Consumer behavior has significantly changed over the past five
years. Technological tools, primarily on the social web and on mobile
phones, have given consumers more power in becoming a partner in
creating the brand narrative than ever before. It no longer matters
what you tell consumers your product can do; it matters what their
peers say that it can.
Social media as a listening and market research tool is becoming
increasingly critical to how businesses operate—brands must
understand the conversation, desires, and needs of their audience
before they can effectively connect with them through social mediums.
Platforms such as Facebook and Twitter allow the consumer to voice his
or her point of view and showcase real-time commentary, usage, and
general feedback—which can be vital for gaining insight into how
consumers use and interact with your product. Because of this, social
media can serve as a partner and collaborator in redefining the brand
and its products and services.
This session will examine the importance of listening as a means
for tapping into the naturally occurring conversations and behavioral
signals in social media. Join one of R/GA’s social media
strategists to explore what this interaction looks like. We’ll
also touch upon how brands can use listening to:
1) Discover new customers
2) Develop new products
the consumer a voice
4) Take brand pulse
shifts in consumer perspectives
Lynne d Johnson, Senior Social Media Strategist, Mobile
& Social Platforms, R/GA
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