Nuvi's live social listening monitor shows mentions individually by sentiment. Red indicates negative, blue neutral, and green positive. This monitor has a lot of blue and red stacked and clumped together on the left side of the image to nearly the center, the rest of the bubbles thin out. There are only two green bubbles on the monitor towards the right end
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Utilize Social Listening for In-Depth Market Analysis

As we have seen in the past few weeks, almost every business is feeling the effects Covid-19 is having on the market. Some businesses that focus on brick and mortar or in-person services have had to close unexpectedly, while others have had to adjust to a remote workplace. Some have had to cope with mass cancellations, like airlines and Airbnb, while some have had to adjust to a massive increase in orders, like Blue Apron.


A large portion of the national conversation around Covid-19 and business has focused on the pandemic’s impact on small businesses, but larger companies are also experiencing changes. Companies with a number of subsidiaries and brands may have increased demands. Social media activity (and with it customer opinions, complaints, or service requests) will continue to increase as social media becomes a more important avenue for communication. There may be pressure for these organizations to cut costs, like social media ad spend. But it is increasingly important in these times to know and listen to your audience on social media in order to keep them loyal to your brand. This crisis is also highlighting the need for brands to be heard by customers. They will be looking for updates on your social media and watching your responses as the pandemic unfolds. What they see and hear will influence their perception of you for years to come.

Consumer Packaged Goods Market Analysis


Large companies, especially those that are in the consumer packaged goods market, may be struggling with increased demand as people stock up in preparation for potential coronavirus lockdowns. In depth analysis of your audience can help identify markets and locations where your brand should focus, influencers you can reach out to, and customer service issues that should be addressed.

Charmin

Procter & Gamble owns a large number of consumer packaged goods brands, including the toilet paper brand Charmin. Charmin, along with other toilet paper brands, has been the subject of an increasing amount of discussion on social media channels as stores struggle to keep up with increased demand brought on by the pandemic. Looking at mentions of Charmin on social channels, a number of customer concerns jump out. 


Nuvi's social listening bubble graphs shows the spikes in conversations around Charmin. A negative tweet that is hovering over the graph reads: Curious? Are @Charmin and @Bounty just not producing product anymore? Doesn't matter where or when I go look, you can't find either #Covid_19 #StayHome #lockdown
A customer question that went unacknowledged by Charmin. 


Nuvi's social listening bubble graphs shows the spikes in conversations around Charmin. A negative tweet that is hovering over the graph reads: All of these big corporations helping out with this pandemic but I don't see @AngelSoft or @Charmin giving out free toilet paper. #justkidding #ButNotReally
Although Procter & Gamble has made a statement on its website about its COVID-19 giving, Charmin did not respond to this tweet. AngelSoft, a competitor, responded about their charitable contributions and the customer indicated that they would switch to AngelSoft.

Nuvi's social listening bubble graphs shows the spikes in conversations around Charmin. A negative tweet that is hovering over the graph reads: Big @Charmin customer for a long while. Nowadays is impossible to find. Switching to @AngelSoft they seem more committed.
Another customer indicates that AngelSoft seems more “committed,” presumably due to their social media post (linked in the tweet) showing increased production and responsiveness on social channels.


Nuvi's social listening bubble graphs shows the spikes in conversations around Charmin. A negative tweet that is hovering over the graph reads: @Charmin Why on earth are you running so many commercials? How about shifting that marketing money to operations. I don't think you have a brand awareness issue now.
A customer criticizing ads from Charmin while supplies are low in their area.


As people spend more time inside their homes, customer service issues and complaints will continue to make their way onto social channels. It’s important to be proactive in reaching out to dissatisfied customers. Good service can turn a negative impression into positive social customer experience.


Charmin customers are looking to social channels for answers, but the information isn’t there. The marketing team could use this information to reduce their standard advertising and re-focus on promoting their COVID-19 specific efforts and P&G’s charitable contributions. Although they do state on their most recent post that they are focusing on producing and shipping, they may want to promote this post or have an influencer share post, and answer the questions that customers tweet in response so the consumers feel that they are being listened to. 


