Stop, Look and Listen: Collecting Insights from Social Listening | Industry Insights | All MKC Content | ANA

Stop, Look and Listen: Collecting Insights from Social Listening

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By ANA Staff

According to Marketing Profs, marketers can use social listening for market research, customer engagement, or customer experience and crisis management. After all, the best way to know what your customers are thinking and feeling is just to listen to them!

Read below for five ANA brands who are using social listening to get a leg up on competition and give consumers what they really want.

  1. When Chick-fil-A swapped its original barbeque sauce for a new Smokehouse BBQ sauce, its customers took to social media to express their displeasure. Chick-fil-A used social listening to mine customer sentiment after the menu change and turned a bad situation into a successful campaign.

  2. First Republic Bank wanted to develop a social listening program that would have a meaningful impact on the business. Different from social monitoring, social listening uses social media conversations to guide content and business strategy. First Republic Bank shared several strategies to help brands develop a successful social listening program.
  3. Reese’s “Cupfusion” campaign took a non-traditional, unconventional approach that led to quadruple the sales expected in the first year. Thanks to its agile social listening, Reese’s delivered one of the most unconventional, successful, and cost-efficient product launches in Hershey history.
  4. The Starr Restaurant Organization is a group of 33 restaurants in Philadelphia, New York City, Atlantic City, Washington, D.C., and south Florida. STARR Restaurants shared the company’s brand marketing story and explained why it placed social media and social listening at the center of its marketing strategy.

  5. After 10 years of declining sales, Arby's knew it had to stand out in order to survive. To revitalize and reposition the 51-year-old brand for long-term success, Arby’s used social listening to position itself in the context of relevant cultural events.
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