Performance marketing

influence marketing

Marketing influence: Optimize your ROI with Earned Media Value

Earned media value

Whether on Instagram, Facebook, Twitter, a blog or a YouTube video, marketing influence is one of those decision-making levers that are increasingly common but paradoxically difficult to measure. Or so it seems. In fact, there are well-established strategies and methods for measuring Earned Media Value in order to help you make the right decisions and determine the right KPIs.

Back to basics: What is Earned Media Value?

Earned Media Value (EMV) refers to the value of a brand’s media exposure on channels that the company does not directly control (and which are usually free). We are talking about blog articles, YouTube videos, social media influencers, but also comments and customer reviews on aggregation platforms such as Google My Business, Yelp or TripAdvisor.
EMV is directly related to marketing influence.

The more a brand has the ability to influence someone with a large audience, the greater the value generated will be. It is, therefore, a measure of trust and credibility, whether on B2B or B2C. A new form of word-of-mouth that can spread very quickly, both positively and negatively, and impact the Earned Media Value.

Earned Media Value thus complements other media exposure devices such as Paid Media (online or physical-medium advertising), Owned Media (the content created and generated by the brand) and Shared Media (the overall content shared on social media platforms). The combination of all these approaches forms the PESO model.

How to measure Earned Media Value?

Because it is not controlled by the brand, EMV is inherently volatile.

A concrete example: how to measure the impact of a picture shared by an Instagram influencer showcasing your product?

A simple method would be to consider the following scenario: if you stop all organic activity on social media, how much would you have to pay to achieve the same goals in Earned Media?
Measuring the Earned Media Value is, therefore, a unique and non-standardized combination that comprises several elements such as the number of views, likes, comments, shares, clicks, and so on.

Earned Media Value measuring involves two fundamental aspects: exposure and engagement.

Exposure is the number of people who have seen your brand through the work of content creators. The stronger this exposure, the more likely it is to result in a conversion, which is then characterized by an engagement.

Engagement is a voluntary action by a user which can consist of sharing, commenting and clicking on a link. These can then result in a purchase.

A variable can be assigned to each engagement measure. For example, a score or an amount in euros. The greater the effort made by the user, the higher the action’s score. If a like is monetized at €1, a share could be worth €2.5, a positive comment €4, and a click on a CTA €8.

It is also possible to use more traditional KPIs such as the number of views or engaged users compared to the total number of people within the community. Or by comparing one’s metrics with that of competitors, using third-party software capable of aggregating such public data.

Good practices for measuring your ROI

In order to optimize your ROI, marketing influence should be integrated into a global framework through different approaches and platforms. Although focusing on Instagram can be tempting, you shouldn’t neglect the other tools at your disposal (blogs, videos, Facebook, Pinterest, etc.). Each channel must have a message, an editorial line, and a specific goal.

Wanting to “increase brand awareness” is not a goal. It’s a wish.

Exposing your product to 5,000 prospects in two weeks or boosting your subscribers by 15% in three months are examples of concrete goals. Keep in mind that all goals must be SMART (specific, measurable, achievable, realistic, and time-bound).

Finally, don’t forget that there are tools that allow you to measure your EMV more specifically by analyzing the behavior of online prospects: retargeting, tracking pixels, branded links, CTA clicks, promotional codes, affiliate links… so many useful tools to integrate into your dashboard.

Because it is still relatively new in the marketing landscape, Earned Media Value usually raises many questions from marketing professionals. Though brand awareness or strength is difficult to measure, Earned Media Value is a very powerful lever within your marketing strategy, capable of measuring the conversion of prospects on your sales channel.

If you enjoyed this article and would like to know more, please contact us!

en savoir plus
affiliation

The 3 key ways to effectively bring your affiliate program to life

The 3 key ways to effectively bring your affiliate program to life

As of now, more than 32% of online sales are the result of affiliation including email marketing, according to a study by Business Insider. Performance advertising, therefore, remains a strong commercial lever for online sales. Best of all, it’s a growing lever, since a Forrester study even predicts growth rates of 10% per year in this sector. However, as effective as it is, getting into performance advertising requires at least organization and structure. To do this, we are sharing with you three keys to effectively get your affiliate program up and running.

