Online Reputation Management Trends to Follow in 2020

Warren Buffet once said, “It takes 20 years to build a reputation and 5 minutes to ruin it”. This holds true, more so in a world where people have Internet connectivity 24×7. For a company, online presence, and its reputation there is one of the most valued assets it possesses. Online reputation and online word of mouth go hand-in-hand. What your audience is saying about you can make or break your brand. With everybody trying to perfect their brand image, online reputation management trends are showing up, and here are the latest ones.

Online Reputation Management Trends

Every company has to deal with reputation management both online and offline. Your customers and employees can largely influence your brand’s image. Here are some online reputation management trends that companies have been following to manage public perception.

1. Artificial Intelligence and Social Media

Tools like social listening have been making use of AI and social media to help companies stay ahead. It helps you track the global stream of social media data and monitor every mention you get. And all of this happens in real-time so you get notified every time there is a potential alert. With such a system in place, you can avert social media-induced crisis moments. Say an unhappy customer posts a scathing review, you can resolve the matter in real-time.

Marketers can also use the insights provided by the tool to design more personalized content. Even engaging with audience members becomes fruitful when you have access to relevant information.

2. Customer Engagement

Engaging with customers makes them feel valued. The more you engage, the better your rapport and reputation get. Your audience feels honored and you can earn their trust and business. Not much effort, right? Simple engagement! You can take this up a notch by really getting the conversation going. Like we mentioned in the 1st trend, AI tools help you gather relevant insights about your audience. When you know about their demographics, interests and so on, engagement becomes easier and personalized. In fact, 72% of consumers say they only engage with marketing outreach customized to their specific interests.

3. Invest in Optimizing Google Properties

Google’s advanced algorithm tries to make searches as simple as possible for people. Nowadays, you have zero-click searches. This is when someone searches for a thing but doesn’t have to click on a single link because the information is found on the search page itself. So now Google determines your website’s rank based on the information you fill Google’s properties with. This is why you need to start considering Google as one of the primary resources for interaction with your customers and prospects.

The ranking is based on the information Google retrieves from your website and from the reviews of your company. Google tracks the reviews people leave and the industry listings to determine the rank of your website. This is the main reason why maintaining an online reputation on Google is a growing trend.

In conclusion, companies are relying more on tools that tame “wild-data” to help them handle online reputation. The above mentioned online reputation management trends all see a heavy role of data and algorithm-driven insights. Keeping this in mind, most social listening and other intelligence tools today are designed to be able to cater to such needs of a marketer.

Building Customer Trust

Truth be told, customers have a lot of options available to them in today’s day and age. Getting loyal customers is a luxury that every marketer dreams of. Although this task may appear to be difficult, it doesn’t really have to be. As long as a brand stays relevant and provides satisfactory services, it stays connected. However, staying relevant and building customer trust isn’t a one-day journey. Many brands opt for content marketing to build a relationship with their customers. But they may get too involved in tracking SEO scores and the right keywords to focus on the actual task.

Looking to get traffic to your website content makes sense when you are trying to justify the ROI. But if you do not engage or create engaging content, you will not be able to drive traffic for long. The idea is to tell your brand’s story. A story with which your customers can relate.

Content Marketing Tips for Building Customer Trust

If and when someone lands on your post and engages with it, they are mostly there to engage in a conversation and educate themselves. Trying to force a conversion with them might have a reverse effect. Start with building credibility for your brand image and building genuine relationships with your audience members.

1. Being Honest and Ethical

Nobody likes being lied to. And when you work with integrity, you gain loyal customers who spread a good message about your brand. Global Neilsen reports that about 78% of 26000 customers surveyed said they purchase a product based on a recommendation.

If you are claiming something which your product can’t deliver, you cannot hope to gain leads from any positive word-of-mouth. On the other hand, you could potentially lose customers.

2. Express your Expertise

Everybody believes an expert. So make sure to let your audience know about all the research and experiments you’ve done to bring them your product. Use your expertise to provide value to your audience members before you expect them to make a purchase.

Solve problems, answer questions!
Engage with your audience on public forums.
Send out relevant information on your social media accounts and email newsletters.

People will start believing in your brand the more you reach out to them with valuable information. When a prospect is asking a question, it is an opportunity for you to share genuine information and gain a loyal customer.

