Empower my brand
Empower my brand

The Dashboards of Auris: What Stories do they Tell?

Dashboards provide a 30,000 feet view of your brand’s performance. They help you understand the health of your brand, consumer issues and the demography of your audience. You can also gain competitive insights and access high level customer response metrics. Let’s look at the various sections of the dashboards of Auris in detail so users can understand them better and make the most of the platform.

Brand feed analysis

This tab displays data which will help you understand the overall health of your brand on date, as well as over time. The dashboards vary by industry (given that Auris provides industry-specific analytics), but some things are common to all accounts.

The common output includes an overall buzz volume chart, sentiment trendline, root cause analysis and audience demography. This information reflects on the overall performance of your brand and throws light on the drivers of that performance, both good and bad.

buzz volume and sentiment chart

Any spike in negativity warrants a deep-dive analysis; whereas an increase in positive engagement implies that the campaigns you are running are doing well. Perhaps there is a positive news story on your brand, being shared and doing the rounds? This sentiment chart is truly a summary chart and reflects the outcomes of what has already happened.

tag cloud social listening

The other charts go beyond the outcome. They help you understand what caused the outcomes. For example, what issues dominated the buzz, what locations saw a good amount of chatter and which channels contributed. Therefore, the charts decipher the underlying reasons which might have led to a positive or negative trend.

Audience demographics social listening

The dashboard comes with filters which help you understand consumer issues and online chatter better. For example, you could choose a combination of negative sentiment by location to understand the concerns your consumers have in that location.

Competitive analysis

The second tab on the dashboards helps you understand your competition. This maps your Share of Voice (SOV) and Share of Engagement (SOE) against that of your industry peers. You also get to understand the kind of content that helps drive up the engagement. This dashboard will also provide you with media spend insights, which is another input you will find useful to track.

competitor dashboard SOV SOE Spends

A combination of these metrics reflects on the performance of your brand  against that of your peers and offers insights into the opportunity areas where you can improve your performance. Learn more about how you could put such insights to use here. Understand how to add competitors to your account here.

Tickets

The third tab on the dashboards relates to tickets. If you use Auris to raise and resolve tickets and even if you use a 3rd party ticket management platform (ex. Zendesk), you see the statistics related to turn-around time, issue type, locations, agent productivity and other details here. These are metrics which reflect your brand’s performance on responsiveness.

social crm ticketing dashboard

Creating specific dashboards on the fly.

You can also create very specific dashboards on the fly. For example, you could create dashboards related to a specific product, sub-brands, locations, brand campaigns and monitor those. All you need to do is to create what are called ‘saved searches’ or trackers. More on that later.

The dashboards within Auris are developed specially to provide marketing decision makers with all the information they would need, to understand the brand’s context and take strategic or operational actions. Sign up for a free trial and try the platform’s dashboard on your own!

 

 

 

How to Add Competitors for Competitive Analysis in Auris?

Understanding what your competitors publish and the reach and engagement they achieve is an important input to your marketing strategy. Using Auris you can achieve the following:

  1. Learn from the content and campaigns being published by competing brands. [More].
  2. Understand their media spends. [More].

This blog shows how simple it is to add competitors on Auris.

How to add competitor profiles in Auris?

To create your competitor dashboard, click on setup from the left panel. In the following screen, click on competitors.

adding competition to auris

Next, click on ‘Add New Competitor’ button on the screen.

adding competitor handles

Feed in Competitor Names, their Facebook URL and their Twitter Handle as shown in the following screen.

facebook and twitter competition

aaand… you’re done! Auris will now fetch all the data you need to keep a close watch on your competitors.

Understanding the competitor dashboard within Auris

There are 2 tabs in the competition analysis dashboard – Comparisons and Activities.

Comparisons Dashboard, as the name suggests, provides you with comparative charts for posts, reach, engagement and estimated media spends. See example below:

competitor dashboard SOV SOE Spends

On the other hand if you’d like to see the top posts of your competitors, click on the Activities Dashboard. It will fetch for you the top posts by reach, engagement and spends for each competitor. See an example below.

competition_dashboard_content

Competitor analysis offered by Auris helps you understand how well you are performing within your industry. It also calculates a very important metric – ‘share of voice’ – to judge your relative popularity and standing in the industry. Share of engagement is the equivalent of ‘share of mind’ and answers this question: ‘Has your brand made an impression on your audience and captured their imagination?’.

A wealth of information, right at your command. So add on your competitors and help them teach you how you could best fight them!

 

 

An Inside View of your Competitors’ Spend on Media

I am sure you have wondered about the amounts your competitors’ spend on social platforms to boost their posts or tweets. You would also have wondered what media spend strategy you should use in response.

What if we said, you can understand the media spends on competitive pages/handles, in real time? Sounds promising? You bet!

The true measure of any media planning exercise lies in the influence one is able to have over their target audience. If you have set out to achieve a specific Share of Voice (SOV) or Share of Engagement (SOE) for your brand, you should consider the options of boosting your Facebook posts or promoting your tweets to achieve your media goals.