Media platforms and quality promotional material

The quality of your affiliate program will depend on the importance of its return on investment. Your goal incorporates facilitating the work of the publishers, who will pass your offers and your products on.
But to do this, and because they do not necessarily work solely with your products, it is also necessary to stand out from the competition in order to create a long-term trusting relationship. To do this, it is crucial to create and share quality promotional items. Some examples:

  • Marketing Pitches: knowing what to say, how to say it and how to highlight the particular characteristics of your offer and your range of products or services.
  • Promotional sheet: central information on a current or future operation with all details related to the latter (duration, condition, objectives, etc.). Vital for anticipating a big transaction in order to prepare in the best conditions.
  • Product information sheet: to know all of your product’s details, from the most generic to the most technical. With every publisher having a different editorial line, it must have information that is understandable to everyone.
  • Quality visuals: reworked photos, properly displayed, well-framed and adapted for any type of support with multiple formats.
  • Email Kit: everything to successfully pull of an email campaign, such as content ideas, visuals adapted to email marketing, specific links, etc.
  • Advertising banners and imagery: variety is important here too because they can be used on a wide variety of media.

Regular commercial operations for your affiliate program

Performance advertising is an ROI (return on investment) relay for brands, but affiliates can only relay existing information and are not the source of it. If the advertiser is not proactive, their affiliate program will not truly be effective. Some examples of commercial operations to put in place.

  • Product Launch: This is often an important event. Whether you are updating an existing range or a new offer, you must let it know.
  • One-off sales or promotions: creating promotional events is an excellent springboard for better sales; like, for example, birthdays, Black Friday, New Year’s Eve, etc.
  • Promotional codes: a special discount only granted to your members so that they can relay information online and benefit their communities.
  • Limited offers: the next 500 orders at – 30%, one free for one bought during the next 12 hours, free delivery for everything for 24 hours. So many examples that value rarity or immediacy to encourage a purchase.

Challenge, bonuses, and meetings: these little things that make all the difference

Affiliates are like a commercial team that must come to life and be mobilized but also challenged at times. A way to keep in touch and especially to integrate them into your team, as you would with your employees or your service providers. It is important to encourage this sense of belonging because it highlights the loyalty of your promotional relays online for an optimal performance advertisement. Ideas and good practices to make a difference.

  • Sales competition: put commercial goals in place with rewards according to the targets reached, such as the multiplication of commissions over a, particularly attractive period.
  • Gifts: little something that always pleases, such as product previews or any other offer to thank your affiliates for their loyalty.
  • A temporary increase of the CPA: a way of boosting your sales amongst a category of products.
  • Meeting with the teams: to humanize the relationship and discover who is behind the abstract data to create a real win-win partnership.
  • Training and practical advice: online or in-person workshops – to discover new trends, learn and progress.

Running an affiliate program can have a very beneficial effect on your relationship with your affiliates. A way to provide the sources of your growth with everything they need for a timely prepared advertising campaign, which therefore will have greater potential for success.

If you enjoyed this article and would like to know more, contact us!

en savoir plus
affiliationPerformance marketing

Publishers: 3 tips to help you choose your affiliation platform

Affiliation platform

Affiliation is one of the main and essential ways of monetizing your work as an influencer, or your website’s audience if you’re a publisher. It’s also a way of getting added value out of your work via external actors. Basically, if your content is attracting the attention of advertisers, this is already a pretty good sign! The question at hand, therefore, is how to choose the best campaigns to get yourself started, develop win-win partnerships that meet the needs of advertisers and interest your community and readers.

REPUTATION, TRUST, AND CONFIDENCE

The decision to entrust your audience or content to an affiliation platform is not an easy one to take. The chosen platform needs to be both technically flawless and ethically sound. The trust and confidence your users have in you is your stock-in-trade, and this trust and confidence depend on the power of your network. Because affiliation requires expertise in performance modeling, it’s also an activity that demands a high level of technical proficiency. You’ll save yourself more time by associating yourself with a structured platform that has high levels of visibility.

