix is able to address issues before they escalate and provide solutions through social media posts and direct messages.
By addressing issues timely, Netflix demonstrates its commitment to both minimizing customer dissatisfaction and providing a seamless user experience.
3. Personalized Communication
Personalization is crucial when it comes to customer service. Thus, Netflix’s social media customer support strategy considers personalization as a top priority. This is reflected in their practice of addressing customers by name and responding directly to their specific concerns.
This personalized approach fosters a more positive and engaging experience, encouraging loyalty and brand advocacy.
4. Leveraging Multimedia Content
Sometimes, a picture can be worth a thousand words. Recognizing this, Netflix’s social media customer support strategy includes various multimedia formats like videos, images, and GIFs to help troubleshoot common issues. This visual approach makes it easier for users to understand the solutions and solve problems more efficiently.
Imagine tackling a technical issue with just text instead of a clear video demonstration. This shift towards visuals helps boost Netflix’s social media customer service performance.
5. Building a Community
Netflix uses social media not only to provide customer service but also to promote a sense of community. This involves interacting with customers, engaging in meaningful conversations, and participating in relevant discussions. By doing so, Netflix cultivates a positive brand image and encourages customers to contact them directly for issue resolution, product feedback, or recommendations.
This proactive community building fosters a sense of belonging and loyalty among users, significantly enhancing Netflix’s brand identity.
6. Sharing User-Generated Content
User-generated content (UGC) is a powerful social engagement tool. Netflix takes advantage of this by actively featuring user-generated memes, tweets, and reviews on its social media channels. This UGC not only increases engagement but also provides valuable audience insights.
By understanding what resonates with viewers, Netflix is able to tailor its support approach and content offerings to serve its customers better.
7. Utilizing Chatbots and AI
Technology has been revolutionizing the world of customer service. Netflix’s social media customer support strategy leverages this by integrating chatbots and AI-powered solutions to handle basic customer questions and provide fast support.
These tools allow Netflix to handle a high volume of requests, freeing up human agents to focus on more complex problems. This increases efficiency, reduces resolution time, and provides a more efficient customer experience.
Netflix is known for its data-driven approach to improving the customer experience, aptly named “consumer science.” They meticulously gather data on what people watch and what they tend to watch next, using this information to personalize each user’s experience.
Additionally, they conduct customer surveys to gain direct insights into user preferences and opinions.
9. Providing 24*7 support
In today’s fast-paced world, customers expect immediate access to support, regardless of the time or day. Staffing a 24/7 support team can be expensive and inconvenient for many businesses. However, Netflix’s social media customer support strategy shines by providing a comprehensive self-help center.
This self-service platform offers immediate support 24/7, whenever you need it, to help you find answers to frequently asked questions and solve problems yourself. For more complex issues or those requiring personal attention, Netflix offers 24/7 live English chat and phone support. This way, customers can always connect with a live agent for help, regardless of the issue or time of day.
Lessons from Netflix’s Social Media Customer Support Strategy
Here are some key lessons from Netflix’s social media customer support strategy along with tips to implement them.
#1 Swift Response Time
Netflix’s social customer service strategy prioritizes prompt and efficient support, responding to inquiries and issues within 24 hours and resolving them promptly.
Implementation Tip: To implement this, consider establishing a dedicated social media customer support team and leveraging social media listening and monitoring tools to remain informed about customer comments and discussions related to your brand.
#2 Personalized Communication
Netflix’s social media customer service focuses on personalized responses which includes addressing customers by name or providing answers tailored to their specific problems.
Implementation Tip: You can integrate customer data into their social media support systems to personalize interactions and enhance customer satisfaction.
#3 Proactive Communication
Netflix proactively communicates by anticipating customer concerns and providing information before users ask for it. This allows them to build trust and reduce customer support inquiries.
Implementation Tip: Like Netflix’s social customer service strategy you can also respond to comments faster with canned responses and FAQs. Use a social media response tool to create a set of standardized answers and replies to repetitive queries to help your team respond faster.
