Consumers express their desires, opinions and frustrations online. But somehow, brands are still experimenting with the methods from a decade ago and ignoring the amazing possibilities of things brought to us by big data and machine learning. Social media listening is one of those remarkable things to discover your listeners, its concerns, its interests, etc., and be the brand engaging with them.
We recently spoke to Amanda Melissa, Chief Consumer Officer at L’Oréal on her message at MRMW APAC 2019 in Singapore on, “Social (media) listening – Reaching the right people at the right time with the right content”. Amanda feels that consumer is shifting in terms of knowledge, awareness, and behaviour. The way we understand consumers – are becoming obsolete, as consumers are more dynamic and digital is no longer a “by the way” – it is here and now. With consumers leaving footprints on digital, social media is now the “gold mine” for insights. The question now is, how do you listen and find all those insights? Where do you start?
Amanda will be discussing on the methods on how to do social listening and what needs to kept in mind when doing social media listening. She will also be sharing real cases from L’Oréal. Amanda feels that social media listening is key, particularly in Southeast Asia when not many researchers are focusing on social media listening and the traditional ways of doing research are now almost obsolete. It is a topic of discussion which she wants to share her story of working on social media listening with the hope that it gives and sparks ideas for researchers to come up with new ways of mining insights, so in the future – the industry continues to grow.
Amanda feels that there is a need to get together and share – what we know about the new consumers shifts and establish together the new “normal”. She hopes that MRMW APAC can be the catalyst, if not the facilitator for this. In order to achieve this, Amanda recommends that researchers remain open-minded – always accept that there is no perfect solutions for all problems. Even in the state of big shift – you have to allow experimentations, to keep learning and improve. Do not wait for the best “approach” to come to you. Amanda looks forward to connecting with new people, and also learn on what are the new innovations and ideas at MRMW APAC alongside Spotify, Traveloka, Formula 1, FrieslandCampina, Go-Jek and many more!
