If you watch the game on TV, you will see ads, hear announcers talk about segments of the broadcast, replays, and even areas of the field that are sponsored by different brands, most of which are consumer brands. Meaning, the sponsorships were coordinated as a full-blitz CPG marketing campaign. But what’s the experience for the tens of thousands of people that are actually at the Super Bowl? That question is one I have never been able to answer, until now.

Any successful CPG marketing campaign is going to be targeted toward consumers that are viewers of the game — those that are among the millions that are watching the game from the comfort of home. However, any marketer will tell you that to create a successful marketing campaign, you must be able to reach every potential target consumer, including those at the actual game. So what do all of these CPG marketing campaigns look like from inside the stadium?

I was lucky enough to attend this year’s Super Bowl to watch my beloved New England Patriots win their sixth Super Bowl championship against the Los Angeles Rams. Even though I was at the game purely as a die-hard Patriots fan, I’m a marketer, and that means I can never entirely turn off my marketing sensory system. I have wondered for many years whether any of these CPG marketing campaigns bleed into the stadium, and now I can answer that question, and also talk about a marketing lesson that I learned from attending the big game — something that can genuinely be described as a once-in-a-lifetime opportunity.

For the majority of the day, my thought was “wow, I can’t believe how little marketing effort is being put into the attendees of the game.” For the most part, that was the case overall, as there was minimal branding or targeted campaigns by any brand. However, during the game, a few big brands used a tried-and-tested CPG marketing method that stood out.

CPG Marketing Winners

Put yourself in the shoes of a consumer brand that wants to run a successful CPG marketing campaign and wants it to impact people who are attending a game. What would you do? Snickers and Pepsi were indeed the only two CPG brands that had an answer— repetition.

Repetition is a tactic that marketers have been using for many years. Repeating your messaging multiple times helps consumers remember and also believe in your messaging. Typically, the most successful repetition marketing campaigns adhere to the following principles:

• Use less, but more targeted and specific, messages. In other words, focusing on fewer messages will increase your consumer’s ability to remember the messages you do share.
• Repeat the messaging at a steady and consistent flow. If you’re not consistently putting the messaging out, then you’re not repeating it correctly. Typically, the ideal number of times that the same message is repeated to the same consumer is between three and five times.
• Test the campaigns. Like everything else in Marketing, testing your campaign and measuring the effectiveness of your campaign, can help you make the most of your marketing dollars.

So what does repetition marketing have to do with the CPG marketing campaigns that I was talking about before? While I didn’t get the chance to watch all of the commercials, I did see branding, logos and hear announcements that “this timeout is brought to you by …” and more often than not, it was either Snickers or Pepsi. This was especially true for the halftime show. As a consumer at the game, I can tell you that these announcements subtly left a mark in my mind, especially since I’m so accustomed to being bombarded by CPG marketing and ad campaigns while watching the Super Bowl. I must have heard those announcements at least three or four times per brand during the game, which falls directly in-line with repetition marketing best practices. In other words, CPG marketers can learn a lot from the great work by Snickers and Pepsi, especially concerning how to market your CPG product to consumers at a live event.

Want to do more with your CPG marketing campaigns, especially when it comes to injecting social media intelligence into it? Learn how CPG analytics can help.

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Synthesio Director of Analytics, Margie Strickland opened London’s inaugural Social Intelligence World, a one-day conference dedicated to everything social data and social media insights.

Watch Margie’s keynote session discussing…

Social media insights: How social has become a real crux in the customer journey and earned its right to be used in conjunction with traditional data gathering methods.

Social tech evolution: How the need for social intelligence is becoming greater as the demands of the market mature, and departments at large organisations consolidate.

2019 & beyond: How brands can adapt quickly to the ever-changing platform landscape.

Learn how to surface actionable social media insights with Synthesio social media intelligence.

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“Using social intelligence tools, brands are tracking not only how they perform globally, but how they perform across different segments and platforms.”

The panel kicked off by agreeing that they are seeing brands shift toward data-driven micro-targeting. The great sports sponsorship opportunities are tracking overall performance globally, and also tracking performance at an audience-segment and platform-level. Vijay spoke about how brands are leveraging social intelligence tools to drive more strategic sponsorship decisions: “It’s no longer about ‘Did the billboard get seen by a million people?’ It’s about which people, and are these the people who are likely to buy. With social media we have the data, and can measure it.”

