Understand Consumer Behavior Through Social Enrichment

February 27, 2018
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People are multifaceted. We see it every day in our family, friends, and coworkers. The way we present ourselves online can be vastly different from how we appear personally and professionally. When brands interact with people, the messaging and targeting may only encompass one aspect of their personality. To get a complete view of customers, brands need to gain a deeper understanding of the different facets of an individual.

Since the advent of personal computing, there has been an explosion of data. In our modern era, social media platforms like YouTube, Instagram, Facebook, and Snapchat facilitate the rapid sharing of information and ideas. By tapping into the social data flow, marketers can spot trends earlier, solve problems faster, and otherwise improve their customer experience.

When combined with a company’s proprietary data, social data allows you to turn a data fragment into a complete profile of your customer. You can push your marketing strategy beyond the limits of transactional history and interact with your customers in a personalized, authentic way based on their known interests and behaviors.

In addition to deepening your understanding of customers, social data can be used to complement your primary research efforts. Primary research provides a robust view in the thoughts and feelings of a panel of consumers. Social data can function as an “always on” customer panel that can provide targeted insights in between more in-depth primary research studies.

Uncover Customer Insights
Use enriched profiles to understand your customers across different channels and platforms. You can take advantage of a comprehensive social profile to understand preferred brands, media, interests, and lifestyles. Beyond your customers, you can also analyze the characteristics of like-minded consumers that may have responded differently to different parts of the survey to get a complete view of their feedback.

Build Better Personas
Build data-driven personas with customer social data to optimize your campaign engagement and better understand the individuals in your customer base. By absorbing everyday social insights and combining it with likes, dislikes, or even job titles, you can further segment your audience to fine-tune your marketing efforts.

Identify Brand Influencers
Create brand evangelists and advocates by using social data to learn who has the largest sphere of influence within your customer base. Find the people in your customer file that are already dedicated to your product and help them share your brand message with their audiences. By identifying influencers, you’ll add an element of authenticity to your brand by highlighting real-life use cases and success stories from your advocates.

In December, we announced a partnership with Research Now SSI, giving you the capability to enrich your survey data with social data. Through this partnership, we are equipping you with the necessary tools to uncover customer insights, build better personas, and identify brand influencers. To learn more about this partnership, check out the press release.

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