Social listening and data exploitation
Audiences expect brands to have a certain foresight and consideration of their needs and the surrounding context. Thanks to social listening, it is possible to identify the real relationship of audiences to a sector or theme. By deciphering these evolving conversations, the brand can detect new opportunities for its communication and its business. At Dusens, this active listening to audiences feeds all of our expertise, from editorial strategy to UX, to offer ever more relevant experiences.
Source :
VivaVoice x We Are Com,2022According to a 2022 study by Viavoice, nearly 3 out of 4 people believe that a brand must understand its customers in their reality. But that’s not all: 70% of those surveyed also believe that brands must respond to more human expectations, in tune with the society around them.
The brand must become a true mirror of its times.
Engaging your audiences through social listening means defining a speaking strategy to make your brand audible and relevant. How can we do this? By identifying the audience’s actual relationship with a sector or theme. In this way, we adjust our communications to anticipate their expectations and occupy the most promising areas of expression.
Some sectors are experiencing a constant evolution in conversations, influenced by economic, political and social contexts.
Take energy, for example: an ultra-sensitive market where audiences are constantly discussing sensitive topics, from soaring prices to climate catastrophes and new regulations. It’s by deciphering these shifting conversations and emerging centers of interest that we can detect unprecedented opportunities for your communication and your business.
At Dusens, we cultivate a unique synergy between our different expertises. Social listening is not simply a monitoring tool, but a genuine source of inspiration that irrigates all our creative and strategic processes.
For emblematic customers like Nexans or Hyvia, we carry out regular in-depth monitoring of the energy and hydrogen markets. This active listening enables us to identify emerging trends and the topics driving conversations among their stakeholders. Our social media managers and copywriters then draw on these insights to nimbly adjust their editorial strategy and offer content that’s ever more in tune with current events.
Social listening feeds into many areas of expertise at Dusens. In UX Research, for example, conversational data sheds additional light on users’ actual behavior: what subjects fascinate them? Which platforms capture their attention? These analyses feed our reflections on how to design ever more intuitive and engaging user journeys, focusing on key information.
But what about in the age of AI?
AI in social listening tools is developing more and more, offering, for example, detection of peaks in mentions, summaries of activity over time, more precise analysis of sentiments expressed in conversations, and identification of weak signals and emerging terms.
Social listening expertise is set to evolve with the help of generative artificial intelligence, opening up a host of new opportunities.
It will enable more accurate data analysis, better understanding of audiences, more personalized interactions and more informed decision-making in terms of content strategy.
