Data-driven advertising is the new norm — all of us have come to acknowledge that we need data, Data, DATA before we even begin planning what to do with a brief.
But data comes with two significant costs: acquisition and deciphering costs.
Acquiring the data can be very expensive in terms of both time and monetary costs, from onboarding on tools to integrating onto the data stack and getting the processes set up. After all that we have to decipher and filter the big data down into digestible and applicable smart data.
Thus we turn to the one source of data readily available, with almost no acquisition costs – Social feedback.
What is Social Feedback?
Social feedback is every single interaction your target audience has with your brand. This encompasses both positive and negative feedback across all your social media platforms. All this data is readily available off your existing martech stack — marketers just have to narrow down the type of feedback they are looking into.
Key areas for social feedback:
- Customer service
- Brand affinity
- Content insights
According to research done by Smart Insights, 34% of customers are frustrated at not being able to find answers to simple questions on social media.
This data is a great example of how social feedback provides valuable detail on which step of the customer journey needs to be optimised to improve the user journey. This data can be acquired through the social media platforms themselves, as users submit comments about their experiences with your brand.
Deloitte published a fantastic article on the value of emotion-driven engagement. Some of the key findings are that emotional connections drive brand loyalty and communication is a two-way street (cliche as it is).
Every point of social feedback is invaluable for brands to shape their response to consumers in a constant feedback loop. This provides endless amounts of data to allow brands to shape their replies and build a stronger rapport with customers.
Every engagement on your content is invaluable data for brands to shape their communications. Arjen Vissers said it best: “Understanding (future) clients and following, predicting and adapting their behaviour is the key to future success.”
Social feedback provides the means for marketers to make their next creative more engaging and relevant to cut through the ad clutter and remain top of mind with customers.
The LISTEN Framework
Here at Happy Marketer we have established a proprietary framework to incorporate social feedback into our content strategy and creation:
The listening framework allows us to tune our content and customer journeys, as well as build stronger relationships with our customers and fans.
In practice, this framework can be applied across all aspects of social data, and can be adapted for use across any platform that a brand uses. The insights from the social feedback data can be used to optimise the martech stack as well as seamlessly integrate into the data analysis process. 51% of marketers surveyed feel that this integration is one of the most important features of implementing a martech stack.
Utilising the social feedback from existing platforms provides a fantastic opportunity to tighten the feedback loop and optimise the martech stack without a large increase in cost.
Reach out to us and we can work out a framework for your brand on collecting and integrating social feedback into your processes!