Essentially, and above and beyond the simple provision of personalized access, it’s about striking the right balance between relevant content that’s useful to your community and campaigns that are likely to generate revenue for you.

THE FINANCIAL ASPECT

This, of course, is the critical deciding factor, as not all affiliation campaigns are worth getting involved with. How can you tell when it’s the right moment to invest your time (and therefore your money) and energy into injecting value into a campaign if you don’t have access to the information you need to make an informed decision?

This is why it’s very important to know what the advertising conditions are. Whether it’s the type of earnings and how you get paid, the duration of the cookies, the advertising media made available to you, or strategic information about the content, in order to maximize your return on investment and that of your advertisers, you need to have all this data to hand.

THE TEAM AND THE SUPPORT SERVICE

Though we sometimes tend to forget it, behind the interface and the tracking are women and men who are there to help and support clients and publishers. The quality of the service provided, the client experience, the technical expertise and the responsiveness of the support service are03 important aspects to compare and evaluate when choosing your affiliation platform.

The key to success? Put your faith in a multidisciplinary team that’s capable of passing on its knowledge and expertise effectively and can help you develop and improve your promotional and editorial approach. In order to achieve this, a good campaign needs to be equipped with both promotional tools and the right creative experts for the job. An affiliation platform should not just perform the role of a simple intermediary. It must also be a partner capable of creating value for you by supporting and advising you. It needs to give you a means of transforming a simple and unstructured commercial approach into a targetted, dynamic and impactful marketing strategy for your community.

The decision to run advertising is not one to be taken lightly, as it means committing your image and reputation to marketing campaigns from third-party brands. This is why, in order to guarantee success, it’s important to make the right choice and go for a collaboration with a reputable platform you can trust, one that values efficiency and transparency.

Have an in-depth look at the top performing affiliate marketing programs ♥

Enjoyed this article and want to find out more about our affiliation programmes? Then why not register on our platform? It’s completely free!

en savoir plus
affiliationLead generation

Everything You Need to Know to Boost Your Email Campaigns

Woman using Laptop with email icon

We all receive lots of emails. Too many? In actual fact, too many bad emails. Whether at work or at home, the decision to read a message is made in a few seconds. The subject, the recipient, how often messages are sent, the layout of the content: everything is interpreted consciously and unconsciously in the minds of your potential customers. However, there are multiple possible options: unsubscribing, marking an email as spam, deleting, opening and deleting, opening and marking as “unread”, forwarding to another account, opening then clicking or conversion, etc.

With an email campaign, you need to focus on quality to increase your key KPIs such as deliverability rate, opening rate, click rate and conversion rate. These KPIs can be improved with our practical tips to boost the success of your email campaigns.

Master the art of efficient targeting

There’s nothing more annoying than receiving an advertisement for a product you’ve already bought, a service which has nothing to do with your needs or an invitation to an event to which you’ve just signed up. However, these errors can be avoided quite easily with a tailored strategy and some consistency.

It all begins with targeting. Knowing who to talk to so that you know what to say and, most importantly of all, how to say it. Even if you have an identical product, you don’t communicate with a young adult in the same way as a 50-year-old senior executive or a beginner blogger. That’s why it’s important to create buyer personas: customized profiles which are linked to sections of your database.

Depending on your needs, using your experience, internal data and precise research and analysis work, you must be able to divide your users into homogeneous groups. Working section by section helps you to deliver the right message at the right time and on the right device.

Be sales-oriented: keep it brief and simple

A promotional email succeeds or fails as soon as it’s received. The choice of wording for the recipient and the subject has a very significant impact on your opening rates. Be distinctive and keep it brief. It’s like journalism: you need a powerful heading to make people want to read the article.

