background preloader

Articles

Facebook Twitter

Ecouter le consommateur sur le web : pourquoi, comment ? la vie du conseil et des études marketing. C’est bien connu, l’exercice de la prévision est un des plus difficiles qui soit...

Ecouter le consommateur sur le web : pourquoi, comment ? la vie du conseil et des études marketing

Mais s’y dérober n’est pas la meilleure option : mieux vaut au moins formuler quelques hypothèses pour se donner une chance d'anticiper un peu sur demain. Sans se lancer donc dans de la grande science fiction, quelles sont les lignes de force qui peuvent se dégager quant aux consommateurs des 5 à 10 ans à venir (disons d’ici à 2020) ? A quels changements faut-il s’attendre quant à leurs profils et leurs attentes ? A quels enjeux les entreprises et les organisations doivent-elles se préparer ? Nous vous proposons de découvrir ici une première série de réponses à ces grandes questions avec les interviews de Rémy Oudghiri, Agnès Gilbert et Francoise Hernaez-Fourrier (Ipsos), Danielle Rapoport (DRC), Xavier Charpentier et Véronique Langlois (FreeThinking) inShare47. Social Listening Critical for Social Media Success. Listen closely or perish?

Social Listening Critical for Social Media Success

So you think social media is cool – you love Facebook, You Tube, Twitter, Linkedin, Google Plus and all the other platforms. Your company is making money, the sky is blue and all is good. Wait just one second – what are customers saying about your brand? How might what they are saying impact your bottom line into the future? For sometime social media commentators have been discussing the value of “social listening.” So when (not if) you decide your brand is going to utilize the enormous clout of social media for customer engagement, a critical factor will be how you listen to what they are saying about you. Is Social Listening More Valuable Than Your Message? Social Listening Isn’t Enough: Start Integrating Social Data. Nearly two years ago, I published our first report on Social Intelligence; it included this headline: “The Time To Start Listening Is Yesterday.”

Social Listening Isn’t Enough: Start Integrating Social Data

In the report, I pushed for the importance of social listening, but I made a call that there’s more to social media than monitoring conversations for brand mentions. But now, as we near the end of 2011, we’ve found that while most companies do in fact listen, few have Social Intelligence strategies and most don’t yet gain true actionable business insights from the data they collect. La fidélité à la marque s'estompe dans les pays matures.

Coca-Cola confie à une agence le social listening de ses marques. Focus Your Engagement by Pinpointing Social Listening. As an extension of this month’s ebook, Building Stronger Customer Relationships: Making Your Brand More Personal With Social Media, we are sharing one social media rich idea each day for the next 30 days.

Focus Your Engagement by Pinpointing Social Listening

Here is our Day 5 topic. Last week we discussed how to choose the right keywords to monitor and how to think like your customers to uncover social media conversations. But let’s take last week’s discussion even further. Within all the conversations you’re monitoring, how do you find the conversations that are either worth engaging or that consistently need a dedicated ear? Unless you have more than two ears, it can be difficult to listen to everything that’s being said about your brand, industry and competitors online – especially if there’s a large volume. Pinpoint and prioritize according to your social media objectives. Pinpoint by Buying Potential “best [product or service]”“[your product] vs.

Pinpoint by Product Feedback Pinpoint by Advocacy Preference Advocacy Loyalty. 4 Steps to Create a Social Listening Strategy. Is your business thinking about social analytics? The first step when considering social analytics is to establish a listening strategy. In social media, listening acts as a guide through the ever-changing and interesting world of the blogosphere. Why? Because listening is an ongoing process that is necessary to keep a strategy fresh and competitive. It enables decision-makers to find and better understand opportunities and stakeholders. So, exactly how do you go about listening? #1: Determine your target audience Once an organization has determined whom to target, it’s critical to understand where to engage them online. For example, according to Anderson Analytics, Generation Z (13- to 14-year-old) social network users were more likely to use MySpace than Facebook; only 9% used Twitter and none were active on LinkedIn.

An example of an organization successfully targeting and engaging an audience is Seton Hall University. SHU 2014 Facebook page. SHU 2014 Facebook page sample engagement. Écoute des réseaux sociaux : le nouvel eldorado des études - Pourquoi l’écoute du web est-elle devenue si indispensable ?

Écoute des réseaux sociaux : le nouvel eldorado des études -

Il y a un fait objectif majeur, celui de l’explosion de l’usage des réseaux sociaux et des discussions sur le web. Avec l’implémentation de l’usage de ces réseaux sur les terminaux mobiles, toutes les conditions sont réunies pour une banalisation accélérée, qui ouvre des perspectives extraordinairement intéressantes pour les annonceurs et leurs études marketing. [Etudes] Les dernières news des médias sociaux. Le cabinet Millward Brown décrypte l’usage des réseaux sociaux en entreprise, BIA/Kelsey’s publie ses prévisions relatives aux dépenses publicitaires sur les médias sociaux et Ipsos lance un nouvel outil pour décrypter au mieux les tendances du web social… Les détails de ces trois actualités.

[Etudes] Les dernières news des médias sociaux