6 Tips for Creating a Bulletproof Content Strategy With Social Listening

1. WELCOME TO
6 Tips for Creating a Bulletproof Content
Strategy With Social Listening
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2. Belkys Severino
Sr. Customer Success Manager
Belkys@falcon.io
Nice to Meet You!

3. What You’ll Learn Today
The importance of social listening and competitor benchmark
How to draft a successful listening strategy
How to turn listening data into an actionable content strategy
Using social listening for content inspiration

4. WHY SHOULD YOU LISTEN?
The importance of social listening and competitor Benchmark
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5. Why Social Listening is Important.
Understand the Market – you can gain a better
knowledge of the market such as prevalent
needs for new products or service.
Identify Influencers and Brand Advocates –
organically spreading positive news relating to
your brand and build trust.
Industry insights – monitor and serve as an
expert by listening to industry-wide topics
Competitor Analysis – gain insight as to how
consumers feel about them to help you
compete more effectively.
Helps you map out your social strategy
based your audience talking points and take
action based on your findings
Track Engagement and understand how they
correlate with your business metrics
Brand Reputation – identify potentially harmful
conversations and ameliorate the situation
Allows you to evaluate and measure your
strategy effectiveness, campaigns, brand health
and see the bigger picture
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6. PLAN YOUR STRATEGY
Draft a successful listening strategy
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7. 1 Most companies focus on 2-3 goals.
Think about your end game
• Creating content that’s more relevant for your audience
• Analyzing your competitors’ products, marketing tactics,
and audience
• Gaining more followers, customers, or even influencers
• Identifying your audience to inform your targeting strategy
• Engage with your audience
Define your goals

8. 2 Decide on which sources you want to focus on. Not all
channels are relevant for your use case.
Get specific with keyword search - drill down.
Consequently a lack of useful keyword analytics is one of the
major roadblocks to an effective SEO strategy – social
keywords may provide the solution.
Optimize your search topics,
themes, and sources

9. Are your customers aged between 18-30 years old? Then start with social listening on Facebook and Instagram
If you're in B2B sales and your target customers are 30-50-year-olds, then start listening to conversations about your
brand on LinkedIn.
Social Platform Use, by
Demographic Group

10. Your brand name and handles
Your product name(s), including common misspellings
Your competitors’ brand names, product names, and handles
Industry buzzwords
Your slogan and those of your competitors
Names of key people in your company and your competitors’
companies (CEO, spokesperson, etc.)
Campaign names or keywords
Your branded hashtags and those of your competitors
Unbranded hashtags related to your industry
With that said, here are a few
options to get you started.

11. 3 Need to understand your surrounding in order to effectively
break through.
Find your leverage and spot the niche
Identify their strengths and weakness in audience interactions
Uncover new market segments
Learn from their best practices - and their poor ones.
Monitor your
competitive space

12. Competitive Analysis

13. 4 Get inspired by industry trends, competitors, or brands that
are great on social.
What can I learn and what can I do different?
Is there a whitespace?
You'll discover variations of your keyword or hashtag that
you didn't anticipate
Trends over time
Get inspired and
uncover trends

14. Trending Phrases & Hashtags
og Food Delivery Services

15. Industry Content Inspiration
og Food Delivery Services

16. BREAK
Take a deep breath

17. 5 Promote authenticity
Creating trust
Showcase brand loyalty
Build a content library
Find user-generated
content & keep tabs on
influencers!

18. Whole Foods uses the hashtag
#WholeFoodsHaul to encourage
shoppers to share photos of what’s
in their shopping cart.
WholeFoods

19. • #WearingWarby series. 7 influencer customers,
showcasing them in their native environments.
• Channel: Instagram (18 posts)
• Influencers followers: 7k-400k
Results
• Instagram followers targeted: 844,111
• Engagement Likes: 55,250
• Comments: 640
• Engagement rate (overall average): 3.45%
Warby Parker

20. St. Joseph’s University

21. 6 Create FAQ or Webinars to create content your audience
needs
Use the trending hashtags and add it to your own post
Tap into influencers (reply, retweet); you’ll gain more brand
visibility organically
Gain market competitive advantage by offering consumers
greater value, either by means of lower prices or by
providing greater benefits and service
Share details to your ads team based locations and
demographics to target new social audiences.
Become an educational resource
Create an action plan
Don’t just listen. React!

22. Tylenol
Discovers
Unknown
Audience

24. Surprise & Delight
Approach
It’s a marketing approach that seeks to attract and nurture customers by
enhancing interactions with them and offering them unexpected rewards.
It’s positive PR for you and it wins a customer loyalty
Promos
Full Refunds
Fun competitions/giveaways
Special offers or “behind the scene” info
(it’s okay if the information goes viral—it’s a
good tactic)
Venmo for a free coffee/item related to
your business
Spotlights and features
Send a care package of your products
Donation to a cause they care about
Surprise upgrades
Share a relevant article or information

25. THE END

26. Q&A

27. • https://www.superoffice.com/blog/social-listening/
• https://blog.hootsuite.com/user-generated-content-ugc/
• https://mediakix.com/blog/warby-parker-influencer-
marketing-case-study-instagram/
• https://velocitize.com/2020/02/18/boost-your-brand-7-great-
examples-of-using-social-listening/
Credits