Don’t forget those who are reading on mobile either. Long subjects and names don’t mix well with small screens. Once opened, a promotional email isn’t an administrative notice or a novel.

Cut down on the number of words, work on your headings and subheadings, add color and create a template which is attractive, both in terms of the layout and the overall appearance. To be effective, your email marketing kit must be sales-oriented.

Think about showcasing a key product with a price incentive, best-sellers or a particular new item. When it comes to prices, one-off promotions and exclusive, short-term deals always have a significant impact, just like promotional codes which have the dual advantage of monitoring and measuring usage whilst encouraging readers to buy. At a glance, the reader must understand your message and be able to interact immediately. Lastly, remember that most emails are opened on mobile. So create your templates for a smartphone, test them and then adapt them to computers or tablets.

Test your content

A/B testing is becoming more common for websites, but we tend to forget that it’s also a very effective tool for email campaigns. The principle is simple: you create two slightly different versions of the same content which is then sent randomly.

Half will receive version A and the other half will receive version B. Depending on the interactions and behavioral impact the versions elicit, you can decide whether the change you’ve made is relevant and whether your hypothesis is confirmed in a statistically proven way.

Testing your content, your layout and your subject for an email campaign is strongly recommended. It’s a very simple and effective way to make the necessary adjustments to increase your click-through rates, interactions and conversion rates. The more you test, the more effective your campaigns will be.

Send it at the right time

Timing also plays a role in the success of an email campaign. It is possible to determine the optimal day to send an email, based on previous behavior and data about your customer groups. Incorporating this time factor into the seasonal nature of your campaigns makes it possible to better plan the creation of your content and to better highlight your promotions using all of your tools.

In terms of how often you send emails, you need to find the balance between your analytics and the proper analysis of your data. If you send emails too often, there’s a risk of readers “overdosing” and unsubscribing. If you don’t send emails often enough, you risk being forgotten. In both cases, you compromise the image of your brand and the success of your campaigns.

A well-constructed email is a subtle combination of form and content, combining technicality, big data, and design. Although mobile has transformed the uses of email marketing, the fundamentals remain the same. A well-constructed email kit will always rely on good data analysis, optimized HTML code and a design which maintains the visual balance between images and text content. With a message adapted to your target, their rhythm, and consumer habits, your email campaigns will very quickly boost your conversion rate!

Do you have an email campaign you want to share? Contact our sales team!

en savoir plus
influence marketing

2018 Influence Marketing Trends

2018 Influence Marketing Trends

According to a Geometry Global survey, 33% of purchasers believe that social network influencers are the most significant source of trust at the time of making a purchase.

Among the platforms on the cutting edge of influence marketing, 92% of respondents to another survey launched by Linqia quote Instagram as the most powerful network, followed by Facebook for 77%.

Figures that well illustrate the growing power of the said influence in the small world of digital marketing. Even if 2017 was an effervescent year for influencers with expanding business and new social functionalities facilitating a new type of storytelling (live, story, filters…), 2018 is set to be the year of consolidation. Influence is becoming industrialized and there are new trends emerging to make influencing more efficient and better. Allow us to explain.

Micro-Influencers in High Demand

These are influencers concentrated in niche markets and who can offer advice based on specific expertise in a clearly defined field, whether it be lifestyle, beauty, IT, general culture or musical/artistic geek culture. They are followed closely and are encouraged by a less numerous networking group than the conventional major influencers but the said group is much more involved. In the role of both specialist and expert, with their unique authenticity, micro-influencers are increasingly targeted by advertisers who wish to fine-tune their strategy of influence. It must be said that they are far easier to access and are more inclined to authenticity than to the perfect appearance (substance over form?). Their content is systematically very solid, interact a great deal online and more than anything else, they want to share their passion.