#4 Use of Multimedia
Netflix’s social media customer service leverages multimedia elements like GIFs and videos to make their responses more engaging and helpful. This approach allows them to demonstrate solutions visually, enhancing clarity and understanding.
Implementation Tip: To improve social media support, consider incorporating interactive media like GIFs and short videos to enhance instructions and solutions. This approach can effectively convey information and provide a more engaging experience for customers.
#5 Consistent Brand Voice
Netflix maintains a consistently friendly and approachable brand voice across all social media interactions, strengthening its brand identity. The best social customer service example of this is their witty and engaging Twitter replies, which often go viral.
Implementation Tip: To achieve this, define a clear and consistent voice for your social media interactions that aligns with your overall brand messaging. A social media listening and monitoring tool can be helpful in this process. Use the tool to analyze past interactions, identify popular keywords and phrases, and gauge audience sentiment, providing valuable insights to inform your voice and content strategy.
# 6 Empathetic and Human Responses
Netflix’s support team consistently demonstrates empathy and understanding, making customers feel valued and respected. This is evident in their use of positive language, personalized responses, and genuine interest in resolving customer issues.
Implementation Tip: Train your support agents to be empathetic and understanding. You can even use a social media listening and monitoring tool to track customer sentiment and identify common issues and concerns. This will equip your support team with the knowledge and understanding they need to address customer inquiries effectively.
# 7 Active Problem Resolution
Netflix’s social media customer support strategy focuses on solving customer problems and providing solutions rather than generic answers.
Implementation Tip: Set up the tool to track mentions of your brand, including complaints, questions, and feedback. Analyze the sentiment and urgency of mentions to prioritize high-impact issues requiring immediate attention.
# 8 Transparency in Communication
Netflix is transparent about any service disruptions, technical glitches, or issues, keeping customers informed. Take a look at the above social customer service example where they have addressed the issue of accessing Netflix via Xbox.
Implementation Tip: You should adopt transparency in communication, providing timely updates on any issues and being honest about the steps being taken to resolve them.
# 9 Feedback Collection
Netflix actively seeks feedback from customers on social media, showing a commitment to continuous improvement.
Implementation Tip: You should encourage customers to share feedback and opinions on social media platforms, actively using the input for service enhancements and improvements.
#10 Evaluate and Refine Customer Support Strategies
Netflix continuously evaluates and enhances its social media customer support strategy. This commitment to improvement ensures they are always meeting the evolving needs and preferences of their customers.
Implementation Tip: Use social media listening and monitoring tools to track your social media metrics. Some of these tools give you a comprehensive view of these metrics with a single analytics dashboard. By measuring these metrics, you can ensure that your social media customer support strategy meets the evolving needs and preferences of your audience.
Ready to Create a Winning Social Media Customer Support Strategy?
Netflix’s social media customer support strategy demonstrates the power of going beyond mere complaint resolution. Their use of empathy, humor, and personal interaction fosters a loyal community, highlighting the importance of understanding people and their emotions to build strong brand relationships.
Fortunately, AI-powered tools like Radarr can analyze vast amounts of data, including social media conversations, providing deeper insights into customer sentiment and enabling personalized support. This approach prioritizes understanding over simply resolving complaints, unlocking the true potential of social media as a powerful customer engagement tool.
You got your first 10k followers – that’s awesome! Now you have increased the CTR on social media, you are driving more sign-ups – the list of things you can achieve on social media platforms is endless. You can keep hustling and strive for better results.
However, an effective strategy is essential in the constantly changing social media landscape.
No matter how well-planned your approach is, the need for constant improvement can quickly exhaust your resources and deplete your team’s energy.
This is where social media benchmarking plays a crucial role. It lets you compare your performance with industry standards, giving you valuable insights to improve your strategies efficiently.
What is social media benchmarking?