“It’s about the personalities and the people who are talking.”

Mo Fadl spoke about the challenges of building relevancy to engage with fans. “How can we be authentic, create a movement and build brand awareness? You need to create a meaningful connection.” Brands need to assess how fans are responding to their content. Building stories, engagement, and authenticity with sports fans is critical.

In terms of how to achieve this, Vijay touched on the importance of the personalities associated with a brand — in other words, who’s doing the talking — and how social intelligence tools can help brands choose the right celebrity influencers for their campaign. Synthesio recently did a study on The Masters, evaluating the sponsors and the players. The players landed about 70% of the engagement for brands. The value of this engagement impacts the success of the sports sponsorship. “With social media intelligence, we have the data to peel back the layers and help brands understand who and what people are really latching onto.”

“Engagements aren’t inherently positive, just as followers aren’t inherently positive.”

So what are the next steps for successful sponsorships? Regarding measurement, the panel agreed that we’re seeing more understanding from brands on the value of audience types, beyond the numbers.

Vijay: “Engagements aren’t inherently positive, just as followers aren’t inherently positive. We’re helping brands assess the value of the engagement, taking into account the sentiment, and the emotion — measuring those different slices of the audience, those different personas, and how they’re engaging.” Brands can use social intelligence tools to segment and assess why, for example, their target audience isn’t engaging as positively as they’d expect, but an unexpected audience is engaging.

Jimmy Goodrich agreed that they put themselves in the position of the fans with their sponsorships and treat segments differently: “We look at who the consumer is, what they want, and tailor our sponsorship activity based on that.”

By placing a greater emphasis on audience personas in targeting, we’ve seen a move toward more A/B testing in sports sponsorships. Vijay: “Instead of going big, brands are going small and letting their personality speak. Brands are becoming part of the conversation, and we’re seeing a lot more experimentation.”

Learn more about our social media intelligence tools or request a demo with one of our experts today.

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Share of Voice

While Alibaba marked the tradition’s 10th year with record Singles’ Day sales of $31 billion this year, it was Black Friday that dominated online conversations.

Mentions were significantly outweighed by Black Friday vs Singles Day. Our social intelligence software showed that the term “Black Friday” gathered 71% of the overall share of voice. Singles’ Day accounted for just under 30% of the total mentions.

For brands, having a social media intelligence report to track share of voice allows them to see who is driving the most mentions within their industry. They can understand their brand or product’s place in the competitive landscape, and benchmark their share of the conversation against key competitors.

So when were people talking about Singles Day vs Black Friday? Over the past 30 days, mentions of Singles’ Day and Black Friday gained momentum in the the days leading up to both occasions, and unsurprisingly, as we can see in the chart below, it was on the days themselves that we saw the highest spikes in online chatter.

By using a social media intelligence report, organizations can understand the drivers behind these spikes in mentions for their brands and topics. They can immediately identify what’s creating the buzz and anticipate any potential crisis.

Media Type

Looking at the share of conversation split by media type, Twitter emerged as the top platform for mentions for Singles’ Day and Black Friday, contributing to just over half of conversations. Twitter is often the preferred choice for consumers to contact brands directly and for sharing news — in this case, many shared the breaking news of Alibaba’s record 2018 sales — which could explain why it was the most popular outlet during these huge shopping events.

Forums closely followed Twitter with just under a 19% share, which suggests that consumers were using these outlets to share tips and seek advice on deals and products during the sales.

Using a social media intelligence report to identify the share of conversation by media type is important for brands in understanding where conversations around their products, services and campaigns are taking place.

Learn how you can create a social media intelligence report that will give you a full picture of the conversations that matter to your brand.

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With Synthesio’s Social Listening platform, brands can understand how their performance compares to key industry rivals and benchmark their social media performance using a variety of metrics. The most important step when it comes to luxury marketing is understanding who your audience is and how to target your holiday campaign. Using a list of the top 10 luxury fashion brands according to Essential Home, we used social media intelligence tools to discover their holiday campaign strategies and the conversations occurring across social media for each brand.

