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Digital Listening: Relevant information for brands in real time

Digital Listening: Relevant information for brands in real time

CONTEXT Creating a solid communication strategy

According to IABspain's annual RRSS 2022 Study, there are 33 million Internet users in Spain, of which 28.3 million are active users of social networks.

Knowing what users think about a brand or its competitors is especially relevant. And it is through digital listening that brands can develop a solid understanding of what their customers and potential customers think about them and their products, in order to be able to design communication strategies aimed at responding to those stated needs.

The challenge Know what the user thinks in real time

Without Digital Listening, brands face large investments of time and effort in the search and analysis of data, with a greater chance of missing relevant insights and weakness in the face of competition.

With the implementation of Digital Listening it is possible to collect and analyze large volumes of data instantly and in real time, providing greater context and representation of users, and facilitating the identification of insights that mean a competitive improvement.

What is Digital Listening?

Through one or several tools, it is possible to monitor the daily activity on Facebook, Twitter, YouTube, Instagram, LinkedIn, blogs, online media, etc. Gathering both the content such as comments of users and their reactions.
All the information is collects, classifies and categorizes in time real from different metrics and KPIs as the Share of Voice, sentiment or brand passion, among others.
All this with the aim of detect and extract insights actionableto facilitate informed decision making, informed and intelligent, as part of the work of profiling of a digital brand communication strategy.

What are the Benefits of Digital Listening?

Capacity of evaluation at real-time: The effectiveness of the presence in social networks of the brand itself, as well as as well as its competence.
Greater understanding of the performance: In the different population niches, regions or countries; and identify which contents o formats are more attractions for the user of environments digital.
Identification of clusters: Population or different "tribes" in the digital ecosystem and how it reacts to the brand, products, campaigns, etc. Both and the competition.
Establish early warnings: In the face of potential reputational crises o threatsas well as trends potential u opportunities in the sector.

In which cases can we use Digital Listening?

To collect and extract data in real time of the brand and its products.
To measure the perception brand continuity and understand the differences among the hearings.
To monitor effects adverse events and crisesin real time.
To visualize and distribute knowledge relevant throughout the company with reports automated and regular.
To obtain clear competitive intelligence and of market.
To monitor campaigns in real time in order to adapting the strategy if necessary as long as the campaigns are underway to obtain the maximum ROI.
To identiﬁcate inﬂuencers in the sector and for the brand. As well as detractors.
For continuous observation of the competence and its perﬁles to measure the performance of different content strategies.
To activate a alert system that allows predicting crises or threats, such as potential trends or opportunities in the sector.

Results

By implementing Digital Listening we can answer questions such as:

PerceptionWhat has been the user's experience with their order? What do they say about the What has been your JourneyHow has your feeling?

Prediction: Can we differentiate between population groups? Is it possible to associate consumption with Can we identify key moments?

Trend analysis: What and how is it consumed? Which users consume what type of How can we identify and join fashions?

QualificationWhat information can we know about the users: demographic, socio-economic, social, economic and cultural?cultural, geographic?
ActivationHow can we articulate all the information collected to activate it in environments where it can be used? on and off?

A GLOBAL SOLUTION Solution #Digitalfullness

NATEEVO offers a comprehensive Digital Listening service with a service approach with End-To-End coverage focused on two main areas:

Protective Intelligence:

Defensive Digital ListeningMonitoring and analysis to protect the brand and its reputation.
Threat IntelligenceAttention to intelligence within the cyber ecosystem.
Intelligence ServicesServices based on the classic intelligence cycle.
Fraud PreventionIdentification and mitigation of frauds that affect the reputation or identity of the client.

Conquest Intelligence

Audience IdentificationIdentification and outreach to unnoticed audiences.
Creative +: Improvement of creative assets for campaigns and publications.
BUZZIdentification of conversations and territories to capitalize on.

Services Digital Listening Services

NATEEVO offers a range of specialized Digital Listening services to help brands improve their customer knowledge and optimize their marketing and communication strategies.

The services are divided into several key categories:

Reputational Analysis: Open source monitoring of an entity in order to establish the current reputational situation. Improves the marketing strategy and corporate image of the brand, and helps mitigate reputational crises.
Benchmarking: Sector analysis to establish parameters such as direct competitors, allies and capabilities. It helps to establish the positioning of the company with respect to its competitors and to identify opportunities for improvement.
Campaign Analysis: Open source monitoring of a campaign to analyze public response and impact in real time.
Surveillance: Attention to user comments in the different digital channels. Identification of potential influencers and detractors, discovery of channels and population clusters, and configuration of real-time alerts.
First Level Partners: We work with the main platforms specialized in Digital Listening, such as Meltwater and Brandwatchto provide reputational analysis, benchmarking, campaign analysis and open source monitoring.

NATEEVO employs an agile and customer-centric methodology for the implementation of Digital Listening projects.

The methodology is divided into several phases:

Set-Up (10 days): Kick-off, project definition, first approach and initial feedback.
Optimization (12-15 days): Identification of insights, customer empathy, definition and generation of ideas, construction and iteration of solutions.
Evolutionary: Continuous monitoring, learning, testing and constant feedback for continuous improvement.

If you want to learn more about our Digital Listening solutions, we invite you to schedule a personalized session.