Social media benchmarking involves comparing your performance metrics against industry standards or competitors. It goes beyond a social network’s built-in analytics, offering a deeper understanding of your brand’s position in the digital sphere.
Why is social media benchmarking important?
In today’s cut-throat world of social media, more than simply sharing content is required. To succeed, you have to adopt a strategic approach informed by industry standards and insights into your competitors. This is where social media benchmarking comes into play. Let’s explore why it is so important for businesses:
1. Performance evaluation
Benchmarking allows businesses to assess their social media performance against industry standards or competitors. This evaluation provides a clear picture of how well a brand is faring in the digital landscape, offering insights into areas of improvement.
2. Strategic decision-making
By comparing social media metrics, organizations can make informed and strategic decisions. This includes adjusting content strategies, refining posting schedules, or allocating resources more effectively based on what works well within their industry.
3. Competitive edge
Understanding how a brand measures up against competitors is crucial for gaining a competitive edge. Benchmarking identifies areas where a brand can outperform competitors, enabling them to tailor differentiation and market leadership strategies.
4. Setting realistic goals
Social media benchmarks help in setting realistic and achievable goals. Instead of arbitrary targets, businesses can align their objectives with industry averages, ensuring that goals are both ambitious and attainable.
5. Improving engagement and reach
Insights from benchmarking can guide businesses in enhancing engagement and expanding their reach. Understanding what performs well in a specific industry allows for creating content that resonates with the target audience.
6. Resource optimization
Benchmarking aids in optimizing resources by focusing efforts on strategies proven effective within a particular industry. This prevents resource drainage on approaches that might not yield the desired results.
How to conduct social media benchmarking?
Conducting your social media benchmarking effectively is crucial to maximize your social media presence and drive better results for your business. Here is a step-by-step guide:
1. Analyze your social media needs
To effectively carry out social media benchmarking, performing a thorough assessment of your needs is crucial. This involves identifying your goals and objectives for the benchmarking exercise, such as improving your social media online reputation management.
Social media analytics is an essential tool to help you analyze and interpret social media data, providing valuable insights to help you make better decisions about your marketing strategy.
Are you looking to track progress over a certain period, say, three or six months?
Or do you want to compare your brand’s position within your industry against your competitors?
You may be interested in analyzing the content you’re putting out on social media platforms to determine its effectiveness.
Alternatively, you may seek to evaluate your brand’s performance within the industry. Whatever your objectives, aligning your approach with them is important to ensure the benchmarking exercise is meaningful and delivers actionable insights.
2. Choosing the right benchmarks
To create a successful social media strategy, it is essential to determine the metrics that are pivotal for benchmarking. You can choose general metrics or opt for industry-specific ones depending on your goals.
You need to consider several metrics to show how well your social media is performing.
These metrics include total engagement, which is the sum of all likes, comments, and shares of your content; average engagement, which is the average number of likes, comments, and shares per post; reach/impressions, which measures how many people have seen your content; growth in fans/followers, which indicates the rate at which your audience is expanding; distribution of post types, which shows which types of posts are most effective in engaging your target audience; posting frequency, which measures how often you should post to keep your audience engaged; top-performing posts, which are the posts that received the highest engagement rates; and video views, which are the number of times your videos have been viewed.
3. Selecting social media networks for analysis
Once you have identified your social media needs and goals, choosing the right social media platform is important to reach your target audience effectively. Each social media platform has its own unique features and characteristics, which means that not all social media platforms will be the right fit for your business.
To select the right platform, it’s essential to focus on the platforms where your target audience is most active and engaged. This means you need to clearly understand your target audience’s demographics, interests, and behaviors.
One way to make an informed decision on the right platform is to analyze the data from your competitors’ social media networks. This will help you ensure alignment with your shared target audience. By analyzing your competitors’ social media activity, you can also identify gaps in the market that you can tap into.
Once you have identified the right social media platforms, it’s important to strategically exclude or include certain platforms to ensure efficient use of your resources. This means you must prioritize the most effective platforms for reaching your target audience and focus on creating quality content that resonates with your followers.