1) Louis Vuitton

According to Forbes 2018 list of the World’s Most Valuable Brands, Louis Vuitton is ranked as #15. Accumulating a brand value of $33.6B, Louis Vuitton comes in first place as the world’s most valuable luxury brand. Louis Vuitton takes the opportunity to introduce its wide range of this year’s holiday products to its fans and followers across social media. Using the vibrant red to display their holiday theme this year, LV attracts customers who are looking for holiday gift ideas. Louis Vuitton has employed their own Holiday Gifts campaign as a part of their sales and marketing strategy. The holiday campaign displays their entire 2018 gift collection and even includes a gift inspirations section.

According to our social media intelligence tool, we found that LV has generated about 38% of the total luxury fashion brand mentions across social media. This data shows that LV has produced the most discussion around their holiday collection compared to the nine other top luxury fashion brands. LV has taken an active social media approach for their holiday campaign this year which is evident through the analysis of our social media intelligence tools. There is increased excitement for giving or receiving LV products as a holiday gift this season.

2) Hermes

Hermes has taken the ultimate storytelling approach for their holiday campaign. The French brand displayed their holiday products artistically and used them to tell a story which they labeled as “Hermès’ little theater of gifts”.

Social media intelligence tools reveal that Hermes is not being discussed as much as the other top luxury fashion brands. The luxury fashion brand has accumulated less than 1% of the total mentions. Through the lack of conversation occurring about the brand, it is evident that Hermes has not leveraged their holiday campaign across social media.

3) Gucci

For their 2018 holiday gifts campaign, Gucci has unveiled a new marketing strategy this holiday season. They are using their app to promote their holiday products by revealing exclusive interactive content to engage customers and encourage the spirit of gifting. Along with the exclusive content on the Gucci app, an interactive holiday catalog is available online, allowing customers to buy holiday gifts directly. The list is categorized by gifts for men, women, and children, enabling users to quickly find Gucci products that would make great holiday gifts for their loved ones this year.

Through competitive analysis of Gucci’s marketing strategy, the Italian luxury fashion brand is successfully creating a buzz in the market, producing high visibility, and keeping up their luxury reputation across social media. Implementing a strong marketing strategy during the holidays builds a distinctive image in the mind of the consumers who will then want to choose luxury gifts from Gucci as opposed to the other top luxury fashion brands. By remaining in the minds of their customers, Gucci is competitively ahead for the upcoming holiday season.

4) Prada

Unlike the other top luxury fashion brands, Prada has not announced their holiday campaign for 2018 yet. Thus, resulting in a significant decrease in total topic mentions across social media. We can see how the social conversations around this luxury fashion brand are minimal. To get the excitement going for their brand and drive more traffic to them, Prada should implement a holiday campaign early so that customers can start coming up with gift ideas in time for the holidays.

5) Rolex

Rolex has arranged a beautiful display of holiday-themed watches across their website, just in time for the gift-giving season. These watches are labeled as the “Festive Selection” and through elaborate visuals, they strongly emit just how luxurious the brand truly is.

The conversations occurring across social media about Rolex are very limited but mostly entail positive sentiment and excitement. Understanding the sentiment in regard to a specific campaign can help highlight the public’s feelings about it and where to go from there.

6) Chanel

Chanel has a direct approach to their holiday gifts campaign this year. They have a straightforward guide set up on their website which shows certain holiday products that would appeal to certain types of people. This approach is highly beneficial to those customers who are unsure what the giftee would like and are looking for some direction.

Digging into Chanel’s topic mentions using social media intelligence tools, we can see that there is a positive sentiment around their holiday collection. Analyzing this feedback, Chanel can conduct actionable consumer insights by creating more relevant and attractive content for their target personas based on their lifestyle and behavior. Finding the intersection between content that works for their brand and what their target audience is already talking about, Chanel can focus on delivering better-performing campaigns. Thanks to the help of social media intelligence tools, Chanel can take the lead in the total luxury fashion brands mentions across social media.         

7) Cartier

Cartier’s holiday campaign displays their collection elegantly across their page and consists of luxe accessories, jewelry, and watches. This luxury fashion brand has decided to take a direct approach of displaying their holiday gift ideas instead of conquering a storytelling approach.