3. Understand Buyer Persona and Customer Journey

Every customer has their own way of engaging with and exploring a brand before they can place their trust. Most customers don’t like to be sold products/services. They like arriving at the decision themselves and build trust through educational/non-transactional content. Every brand needs to be sensitive to the perspectives, needs, and wants of customers and avoid badgering them with “Buy now” radio buttons.

4. Use Social Listening

Every tip mentioned above can be supported if you have access to the right tool. Social listening tools are the perfect assistant to your analytics and content team. When we suggested that you invest time in studying your audience, we did not ask you to do it manually. That would be quite some task for a human being especially because sometimes users do not even tag the official handle while talking about a brand.

Social listening tools track every mention, every comment anyone is making about your brand or industry. It further analyzes the data to tell you about your target audience’s general sentiment, demographics, and so on. This data can help you build powerful content-based campaigns.

Focus on the larger picture. Building a long term customer base would require you to focus on conversations rather than conversions. This is exactly how you build customer trust in today’s virtual world.

What, Why, and How of Social Media Auditing?

Marketing your brand on social media has become critical and more complex over the years. As a social media marketeer, you may have an elaborate social media strategy for your company. You may have different action plans for different platforms like Facebook, Twitter, and Instagram. After you start implementing your plans, how do you follow up? Do you make sure everything is working according to the plan? This process of following up is called social media auditing. Allow us to expand on that.

Social Media Auditing – The What

Say you decide to try homeopathy medication for 2 months. At the end of the two months, you check on your condition to see if there has been any improvement. You know now if homeopathy is working for you or not.

Similarly, when you adopt a specific social media strategy, you are essentially taking a leap of faith. You don’t yet know if it would work out well for you. But it is essential that you check on your progress from time to time. Social media auditing helps you do exactly this, with reference to your marketing.

The data you get here doesn’t make it a tax file audit. Yes, there are spreadsheets and databases involved, but social media analytics tools deal with all the data on your behalf and just give you the insights.

Social Media Auditing – The Why

Building a strong brand presence on the Internet requires a strong social media presence. And developing a strong social media presence will need the development of a strong strategy. Social media auditing helps you build an effective social media marketing strategy.

How do you develop it over time? You listen and derive insights from the data. The tool helps you analyze:

What is working? (this may include campaigns, hashtags, posts, topics, etc.)
Who are your fans, and who are talking negatively about your brand?
Which accounts are outdated and need your attention?
What are the gaps in the market that you can fill?

Does this sound unbelievable? Getting every detail you need to run a business on one platform? Social listening to online data can truly open the floodgates to valuable business insights.

Social Media Auditing – The How

Everything sounds sweet and you know now that social media auditing is good for business. But how do you do it? Let us help you with that:

Note your Goals and Prepare a Template

Social media auditing isn’t something you could calculate in your head. You would need to jot down your goals and metrics you would like to measure. Create a proper template on a spreadsheet listing your needs. Here are a few things you could start noting down:

Your profiles (platform and URL)
Engagement rates
Metrics about the posts
Audience demographics
Channel/platform-specific metrics

Track all your Social Media Accounts

Get hold of all your social media accounts. If you think you can make do with being present on only the big four (Facebook, Twitter, Instagram, and LinkedIn), it’s not going to help. Get yourself an account with Pinterest or Tumblr or Youtube as well. You never know with proper analytics, your Pinterest may become the hero in generating traffic for you.

Link all your social media accounts to your social media auditing tool and start tracking the insights for all the platforms. Post regularly across all accounts and check the engagement rates. Once you know which is the best performing social media platform for you, you know which one to focus most of your time/attention on.

Identify the Top Posts

Studying your top-performing posts improves your social media content strategy. Unless you know what resonates well with your audience you will not be able to build a loyal following. Use the social media audit tool at your disposal to identify the best posts from your feed and analyze why people liked it.

You can choose to track the engagement manually. You can also rely on social listening tools to categorize the tags/trending words used to describe your post. Evaluate your performance.