4. Crafting actionable insights
Social media has become essential to every company’s marketing strategy in today’s digital age. It allows businesses to connect with customers, develop brand awareness, and promote their products or services.
However, more than just having a presence on social media is required. Companies need to understand how to leverage the vast amount of data generated by these platforms to make informed decisions that lead to improved productivity.
As a social media director, one of your primary responsibilities is to analyze and interpret social media data. This data can come from likes, shares, comments, and overall engagement rates. Using social media analytics tools, you can process and analyze these data clusters to derive valuable insights to help you make better decisions about your marketing strategy.
For instance, you can use analytics to determine which social media channels drive the most traffic to your website or which types of content resonate the most with your audience. This information can help you adjust your marketing strategy, develop more effective content, and allocate your resources more efficiently.
5. Presentation crafting
The benchmarking process involves measuring the performance of an organization’s social media marketing efforts against its competitors and industry standards. Once the necessary data has been gathered, the next step is to analyze it to identify areas of strengths and opportunities for improvement.
Compiling the analyzed metrics into a comprehensive report is an essential aspect of benchmarking. This report provides a detailed account of the organization’s performance, including social media engagement, audience growth, and conversion rates. The report serves as a tangible record of progress, making it easy for clients or managers to understand the results.
Moreover, the report becomes a reference point that provides actionable insights to adapt and enhance future social media strategies. By closely examining the data and identifying areas of improvement, organizations can make informed decisions on how to modify their social media strategies to achieve better results.
What to aim for in social media benchmarking?
When it comes to social media benchmarking, aiming for the right goals is of utmost importance. To ensure that your benchmarks align with your business objectives, you should explore various approaches to goal-setting.
1. Aspirational benchmarking
To improve your company’s social media performance, thinking big and aiming high is important. One practical approach is to analyze metrics from industry leaders or highly admired companies and use them as benchmarks for your performance goals.
For example, consider benchmarking your social media metrics against Apple’s if your company operates in the tech industry. Analyzing Apple’s engagement rates, follower growth, and content effectiveness can give you valuable insights into what works well on social media and help you set ambitious goals for your social media performance.
By examining the strategies and tactics that have made Apple successful on social media, you can learn from their example and apply those lessons to your social media marketing efforts.
2. Earned benchmarking
If you’re looking to improve the effectiveness of your paid promotions, it’s important to focus on identifying and using metrics from your best-performing ad campaigns as benchmarks. By doing so, you’ll be able to better understand what works and what doesn’t and use this information to optimize future campaigns for maximum engagement and ROI.
For example, let’s say that your best-performing Facebook ad campaign achieved a 5% Click-Through Rate (CTR). This is a great starting point for future campaigns, and you can use it as a benchmark to maintain or surpass this high engagement rate in subsequent promotions.
To do this, you might experiment with different ad formats, targeting options, and messaging to see what drives the most engagement from your audience.
By consistently measuring and analyzing your campaign metrics, you’ll be able to identify which strategies are most effective for your business and make data-driven decisions that lead to better outcomes. So take the time to track and analyze your ad performance, and use the insights you gain to improve your paid promotions over time continually.
3. Competitive benchmarking
To get a realistic assessment of your business’s performance, it’s always a good idea to compare it to your direct competitors within your niche. By doing so, you can identify the areas where you need to improve and set realistic goals accordingly.
For example, if you use Facebook Insights and notice that a competitor in your industry has a higher weekly engagement rate and more new page likes, it indicates that you need to step up your game.
You can use this information to set specific goals to improve your engagement and grow your audience to compete more effectively in the market. By constantly monitoring the performance of your competitors and striving to improve your own, you can stay ahead of the competition and achieve long-term success.
4. Inspirational benchmarks
Setting standards to measure success and growth is essential when starting your journey in a new industry. One effective way of doing this is by analyzing your competitors and industry influencers.
