Tag: Analytics

Since its adoption by brands and business, social media has evolved beyond a broadcast platform to a tool that enables you to gather insights about your customers, industry, products and competitors. With the right tools, a social listening strategy can help you earn valuable business intelligence by tracking, analyzing and responding to targeted conversations and keywords.

If you think of the information you can gain from market research, you can implement the same approach to learn from people on social who are already engaging with your brand and your industry. If you approach social media as a giant focus group, ask yourself as a brand, “what problems are you trying to solve, and what data do you need to solve it?”

We can define social listening as the act of monitoring social media platforms for conversation around your brand, clients, competitors, keywords and any other ideas or themes that are relevant to your business. The next step is where we find the real value of social listening: analyzing the information for actionable insights. Those actions can enable you to engage customers, determine consumer behaviour models or shift your overall product or brand positioning strategy.

Social listening is different from social media monitoring by looking beyond social metrics like engagement rate, mentions and followers to learning what the feelings are behind the posts—how people actually feel about you, your competitors and the industry overall.

Make it part of your business strategy

Social media listening should automatically be part of your business strategy—even if you’re already engaging in market research studies, social listening will provide you with scores of actionable data from real people who are actively discussing the subjects you’re monitoring. Last month, Mansfield attended a seminar in Toronto from NetBase, a leading social listening platform. Guest speaker Ravi Imam from 113 Industries spoke about “finding David in your data.” Michelangelo’s David was sculpted from a single block of discarded marble, and just as Michelangelo saw something beautiful in an unwanted piece of marble, there could be a masterpiece waiting in your data—it’s just a question of listening to what it’s telling you and taking action.

 

There's a 'David' in your data somewhere

There’s a ‘David’ in your data somewhere

On their blog, Hootsuite has a useful list of what to track when starting your social listening monitors:

  • Your brand name and handles
  • Your product names
  • Industry buzzwords
  • Campaign names or keywords
  • Your competitors’ brand names, product names, and handles

Because your social listening monitors will pick up what people are you saying about you and your competitors, you’ll be able to determine how your brand fits within the industry, relative to customer perspectives. You’ll see the types of content your audiences are most engaged with and higher level insights around customer behaviour.

With a properly implemented social listening strategy, you will gain a deeper understanding of your brand and industry with insights on how to improve in all areas of your business. Sales teams will learn more about how customers really feel about products and services, marketing personnel will see what content is most valuable to audiences and R&D teams will have direct access to real-time customer perspectives on your products those of your competitors.

With the right tools and keywords, you’ll have the infrastructure in place to mold a David of your own. Read through Mansfield’s entire digital offering here and let us know when you’re ready to put social listening to work for your band. 

 

Don’t be Overwhelmed by Big Data.

Recently I wrote a blog post celebrating the change of our name (A New Direction, 2015) and our company’s new direction into data analytics and digital marketing. In that blog I suggested that science is forevermore linked to marketing and communications. The reality of marketing today is that if you are not generating meaningful, measurable results than you are still working in the past and risk being left behind.

Many Chief Marketing Officers are fearful of changing direction to campaigns that are uniquely different. Many CMOs are also in the prime of their careers and have earned the right to set the strategy for the brand. Some CMOs may be asking themselves: Why change now when so much of what I have implemented in the past is working today? Why risk my legacy in favour of a trending topic?” Or do I even have the skill set or time to learn such a dense subject matter? more

“Enhanced” statistics will only continue to immerse fans.

In the summer of 2014, many NHL clubs made headlines by publicly introducing new hockey analytics departments in their organizations. None did it louder than the Toronto Maple Leafs, who hired 29 year old stats-wiz Kyle Dubas as their Assistant General Manager.

And so it was dubbed “the summer of analytics.” more

There’s a Lot More to Analytics Than Pure Numbers.

I love working with data analytics! The kinds of challenges that can arise when working with data, can be extremely complex and impersonal – like analyzing years of sales records to forecast future sales. Or they can be relatively simple and personal, such as trying to find the optimal way to visit all nearby family for the holidays.

Did you know you were using Analytics in the second case? more

I Am Truly Blessed.

Today marks 20 years since I first filed my letters of incorporation. I can honestly tell you that on February 1, 1995, I was not envisioning life in 2015. I was thinking more about the next six months – possibly twelve – if things went extremely well. I had little to lose and a very supportive roommate (whom I would eventually marry).

Having a good bloodline of entrepreneurs in the family also bolstered my confidence. My great grandfather had owned a number of companies in British Columbia, and even a brewery; Lucky Lager, which he eventually sold to Labatt. My grandfather Hugh had owned his own furniture store and I had heard many stories from my mother about the trials and tribulations of growing up in a family-owned business. Knowing both the “good” and the “bad” stiffened my resolve to pursue this adventure. more

Mansfield Inc. Forges Ahead

As we enter our twentieth year in business, we have made some major overhauls over the past 24 months that position our agency to forge ahead into the next frontier of integrated communication strategies.

To begin with, we have changed our company name to Mansfield Inc. We feel that it is important to begin the next chapter with a fresh look that represents our new offerings within the agency. Our fully accredited Data Analytics team is onboard, in-house, and ready to process large-batch databases in-house. more