ValueVine Case Study
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Brands need to monitor local consumer content on social media to understand customer sentiment. However, keyword-based monitoring misses around 70% of local content. As consumer content becomes more location-based, brands must augment their keyword monitoring with source-based platforms that can analyze location-specific content across multiple third-party sites to get a more complete view of what customers are saying about their local locations and business.
ValueVine Case Study
- 2. To connect brands to their local customers, by transforming social media and location-based consumer content into actionable business insight. • Analytics & Monitoring Technology • Serving Brick & Mortar Multi-Location Brands • Nearly 100 Customers in 5 countries
- 3. Today, many brands leverage social media and brand monitoring technology. The landscape of tools and platforms is saturated with over 300 solutions. Presented with a broad set of options, each brand must evaluate these solutions and determine which best maps to their business needs. This study examines some of the most well-known brands in the world to better understand how the landscape of exploding social, local, and mobile consumer services is impacting brand monitoring technologies and strategies. While consumer content is becoming increasingly local and mobile, 53% of mobile searches are reported by Bing to have local intent. With local content surfacing in these searches, it is paramount that brands are monitoring that content.
- 4. Over the last 2 years, a series of social mobile consumer services have emerged that put specific emphasis on where a person is when they share content socially. The geographic context provides an additional layer of insight
- 5. • Social media & brand monitoring relies on keyword-based listening • When keywords applied to location-based content, only a small percentage matches • The local content miss is the local blind spot
- 6. • Analyzed the local consumer content of 5 global brick & mortar brands
- 8. This study found that brands with physical locations have a significant gap of consumer content that is not reaching their business. Despite the best efforts of keyword-based social media and brand monitoring investments, on average 70% of the content being published by customers at the local level is being missed. While a keyword-based approach is important, it is vital that brands with physical locations augment this with a source-based platform. At present, Valuevine Connect is one of the only providers of a platform based on a source-based architecture.
- 9. • There are a growing number of 3rd party sites gathering content about businesses. Brands should expect that each location of their business have between 6 and 15 distinct sites capturing content about their specific locations. Some brands have as many as 20 sites. • • The volume of consumer content about businesses is large and rapidly expanding. Local social services like Facebook Places and Foursquare are growing dramatically as the smartphone continues to grow in market share. In 2010, Foursquare reported 381million check-ins, and in June 2011 announced their 10 millionth user. • Brands are unaware and not listening to these sources. In a recent poll of nearly 100 Valuevine multi-location brands, more than 90% of those brands reported not previously being aware of location-based sites and not properly monitoring those sites. These content sources going unchecked poses a significant risk to a brand’s long-term success.