By identifying and studying the leading players in the market, you can gain valuable insight into what works and what doesn’t and use that knowledge to inform your strategy.
For example, if you’re venturing into the beauty industry, you could look at social media influencers like Kylie Jenner, who has a massive following and a strong influence.
By benchmarking against her social media metrics, such as average likes per post or follower growth rate, you can get inspiration and set realistic goals for your social media presence. This approach can help you establish a strong foothold in the market and compete effectively with other players in your industry.
What social media metrics should you benchmark?
In the ever-changing world of social media, interpreting metrics is an art that involves three strategic phases, each offering a unique perspective on your online presence.
1. Stats per day
One of the examples of a metric that measures the performance of your website or social media page is the “Total Clicks per Day.” You can get a broad overview of daily engagement by tracking the total clicks. This metric is ideal for getting a high-level perspective on the overall performance of your website or page.
However, it needs more nuance in accounting for posting frequency and the impact of specific days. Therefore, it is essential to consider this metric in conjunction with other relevant metrics to get a more accurate picture of engagement.
2. Stats per post
When measuring social media posts’ performance, one of the most commonly used metrics is the average clicks per post. This metric serves the purpose of normalizing the data, thus enabling a fair comparison of the performance of individual posts.
The calculation of this metric is based on taking an average of the number of clicks received by a sample size of posts. This approach allows for a more in-depth analysis of the quality of the content being shared rather than just focusing on the overall frequency of posts. As a result, it provides a more accurate picture of how well the content resonates with the audience.
It is important to note that this metric is typically used with other metrics, such as engagement rate and reach, to obtain a more comprehensive view of social media content performance. Overall, the average clicks per post is a valuable metric that helps businesses and social media managers make informed decisions about their content strategy and optimize performance.
3. Stats per follower
The metric known as Click Rate per Follower, or Engagement Rate, is an excellent way to measure the success of a social media post. This metric considers the audience’s size by dividing the chosen metric by the number of followers.
You can also factor in reach and impression data by dividing the metric by the number of people who saw the post for even greater accuracy. By doing this, you can more precisely determine the effectiveness of your social media content and make informed decisions about future posts.
Do I need a social media benchmarking solution?
Do you need a benchmarking solution in the ever-changing world of social media? The answer is a resounding yes, and here’s why.
Benchmarking is crucial for businesses looking to stay competitive on social media. It offers a standard for measuring performance, making strategic decisions, and gaining insights into how you stack up against your industry peers. Knowing how your metrics compare to industry standards is essential for success.
That’s where Radarr, an AI-powered social listening and monitoring platform, comes in. While traditional benchmarking solutions provide valuable insights, Radarr goes above and beyond by analyzing the intricacies of online conversations. It provides insights beyond just metrics, uncovering hidden insights that might be missed by manual exploration.
In a world where data is overwhelming, Radarr ensures that you benchmark your social media activity and extract nuanced insights from the vast and complex landscape of online discussions. It’s about more than just numbers; it’s about understanding sentiments, brand perception, and audience engagement at a level that manual methods need help to reach.
Elevate your social media strategy with Radarr
Radarr is a platform that simplifies the benchmarking process by collecting data from different channels. It uses advanced AI technology, focusing on sentiment analysis, to provide insights beyond traditional metrics. This helps improve your social media strategy by revealing nuanced insights.
To see how Radarr’s powerful features can transform your social media strategy, book a demo today. Take advantage of AI-powered benchmarking to take your brand to new heights.
What do you think about someone saying Apple? You might think about the fruit that keeps the doctor away or the brand. And when you think of this brand, you might associate it with innovation.
When you think about Tesla, you think about cutting-edge technology.
Therefore, in the ever-changing marketing landscape, the success of a brand is not solely dependent on its clever marketing campaigns. It also depends on how the audience perceives it – its brand perception.