Influence is Becoming a Trend in B2B

Even if B2C has been the prime market of influence, the latter is increasingly developing in B2B. However, tone, style, and expectations are different because even if B2B marketing professionals have the same priorities as those in B2C (lead generation, lead nurturing and conversion), the decision-making process is very different. It involves several persons and can require much more time… Which is precisely there where influence marketing becomes a lever that can prove to be very efficient. Take this solid example with SAP, the well-known producer of professional software. The company works with influencers that might be consultants, business analysts, keynote speakers, authors or lecturers through the joint creation of content to be shared and by getting them to participate in great public events. A way of bringing together several networking groups around a common cause.

The Power of Live Communication

Formerly reserved to Periscope, live feed is no longer exceptional and is part of a raft of tools available to influencers. An ordinary smartphone enables shooting and sharing a live video at any time. On Instagram, it’s integrated into the influencers production flow and are part of techniques used to ensure the emotional connection with their audience. FAQ, unboxing or participation in an event, live feed sets up a strong affective-emotional connection by living the present moment even more intensely.

A World at the Mercy of Algorithms

The reduction of the organic reach of brands on these platforms also has an impact on influence marketing. All the more so, as at any time, a unilateral decision by GAFAM could hurt numerous brands by reducing their online visibility. This was incidentally the case early in 2018 when Facebook changed its algorithm to limit the display of pages and to strengthen that of profiles. The impact is immediate: to be seen on this social network you have to dip into your purse! A further reason to rely on a safe strategy, diversifying your marketing tools, your social platforms and not hesitating in investing in advertising to highlight the content built with your influencers.

Integration of Influencers in the Conversion Funnel

Among existing marketing levers, influence has for many years been perceived as an organic promotional approach that ran simultaneously with very structured online and lead generation advertising operations. It should be pointed out that influence is becoming more structured and organized at present day. It is becoming a valuable step in a sales approach that must be monitored, analysed and calibrated with tools optimized for cross-device marketing. KPIs are defined based on precise economic criteria, such as the cost per engagement, cost per client acquisition, etc, turning the growth of the number of followers or subscribers a secondary variable that has to be interpreted within the global context. “The measurement of influence campaigns performance has already been mentioned by our clients over the last few years. Beyond just discussing the matter, they now wish to analyse the performance of their influence marketing actions. In our role of a performance marketing player since 2003, we have built up an ROI culture enabling us to offer our clients appropriate responses in this field.” points out Julien Tournier, Head of Influence DepartmentInfluence marketing also enables adapting and customizing content depending on whether it involves discovering a new brand, presenting a new product or testing a collection, a product or a new functionality.

Live content that systematically results into greater engagement, influence structure within conversion tunnels and in B2B, to the emergence of micro-influencers and the impact of algorithms are shaping this new world of influence marketing. You will have realized that influence is shown to be a new channel capable of playing a huge role on your brand’s image and reputation, as on sales conversions and growth. A two-in-one approach to be tried out or to be thought about in depth, but urgently.

en savoir plus
influence marketingKwanko newsPerformance marketing

Things to take away from Affiliate Summit Europe 2018 – London

IMG_0719_v2

Every business sector has its own key and unmissable trade fairs and exhibitions. Affiliate Summit Europe 2018 is one of these. An essential event to attend for professionals in performance advertising and digital marketing in the broad sense, with its blend of networking, keynote speeches, training sessions and best practice knowledge sharing. It’s for this reason that our entire team attended in London this past February 6 and 7. Amongst the various trends we’ll be seeing developing over the course of 2018 are influencer marketing and strategic affiliation.

The Affiliate Summit Europe conference and trade show

The Affiliate Summit was initially founded in 2003 by Shawn Collins and Missy Ward. Since then, it has grown considerably over the years. To date it has expanded into various international events that take place on a regular basis in both North America and Europe. The Affiliate Summite London had a turnout of more than 1,600 visitors and 800 affiliates, all of which who came to share their knowledge, develop their expertise and find out more about digital trends to come.

Kwanko was represented by our UK team led by Alvaro Sanchez, Managing Director and specialist in advertiser-side performance marketing, and by Zaza Zakaraia, Affiliate Account Manager and expert in publisher-side marketing. The event provided an opportunity to promote and highlight the solutions we offer in terms of increasing sales, generating more traffic, workable lead generation, optimising conversions, and developing an influencer marketing based approach for our clients.

