The Power of Social Listening
Social listening is becoming a very popular tool with digital analytics and public relations. Social listening is the process of monitoring digital conversations to understand what customers are saying about a brand and industry online. It is also used to surface feedback that could help to differentiate their brand, product, or service.
The best companies that employ social listening to its fullest are craft beer companies as well as imported beer companies. The best example of a company who uses successful social listening is Heineken. They partner with UEFA Champions League and the European Rugby Champions Cup every year. They sponsor major athletic events as well as music festivals across the world. What’s unique about Heineken is that they continuously interact with their audiences in these events and on social media. At these events, each attendee acquires an interactive wristband that lets Heineken know how their mood is on the atmosphere of the music in these events. A noticeable social media project they did was the “Heineken Design a Bottle Contest”. All of these has platforms of interaction has helped Heineken see where they can thrive in and what they can improve on.
Heineken does not only lead with social interaction, but it is also the leading beer company on facebook with 20 million likes beating out Budweiser, Stella Artois, and Bud Light. All this is because of their brand strategy of experiential marketing. This strategy has propelled Heineken to have a more sophisticated and positive relationship with its customer base.
Domestic beer companies do employ similar tactics but don’t use them to their maximum potential. The closest company that can come close to Heineken is Budweiser, but their declining sales has been hindering the beer giant pretty drastically. For the time being, seems like Heineken will hold the crown for a while longer.
By, Bertin Jacobo
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