The pandemic has sparked new use circumstances for social listening, an underutilized device in entrepreneurs’ work belts. But some manufacturers, like Johnsonville Sausage, had been already well-acquainted with the idea. Stephanie Dlugopolski, the corporate’s senior supervisor of PR and social media, mentioned her crew has utilized social listening for practically a decade. It has allowed them to not solely monitor conversations concerning the model, but in addition see how shoppers react to bigger points.
We spoke with Dlugopolski about Johnsonville’s use of social listening: how the device informs content material technique, the developments and limitations of social listening expertise, and the way its return on funding (ROI) is measured.
How do you outline social listening, and what’s your method to utilizing it?
We outline social listening as getting the buyer’s level of view. That consists of listening to conversations round our enterprise and making an attempt to grasp shoppers’ reactions towards a brand new advert marketing campaign or product. We additionally pay attention exterior our enterprise for responses to bigger cultural or social points.
How does social listening inform your advertising and marketing campaigns?
We have a tendency to make use of listening extra for insights on product improvement and early responses to new product launches. For instance, we might look into whether or not individuals need extra turkey sausage. Do they need extra spices? Less sodium? We’ll share these findings with our model and innovation groups. Listening additionally helps us perceive whether or not content material is working or not.
Can you present an instance of the way you’ve used social listening?
A pair of years in the past, we began noticing that the ketogenic weight loss plan was gaining traction, and loads of individuals would tag one of our merchandise as an ingredient of their meal. They’d showcase what they ate and speak about what number of grams of protein and energy it had. At the time, we had no keto recipe content material in anyway. So, we confirmed our crew the information. Then, we got here up with about 25 completely different recipes over the following six to 9 months. That gave us good content material, which helped different individuals take into consideration how our sausages match into keto diets.
Have you been counting on social listening extra through the pandemic?
No, social listening hasn’t been relied on extra. That’s as a result of we‘ve seen it as a critical piece of our social marketing arsenal at all times. What’s different, though, is that we’ve additionally been utilizing it to pay attention for extra exterior functions. How are individuals speaking about consuming at dwelling? What issues have they got now that they are cooking three meals a day—when possibly they had been cooking just one pre-pandemic?
How has the social listening panorama developed previously few years, and what are the present limitations?
There are undoubtedly much more social listening instruments out there. For us as a social advertising and marketing crew, it has been a problem to maintain up with which strengths some platforms have over others. The different problem is that loads of these listening instruments are nonetheless restricted.
More conversations are occurring past Twitter and Facebook. In the previous few years, we have seen extra conversations on Instagram, YouTube and LinkedIn than we ever have earlier than. But it is exhausting to get data from Stories which can be posted on Facebook and Instagram, and it is very exhausting to pay attention on LinkedIn. So, there’s much more listening to be accomplished. The problem is working with the restricted quantity of instruments that show you how to get to these conversations.
How do you measure ROI for social listening?
The success of social listening relies on whether or not we are able to get the information and insights to extra individuals at our firm, exterior social advertising and marketing. It’s about sharing insights with our innovation crew and letting them know that we needs to be taking a look at a sure product or taste profile. That’s how we measure the ROI: after we’re not simply conserving the knowledge inside our personal crew—we’re sharing it with others who can do one thing good with it.