This involves the emotions, interactions, and thoughts that consumers associate with a product or service. Marketing initiatives can attract consumers on the surface, but what truly matters is how consumers interpret a brand.
The way people perceive a brand is not only influenced by advertising strategies but also by their understanding and interpretation. This blog delves into the intricacies of brand perception and its significant impact on brand direction.
What is brand perception?
Brand perception is the amalgamation of consumer sentiments, experiences, and thoughts regarding a brand. It encompasses elements like brand awareness, associations, attitudes, and loyalty.
In essence, brand perception represents the narrative formed in the minds of consumers based on their interactions with a brand, influenced by the brand’s actions and communications.
A brand comprises various elements that collectively shape its identity in the eyes of customers and consumers. To effectively understand a brand, one must consider the following variables:
Market research: Comprehending how a brand is perceived requires thorough market research, which involves evaluating elements and understanding how they resonate with the target audience.
Brand perceptions: Acknowledging that brand perceptions are subjective and can vary among consumers. Recognizing that these perceptions evolve based on changing consumer needs and trends is crucial.
Social listening: Leveraging social listening tools to analyze online conversations provides valuable insights into brand mentions. Through social media, brands can monitor metrics such as brand share of voice, sentiment in discussions, and changes over time.
Consumer opinions: Social media platforms make it easy for brands to gather consumer opinions, understand brand perception, and adapt strategies accordingly.
Why is brand perception important?
Brand perception holds immense significance in the business landscape for several compelling reasons:
1. Customer trust
Positive brand perception forms the bedrock of customer trust. When consumers view a brand favorably, they are more likely to trust its products, services, and overall credibility, establishing a strong foundation for long-term relationships.
2. Influence on purchasing decisions
The way a brand is perceived directly influences consumer purchasing decisions. A positive perception can sway customers to choose one brand over another, increasing sales and market share.
3. Brand advocacy
A positive brand perception transforms satisfied customers into brand advocates. Through word-of-mouth recommendations and positive reviews, these advocates become powerful allies in attracting new customers and enhancing the brand’s reputation.
4. Impact on revenue
A company’s positive image among customers drives revenue growth by increasing loyalty, repeat business, and recommendations. To achieve this, businesses must deliver quality products and services, provide excellent customer service, and exceed expectations. A positive perception can be a game-changer in today’s competitive marketplace.
5. Competitive edge
A positive brand perception provides a competitive edge in today’s fiercely competitive business environment, where choices abound. It helps a brand stand out, differentiate itself, and create a unique identity that resonates with its target audience.
Ways to measure brand perception
To maintain a positive brand image, it is essential to understand what consumers think about your brand. There are various methods to gather consumer insights that can help you better understand your brand’s standing in the market. Here are the methods:
1. Surveys and audits
Conducting targeted surveys and brand audits can be an incredibly insightful approach to understanding your brand’s standing in the market. By gathering consumer data through surveys and examining brand performance metrics, you can uncover valuable information about how your brand is perceived and identify areas for improvement.
This can help refine your marketing strategies, enhance your brand’s reputation, and ultimately increase customer loyalty and sales. With a structured and systematic approach to analyzing consumer feedback, you can better understand your target audience and make more informed decisions to drive your brand’s success.
2. Social listening
One way to effectively keep track of how the public perceives your brand is by actively monitoring conversations on social media platforms. By harnessing the power of these platforms, you can gather invaluable insights into public sentiment and better understand how your brand is perceived.
By engaging in real-time feedback, you can stay on top of emerging trends and concerns and quickly respond to any issues or challenges that may arise. This can help you build a positive reputation for your brand and strengthen your relationship with your customers.
Monitoring social media conversations can also help you identify key influencers and advocates for your brand, allowing you to leverage their support to enhance your brand’s reputation further and reach.
3. Reviews and testimonials
One of the most effective ways to gauge customer satisfaction is by analyzing their reviews and testimonials. This feedback can give you valuable insights into your customers’ thoughts about your products or services. It allows you to identify recurring patterns in consumer feedback, highlighting areas of strength and potential improvement.
