With the arrival of Black Friday, one of the most anticipated dates for Brazilian consumers seeking attractive discounts, companies need to be more prepared than ever to attract public attention and turn opportunities into sales.This attentive gaze becomes even more necessary due to the public interest expectations projected by a survey conducted by Mercado Livre and Mercado Pago. According to the study, about 85% of people are already planning to go shopping during this period.
Black Friday is essential for boosting results and attracting new customers, but to do so, well-planned strategies are necessary.For Thiago Gonçalves, Director of AI and Data Solutions at Blip, social media are a crucial touchpoint throughout the entire purchase journey. "Social listening has surged as a valuable tool, allowing brands to better understand consumer demands and expectations in real time, quickly and accurately adjusting campaigns and offers, thereby ensuring greater competitiveness in the market," points out the expert.
Our big bet is that brands will focus more on creativity, innovation, and personalization in Black Friday 2024. Evidence of this is a study conducted by Think With Google, which showed that 72% of consumers believe that Black Friday is a time for brands and stores to showcase their differentiators, beyond just price, says Thiago.
The professional lists the 3 moments when social listening can be used during major events, such as Black Friday. Check it out
- Planning
During the planning phase of a campaign, social listening plays an essential role in understanding what the audience is saying about the brand, product, category, and even about competitors. This process helps to define more targeted content and media strategies, as well as response and influencer marketing strategies, based on real data from online conversations. Furthermore, social listening allows mapping of "lovers" (brand advocates) and "haters" (brand critics), analyzing risks, creating an efficient benchmark, and establishing KPIs and goals based on the collected insights.
Questions like "what do they like or dislike?", "what does the consumer think of my brand and my product?" and "are influencers participating in conversations about the universe in which my product is involved?" also assist in decision-making through social listening. All of this can be a determining factor for brands to position themselves more effectively.
- Execution and management
During this phase, it is possible to manage content campaigns, crises, monitor the competition, and identify opportunities. It is at this moment that social listening can be used to monitor public feedback and understand whether the reaction is positive, negative, or neutral. This allows the responsible team to make real-time adjustments and not after the campaign, aligning the communication with the audience's expectations while the campaign is live.
It is also important to note which communication channels are being used and whether there are other topics that may present opportunities, just as the involvement of influencers continues to be monitored, noting who is participating in the conversation and in what way.
Additionally, social listening allows monitoring of competitors' behavior and identifying whether other brands' actions are successful. This helps to make strategic adjustments as needed, by monitoring the campaign's performance and ensuring that the brand remains competitive and relevant in the context of the event. Continuous data analysis provides a clear view of what is working and what can be improved, as well as ensuring that new opportunities are seized as they arise.
- Analysis
During the analysis of a campaign's results, using social listening can be the key to understanding in depth the impact generated, evaluating content performance and influencer marketing performance – if applied – as well as that of competitors, in order to incorporate these insights.
Another point of attention is to analyze the opportunities seized and missed, as well as the brand's health and share of voice – a metric that measures a brand's share in relation to its competitors within a specific communication channel, indicating the number of mentions in advertising, social media, searches, among others. For the success of using social listening at this stage, questions like "How did people receive the campaign?" and "Did I reach my target audience?" should be asked. Furthermore, it is essential to understand who liked it, who didn't like it, and for what reason, as well as to assess the level of engagement.
