Social listening is a powerful tool that enables you to analyze customer behavior and create more successful, customer-centric strategies.
(Okay, that sounds great, a little markety though, doesn’t it?) We get that, but let us show you how there’s substance behind those words.
While Nuvi’s solutions allow strategist to gain a nice overview of audience sentiment toward a brand, it also dives deep into conversations and sub-conversations surrounding your brand. These sub-conversations, especially, can reveal trending topics among your audience such as political concerns or a common music artist, other industries or brands they may like or dislike, and the buying intent of customers, to name a few.
Nuvi’s recently enhanced Language Engine specializes in highlighting these insights through our language analysis tool.
With each monitor you set up, you can set a language analysis segmentation with many focuses:
These focuses can disclose various, though often related, insights that help you really understand your audience. In many ways, these focuses function like the mirrors of a telescope: the bigger the mirror, the more light is captured and the further the viewer can see with greater detail.
Nuvi’s Language Engine analyzes words like “buy”, “sell”, and “quit” as well as the words around them to determine the purchase intent of the author of a tweet or post, then displays the general intent of your audience.
The intent analysis displays the four different categories by size to show how they relate to each other. The larger the category circle is, the more your audience leans toward that intent.
Of course, every company prefers the “buy” bubble to be the biggest, so Nuvi’s software enables companies to dig in and discover why audience intent is what it is and how to change it.
By clicking on each of the bubbles, the social media posts associated with that intent are displayed so you can analyze the data and identify patterns that inform your strategies.
Nuvi’s Language Engine automatically categorizes each social media post around your brand and shows which are more prevalent.
By knowing the categories that your audience tends to associate with your brand, you can dig deep into the posts to find out which specific aspects attract your customers.
For example, the Trump 2020 categories above show “world” as the top category. By clicking on “world”, all relevant tweets and posts are displayed. Unsurprisingly, the two countries of discussion are China, recent trade battles, and Ukraine, the impeachment trial. If a phone (the most imported product from China to the U.S.) company wanted to capitalize on the trade battles, they could create a content and social strategy about how the battles with China are affecting production and the availability of cell phones to Americans, or something of that sort.
A huge part of social listening revolves around keywords. Monitors are set up with keywords specific to brands or topics. In addition, Nuvi’s Language Engine identifies other common keywords your audience uses within the monitor’s parameters.
This list of trending keywords can highlight various points of interest within your audience (bonus: they associate these points of interest with your brand!). You may be surprised by some of the keywords and how quickly they can change. For example, yesterday several of the keywords in this Trump monitor were about the Super Bowl, his ad, and the halftime show, but today, those words are gone and are replaced with “Iowa” for the caucuses and words related to the impeachment trial. Nuvi’s software updates in real-time so you can keep up with the ever-changing landscape of social media.
In addition to showing general trending keywords, the language analysis tool displays trending positive and negative keywords.
Nuvi Language Engine identifies all nouns and displays the most prominent ones in these dashboards. The positive or negative terms are determined through an analysis of the words surrounding the noun.
Trending phrases are high use phrases within your monitor and can give greater insight into topics your audience may find interesting.
These phrases don’t always include nouns like keywords do. Trending phrases and keywords often work together to give the whole picture of audience sentiment toward these topics related to your brand so strategists get deeper, well-rounded insights.
For example, “whole life”(in purple under “maga twitter” and “donald trump), and “daddy doctor” (in blue two rows under “whole life”) reveal intriguing insights into the conversation surrounding Trump. “Whole life” shows an incredibly positive phrase toward Trump while “daddy doctor” is incredibly negative. The former is supporters of Trump expressing their feeling that he, unlike most Republicans, doesn’t ignore “Black America”. The latter is accusing Trump supporters of being “painfully uninformed and outrageously ignorant.”
While these two examples show very different sentiment, the other trending phrases can reveal which sentiment your audience tends to lean towards. You can make the timeframe longer so you can get more accurate insights. Once strategists determine which way their audience leans, they can strategize ways to utilize that information.
These four aspects to Nuvi’s Language Engine, though similar, allow for a broader, yet deeper dive into your audience. Through these insights, your content strategies will have an endless pool of ideas that update in real-time so you are never behind.
Learn how to gain more insights into your audience with the other four elements of Nuvi’s Language Engine in “Strategic Decision Making: Nuvi’s All- New Language Engine Part 1”!