By carefully studying these reviews, you can pinpoint what your customers appreciate about your business and what they want you to improve upon. This can help you make informed decisions about enhancing your offerings and improving your overall customer experience.
4. Online Reputation Management (ORM)
Managing your online presence proactively is crucial to maintain a positive image of your brand online. This involves addressing negative comments and feedback, actively engaging with your audience, and showcasing the positive aspects of your brand.
By monitoring your brand’s online reputation and responding promptly to any negative comments or reviews, you can quickly address any issues and prevent them from escalating.
Additionally, engaging with your audience through social media, blogs, and other online platforms can help you build a loyal following and create a positive buzz around your brand.
By regularly sharing updates, responding to comments and feedback, and providing valuable content to your audience, you can actively shape perceptions and maintain a favorable online image for your brand.
How to measure the success of brand perception?
Brand perception is crucial to a company’s success, and understanding the metrics to analyze it is vital. One way to understand it is the brand perception scale, which measures how customers perceive the brand based on factors such as quality, reliability, and innovation. Here’s a breakdown of key brand perception metrics:
1. Brand awareness metrics
Share of voice: This metric measures the extent of online conversations about your brand compared to competitors. A higher share of voice indicates better market presence and competitiveness.
Reach: Determining the potential audience size for brand posts on social media platforms. A wider reach signifies increased brand visibility and exposure.
Engagement: Assessing active audience interaction with brand messages. It ensures that brand perception goes beyond just having a large follower base, emphasizing the importance of active engagement.
2. Change in online performance metrics:
Mention volumes: Benchmarking changes in the share of voice, conversation, reach, or engagement over time. Monitoring these changes helps in understanding shifts in online performance.
3. Sentiment analysis metrics:
Overall sentiment: Measuring the view (positive, negative, neutral) associated with your brand. This analysis provides insights into how your brand is perceived compared to competitors.
4. Emotion analysis metrics:
Emotional impact: Monitoring emotions associated with your brand in online conversations. Understanding the emotional impact helps in shaping strategies for better consumer connection.
5. Brand associations metrics:
Product associations: Identifying products closely associated with your brand. This insight is valuable for marketing, product development, and sales strategies.
6. Price perception metrics:
Perceived Pricing: Analyzing consumer perceptions of your brand’s pricing. This metric helps understand whether potential price changes would be acceptable or too costly.
7. Demographic insights metrics:
Conversations across demographics: Benchmarking different demographic groups to understand shifts in brand conversation. This includes identifying key themes, keywords, and topics among various generations and genders.
8. Social panels
By segmenting data based on gender, generation, profession, interests, and political preferences, it is possible to gain a detailed understanding of the individuals discussing your brand, thereby improving customer understanding.
How to improve brand perception
It is crucial to understand that brand perception is not a one-time event but a continuous process that requires ongoing evaluation and improvement.
To maintain a positive image in the market, businesses need to develop a robust brand perception strategy, which includes building a brand perception model, conducting market research, social listening, and gathering consumer opinions.
Businesses can establish a competitive edge and build long-term customer relationships by investing time and effort in understanding and enhancing brand perception. Building a positive brand image requires a multifaceted approach. Here are some tips to help you improve it:
1. Focus on visual identity
Developing an easily recognizable and consistent visual identity can significantly impact your brand’s success. One of the best ways to achieve this is by crafting a memorable logo representing your brand’s message and values. A well-designed logo can help your audience quickly identify your brand and recall it more efficiently, leading to improved brand recall.
Apart from a logo, consistency in design elements such as color schemes, typography, and other visual cues can help create a cohesive and professional brand image. By using consistent design elements across all your marketing materials, you can create a consistent and recognizable brand identity that can help to build trust and credibility with your target audience.
