Using social listening to search their forum profiles and Twitter conversations they learned how this specific segment wants to hear from Visa. Searching Twitter bios for terms like “I manage,” “I run,” “I own” they created a customizable database of SMB users. But they also focus marketing efforts on smaller segments of their audience – like SMB owners. Visa Give SMB Owners What They Wantįor a global brand like Visa, social intelligence is imperative to understanding what’s next in digital payments. If they hadn’t used social listening to understand the impact of the host, and if they hadn’t been prepared with their social war room, they wouldn’t have been able to make the most of that moment for their brand. The brand saw a huge spike in conversation and sentiment and were ready to respond. Their readiness paid off when Patrick’s iTonya spoof provided a GoDaddy shout-out in the middle of the program. Next, they set up a war room to track social interaction during Danica’s show.
They looked back at the previous year’s broadcast, and host Peyton Manning, to understand social conversation in relation to the host throughout the event. GoDaddy wanted to be sure they made the most of spokesperson Danica Patrick’s hosting turn on the ESPYs, so they took two key actions. Such shows often offer “moments” worth capitalizing on – but if you miss your shot, your brand will be eclipsed by whatever is next. The accuracy of sentiment analysis is everything when you’re tracking social conversations in real-time – like during an award show like the ESPYs. Though there was some poking fun and skepticism initially, they tracked sentiment and volume of conversation to stay on top of the conversation – which took a very positive turn with the help of some key influencers. But using social analytics to understand both what their audiences and the general public were talking about made it a calculated risk. Who would expect a pumpkin spice chicken wing sauce to catch on? Even Buffalo Wild Wings didn’t know for sure how their new sauce would land. The biggest lesson social listening teaches time and again is not to assume you know what consumers will respond to. Buffalo Wild Wings Proves No Idea Is Too Wild Here are 9 brand success stories to prove the case once and for all. Still, some continue to question the value of social listening tools, unconvinced they make that big a difference. Not only does social listening lead you to important insights about your audience – it protects every aspect of your brand when you apply those insights. The case for social listening has been stated numerous times – and it’s a solid one.
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