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Why invest in an enterprise-level social listening tool

Why invest in an enterprise-level social listening tool

Engage with audiences quickly and at scale. Respond to actionable posts in real time. Mitigate risks. Prevent crises. Enterprise-level social listening tools are knowledge-intensive. To get the best out of them, users need experience, understanding, along with the technical skill to push the tool to the limits. It’s a financial investment that will provide solutions to challenges your business faces.

Show Me An Enterprise Social Listening Tool!

Collaboration for large, multi-functional teams is simplified with an enterprise-grade social listening tool with your social media management, analytics, and social listening unified on a single high-performing , AI-powered platform.

Conversation Clusters around e-payments, showing the conversations centered around the growth of digital currencies and the development of regulations and controls.

Conversation Clusters around e-payments, showing the conversations centered around the growth of digital currencies and the development of regulations and controls.

You’ll be equipped to analyze consumer and customer data from social media, blogs, online review platforms, forums, news sites, and more. With the time to insight compared to traditional market research, increased exponentially. Data collected will enable you to improve your marketing strategy and business metrics. Why choose an enterprise-level social listening tool?

Why social listening is essential for brands

Monitoring digital channels will help you understand what consumers are talking about, where they’re talking, how they feel, and what they expect from your brand. You’ll also learn about your competitors and your industry, identifying business growth opportunities.

Hearing what’s said in context means listening in real time. Combine the insights you find with audience analytics and sentiment analysis, to enable strategic data-driven business decisions.

With an enterprise-level social listening tool. You can monitor consumer conversations around keywords, phrases, language usage, hashtags, emoji, industry-specific terms. You’ll have a comprehensive view of how people are talking about your brand and products.

Enterprise-level dashboard shows the highlights around an event. Find out what people are saying around it by tracking hashtags, main brands mentioned, and key sentiment drivers.

Enterprise-level dashboard shows the highlights around an event. Find out what people are saying around it by tracking hashtags, main brands mentioned,
and key sentiment drivers.

With this knowledge, you’ll be able to speak consumers’ language. Create marketing communication with the right tone of voice that’ll resonate.

Social listening today

When social media became a thing, brands were initially reactive. They monitored social networks to ensure they weren’t being attacked. That their products weren’t receiving a negative backlash.

Times changed, and like it or not, social media is now a major part of our lives. For businesses, it’s become a tool for promotion, customer care, brand awareness, and online reputation management. It’s where brands can listen and learn about consumers. What they’re saying. How they’re feeling.

Part of your business strategy, your social media campaigns must be monitored and measured. Tracking social media metrics - content, audience, competitors, branding, etc. - will help prove your ROI.

All your results need to be documented, social media results reported, so you and your team understand what’s working. What needs improving. What your competitors are doing. What consumers are talking about. What they want.

Why enterprise brands need more power

With social media as a marketing tool that's part of most business strategies, there are new listening tools entering the market every day. But, many are limited. While they’re acceptable for smaller businesses, enterprise brands must scale their listening efforts.

Free alerts and free search tools are great for finding brand mentions, tracking hashtags and keywords - yours and those used by your competitors. You can track your industry, products, and be alerted to a looming crisis.

When a business grows, so does the amount of data. Time to insight to action becomes a crucial metric. It's time to transition from a free social listening tool to an enterprise-level social listening platform.

A platform that operates in multiple languages with extensive data coverage. Provides advanced AI-powered sentiment analysis and visual analytics. Historical data. The power to crawl millions of websites and social media networks in one place. A social listening tool that grows and adapts to your needs.

Image recognition will find your product with or without a brand mention,  to understand where your product is used by consumers, and how they’re using it.

Image recognition will find your product with or without a brand mention, to understand where your product is used by consumers, and how they’re using it.

An enterprise-level social listening tool like Talkwalker can monitor multiple social media networks, blogs, forums, review sites, news sites in a single platform. Giving brands a complete social listening strategy.

Enterprise businesses that want to understand consumers, challenges, potential crises need to have full visibility of online conversations, brand mentions, product/company reviews.

Why choose an enterprise-level social listening tool

There are plenty of social listening tools available, but they’re not all enterprise-level. Monitoring your social media presence, trends and topics is standard. For enterprises, essential features should include time to insights, search, filters, data coverage, data with real value.

An enterprise platform includes Boolean operators, enabling complex social queries. Filters on searches to refine results by country, demographics, social media channels, language, and more.

A unified social listening platform will not only offer text analytics, it’ll have a full suite of visual social listening features. AI-powered video analysis and image recognition will ensure you find 100% of mentions, with or without your brand being named. Protect your brand identity, logo, trademarks from abuse.

Protect your logo and brand with enterprise-level, AI powered video recognition. Starbucks trademark infringement

Protect your logo and brand with AI-powered video recognition.

Find positive and negative user-generated content to improve your marketing campaigns. Track sentiment in consumer feedback to improve product development, and recognize when it’s time to upgrade or discontinue.

Gauge when it’s time to discontinue a line of products.  Image shows when Coca-Cola killed off Odwalla and Zico drinks.

Gauge when it’s time to discontinue a line of products.
Image represents when Coca-Cola killed off Odwalla and Zico drinks.

Paid, earned, and owned media consolidated in a single platform gives you full visibility and control over your digital campaigns. Find content inspiration across paid ads and organic content, and protect your brand from damaging comments on ads.