Influencer marketing: a craze that delivers what it promises

Influencer marketing serves as a major form of leverage in the world of digital marketing. A real game changer, it is now in the process of becoming firmly established alongside more traditional methods of online advertising. A growing number of brands have begun using it in earnest and others are currently experimenting with it in small doses, though almost all are interested in it.

Influencers can choose to incorporate an acquisition strategy into their approach. But working with them requires experience, practical knowledge and the support of a properly trained team.

Performance marketing: what’s the best way to work with influencers?

The first thing to do is make sure you understand how influencers are organised. Content, editorial, tone, the volume and audience you are looking to target, expert knowledge of the subject matter… before knowing how to work with influencers, you first need to know and understand what motivates them. This is work that takes place over a long term basis that is built on trust. For majority of micro-influencers, performance marketing is one of the most effective tools available.

The second stage consists of properly and effectively communicating with the influencers. According to the Vuelio UK Bloggers Survey 2017, more than a third of influencers are contacted up to seven times per week on average. However, very few of these contacts result in value-added content on the influencers’ blogs, channels or social media accounts. Hence the importance of making targeted choices and carefully choosing wording to avoid drowning influencers in technical jargon they won’t necessarily be able to master. To communicate effectively with influencers, you need to build a natural human-like relationship and take the time to really get to know their brand and their audience. This is win-win strategy and push pull. You help them, they help you.

And lastly, taking an economical approach is an extremely important factor: the traditional model based on CPA and funded via conversion at the final click does not work with influencers. The scope needs to be increased to enable more effective tracking, established on the basis of community engagement. To achieve this, each advertiser must know and understand what the KPIs and most impactful metrics for their brand are and build their relationship with their influencers around these more open and less restrictive factors.

Both a catalyst for creative energy and a high-value place to meet and share good practices, the Affiliate Summit Europe conference and trade show enabled us to confirm the relevance of our acquisition solutions to performance and to broaden our teams’ expertise on highly specific and targeted issues. It also provided a way for us to make ourselves directly known to advertisers and publishers in order to share our experience and know-how.

If you’ve enjoyed reading this article, you can download our white paper “All You Need to Know to Boost the Performance of Your Online Campaigns”. You can also find out about  our performance marketing solutions or contact us directly if you require more information!

en savoir plus
Performance marketing

Is social listening marketer’s must have?

social listening

Most of us know what social listening is. And it is not about applying an academic definition, but simply ‘feeling” the subject.  Just for the record, let’s acknowledge that social listening is a measurement method of monitoring the web, that allows tracking what people publish on the Internet e.g. about a certain brand, person or phenomenon. I would like to underline the word  “publish”, because it’s not only about a written content, but also pictures that are placed e.g. on a blog or forum, lacking any commentary.

Why does a company need social listening?

Social listening can become a source of extensive knowledge that when analyzed and wisely managed can be turned into significant business benefits.

First of all, we need to think about possibilities to acquire so-called insights that can show a broad overview on how a certain marketing campaign has been received. Furthermore, social listening let’s see what clients do and what don’t like about a brand, what would they change e.g. taste or packaging (If we think about FMCG products).

Social listening can be also successfully applied in customer care realm by interacting with both potential and current clients in building long-lasting relations with the latter. And it is not only about expressing gratitude for a product or a service that a client has purchased. It is also a perfect option in handling customer issues in other channels such as helpline.

Online monitoring is also a method that allows protecting the brand by preventing crises and that is very precious in the times of omnichannel. Quick and individual approach it’s probably the most important argument in proving that it is worth investing in social listening in social space.

What is more, social listening gives broad possibilities in monitoring the competition, because every action undertaken online leaves a trace. Thus, we can build a very broad benchmark library and realistically judge if our brand’s marketing plan was a success or would it be necessary to make some changes in the future.

Social listening manual

A distinction has to be made between social listening that concentrates on written content and the one that monitors images.