When you take the time to develop a consistent and memorable visual identity, you’re investing in the long-term success of your brand. It can help build a more profound brand perception, leading to a stronger connection with your audience and an increased likelihood of customer loyalty.
2. Employee advocacy
Motivating and empowering employees to share their positive experiences and insights about the brand is highly recommended. This can have a significant impact on the authenticity and credibility of your brand. Employees sharing their positive experiences fosters a sense of trust and reliability toward the brand among customers.
The insights the employees share can also help the brand identify potential improvement areas. This feedback can be used to enhance the products or services the brand offers. Therefore, it is crucial to encourage employees to share their experiences and insights, as it can ultimately lead to improved brand reputation and customer satisfaction.
3. Monitor online presence
In addition to quickly addressing any negative content, it’s important to interact with your audience across different online platforms. This means taking the time to respond to comments and questions and participating in relevant discussions. Doing so demonstrates your commitment to engaging with your audience and building a community around your brand.
It’s also important to maintain a proactive online presence, sharing relevant and valuable content to your audience and staying up-to-date with the latest trends and news in your industry. Doing all these things can foster a strong and positive relationship with your audience and position yourself as a trusted and authoritative source in your field.
4. Innovative marketing
In today’s competitive market, you must differentiate your brand from your competitors. One effective way to achieve this is to implement unconventional marketing strategies.
Collaborating with other brands or influencers can help you reach a wider audience and build trust with potential customers. Interactive campaigns, such as contests or quizzes, can also effectively engage your audience and keep them interested in your brand.
Additionally, emerging platforms such as TikTok or Clubhouse can provide unique opportunities to connect with your target audience in new and creative ways. By exploring these unconventional strategies, you can increase your brand’s visibility and establish a strong presence in your industry.
5. Competitor analysis
To stay ahead of the competition, conducting a thorough analysis of your competitors is crucial. This analysis should include a detailed examination of their strengths and weaknesses and an assessment of any gaps or opportunities in the market that your brand could fill.
By doing so, you’ll gain a deeper understanding of your competitive landscape and be able to make more informed decisions about how to position your brand and stand out in the market. This information can then be used to develop a comprehensive strategy that considers your brand’s unique strengths and opportunities for growth. With this strategy in hand, you’ll be well-equipped to face any challenges that come your way and stay ahead of the competition.
6. Transparency
In today’s business world, transparency has become vital to building a successful and reputable brand. It allows customers to understand how their products or services are made and helps build trust and loyalty. To achieve this, companies must go beyond mere communication transparency and provide a comprehensive view of their operations.
One way to achieve this is by sharing behind-the-scenes glimpses of how products are made and services are delivered. This could include showcasing how raw materials are sourced, how employees are trained, how quality control measures are implemented, and how the company ensures ethical practices are followed. These insights help customers understand the process and create a sense of authenticity and reliability.
Highlighting ethical practices is another key aspect of transparency. Companies should be transparent about their values and principles and how they align with their business practices. This includes being open about how they treat their employees, how they source their materials, and how they contribute to society.
Customers are more likely to trust a company that is transparent about its ethical practices, and this is increasingly becoming a deciding factor when choosing between brands.
Finally, companies should showcase their corporate social responsibility (CSR) commitment. This means taking responsibility for their business’s impact on society and the environment. Companies can build customer trust and loyalty by being transparent about their CSR initiatives. This could include reducing their carbon footprint, supporting local communities, and promoting diversity and inclusion.
Build excellent brand perception with the help of the right tools
Now that you know the importance of maintaining the right brand perception, do you need help to achieve and maintain a positive brand perception?
Because it is definitely a challenging feat. If so, you need a comprehensive solution that can help you track and manage your brand perception efficiently. Radarr is the answer.
Radarr is a powerful platform with a centralized solution for monitoring, analyzing, and managing your brand perception. With Radarr, you can stay updated on what consumers say about your brand on social media, review sites, and other platforms. You can also use Radarr’s analytics tools to identify trends and make informed decisions about your brand strategy.
