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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


The Old Way of Analyzing Demographics Is Dead

By Derek Franks  •  June 18, 2018


If you’re still using age range and income as primary ways to identify your target customers, it’s time to catch up to the real world.

 

These details don’t tell you all you need to know. Not even close.

Why do we need to sound the death bell for traditional demographic analysis? 

A couple of reasons. First, we have more access to better data about people-- who they are, what they do, their buying behaviors, emotions and motivations....

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Topics: demographics, buyer personas, customer personas, target audiences, social listening data


Are You Listening Where Your Audience Is Talking? Go Beyond Social Media

By Derek Franks  •  June 5, 2018


211 million pieces of user-generated content are created online every minute. People are talking, and they have a lot to say that’s important to you.

 

But people don’t just sound off on social media.

There are dozens of different mediums people turn to to provide feedback and details about their experiences online.

 

These include places like blogs, forums, articles, news stories, article comments, and review sites. All of these are in...

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Topics: social listening, customers, target audiences, social media, audience


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