Tan Zhi Kai gives a presentation on harnessing social listening using consumer data to drive insights for brands. He discusses using Brandwatch tools like Listen and Consumer Research to conduct research on brands, competitors, and trends across online conversations. He emphasizes focusing social listening on specific metrics that matter for each brand, such as customer satisfaction or brand pillars. Deep dives can reveal which insurance products people associate most with NTUC Income in Singapore and how discussion topics vary between products. Gaps in the market and purchase considerations can then inform strategies to better target audiences.

1. KEYNOTE
SINGAPORE ~ SEPTEMBER 28 - 29, 2023
DIGIMARCONSOUTHEASTASIA.COM | #DigiMarConSoutheastAsia
DIGIMARCONSINGAPORE.SG | #DigiMarConSingapore
Harnessing
Social Listening
Tan Zhi Kai
ACCOUNT EXECUTIVE
BRANDWATCH

2. Harnessing Social Listening:
Using Consumer Data to Drive
Actionable Insights for Your Brand
Tan Zhi Kai
Account Executive | Brandwatch

3. About Me
● Typical Singaporean boy - Uniqlo & FIFA
● Was previously in the creative industry, producing &
conceptualising commercial videos.
● Jumped into tech after realising I have a stronger left
brain than right.
● Fun Fact: Have starred alongside Paul Foster for a
Nespresso Ad.
What you will learn
Best practice and advice on how to implement, and use
social listening:
● What are you looking for, really? - how to be
more specific in your search to get the data
you’re actually looking for
● Doing a deep dive on your brand/ competitors.
What are the metrics that really matter?
● Now what? What are the gaps in the market
and how do we fill them?

4. Brandwatch Suite
Brandwatch does offer a broad suite of
solutions that your team can explore now or
over time as our relationship grows.

5. ● Monitor, analyze and report on
brand mentions in real-time
● Know what your audiences are
talking about and identify content
that resonates with them
● Watch for emerging trends and join
the conversation before your
competitors
● Feed brand mentions into to the
Social Inbox to ensure customer
service teams react promptly.
Listen
Part of the Social Media Management
Solution Group, with Listen, you can;

6. Part of the Consumer Intelligence solution
group, Consumer Research is the leading social
listening tool, as recognised in the recent
Forrester Wave.
With Consumer Research, you can effectively
track brand, topic, or competitor mentions
across 120M+ individual websites, providing
granular actionable insights.
Key use cases include;
● Brand Management
● Competitor Analysis
● Crisis Management
● Data Democratization
● Trend Analysis
● Influencer Marketing
● Customer Experience
● Content Strategy
Consumer Research

7. Social Listening ultimately aims to
target your prospective clients at
the Awareness, Interest &
Consideration levels.
1. Conduct research around
the product or service
you're offering across both
customers and non-
customers online.
2. Use insights to identify
gaps in your product
offerings - by adding
something that's missing in
the market, or something
that's trending that you
aren't offering.

8. What are you
looking for, really?
What is the objective
of your search?
Can you be
more specific?

9. Make use of the
different filters
Don’t look at everything if that
doesn’t make sense for you.
Narrow it down to just locations/
organizations, or get rid of
hashtags and emojis altogether.

10. Do you have
a hunch?
Most times you already have some
idea of what’s trending in the
market, or what sets your brand
apart from others.
Use Brandwatch to validate that
theory and back it up with data.

11. Be ready to pivot!
Flexibility is key
Expect the unexpected with social
data. Sometimes you might find
something completely random and
that’s the beauty of it.
Figure out how to incorporate new
findings into your marketing
strategy.

12. Brand Deep Dives:
What are the Metrics
that Matter?
Instead of just looking at volumes or
reach, most successful brands prefer
to look at metrics that make an
impact.
This means using categories to deep
dive into what consumers really care
about, experiences and purchase
considerations.

13. What story does this graph tell us about marketing the same product across different countries and cultures?

14. Putting it together
to understand the
competitor
landscape better
Let’s go beyond things like SoV
and reach - focus on what’s
important.
This could be seeing how you fare
in terms of customer satisfaction,
or specific brand pillars that are a
focus.

15. We’ve identified four main NTUC Income insurance products. Let’s see how they have trended over the past 2 years.
Health insurance was widely talked
about in Jan and Mar 2022
Travel insurance was most
mentioned in Nov 2021
Back to the brand piece, now what? Let’s do a brand deep dive
Different products have trended differently overtime. Why is this so?

16. Singapore & Malaysia announce
VTL quarantine-free air travel.

17. MOH Budget Debate & Mental
Health trends

18. Back to the brand piece… Now what? Let’s do a brand deep
dive
Out of these 4 products, let's take a look at which product people most commonly associate with NTUC in SG, and how they're trending
over time.

19. And here comes the gap in the market:
However, if we look at ALL discussions surrounding the four different insurance products, what do most people normally talk about?
Although health insurance is still the widely discussed product online, car or motorcycle insurance has exceeded discussions on travel &
accident insurance.
What does that mean for your brand?

20. What about purchase considerations?
Overall, cost seems to be the most important
consideration, followed by claims.
However, when we break it down into different
products, the purchase consideration factors vary.

21. How should we craft our strategy based on your customer’s
concerns?
Let’s look at the discussions around travel insurance for NTUC Income

22. What are the concerns?

23. Tan Zhi Kai - Associate Account Executive
ztan@brandwatch.com
Now you know.