Custom dashboards and interactive data visualizations give you a full picture of brand mentions, sentiment, audience, share of voice, paid, earned & owned media. Social media reporting features will tie the collected data to revenue. Prove your social ROI. You can create visually comprehensive reports - heat maps, virality maps, pie charts, word clouds, influencer interactions - that you can share across your teams.

Faster time to insights

We live in an on-demand world. Time is of the essence. If turnaround time for collecting insights is slow, you won’t be able to see if your social media campaigns are working. You’ll miss potential issues.

An enterprise-grade social listening tool will provide real-time data. Time to insights will be immediate. Meaning that you and your team can improve your campaigns based on consumer reactions and sentiment analysis. Respond immediately to a potential crisis situation. Protect your marketing budget and pause or update paid advertising that’s not returning on investment. A unified social listening platform keeps you in the conversation.

AI-powered sentiment analysis for crisis management. The spike in mentions  coincides with a severe increase in negative sentiment. Analyze the mentions to determine the cause, to react in real-time.

AI-powered sentiment analysis for crisis management. The spike in mentions coincides with a severe increase in negative sentiment. Analyze the mentions to determine the cause, and react in real-time.

Look at the data coverage before investing in a social listening tool. Partial or low data coverage is not going to give you the whole picture, with regard to comprehensive monitoring or real-time data. An effective social listening tool will have strong partnerships with other enterprise-level platforms, to create a competitive advantage.

Increased social media ROI

Social data is information gathered from your social media channels, and beyond. Blogs, web analytics, review sites, call center transcripts, email, etc., will also provide you with insights that’ll prove that your marketing strategy is bringing in revenue, and enable data-driven business decisions.

But, to start, you must listen. Implement social listening to measure the results of your social media strategy, with the goal of increasing your marketing campaigns’ ROI.

Full access to the evolving voice of the consumer

Consumers are at the center of your business. Without them, you don’t exist. Listening to their wants, needs, feedback, and pain points should define your business strategy.

Monitor consumer behavior to understand how they want you to behave, so you can develop your operations and adapt your marketing strategy according to their demands.

Net sentiment between Jan 2020 and Jan 2021, showing consumers feelings towards modes of  transport - public, electric, bicycles - with green mobility coming out on top.

Net sentiment between Jan 2020 and Jan 2021, showing consumers feelings towards modes of transport - public, electric, bicycles - with green mobility coming out top.

The right social listening tool will help you find industry influencers that fit your brand and business ethics. Enable you to monitor consumers, and reveal customer concerns that you can respond to in real time.

Find & engage your audience

Social listening will show you where your targeted consumers are talking. And, what they’re talking about. Whether it’s how they’re using your products, if they’re favoring competitors’ products over yours, or asking for features that you’re not providing, etc.

It’s a goldmine of information that will help you steer your marketing campaigns in the right direction, and convert leads into customers.

Identify and react to signals in communications

Understand consumer conversations at scale, filter out noise, monitor sentiment, in context by analyzing social, online media, customer, and consumer data on a single platform.

Translate conversations into actionable insights with AI-powered analytics, and solve enterprise use cases with proven methodologies and flexible frameworks.

Find trends & patterns for future development

Social listening will identify trends and patterns in consumer conversations, that will enable you to make data-driven business decisions for future developments.

Identify who’s talking about a trend. How they’re talking about it, and what they’re saying. The image shows the ‘Buy Now, Pay Later’ trend in the finance industry.

Identify who’s talking about a trend. What they’re saying. How they feel.
The image above shows the ‘Buy Now, Pay Later’ trend in the finance industry.

Not only will it inform you as to whether your communication strategies are generating revenue, you’ll be able to drive your product development. For instance, if consumers are unhappy with your latest product, listen. Talk with them. What features don’t they like? How can you improve?

Alternatively, if they’re complaining about a competitor’s product, listen. Is the issue something that could hit your product? Can you join the discussion and offer your product as an alternative?

Keep your investors happy

Finally, monitoring with a social listening tool, will help you prove the value of your marketing efforts to your stakeholders.

Being able to demonstrate ROI to investors, will encourage further investment.

Go beyond social listening

Not every conversation happens online. Yes, consumers are talking on social media, forums, reviews. But, there are other channels that bring consumer feedback into your business. Market research, call center transcripts, emails, etc.

Both online and offline conversations will influence your business revenue and sales. Data-driven enterprises need to go beyond social listening to find a consolidated view of their brand, market, and consumers.

Employing conversational intelligence means you can combine all your social, online, research, and customer experience data on a single, centralized platform. Applying best-in-class AI, to provide intelligence across your organization to drive your brand, find trends, opportunities, and risks in real-time.

Takeaway

Your choice of social listening tool depends on the size of your business and your budget. Your goals - driving more traffic to your website, analyzing brand sentiment, finding new opportunities, targeting new consumers, driving marketing revenue.

For enterprise brands, a unified social listening platform - one click, instant insights, full coverage - will save you time and money. It will mitigate risk and prevent crises. It will improve the ROI of your social media marketing strategies.

Global enterprise businesses that are monitoring and analyzing vast quantities of data need an enterprise-level social listening platform like Talkwalker.

If you’d like a demonstration of our platform, from our team of experts, we’d be happy to oblige. Come armed with a list of questions, and test our experts and our social listening platform. You won’t be disappointed.

CTA button to register for a free demo of an enterprise-level social listening tool