Social Media Listening / Monitoring
Sometimes what consumers say to each other is more revealing than what they say to you directly. Millennials in particular can be polite in some situations, but brutally honest in others. Covert.ly was receiving rave reviews for their new app, but were seeing downloads and installs slow down dramatically, just as they launched their new marketing campaign. The task fell to Gwen, their Insights Director to get to the bottom of declining enthusiasm for the product - as fast as possible.
Gwen knew what to do. She knew that Ypulse had direct access to Q&A-based conversations between Millennials within their Thumb app, with connectivity into major social media platforms such as Twitter and Facebook. By tapping into unfiltered consumer sentiment, Ypulse would be able to quickly determine street-level conversations regarding the derailed Covert.ly campaign.
What Ypulse quickly discovered was that their Millennial audience was quietly debating whether Covert.ly was better or worse than a competitor: DL. The balance was tipping in favor of DL based on a viral video that imitated and mocked the Covert.ly campaign by highlighting a single feature that was unique to DL. Armed with this insight, Gwen knew this feature could be quickly incorporated into the Covert.ly app in order to silence these viral assassins. As soon as the feature was delivered, Covert.ly saw word of mouth turn positive and organic downloads skyrocket once more. Determined to never fall victim again, Covert.ly had the Millennial experts at Ypulse monitor social conversations on an ongoing basis to make sure that any future gaps in their messaging or competitiveness were identified and dealt with quickly.
The least you need to know about what's happening in the new Millennial influenced world.
It's not enough to know what. You need to know who and how much. And most of all, why.
Now, what does it all mean for your brand?