Why Social Listening for Luxury Brands?

Why Is Social Listening So Crucial For Luxury Brands?


There are more than 1,000,000 engagements about the luxury space occurring every day in the social media and digital ecosystem.

This is where word-of-mouth takes the form of reviews, customer support is expected in real-time and where brand messaging and consumer communications play a very strong role. Hence, this is exactly why listening and actively tracking what consumers share about your brand matters the most.

Luxury merchandise, spanning across jewelry, cosmetics, apparel, automotive to even custom designed furniture and handmade electronics – all have a consumer base that’s actively conducting research and contemplating their high-end purchases online.

More than a million mentions daily on luxury products

This is also where consumer conversations left untracked can take a turn for the worse.

BRAND SENTIMENT GONE WRONG CAN HAVE IRREVERSIBLE DAMAGE

To share an example, Burberry recently faced extreme criticism online for destroying a great deal of merchandise to avoid it being sold at a lower cost. This resulted in high volumes of negative consumer sentiment and criticism online via blogs, forums and even on the brand’s own online properties such as its Facebook page.

Burberry gone wrong

The news and negative sentiment around this matter continue to spread and this could potentially result in a loss of millions for the brand, if not addressed well in time.

Such instances can cause an irreversible damage to your brand perception by consumers if not dealt with immediately and with the right messaging.

BE AT THE FOREFRONT OF WHAT YOUR CONSUMERS ARE SAYING – AND TURN THEM INTO POSITIVE OPPORTUNITIES

 

By actively tracking consumer sentiments and receiving real-time alerts, you can preemptively prepare for customer service issues, brand reputation incidents and­­ communicate well to your audience. ­­­

Identifying what these conversations are all about is not the only aspect that is crucial, but also understanding where audiences are engaging the most and exchanging their views.


Identify where conversations are taking place

IDENTIFY WHERE YOUR CONSUMERS ENGAGE ONLINE – LEVERAGE THESE PLATFORMS

Luxury automotive brand, BMW, known for its innovativeness and performance, has consistently engaged its consumers. This is done frequently online via various digital touchpoints, immersive website experiences and digital campaigns such as the Z4 AR campaign and the recent “Eyes on Gigi” campaign.
These initiatives not only engage consumers online but also fortify the luxury car brand’s perceptions among its consumers.


BMWs EyesOnGigi campaign

Another luxury beauty retailer, SKII Japan, leveraged online discussions to create a futuristic in-store experience. The experience, called SKII Future X, allowed consumers to feel, touch and experience their SKII products in a unique way including skin scanners and personalized skin maintenance recommendations.


SKII FutureX experiential store

DISCOVER AUDIENCE GROUPS & THEIR PREFERENCES

Understanding the digital behavior of your consumers and understanding who & what they engage with, is necessary to ensure you are creating content that resonates.

They also offer you a means to discover new audience groups, identify current gaps and opportunities and discover which features or attributes they care about most.


Identify audiences and influencers

With 20/Twenty, our next-gen social monitoring solution, Kinder was able to dive deep into the chocolate industry and discover insights about what consumers felt about Kinder products. The brand was not only able to identify key chocolate consumption moments but also how other chocolate brands like Ferrero and Cadbury were being perceived by consumers. This allowed Kinder to create effective and memorable content for moms and teenagers, that was differentiated, targeted and built ground-up from real consumer insights.

THERE’S MORE TO DISCOVER WITH SOCIAL LISTENING – EXPLORE THEM HERE!

 

View KPIs across displays, real-time!

Introducing The Circus Command Centre

The Circus Command Centre made a fantastic debut at the Spikes Asia 2016 conference in Singapore.
This is a perfect solution for viewing your key brand KPI’s across displays. We enable the use of powerful realtime visualizations for your brand dashboards and war rooms, building on our core social intelligence platform, 20/Twenty.

What’s it about?

In a nutshell –

  • A smart display solution for viewing all your important data points
  • Real-time data feeds display
  • Powerful visualisations of data all tailor-made to suit your requirements
  • Seamless integration with your existing dashboards/display solutions

What can you do with it?

  • Daily social media and news monitoring
  • Daily brand health & KPI monitoring
  • Campaign monitoring
  • Data feed display across devices
  • Integrate as an additional powerful input to your existing dashboards
  • So MUCH MORE!

If you would like to book a demo, simply click here and we’ll help you get started.

View all your key KPIs in one custom dashboard - The Circus Command Centre!
Powerful metrics all in one custom. real-time dashboard!

CIRCUS SOCIAL – A DATASIFT PARTNER!

 


CIRCUS SOCIAL PARTNERS WITH DATASIFT TO GIVE CUSTOMERS ACROSS ASIA ACCESS TO FACEBOOK TOPIC DATA

 

Circus Social is one of the first companies in Asia to partner with DataSift to provide aggregated and anonymised Facebook topic data.

Funnel FB Topics Data

 

Singapore- 15th February – Circus Social (www.circus2020.com), a leading social data analytics company in Asia, today announced a partnership with DataSift, the Human Data Intelligence provider, to give access to aggregated and anonymous Facebook topic data for customers. This partnership will allow Circus Social to be one of the first social analytics companies in Asia to offer their clients reports, deep insights and access to Facebook topic data.

Facebook topic data is anonymous and aggregated content data about specific activities, events, brand names, and other subjects that people are sharing on Facebook. Marketers can now go deeper in gathering real insights from real audiences and engage with the topics their customers are interested in. Working with Facebook topic data lets companies make business decisions in real-time, in a variety of applications ranging from content discovery to product development and from audience affinity analysis to brand reputation management.

“There is a huge pool of data and insights now available to companies across the globe,” explains Tim Barker, CEO, DataSift. “Our aim at DataSift is to enable organisations to get real business value from this wealth of unstructured data and use the intelligence gained to drive decisions and answer business questions. Facebook topic data provides companies with an in-depth understanding of their key audiences in a privacy-safe way. It’s fantastic that Circus Social is now partnering with us to provide its clients across Asia with access to anonymous and aggregated Facebook topic data.”

“We are one of the first data analytics companies in Asia to offer Facebook topic data, giving our clients and agency partners access to more insightful demographic data” says Ram Bhamidi, Chief Operating Officer, Circus Social. “Circus Social is delighted to announce this collaboration with DataSift and we are looking forward to launching custom reports and Audience Maps based on Facebook topic data.”

To get more information on how to access Facebook topic data with Circus Social, email sales@circussocial.com or visit Audience Maps at Circus

 

About Circus Social Pte. Ltd
Circus Social is a social data analytics company that specializes in social intelligence and analytics platforms. With offices in Singapore and Banglalore, India, Circus Social offers a full suite of social analytics services, including but not limited to, social media & digital listening and monitoring, analytics and reporting, and social intelligence and predictive technology. For more information, please visit www.circus2020.com

 

For Press Enquiries on Circus Social Pte Ltd:
Prerna Pant
General Manager
prerna.pant@circussocial.com
+65 8133 3243