Keep Checking Consistently

Lastly, it’s important to keep a constant track of things. Check your branding, check your audience. Essentially, when you first start implementing your social media strategy, you have a preconceived notion of who you are going to target and what will be your messaging. You position yourself accordingly. Now sometimes you may discover that you have the attention of an audience that you did not necessarily target. They are different from what you expected but they are actively engaging with your brand. This is good for you because now you have a larger base. However, you will need to tweak your strategy to welcome this new set of audience.

You also need to keep checking the health of your brand online. Active listening can save your brand and by quickly resolving negative comments, you can protect its online reputation.

In conclusion, your social media account can be a doorway to great insights but you have to tap into it. And social media auditing is an essential part of it. It is not as difficult as tax auditing but definitely as important for your business.

How to Improve your Social Listening?

With the rise in the use of artificial intelligence tools for marketing processes, social listening tools are often being discussed. Marketers and experts speak often about the concept of social listening and its uses. But, if you have been using a social listening tool, you may feel confused by all the information sometimes. Hence we decide to put this guide together for you to understand how to improve your social listening.

What is Social Listening?

If you are reading this article, chances are that you already know about the concept of social listening. But just to give a quick brief:

Social listening is the process of tracking all mentions, hashtags, news items, reviews relevant to your brands. It does not stop at that. Social listening tools also segment the data more systematically and analyze it to provide you only the relevant and the most important insights.

If you wish to know about social listening in more detail, do give our previous articles a read.

How to Improve your Social Listening Results?

Like any other automation tool, social listening tools need some human intervention too. This tool learns more with time and the manual input goes down significantly. Here are some ways you could start improving your social listening.

1 Research Work

This tip is a no-brainer. As educated consumers today, we put in a whole week of research before deciding to buy even a simple item like a comb. And this step becomes all the more critical when you are trying to build your business.

Start with researching social listening tools. There are a lot of social intelligence tools out there in the market. You need to pick one that best suits your brand’s needs. We emphasize on how companies should note down their goals and work with tools that best deliver on those.

Next, social listening tools will require you to feed in a seed list of keywords most relevant to your brand or industry. You also need to integrate your social media accounts to the platform. Do enough research to be sure about the keywords you want to track. And start your social media page if you don’t already have one.

2 Follow Your Competitor

It is essential for you to keep a check on the other players from your industry. Few companies can maintain the same pace of growth from inception to maturity. Most marketers would study their competitors at a superficial level without diving too deep. But a little digging can actually help you identify gaps in the market and more. Social listening to what your competitors are doing helps you design and market your product better and sell more effectively. So ensure that you utilize this feature if you are investing in a social listening platform.

3 Make Use of the Insights

Social listening is only a good tool as long as you use the insights provided by it. ln order to make optimum use of the tool, start deriving the insights for business decision-making. The tool makes you aware of your audience. It gives you detailed insights about their needs, wants, perceptions et cetera. Use the data to start engaging with your audience members. Personal interaction always shows you care for them. In fact, 48% of customers report having shopped from a brand that was responsive. This brings in new leads and is the best customer service you could offer online.

The best thing about using a social listening tool is that you get custom reports. We at GenY Labs use our tool to generate reports which study industry trends in-depth. And cater to your needs based on your specific industry-standards. These custom reports are one of the key elements of improving your social listening efforts. These provide a final understanding of what needs to be done to help your business sky-rocket.

Social Listening to the Online Gaming Community

Attention, game developers! Your industry is expected to grow and double in revenue in the next couple of years. Fortnite, League of Legends, Minecraft are some of the greatest names every gamer is discussing. And it does not stop at that. The gaming community is active online. They are discussing and expressing opinions about gaming consoles etc. round the clock. In 2018, the video-gaming industry was estimated to be worth more than $130 billion. That’s right, they were bigger than the NFL and NBA’s combined revenue. By 2025, it is estimated that the revenue for the gaming industry will cross $300 billion. So here we are, after social listening to the online gaming community and drawing a few insights.

Who is a part of the Online Gaming Community?

The gaming community entertains people of almost all age groups and in vast numbers. The highest number of gamers are from the age range of 21-35 and they are a majority only by a narrow margin. Gamers of age group 36-50 and 10-20 follow right behind them.

The growing Gen Z community of online gamers promises a bright future for this industry. According to Pew Research, 90% of teenagers play some form of video games either on their gaming console, computer, or cellphone.