Much of the discussion across social media is primarily based on Cartier’s holiday decorations. By requiring customers to visit the store to view the display, Cartier’s audience actively engages with the brand. Leveraging social media intelligence tools, Cartier can implement a stronger marketing strategy that conducts actionable insights on how to turn these browsers into customers.

8) Burberry

Burberry’s holiday campaign this year has turned towards influencers to engage their customers. In a newly released holiday video campaign, Kristin Scott Thomas, M.I.A. and Matt Smith, as well as Naomi Campbell and her mother Valerie Morris-Campbell are featured wearing the luxury fashion brand. The short clip explores a series of Christmas traditions and rituals done in the brand’s iconic check pattern.

Many people are sharing Burberry’s holiday ad campaign across Twitter, increasing the social buzz around the collection. Burberry has used celebrity influencer marketing this season to promote their holiday campaign. From launching an all celebrities short film to inspiring customers to share the holiday joy, Burberry finds a balance between exclusivity and inclusiveness on social media.

9) Fendi

Italian luxury fashion brand, Fendi, has taken the storytelling route for their holiday campaign and added a twist by creating a fun, interactive experience for customers. They call it the “Fendi Gift Wheel” and have turned this into a hashtag shared across their social channels.

Although Fendi has a great holiday campaign set up this year, it has not generated much buzz across social media. From the top 10 luxury fashion brand mentions, we can see that Fendi has accumulated less than 1% of total mentions. The hashtag “#FendiGiftWheel” is comprised of tweets published only from the brand itself. Even if your brand has the perfect holiday campaign set up, the brand will not grow if a strong marketing strategy is not implemented. Instead of repeatedly sharing their holiday campaign hashtag across Twitter, Fendi should reach out to their audience in an attempt to get people to create buzz around the brand and attract new customers. It is more valuable to have your customers actively using the hashtag you have created so that new customers are redirected to the brand. The primary aim of your holiday campaign should be to get your audience to talk back.

10) Coach

The most followed person on Instagram, Selena Gomez, is the face of Coach’s 2018 holiday collection. She is featured in the holiday campaign video and the holiday print campaign as well.

Through influencer marketing, Coach has set up greater excitement for their holiday collection and increased the buzz around their brand for the holidays. By adding influencer content into the mix, Coach can grab consumers’ attention at a time when many of them are being bombarded with product promotions and seasonal ads. Selena Gomez fans will come across Coach’s holiday campaign and would want to purchase items that their favorite celebrity is the face of. With Selena Gomez as the face of Coach’s holiday campaign, Coach can increase traffic and noise around their brand.

What does this all mean for luxury fashion brands?

What all of this proves is that consumers are being influenced by what luxury fashion brands are posting on social media. In turn, brands should be using social media intelligence tools to conduct actionable insights. Traffic is increased toward brands that implement strong holiday campaigns because a social media presence influences consumers to engage with brands. Holiday campaigns excite and prepare customers for holiday shopping by engaging with their customers. Luxury fashion brands inspire holiday gift ideas by implementing a strong luxury marketing strategy for the holidays. Employing targeted, precise marketing strategies with clear goals in mind during the holiday season allow for luxury fashion brands to stand out on social media.

How strong is your luxury marketing strategy? Download this guide on luxury marketing strategies in the social media age to find out.

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The term “Black Friday” was coined in the 1960s where “Black” refers to stores moving from the “red” to the “black,” back when accounting records were kept by hand, and red ink indicated a loss, and black ink meant that there was a profit made. The term “Cyber Monday” was first debuted in 2005 in a press release by the National Retail Federation (NRF). According to the press release, 77% of online retailers had seen their sales “increase substantially” on Cyber Monday. Cyber deals were assigned to Monday instead of Saturday because people enjoy shopping while returning to work, using high-speed internet connections.

To get a feel for market interest around Cyber Monday vs Black Friday, brands can conduct social media intelligence analysis to personalize offers to fit their audience’s interests. With social listening tools, brands create more targeted online Black Friday and Cyber Monday ad campaigns based on social data such as interests, age, location, gender, and much more. These valuable demographics provide brands with the insight they need to figure out where to spend their marketing budget. Leverage the power of social media throughout the shopping weekend to make some extra sales and drive more traffic towards your brand.