In the first case, the monitoring platform works more or less like a content search engine. It is based on an algorithm that requires us to enter keywords in order to monitor, for example, analyzed brand name.  Keywords are then supplemented by so-called Boolean operators such as “AND”, “OR”, “NOT”, in order to build a “leakproof” query, that allows getting the most accurate outcome interesting in this specific context (examples below).

(“Wilkinson” AND (sword* OR hydro* OR razor* OR blade* OR shav*))

(“Wilkinson sword” ~ 5 OR “Wilkinson hydro” ~ 5 OR “Wilkinson razor” ~ 5))

After configuring the given query we click “enter” and a so-called crawler, a search engine mechanism, runs through the content that contains quotes about the given brand. In the above example it’s a brand that produces shaving accessories). Thereafter, the found content is converted into a structured format and returned as results that can be further analyzed. Speaking of the quoted case, let’s think about a counterexample (opposite example), where while entering only the word “Wilkinson” without the Boolean operators, the results would include contents about Mr/Ms Wilkinson and that won’t be a useful knowledge for a marketer.

If it comes to monitoring the images analyzed indicators are shared points, curves, and particularities of the logo we are interested in. The applied technology allows finding a logo even if it is only partly displayed, of low quality or placed in the background.

It is important to remember, that regardless of the medium, whether it’s a text or an image, the above-described monitoring method allows finding the public content, excluding closed forums or private social networks.

Social listening challenges

No doubt, the challenges of social listening is facing are big. In most situations, it is due to the automated research approach.

First of all, it is crucial to cover all the monitored sources that are offered by the provider, in other words, all the channels that are scanned by the crawlers and all the mechanisms that monitor the images. Let’s imagine this situation – a topic, not necessarily favorable to the advertiser, “comes up” on Facebook. Quickly, it reaches many channels and starts to “live” on Twitter, blogs, and forums. A question should be asked how to choose a monitoring system provider that will ensure the “tightness” of the analysis so that the given topic wouldn’t escalate out of control. In this case, a manual monitoring, i.e. browsing through Internet resources in order to find a thread we are interested in, comes to help.

Another challenge that social listening faces in the traditional (automated) form are complex and multithread texts. Blogs or thematic forums (e.g. parenting) are platforms for users to thoroughly describe their experience with certain marks and products by exchanging opinions. Here, once again the manual analysis (run by a human that can judge and analyze the emotional aspect of a thread) comes of help.

What counts is when a certain mark is not mentioned straightforward, but its presence comes to the light from the context (such as the above-mentioned offer or a specific for a brand type of commercial). It is similar to a case, where the name of the brand is written with a “typo”, slang or common language generally applied (such as Macca’s for McDonald’s in Australia or McDo in France). It’s another perfect example of how irreplaceable a human being is in the social listening analysis.

Safety first

The network in which we are all present puts together many users. This gives a lot of impact possibilities. On one hand, users activity can boost the brand’s popularity by emphasizing the splendor. At the same time, an opinion of one unsatisfied user can become a butterfly effect leading to image breakdown. On the other hand, it is important for a brand to communicate with the users with social media platforms or forums not only if it comes to complaints or instructions, but also through proactive attitude in building long-term relations. That is why from all the benefits coming from social listening one of the most important aspects is the ability to guarantee the image security, complemented with social listening monitoring and supported by a relevant communications strategy.

Michał Wiśniewski, PL Business Development Manager

You enjoyed this article and you would like to know more about our affiliate programs. You can also register on our platform, it’s free!

en savoir plus
affiliationPerformance marketing

Content creators: How to get into affiliate marketing in just 5 steps

b2b-marketing-1075×605

Affiliate marketing is a marketing strategy that can be very effective for an advertiser. But it’s also a great way for publishers to develop skills and expertise and earn money. 

Whether you are an influencer, blogger, YouTuber, content producer, or just an online enthusiast, affiliate marketing is a practical way to earn a living while expanding your online activities.

en savoir plus
1 2 3 6
Page 1 of 6