Tag Archives: social listening

Using Iris to track conversations (photo by John Schnobrich)

Using Iris to track conversations around design thinking

I’m writing a content strategy for Design Club. We want to build a network of 50 after school clubs in 2019, and need volunteer mentors from the design community to help us. Designers tend to love the idea of what we’re doing – but most of them haven’t heard of us.

Brandwatch is great at tracking conversations over time on social media. And its new AI analyst, Iris, can pick out a spike in mentions of a specific word or phrase and give an instant summary of the things driving that surge: these could be links, influencers, pieces of viral content (videos, gifs or images) and/ or hashtags.

Design Club is a non-profit social enterprise and we need to find a low cost way to raise our profile. Social media is an obvious channel, but we need to use it effectively. As a starting point, Iris is helping me understand relevant conversations that are already happening online.

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Photo by Benjamin Wong

How social listening helps you stand out from the crowd

Back in the 1980s London agency BBH came up with a brilliant ad campaign that is now their corporate mantra. The ad was for Black Levi’s and featured a single black sheep in a flock of white ones. The strap-line ran: “When the world zigs, zag”.

Identify a gap in the market and fill it with something different enough to be exciting but relevant enough to sell: this has long been the holy grail of marketing.

When the world zigs, zag - BBH campaign for Black Levi's, 1982

When the world zigs, zag – BBH campaign for Black Levi’s, 1982

In the past, the best ideas depended on sheer creativity and gut instinct as much as market research. Today’s brands have an always-on, direct line to their customers.

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Pepsi image wall in Brandwatch

Image search: the next generation of social listening

As video and images come to dominate social media, social listening tools need to adapt. It’s a sign of the visual times that Brandwatch is introducing logo recognition to its monitoring dashboard.

The new “Image Insights” tool (see this guide for info) allows users to find images shared on Twitter that contain their brand’s logo – or those of their competitors.

For big brands, this is exciting stuff.

If you’re Pepsi, for example, you’d be able to see that your logo has featured in more than 8 thousand images posted on Twitter in the last 28 days. The screenshot above shows a selection – this is exactly what Pepsi’s marketing team would see on their new Brandwatch dashboard.
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