Cyber Monday vs Black Friday 2018: Which one is taking the lead?

Mentions of Black Friday significantly outweigh mentions of Cyber Monday for this year. Synthesio’s social listening data shows the term “Black Friday” gathering over one million mentions from the last month alone, whereas Cyber Monday accounted for only 10% of the total mentions.

The focus is primarily put on Black Friday this year according to our social listening platform. Cyber Monday 2018 is not receiving much attention. Digging deeper into the Cyber Monday mentions, it is evident that most people are gearing their shopping plans toward Black Friday only. In my opinion, this may have to do with the fact that many people are required to return to their day jobs on Monday, whereas people mostly take off on the day after Thanksgiving. Most people will not find time during the workday on Monday to gear their attention towards Cyber deals. However, they will have the entire day on Black Friday to get their hands on the best sales.

Lululemon has taken advantage of what people are saying about their brand and is using this to make sure that their customers are heard. This is a great marketing approach because their reply to this tweet reinforces a strong brand-consumer relationship and establishes brand loyalty. Customers are more likely to open their wallets to brands that they feel care about them. Brands like Lululemon can take advantage of social conversations around their products and use them to gather consumer insights. Creating powerful marketing campaigns and tracking them effectively is an increasingly critical component of a digital strategy — primarily driven by Return On Marketing Investment (ROMI).

Some users are turning to Twitter to express their discontent with specific retail store sales methods. Express should use this feedback to implement better sales strategies in time for Black Friday and Cyber Monday. By conducting social media intelligence analysis, Express can turn this social data into actionable consumer insights and improve on their sales strategies. This will also help them determine where to spend their marketing budget.

Analyzing conversations across social media isn’t the only way to measure the success of a marketing campaign as buzz can be positive or negative. To get a better understanding of public opinion towards your campaign looking at sentiment can be very useful. Overall, sentiment towards Black Friday is more positive than negative, especially on certain media types such as Twitter, Instagram, and news outlets:

By using metrics for conversations such as social, engagement, and sentiment, brands can understand the impact their marketing campaigns are having on the social public. They can then use this data to refocus activity, prevent negative buzz around their campaigns or reach out to influencers to help boost content reach.

Walmart is using social to their advantage to promote Black Friday deals early. Through our social listening platform, we can see that Walmart has shared their Black Friday sales strategy early with their followers. They chose an artistic marketing strategy to share their Black Friday plan with their followers (example below).

Demographics

We know that social mentions are on the rise, but who is part of the online conversation? According to a Holiday Outlook Report conducted by PwC, “Millennials (ages 18-34) — who represent 75 million consumers — are the retail bonanza this holiday season.” Additionally, it is predicted that “Almost 60% of (Millennials) will shop online or in-store on Thanksgiving Day compared with a third of shoppers age 35 and older.” This is consistent with our social media intelligence analysis based on the share of users across social media. As shown below, we determine that the majority of Black Friday shoppers in 2018 will be between the ages of 18 and 25.

Audience Interests

What are your audience’s interests amidst the calendar year’s busiest shopping weekend? Using an “insights tree” to discover the topics that people are discussing on social media assists in narrowing your marketing campaign ideas and catering to your customers’ interests accordingly. From this insight tree, we can see that the discussion around Black Friday includes topics such as the holidays, sales, Apple, and games. From this, we can determine that users are looking to get their holiday shopping done early and are interested in Black Friday and Cyber Monday deals on Apple products and video games. Looking at the top themes linked to Black Friday and Cyber Monday deals unveils customer shopping preferences and interests.

Consumers will regularly tap into social channels to reach their favorite brands or find more great deals. By incorporating social media intelligence analysis, retailers can make shopping more efficient and exciting for consumers on Black Friday and Cyber Monday. Listening to the conversations that customers are having across social media provides retailers with insight on where to target their campaigns and marketing budget.

Learn more about Social Media Intelligence.

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A note from Loic Moisand, CEO & Co-Founder of Synthesio

I’m happy to share with you some exciting news — Synthesio is now part of Ipsos! There is excitement in our offices, and our team couldn’t be more proud to join the Ipsos family! Following this great news, I want to extend a big and sincere “thank you” to all of our customers, employees, partners and investors who have helped us reach this point. I also want to share with you how our combined companies will deliver exceptional customer service to our customers.

