Think Globally, Act Locally: Introducing Advanced Geolocation
Intimate knowledge of markets and customers alike is the key to success for any brand. Here at Talkwalker, we understand that our customers are always looking for deeper insights they can leverage from for a variety of departments. Our new geolocation function lets you see exactly where conversation about your brand is coming from, right down to street level*. Now Talkwalker users can genuinely move from global to local insights in just a few clicks and get access to a whole new range of possibilities for extracting useful business insights from social data.
*Street level geolocation is only available for posts where users have made that information publicly available.
We’ll show you a few examples of what can be done but first here’s a quick look at what you can see at street level:
Example of a street level geo-located tweet during this year’s Wimbledon tennis tournament
Market Research: Fashion Trends From NYC to LA
Tastes vary, no doubt about it. So it’s all the more important for brands to be aware of what customers in a specific geographical area are looking for. A quick example: if we think about the fashion industry in the United States alone, there are different needs & preferences from East Coast to West Coast and everything in between. Analysing trends in different regions allows brands to adapt their product development strategies and shape specific marketing campaigns for each of those areas to maximize outcomes in each region.
Hashtag clouds for Abercrombie & Fitch for mentions from New York (left) and California (right)
Comparing the hashtag clouds for Abercrombie & Fitch from New York and California shows different themes for each. While New Yorkers are very much focused on things like #flannelshirts, #Sale and #Women. Californians in contrast talk a lot about #pants and #Bargains.
Comparing the interest for different brands across the country also offers valuable insights for business development. Where are people especially interested in a particular retailer? Such data can help companies find high potential locations to open up new stores.
Campaign Management: Bringing a Local Perspective
Local marketing strategies increase the chances of success for any campaign. With customer preferences sometimes differing even between cities, not to mention states or countries, knowing what audiences in a certain area are looking for enables your brand to shape communications according to location.
With Talkwalker’s advanced geolocation, you now can maximize the efficiency of your campaigns through better targeting and measure its success. For example, the above map shows sentiment towards the recent launch of Apple Pay in the UK by region. We can see that while in London reception has been slightly more positive, in areas like Liverpool there is more negativity.
Competitive Intelligence: See Exactly Where You Stand
Being able to keep track of competitors on a regional level is great added value for brands in all industries – but for politicians running for office and their PR teams it could truly make a difference. Knowing which constituencies are talking about a particular candidate on Twitter and other social networks can be an indicator of a politicians’ popularity in a certain area. Using this information, campaign teams can make sure to schedule visits to these constituencies to further increase their visibility and ensure that they are on peoples’ minds, come Election Day.
A map showing mentions by region of candidates running for leadership of the UK’s Labour party
In this example we can see that although Labour leadership candidate Jeremy Corbyn – who is tipped for victory according to recent polls – is dominating discussion on social media in almost every region, there are differences in certain regions like Liverpool where Andy Burnham is strong and Cambridge where Yvette Cooper has a high share of the social conversation.
Reputation Management: Pinpointing the Problem
Online reputation management is a must for brands and businesses and doing a sentiment analysis is a good first step. Breaking down sentiment by specific locations makes it much easier to find potential issues in an area and address them immediately before a brand’s reputation suffers from a fallout.
Sentiment towards Michael Kors across different parts of the United States
The above sentiment chart shows that while luxury brand Michael Kors has a pretty good reputation in Washington D.C. and California, it has some work to do in New York. Comparing the sentiment towards a brand between different countries allows brands and companies to detect general themes and address them. But comparing customer perception of a brand across different regions of a country offers opportunities for much more immediate and nuanced action.
Crisis Management: Focus your Attention
In terms of crisis management, it’s of course best to detect signs of a potential crisis as early as possible to prevent the situation from spinning out of control. Once a crisis hits, however, a targeted reaction that is tailored to specific audiences is the best way to handle the problem.
Mentions for BP in the U.S. over the past month
With some industries – like oil & gas – being especially prone to criticism and crises, it is important to monitor conversations in areas that are particularly sensitive. A look at mentions for BP near the Gulf of Mexico for example shows that there are many, mostly negative mentions in the coastal area of Louisiana, one of the states most affected by the Deepwater Horizon oil spill five years ago.
We’re all constantly on the move, which is why it is essential for brands to know who said what and especially where. A full set of data enables them to draft complete and comprehensive actions plans for all functions, from market research and competitive intelligence to crisis and reputation management.
And of course, each brand and company has their own very specific ideas and requirements. Whatever you need in terms of geo-targeted campaigns, Talkwalker will deliver the insights you need. To see how our new geolocation feature can help you understand your customers even better, sign up for a free demo and discover exactly what can be done!
Image Credit: Summer vector designed by Freepik