Social Listening to the Opinions & Needs of the Online Gaming Community

To help you get a better understanding of the online gaming industry, let’s look at some of the details like:

Which Platform are People Talking on about Gaming?

With the online gaming community in action, most of their discussions and streaming is online too. While Social listening to these conversations online, we noticed some trends. The maximum conversations take place on Youtube, followed by Twitter. More than 50% of these conversations happen on youtube via live gaming streams et cetera.

According to estimates by Goldman Sachs, the Youtube and Twitter gaming audience is huge. It is larger than the combined audience of Netflix, HBO, and ESPN. Twitch is another platform which has joined the league of popular game-streaming

Which are the Top Games and Gears?

The three games with the largest number of online mentions were Fortnite, Rainbow Six Siege, and Overwatch. Fortnite was mentioned a total of 77.57% times and has over 250 million players. Rainbow Six Siege has over 45 million players and earns a revenue of over $35 million. Overwatch is close behind with 40 million players.

While talking about their favorite games, users also talk about their favorite gaming gears. While some gamers love the traditional feel of keyboards and mouse clicks, some gamers go all in. They have invested in special headsets, keyboards, mouse, gaming chairs to get the whole feel right. Players use high-quality headsets to get a more immersive 3D-like experience of the game. When it comes to the gaming set-ups, players seem to prefer Razer, Micro-star international, Asus, Alienware, and Acer in that order.

Trivia Insights for Asus

Asus had seen a boom in mentions in relation to their brand name being used with Fortnite. Perhaps their promotions contributed to this. Asus gave away Fortnite currency with the purchase of their laptops. However, the partnership between the two gained quite some attention within the gaming community. Asus could start looking into similar collaborations for their future campaigns too.

These were some of the very obvious insights we could draw. Social listening helps industries drill down even further into the most minute details. Industry-specific insights are from specific niches but the vast sample size makes it accurate. Time you took Auris on a trial run of your own to discover some industry-specific insights.

5 Tips to Improve your Digital Marketing Campaigns

What makes for an impactful social media or digital marketing campaign? One which makes audience members feel they can relate to the content. A lot of effort and research goes into the making of one such seemingly simple campaign. Modern times have seen marketers take the help of data and social media analytics to improve their digital marketing campaigns. Why waste money over ineffective strategies when you can tap into the goldmine of data to improve your digital marketing campaigns?

How can Social Media Analytics help Improve your Digital Marketing Campaigns?

Here are some of the best ways to use social media analytics for your brand’s digital marketing strategies.

1. Track your Goals and Brand’s Performance

Before you start implementing your marketing campaign strategy, you need to formulate personal goals. These could be in the form of KPIs you want to track to better understand your current performance. When you have an idea of your current position, you’ll be able to track the changes after running the campaign. Checking your brand’s current performance also helps you identify areas you want to improve in your campaign. Say your brand’s engagement rate is low. You will know that you need to design content for your campaign in a way that invites the customer to engage.

2. Understand your Audience

Promoting your brand mindlessly will not do you any good. You need your target audience to relate to your story. And to be a good storyteller, you need to have an idea about the target audience. Who are they? What interests them? And what do they want to know? Social media analytics helps you track the minutest demographic details. Starting from the age group following your content to the geographical location which brings you the most traffic. Use the data to make your customer feel valued. Base your campaigns around the insights drawn.

3. Find the Best Platform

Different businesses have different target audiences to cater to. Hence, they need different platforms for their campaigns to succeed. A B2B marketing agency is more likely to run a successful campaign on LinkedIn than on Snapchat. Again, Snapchat and Instagram are good options if your target audience is the millennials or Gen Z members. To understand which platforms work the best for you, run a test. Use social media analytics tools to study all the traffic and engagement coming in from your profiles on different platforms. The one sending you the most engagement and leads is the best for you. You can use google analytics to measure the performance of your profiles on different platforms. Or you can even use a social media analytics tool that brings each insight on the same dashboard and more.