Knowing what your customers need from each brand or channel is essential to ensuring they have a positive customer experience. But how do you anticipate what they need? If you listen close enough, they’ll tell you. Keeping an eye on keywords and phrases mentioned alongside your brand can provide important insights to each brand’s unique place within the industry and the market.


Nuvi's trending phrases dashboard shows the top ten phrases within 24 hours. Plant workers is highlighted and is the third most mentioned phrases. The right side of the image is a list of the phrases, the right hows a pie chart to visually show how many times they are mentioned in relation to each other


A dashboard examining phrases that have been mentioned alongside “Charmin” in the past 24 hours shows us that people discussing Charmin are also concerned about its plant workers and sustainability issues. This would be a great opportunity for Charmin to be proactive and schedule posts about their sustainability efforts and the benefits given to their workers and have influencers convey this messaging to their audience.


Nuvi's influencer dashboard shows the top ten influencers for Charmin in a 24 hour period. The left side lists the names from top to bottom, while the right shows a pie chart that visually represents how much reach each influencer has had compared to the others.


Influencers with up to 103,991 followers are already engaging with Charmin on Twitter. This shows us that Charmin already has a strong brand awareness - a great indicator! They may benefit from focusing on their brand reputation and pushing content that positively affects it.


Secret Agent Number Six's tweet reads: Every time I get trolled by a republican bot I will list more sponsors of Fox News. @proctergamble @crest @always @tampax @febreze_fresh @dawndish @mycascade @Disney @universalpics @hulu @oldspice @bounty @charmin. @braun @pampers @luvs @gillette @oscarmayer @nestle @purina


Zooming in on the tweet about Charmin from the largest influencer mentioning the brand in our dataset, we find that the tweet is critical of Procter & Gamble’s advertising, generating a large number of the tweets with negative sentiment on the bubble graphs above.

Olay

Thankfully, other brands under the P&G umbrella are generating a more positive conversation. 


Nuvi's influencer dashboard shows the top ten influencers for Olay in a 24 hour period. The left side lists the names from top to bottom, while the right shows a pie chart that visually represents how much reach each influencer has had compared to the others.


The tweet with the highest reach about Olay, another P&G brand, mentions their charitable act of donating products to healthcare workers. 


FSUeyedoc's tweet reads: So I posted about my fiance, a nurse to recognize working her butt of on the front lines and Olay saw the tweet and offered her skincare products for free. Salute to you @olayskin!


Nuvi's word cloud trending phrases dashboard shows a cluster of phrases that have been most popular on Nuvi's Olay monitor for the past 24 hours. Some of the big ones are makeup artist, makeup application, olay regenerist retinol, and strategic skincare products


Looking at a word cloud of phrases mentioned alongside Olay, we can identify products that are being discussed most frequently (new olay body wash and olay regenerist retinol) and product specifications that are important to Olay customers (fragrance free). Phrases relating to their donation to the nurse does not directly appear in the word cloud, which indicates that they may want to have an influencer promote this story and should strategize ways to utilize these most frequent and important phrases, according to the customers, in near-future marketing efforts.


Researching competitors is also an essential piece to a comprehensive market analysis. You should always be conscious of what your competitors are doing on social media, how their content is performing, who is mentioning them, and what topics they are mentioned alongside. 


Nuvi's influencer dashboard shows the top ten influencers for Neutrogena in a 24 hour period. The left side lists the names from top to bottom, while the right shows a pie chart that visually represents how much reach each influencer has had compared to the others.


Johnson and Johnson’s skincare brand Neutrogena was discussed by influencers with a greater reach, but the discussion was less consistently positive than the conversation about Olay—the second most popular tweet suggested that they found a Neutrogena product to be ineffective.


This tweet reads the neutrogena acne toner dried out my skin and I think it ruined my barrier. Back to glycerin and rosewater


This could be a great opportunity for Olay to build a relationship with this influencer, who already has a negative impression of their competitor.


With the new issues facing large companies and brands and an increasing amount of consumer data available, you may need new tools to assist with in depth market research in order to stay on top of shifting customer needs for subsidiaries.

Give your marketing team the power to analyze markets widely and deeply, so your brands can stay one step ahead, if not more.

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