With a summer packed with sporting events and festivals, brands like Adidas are eager to spend their marketing budget on sponsorships that not only reflect their brand and company ethos, but also engage their consumers in a fun and innovative way. Brands want campaigns to connect with their audience on an emotional level and for their audience to share this experience with friends and family on social media through photographs and videos – thus increasing the brand’s share of voice on social media.
In a recent article leading sports brand Adidas proclaimed itself as the most shareable brand amongst its closest rivals on social media.
After analysing social media platforms, Adidas found that they had generated over 1.6 million shares between the Champions League final, The Copa America and the Euro’s 2016 tournaments. The Euro’s alone generated 1.17m shares which was “more than twice the number of the next biggest brand”.
However, many brands like Adidas may not be getting the full picture. Text only monitoring on social means that brands are missing out on the implicit messages within images. This is incredibly risky with over 80% of social media containing images.
“By measuring shares we’re seeing how consumers are interacting with – and talking about – our content. We will also engage with their conversation so they feel even more part of what we’re doing.” said a spokesperson for Adidas.
But what about the influencers and brand advocates that share your products and brand logo without a relevant hashtag or direct mention? Online conversations are happening about your brand and over 85% do not contain tags or text mentions. How do you monitor this information? Do you truly know how consumers feel about your products, which way they are using them or even how they are perceived versus the competitor.
On the topic of customer engagement, the spokesperson for Adidas said “Essentially it’s about creating a deeper engagement with our customer”. But is making decisions using only textual analytics enough to create this deeper engagement?
Visual listening combined with text is the only way your brand can extract and use data to get bigger, better and clearer insights which will ultimately lead to better marketing decisions. By using visual listening in your analytics, as well as text, you are seeing information that was previously not retrievable for brands.
Visual brand insights are becoming increasingly important for marketers and show four clear benefits that may otherwise be missed.
1: Visual brand insights allow your brand to understand the full picture of what is being said and can act sharply and rectify any negative sentiment being associated.
2: Your brand can quantify how influential your content is around sponsored events. Being able to detect your logo anywhere it appears allows you to make the most of your brand power and to monitor your brand spend.
3:It gives marketers the ability to detect and directly engage with micro-influencers and brand advocates.
4: It allows brands the insights into how their products are being used in the real world and in which context.
Think of the vast amount of images that could be taken around any one game at Euro 2016. The excitement and enjoyment before, the anticipation and anxiety during and the celebrations and commiserations after, all caught on mobile devices throughout the experience and shared on social media.
Why not capitalize on this information simply by using visual listening.