What does this all mean? It means that we’ll get to keep delivering the same great software products we always have, and we’ll have even more resources to serve our current and future customers. Innovative software products and fantastic customer service continues to be our guiding principle here at Synthesio. Our commitment to providing the absolute best customer experience in the industry is still our top priority. We will continue to maintain and surpass these standards, and we are excited about the additional services we’ll be able to provide as part of Ipsos.

Many of you probably have questions about ongoing support and the product roadmap for our software. Synthesio is a software company; Ipsos is a services company. Our software is what has made us successful, and Ipsos’ service offerings are world class. They are complementary. Often with technology acquisitions, two technologies have to be merged into one. We don’t have that here. The Synthesio Social Intelligence Suite will get increased investment, not the opposite, and will not need to merge with any other technology platforms. Ipsos is the leader for global market research & consulting, and we’ll continue on that path of success together.

We look forward to continued growth in the cities where we have offices today and expansion to new areas through Ipsos’ global footprint. I’m excited to welcome many new customers and employees to Synthesio as we begin our next chapter as an Ipsos company.

Together, Synthesio and Ipsos will empower every business to turn social data into actionable insights. We look forward to continuing on this journey with you!

Cheers,
Loic Moisand
CEO & Co-Founder of Synthesio

To read the full press release, click here.

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A brief history of the term “Social Media Intelligence”

The term “social media intelligence” was first used by David Omand, Jamie Bartlett, and Carl Miller at Demos, a London-based think tank. They explored the term for the Centre for the Analysis of Social Media (CASM) in a 2012 paper. In the paper, they discussed how intelligence is the key to social media, and how social media intelligence is an expansion of social media monitoring and social listening. Today, social media intelligence is a crucial layer on top of social listening. It is a relatively new area in digital marketing and plays an essential role in how to use social data more effectively.

Social Media Intelligence Definition vs. Social Listening Definition

Social listening is one portion of the social media intelligence definition — they should not be confused with one another. Originally, social listening only collected data but didn’t present the data in a meaningful or actionable way. Today, by using insights, social listening is expanded upon, resulting in social media intelligence. Social media intelligence incorporates social listening, leading to positive changes in the way companies conduct business, and how those companies make decisions. The social media intelligence definition goes beyond just listening to customers — it takes the needs and wants of customers and addresses them.

Why is it essential to incorporate Social Media Intelligence?

Without social media intelligence, businesses cannot leverage the power of their social data. This tends to happen when social listening is used without the added layer of social media intelligence.

It is not enough to just monitor the number of likes a post received. Discovering what consumers are saying about brands and if they are interested in the products, is the easiest way to gather real-time and honest feedback. Rather than solely monitoring and listening to social data, it’s important to go a step further and gain actionable insights. How valuable is it to know that 10% of comments about your brand are negative? Not that helpful. It would be better to take this information and understand why some of your posts are receiving negative feedback and how to make changes to prevent negative comments in the future.

Taking your social listening to the next level is the essence of building a strong social media intelligence program. Quite simply, real business success depends on having actionable customer insights instead of just collecting social listening data. Brands can use social media intelligence to make drastic improvements to a product or service and drive more revenue.

The future of Social Media Intelligence

The future of social media intelligence will be largely impacted by Artificial Intelligence (AI), specifically to make sense of the vast amounts of data that is constantly being collected. It’s a challenging task to draw actionable insights from a sea of social listening data. This is where the role of automation in social media intelligence comes into play. AI can analyze extensive amounts of data by instantly identifying trending topics and patterns that exist within social conversations. AI tools use analytics-based algorithms to retrieve insights and enhance machine learning capabilities. Coupling social media intelligence with AI/automation is creating an industry transformation and will shape the future social media intelligence definition.

Now that we covered the social media intelligence definition and how today’s brands can benefit, learn how the Synthesio Social Media Intelligence Suite can enable smart, data-backed decision-making.

The post Social Media Intelligence Definition: What It Is & Why It Matters appeared first on Synthesio.