4. Identify your Valuable Customers / Advocates

An age-old marketing technique and perhaps the best one is the word-of-mouth marketing technique. This is especially critical now because the modern generation of buyers rely heavily on reviews from their friends, family, and social media micro-influencers. And chances are your brand has its own fan-following, a group of influencers so to say who like your product or service. How do you find them? How do you get their testimonials seen by the world to make more people purchase from you? Social media analytics tools are the answer! Tools like Auris help you to track every brand-mention whether positive or negative. When you track your positive mentions, you know who likes you and why. These are your advocates. Use their testimonials, collaborate with them, and use their user-generated content. This way you are harnessing the power of one of the greatest marketing tools and also making your customer feel valued.

5. Real-Time Customer Feedback

Finally, the feature that social media analytics manages the best – real-time customer feedback. Social media is a hub where everyone is talking and expressing opinions. How do you tap into the vast abundance of data to see how you can improve your service/product? Social media analytics does the same for you. Every mention, including the tone used, is analyzed to tell you what your customer expects from you. You have readily available actionable insights at your fingertips.

To sum it all up, data is king and you know it. Accurate data can help you with every aspect of your business. Hopefully, this guide helps you realize the same. Good luck with improving your digital marketing campaigns.

Frequently Asked Questions about Social Listening

When we ask brands to listen to their customers and audiences, we totally mean it. We ourselves decided to listen to the most frequently asked questions about social listening. And here we are, putting together a guide to take you through the answers to some of the most frequently asked questions.

If you are here for the first time, we suggest you take a look at social listening – the concept before proceeding with the most frequently asked questions about social listening.

Social Listening FAQs

The number of questions we receive in relation to social listening explains why the tool is gaining ground. And with more and more advances in AI and language processing, the tool keeps evolving. Under the circumstances, many questions are bound to arise.

We have tried answering the most common questions around social listening. Apart from this, we also try to explain the different aspects of social listening in-depth in our other blog posts.

1. What is Social Listening?

Social media listening is a process that helps you monitor and measure your keywords and mentions. This is to help you better understand your target audience and industry. Social listening tools analyze every piece of relevant data from the global stream of online conversations. It analyzes qualitative mentions and derives insights like SOV, reach, sentiment, demographic and behavioral data, and more.

2. What is Social Media Monitoring?

Social monitoring includes searching for and gathering data from review boards, social media sites, and messenger forums. The tool monitors all mentions based on the keywords and keyword combinations.

3. What is the Difference between Social Listening and Social Media Monitoring?

The terms social listening and social media monitoring are often used interchangeably. And both the tools are similar to each other conceptually.

Social media monitoring allows you to track each mention and engage with your audiences on a day-to-day basis. It is focused on gathering the relevant data.

Social listening goes beyond accumulating data. It analyzes the data and presents actionable insights based on the data retrieved.

In a way, social media monitoring is like the pieces of a jigsaw puzzle while social listening is the picture that forms when you put the pieces together.

4. How does Social Listening Work?

Social listening works around ways to mine actual consumer views that are expressed online. The tool is an efficient way to gather relevant data without having to wait for weeks and months. Every mention is tracked in real-time.

The tool simply works by collecting data and then analyzing it. The data is collected from social networks via APIs. Hereby the tool sends out requests for all mentions pertaining to your keyword. The social media network sends back every relevant mention.

For other sources like blog and online news articles, the tool employs crawlers.

5. How to Use Social Listening?

Honestly, social listening is an all-in-one tool for most of your business needs. You can use the tool for everything ranging from:

We have extensively discussed the various uses of social listening in our previous blog posts. Take a look at the detailed posts if you wish to know more.

6. How to Choose the Right Social Listening Tool?

With the growing popularity of social media, more and more social listening tools are available in the market. Generally, the tools come in two price ranges – middle tier and premium. To choose the right fit for you, we need to consider your brand’s needs first. Following that you can start matching the features of a given tool to your needs and goals.

When you are opting to invest in a social listening tool, you are most likely looking to improve your business performance. Hence it is important to find a tool that measures all the essential KPIs and cater to your specific needs. For instance, at GenY Labs, our tool is built to extract industry-specific data and create benchmarks and reports for you specifically.

In case you are wondering what else to look for in a social listening tool, here’s a guide that can help you understand these matters better.

7. Which are the Best Free Social Listening Tools?

The best free social media monitoring tools available are Google alerts and TweetDeck. A lot of social listening tools are available as free versions. However, the features in a free version come fairly limited. This is primarily owing to high development costs for the tool and the API, and deployment of servers to store the data et cetera. Taking all these into account, it is difficult, if not impossible, for anyone to publish an entirely free social listening tool.

