The analysts at MoneyGram were continually monitoring the chatter online to gather a sense of their share of voice on a daily basis. Leading money transfer company – MoneyGram used social listening to test and deep dive into the study of their industry, product, and competitors. Listening for Market Research by MoneyGram A constant eye on their social accounts has aided Hilton’s team to avoid major crisis moments and engage with the customers quickly to assist them. Many Hilton hotels host important celebrity figures, negative reviews could take a toll on their firm. However, there are times when customers do put up negative comments too. Thanks to the use of social listening, Hilton has been doing that efficiently.
There have been many instances of happy customers sharing a picture of their cozy room, or how Hilton hotels made their birthday special. The effort is visible in the constant engagement threads over twitter and other sites. Hilton monitors all the social media handles for its brand as well as hotels. There is a response team (guest service center) collaborating with the call center team. Hilton tweets/responds to an average of 3.3 posts in an hour. On an average, Hilton hotels receive over 1.5 thousand tweets every day and needless to say, Hilton does monitor these mentions assiduously. To maintain quality service, it is essential for the brand to listen to its customers. And most of them turn to social media to list their experiences and sentiments. For a brand of Hilton’s stature, it is to be expected that most of their client base would be tech savvy. Social Media Listening for Customer Insights and Engagement by HiltonĪlmost every hour, there’s a tweet mentioning Hilton Hotels. Nearly 50000 bottles of sauces were sold.
Soon, the ad campaign was a social media rage. They posted these posters all over social media and on billboards in the towns from where the stories had come in. They picked these stories up and “The Saucepocalypse” posters were based on them. The marketing team saw an opportunity for advertising in this. Next, in an attempt to engage with their audience, Arby’s asked their customers to share their worst sauce-less meal stories. The benefits of social listening did not stop here for Arby’s. And, the posters were designed drawing inspiration from the famous old apocalypse movies. They termed this “nightmare scenario” ad campaign – “The Saucepocalypse”. Almost about one-third of all the social media comments were about Arby’s sauce and how much people feared running out of it.Īrby’s decided to tap into this very sentiment and start selling their sauces by the bottle with an ad campaign designed around it. After engaging in a regular social listening session to learn what their customers think about the brand, Arby’s realized that their sauce is equally popular too. Social Media Listening informs Arby’s Ad Campaignsįor 50 years or more, Arby’s was known for its epic sandwiches. These companies tapped into social media to listen to the chatter and learn from the insights. If you still doubt the power of this tool, here are some examples from the corporate world. In most of the previous blogs, we’ve emphasized the importance of social media listening. Social media listening can be an invaluable asset for social media marketers. 90% of marketers say social media is important to their business. For any brand to make a mark, social media marketing becomes a must. Truth be told, in this day and age, social media has a stronghold in the lives of people. The growing buzz around social media listening and monitoring would make some of you wonder if companies really implement these tools.
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