Directing your media spend towards boosting your posts on social media is an effective way to reach a larger audience, increase social engagement, get more followers and drive direct-response conversions. There’s a method to this. Read on.

Take Stock

At the outset, decide what your targets for SOV and SOE should be. For example, you may want a third of the possible reach and engagement amongst your audience to be attributable to your brand. Measure your standing in the existing landscape and consider your current SOV and SOE to check whether you are reasonably close to the targeted goal.

  • If the gap from your stated goal is insignificant, implying that you are already on track towards achieving your SOV, SOE goals without incremental media $s, you are good. This will leave you free to spend your media budget on other activities.
  • It is likely that this may not be the case, as most brands today find that organic reach for their pages is being reduced to single digit percentages of the community size. If you happen to find that your SOV and SOE are lagging, you would do well to understand how to drive these metrics up to the desired level.

Decide on what spend is right

  • Estimate how much your competitors spend on boosted posts and tweets and what SOV, SOE they have achieved. Auris can help you here.
  • Back calculate to see what you may need to spend on boosted posts to achieve the right SOV and SOE against your competition.
  • Keep a constant track each month and quarter to check if your assumptions on competitive spends have changed.

By pegging your strategy to the results obtained by your competitors, you can make sure that your $$ are spent wisely and well, with a superior return on investment (vs. deciding on spends in an ad hoc manner). Sign up for a free 14 day trial of Auris and see this in practice!

6 Ways Auris Weaves its Magic to Help Create Engaging Content

Content publishing aims to build conversations with the target audience, which eventually lead to conversions. Decisions on what content to publish are either based on hypotheses (audience ‘might’ connect with this) or follow a set pattern of themes, with each theme having its specific audience and rationale.

Auris’ consumer insights platform can eliminate the guesswork and enhance the probability of engaging your target audience with the content you publish. There are six ways in which Auris helps create content which works.

       1. Determines what is working and what’s not.

You’ve been creating and publishing content across different content buckets/topics/themes and forms. Do you know what works? Knowing this is the first step towards improving your publishing.

Auris can sort this for you. It can help you run a rigorous content audit which can help you identify the most engaging content that you’ve published within a defined time frame. All you have to do is, take a broad view of the past few month’s worth of content and pick the ones which performed. After identifying, draw patterns which might have led to performance – for example communication style, design, form and the like. Continuously enhance the proportion of such content in your conversation calendar. Repeat. The picture below shows how the brand’s content around events, communication showing empathy and the buzz around their brand ambassador worked best. More of such ideas should help improve engagement.

Auris top performing content

        2. Craft user-generated content by leveraging influencers

Influencer marketing works and we know it for a fact. The question is how do you identify influencers – people who have an influence score and have had an affinity for your brand?

Every brand has a set of consumers who engage with the brand consistently because they love the brand. With the help of Auris, your brand can identify and collaborate with this set of influencers. These influencers contribute to building a strong community and increase the brand’s credibility. A much better alternative to manufacturing influencers who did not have anything to do with your brand. Note that this is more economical (and in several cases, free) because you seek out influencers who are already happy with your brand and only needed that nudge to spread the word!

influencer identification social listening        3. Identify common concerns and address them through educative blogs or posts

Customer feedback is gold dust. If you mine this data (and Auris helps you do that), you can understand what user concerns are. Your content now has a purpose – to comprehensively address these concerns or questions. When you do this, your content is bound to engage. The classification chart below helps illustrate how such topics could be identified. For instance, in the case of an organic food brand, if people have concerns on why the product tastes different, content explaining why organic food should taste different will offer  value-addition.

Consumer issue identification using listening       4. Ride the wave of trending topics

Riding an existing wave is smart. Auris allows you to identify the trends not only in your industry but also amongst your audience network. You can now have a look at what’s popular amongst your audience network and publish interesting content that has a higher probability of resonating with your potential consumers and generating engagement. Monitoring buzz trends helps identify ‘seasons’, for example in the example below, it shows the buzz is around examinations and therefore content around this topic might be relevant for consumers.

develop content using trends        5. Closely watch how your competitors are performing

One of the most interesting things you can do with Auris is watch what your competitors are up to. Add them to your watch list and gather insights from their content strategies to pull out a more powerful and engaging strategy for your brand.

content cues from competition

        6. Content which is context aware.

A consumer’s journey can be broadly divided in to three stages – Awareness, Consideration and Purchase. A macro view of the audience and where they belong can help craft the right content strategy. For those who are not aware of the brand, content which drives recall should be used. For those who are considering a purchase, building brand preference is key. For those buying from the brand, being available and enabling advocacy becomes more important.

user context for content decisions

Content Marketing costs significantly less than traditional marketing but brings in significantly more leads. Using Auris helps you hone your content publishing pushing the ROI further up!