However, you can always try out Auris’ free trial version and/or set up Google alerts.

All these are the most frequently asked questions about social listening we constantly keep hearing from our readers. Hopefully, we have been able to answer these questions to your satisfaction. There are a few more questions we answered pertaining to our own platform. If there are any more questions you still have, do reach out to us!

Know your Audience with Social Media Analytics

Have you fallen prey to unproductive SEO or shared content on social media that sees no engagement? The landscapes of search engines and the algorithms used by social media platforms keep adapting. You may find it difficult to effectively increase your reach without using the necessary keywords. Marketers today are vying with their competitors over high volume keywords as each of them is trying to rank for them. What people often miss is that your audience members are human beings. When they are looking for real results, they often use long-tail keywords. With proper social media analytics tools, you get to know your audience well. This includes knowing which keywords your audience is looking for.

How Social Media helps in Knowing your Audience?

Tracking keywords and trends is only a part of knowing your audience members. Social media analytics helps you on many fronts like:

Engaging your audience.
Building customer relationships
Creating content for campaigns
Identifying brand advocates

Social media analytics takes unstructured data from all your social platforms and analyzes it. The result presented to you helps you deliver better results. Let’s look at the breakdown.

Better Engagement with Target Audience

Sometimes businesses find it difficult to keep up with the immense volume of mentions and comments. Responding to comments and messages forms a key part of your social media marketing strategy. Over 37% of consumers online expect brands to respond within 30 minutes. Moreover, if you do not respond to negative feedback online quickly enough, it can cause some damage to your reputation.

Social listening or monitoring helps you respond to these discussions as quickly as possible. You can enter the discussion to make helpful suggestions and maybe promote your product subtly. Social media analytics helps you identify the topics which draw the most traffic and attention. Engage with the discussion happening around such keywords from your industry.

Building Better Customer Relationships

This follows from the previous step. The minute you start engaging and joining the conversation you begin building relationships. Social media analytics helps you do it better. It informs you of sensitive information, the overall sentiment around a keyword, and the top trending hashtags and keywords. When you know your audience’s demographic in such minute detail, it becomes easier for you to engage with them and to build trust.

Content Creation

With social media analytics, there are more than a few ways to develop content that resonates well with your audience. Studying the trending hashtags and keywords from your dashboards is just one of them. Social media analytics helps you study your competitor’s progress, draw inspiration from their content. Keep track of your industry trends and news. When you know what’s selling within your community you will know how to build around the topic. This is crucial for fast-paced industries like technology where things change fast. And content marketing is one of the most effective marketing tools for such industries.

Identifying Brand Advocates

Identifying and interacting with your top fans is the best way to ensure the spread of positive word-of-mouth. There is an easy way to reach out to them. Social media analytics help you identify and keep track of your most valued customers. Social listening tools help you filter out your top brand advocates using influence scores. Once you have identified your top fans, you can include them in your marketing efforts.

As social media participation continues to grow, so does social media analytics. These tools are evolving each day with the advancement of Artificial intelligence. Knowing your address becomes manageable with social media analytics. One of the many reasons for this is the automation of most of the tedious tasks.

Conversations on organic food in India: What can we learn?

The consumer chatter around organic food has been building up steadily over the last few years. We used the Auris platform to churn data and understand consumer insights related to organic food consumption. About 5000 conversations were used from October 2019 through August 2020.

Data used were publically available consumer conversations from the social channels (Facebook, Twitter, Instagram, Youtube), news, and blogs. The highlights of what we learned are below.

A significant jump in consumer conversation driven by Covid-19.

The steadily moving buzz volume saw a step change because of the Covid-19 pandemic. Consumers have started evaluating alternatives that help boost immunity and therefore have started a switch from conventional products to organic.

The conversations indicate that a higher number of consumers are considering using organic products, perhaps a good sign for the category in India.

Conversations are generally positive.

Consumers appreciate the health benefits from organic alternatives and engage positively with the communication put out by organic food brands.

Conversations evenly distributed by gender. Most conversations are from the Tier I cities in India.