For those who’ve not heard of the BTS phenomenon, let me enlighten you. They’re a hugely popular, 7 member K-Pop band aka Bangtan Boys. Over time they’ve acquired a massive fan following not just in Asia but in other parts of the world too. See this video of BTS performing on The Ellen Show and their interview with Jimmy Fallon.

I was curious to find out what type of people are interested in this band in a country outside of Asia and if people interested in them were very different from fans of another hugely popular western boy band. I chose to profile people between 15-28 yrs, both male and female, living in United States and interested in BTS and One Direction (an English-Irish boy band, also hugely popular).

Taking a quick look at the data, helped me profile their audiences. Here’s a dipstick look at them…

It was interesting to note that the audience size for BTS was much higher than that for One Direction. I’d assumed it would be close but turns out, BTS has a much bigger fan base in the US (btw BTS fans are known as the army – really!). Other than that, the audience profiles of the two bands look similar. Obviously, females form the majority.

Also note that Instagram is the top social media platform that this set of people like to spend time on, overtaking Facebook. This was pretty much expected and further confirms that younger folks are moving away from the flagship platform. Meanwhile, Snapchat is still in the top social platforms being used by this group.

In terms of watching content, online streaming services Netflix and Hulu take 2 out of the top 3 spots. And it looks like BuzzFeed and TMZ have them hooked.

And they love their iPhones, Vans and most probably their torn jeans.

So if you were, let’s say a canvas shoes company and wanted to reach out to 18-24 yrs females in the US and were wondering if you should sponsor a BTS concert. The answer is Yes. If your pocket allows, you could bring them in as brand ambassadors. You would give them your canvas shoes and a pair of torn jeans and place ads (vertical video/story ads for smartphones) or better still creative content on platforms like Instagram and BuzzFeed. You would probably even let them take over your IG account for a day. If your shoes are really good, they would sell because your TG’s favorite boy band also wears them.

Of course, you can start at a broad level and explore the other way around, by asking what is my target audience interested in? Not just based on what people were saying or liking but also based on what social pages they visit, what type of videos they watch, what type of posts they click on and what they browse on the web. So cool, right?

Request a personalised demo of our audience profiles tool today – and enjoy this record breaking BTS music video!

Originally posted here

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I took a look at the last 3 months social media buzz around what travel bloggers were saying in Singapore. And here are just some observations I thought were interesting.

First, travelers have developed a vocabulary of their own. And brands/businesses need to learn it to be able to talk to this set of people. Check out some of the popular travel-related hashtags in the word cloud below. These are just in the last 3 months for one country. The vocabulary will evolve and grow and it’ll be interesting to keep an eye on the modifications to this taxonomy for regions across the world.

Next, people often share pictures from the airport, pictures of the aircraft and the interiors from their flight. In addition, some of us love to brag about the lounge access at the airport or that business class seat. What this means is that airports need to have more “Insta-worthy” spaces or in other words better aesthetics. Free upgrades or complimentary lounge access for travel bloggers are another way to get some word of mouth.

Besides, the airport and the national carrier itself could be feathers in a destination’s branding cap as they very much are in the case of Changi airport and Singapore airlines. Anyone wanting people to take notice, travel to their country and share about what a great experience they had, should be paying special attention to their airports and carriers.

We are fascinated by lights and colors. While Singapore probably has enough avenues to capture the city lights, it can do better on being colorful and quirky. Recently, we’ve seen a burst of wall artat Arab Street and Little India, the little red dot can continue efforts to become a more colorful red dot. iLight and SG night fests also seem like a step in the right direction.

Travel and food goes hand-in-hand. While this doesn’t come as a surprise, it cannot be more emphasized based on what travel influencers share about Singapore. Some more local vegetarian options won’t hurt reaching out to the emerging uber vegetarians/vegans worldwide.

Travelling with a personal stuff toy mascot is a thing…

Finally, having travel influencers come to your country and give an honest review is perhaps the best thing that could happen these days. If you haven’t already, hear what #NasDaily had to say about Singapore.

Social Media Listening is a really interesting and fun way to get to know people and trends better. Imagine what you can learn if you were listening to travel related discussions all over the world?

Find out more about our social listening tool by requesting a personal demo with one of our experts.

Originally posted here

All picture credits to the post authors

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