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The Social Media Intelligence Blog

Insights on social media intelligence, marketing, and consumer insight

The Social Listening Blog

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How Nike’s Audiences Reacted to the Colin Kaepernick Campaign (And Why That’s All That Matters)

By Derek Franks  •  October 9, 2018


In case you’ve been living under a rock… Nike did a thing with ex-NFL star turned advocate Colin Kaepernick.

 

Some people loved it.

Some people did not love it.

Some people burned their Nikes.

Some people burned their New Balances on accident.

Nike’s new campaign, which launched Labor Day weekend, shows the brand taking a stand with Kaepernick, whose profile is featured in the image with the words “Believe in something, even if it means...

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Topics: social listening data, social listening, campaign analysis, audience segment, target audiences


REPORT: Analyzing Airbnb's Adventurous Travelers

By Derek Franks  •  August 22, 2018


How does Airbnb, one of the world’s most visible and well known brands, connect so well with their audiences?

What can the teams who work for the Airbnb brand do to continue that trend?

And what can we all learn from the brand’s successes that we could apply to our own situations?

Great questions!

If you’re like us, you’re curious as to what it is that makes an innovative company so innovative and continue to break the mold in a noisy,...

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Topics: social media analytics, customer personas, audience segment, social listening data


5 Ways Social Listening is Transforming the Marketing Strategist Role

By Derek Franks  •  October 23, 2017


Marketing strategists have a big role. Not only in scope and bandwidth, but also in business impact.

 

It’s their research, analysis, and data-driven idea creation that can help lead teams to the marketing strategies that drive brand growth and help companies connect with new customers.

 

Having worked on teams with some great strategists, I’ve experienced first hand the challenges faced and opportunities created by strategists.  I’m all in on...

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Topics: social listening, marketing strategy, audience segment, social media strategy


Beer isn’t just for Boys: Using Social Data to Reach New Audiences

By Madi Harmon  •  August 11, 2016


Drinking beer is a boy’s club, or at least it was.

For years beer advertisements have targeted the most consistent and loyal consumers, men, and often have ignored or portrayed women as objects of desire.

Check out how far Bud Light missed the mark with women in its 2014 #UpForWhatever campaign by implying that beer should be used to “remove no from your vocabulary for the night.”

Despite a turbulent history with the female demographic, these...

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Topics: audience, marketing, sentiment, perception, advertising, social data, social media, social media research, social data research, audience segment


Marketing Disney's New Star Wars for 'May the Fourth'

By Jordan Hanson  •  May 3, 2016


"Disney's gonna ruin Star Wars."

I said it. My friends said it. Critics even said it, but the data says otherwise.

Aside from raking in $2 billion at the box office globally, Star Wars: The Force Awakens represents a potential cash cow for the media giant if they can effectively market Star Wars to fans both new and old.

In 2011, at Toronto Underground Cinema in Canada, fans marked the first ever Star Wars Day, the target holiday for the Jedi...

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Topics: brands, star wars, audience segment, disney, audience, brand perception


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