This shows that organic food is still an urban phenomenon and the upside for consumption penetration is high. Female participation reflects that they actively drive the decision to buy or consume organic food.

Conversation themes center around health benefits and sustainability.

Everyday health through organic food consumption is the dominant theme in health-related conversations.

Consumers also believe that organic food can lead to an enhanced state of wellness & happiness.

The high pricing of organic food is what mars the consumer experience.

This is followed by issues related to product quality.

Inspiring consumer efforts to switch to organic emerged from our deep dive. These stories are from all corners of the country.

A Chennai family’s effort to transform their house into a zero-waste home relying on organic food and rainwater harvesting.

A call to deal with increasing cancer prevalence by moving to organic food (Orissa).

How an apartment building in Mumbai transformed itself to grow its own food organically and reduce wastage by recycling.

Anganwadis in Mizoram are ploughing organic food for the nutritional needs of their children.

Farmer co-operatives are growing organic food and selling directly to consumers in Palakkad.

Organic food cooked traditionally in Nagaland.

Consumer conversations on the ill-effects of consuming “fake food”

Top 20 influencers contributed to conversations on organic food in India.

Of the influencers, most of them were Government institutions, elected officials, industrialists or nutritionists.

News from the organic food category

Corporate initiatives & Events

Pricing related concerns resonate with industry leaders

Media push to encourage consumption

Organic good sector growth-related

Government initiatives & programs

Conclusions

Over the past 12 months, consumer conversations on organic food have grown significantly in India, aided by the Covid 19 pandemic. Policymakers are industrialists who have pushed the envelope on the subject as well. Brands looking at launching new organic/sustainable/eco-friendly products should make use of such tailwinds.

Auris can be used for in-depth conversations analysis. For category insights like the one above, say ‘Hello’ to hello@genylabs.io.

Social Listening helps Pepsico’s Gatorade

Social media has impacted the lives of people and businesses alike. So much so that some of the world’s largest brands have set up social media control centers, in an effort to tune in and harness the power of online conversations. Social listening helps brands like Pepsico’s Gatorade, Companies like Dell and Salesforce also like to engage with their audience in real-time. In the past, we spoke about brands like Netflix and Southwest Airlines. We talked about how they benefited from a social listening tool. This is probably why the popularity of the social listening tool seems to be ever on an upward trajectory.

Pepsico’s Gatorade

When it comes to promotions, Gatorade has depended mainly on commercials and has built a reputation for its flashy commercials featuring athletes. Interestingly, Gatorade has relied on social media conversations to inform their marketing decisions. Gatorade uses the tool on a day-to-day basis for even conventional marketing tactics.

Gatorade has been working on optimizing their landing pages by personalizing the content for their target audience. The company reports to have increased its engagement rate for product education by 250% and brought down their exit intent rate from 25% to 9%.

How has Social Listening helped Pepsico’s Gatorade?

At their Chicago headquarters, the brand has a control centre at the center of their marketing department. Gatorade has partnered with Radian6 and IBM to create a command center with 6 monitors to track social conversations and visualize the information contained in the data. The company tracks every metric, every comment related to their brand, and every comment mentioning their competitors. The brand also monitors blog conversations and runs sentiment analysis around topics of product/campaign launch.

An example of how Gatorade uses consumer insights:

Gatorade monitored audience engagement when they ran their “Gatorade has evolved” campaign. This campaign featured a snippet of a rap song by David Banner. The brand was quick to notice that audience members were talking about the song. They got in touch with Banner and released a full version of the song for the fans on social media within 24 hours.

And it didn’t end there. Gatorade is planning to build this project on a massive scale. They want to take their sports brand and turn it into the world’s largest participatory brand. And they are relying heavily on social listening practices to achieve this goal. Gatorade has been doing small-scale live events on Ustream and Facebook. These are mostly events where they let fans interact with their favorite athletes and scientists. The brand has also organized sessions where nutritionists answer popular questions by fans. Which tool do you think Gatorade has been using to research for all these campaign plans to ensure their success?

Final Word – The Future

More and more brands are seeing the benefits of social listening command centers. Real-time data provides you with a ground to build your communication strategy. The day isn’t far off when listening centers become standard practice for engaging and communicating with customers.

Online Reputation Management Trends to Follow in 2020