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Whitepaper
June 20, 2019

How social listening can contribute to an effective user experience strategy

Is your organisation’s user strategy effective?

An effective user experience strategy is the intersect between a company’s capabilities and users’ needs

In this whitepaper, we explore how social listening plays a role in constructing UX strategies.

Using the case study of Fitbit, find out how the design thinking process can be improved by leveraging on insights drawn from social media.

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There’s something appealing about one score having so much meaning behind it.
A Net Promoter Score (NPS) program is the leading indicator of growth for a business and can be based on a single question: How likely are you to recommend our company/product/service to a friend or colleague?

In this post we are taking a step further by exploring how a combined NPS and media data analysis can give your business a holistic view of the overall sentiment towards your organisation.

Aside from its ease to implement, its appeal is two fold -  it’s attractive for the user to answer one question and it's easy for the business to calculate and measure the results. 

As Frederick F. Reichheld wrote in his Harvard Business Review, titled ‘The one number you need to grow’ having a useful metric to measure customer loyalty is a good indicator of business growth. The path to sustainable, profitable growth begins with creating more promoters and fewer detractors and making your net-promoter number transparent throughout your business. Obtaining feedback is key to success for a customer centric business.
Interestingly, statistics show every hour spent calling detractors generates more than $1000 in revenue. Businesses have leveraged NPS in boosting sales: with sales increasing by 20% when converting a detractor to a passive, and by 26% when converting a passive to a promoter.

Understanding the Net Promoter Score

An NPS score is calculated by subtracting the percentage of detractors from the percentage of promoters. This score can then be compared to that of similar businesses as a reliable benchmark.

“Promoter” customers are enthusiastic and loyal, who will continue to buy from the business and ‘promote’ your business to others. With your promoters, tailor your marketing efforts and send them specialised promotions to continue their loyalty.

“Passive” customers are happy but can easily be tempted to leave by an attractive competitor deal. Passive customers have the ability to become promoters if your products, service their customer experience are improved.

“Detractor” customers are unhappy with your product, service or customer experience, they will either cancel their dealings with you or reduce the amount they purchase from you. With the information and feedback provided by this group of people, not only use it to try to win them back as a customer, but also use it to identify and empower your biggest promoters.

5 benefits of NPS

  1. It's reputation

NPS is a good measure of customer satisfaction for reasons such as simplicity, executive understanding or availability of external benchmarks.

2. Known as a good indicator of business growth

Each response on an NPS survey indicates either loyalty and expansion in the future or the risk of churn. A customer who responds with a 4 is at a much higher risk of cancelling than a customer who responds with an 8. If a risk percentage is assigned to each number, the impact on future growth and churn can be predicted.

3. Relevance

NPS is a measure of your whole business as its a KPI that is relevant to everyone, not just a particular team or department.

A strong NPS reflects that your business is performing well - from account management to your products, marketing and customer experience. Alternatively, a low score could indicate there are a few minor issues that need addressing and by introducing one or two additional questions to the survey can be valuable to capture this information.

4. Easy to benchmark against competitors

As it is a universally recognised survey, it is easy to benchmark against your competitors and track your business progress against your industry. 

5. Measure loyalty

Surveying your customers at least twice a year will allow you to get their latest sentiment toward your business and enable you to identify trends and track business performance over time. You can also track how different local and global teams are tracking against each other. Asking your customers to rate their experiences offers a deeper view of customer sentiment and enables quick learning and action.

Combining forces

NPS enables your business to get invaluable voluntary feedback on all aspects of your business from a sample of your customers multiple times a year, in real time. Combining NPS with media data can provide for a powerful outcome. It provides the ability to action insights faster with the visual aid of dashboards, word clouds, top voices in the media and automated sentiment - indicating if media mentions about your business are positive, neutral or negative. 

By seeking information from multiple sources, you can listen, learn and find tools that separate real insights from background noise, sense check benchmarks and get a firm grasp of your competitors, influencers and the current landscape. All these elements help provide endless possibilities for your business.

Combining media data and NPS also enables you to observe patterns and correlations that might exist between what is being said about your business throughout the media and the likelihood that your customers will promote your business to others. By recognising trends and correlations between broad social sentiment can help inform your social media, marketing and PR strategies. 

Want to learn more about gaining insight into your business and competitors, get in touch with us today.

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Blog
The Power Of One Number

There’s something appealing about one score having so much meaning behind it.
A Net Promoter Score (NPS) program is the leading indicator of growth for a business and can be based on a single question: How likely are you to recommend our company/product/service to a friend or colleague?

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Media Monitoring is more than just a buzz word 

There are many common misconceptions about media monitoring that need to be cleared up sooner rather than later to give your brand the best chance of positive PR. Rather than letting your company succumb to the myths and misinformation being spread around, here are three of the most prevalent misunderstandings and the fact behind the fiction:

There's more to media monitoring than the digital platforms.

Myth #1 - You only need digital

While digital platforms are becoming more important to media monitoring, this is by no means the only area you need to be covering. Tweets, online newspapers and blogs are of course crucial, but so too are traditional media options, like local newspapers, talkback radio and other offline sources.

In fact, the best way to approach your media monitoring strategy is to accept that digital and traditional media are commonly connected, rather than separate features. For instance, social is often used as an extension to broadcast offerings, according to a study from Nielsen.

Here at Isentia, we understand that all platforms are important. No matter how small. 

Myth #2 - Only the big publications matter

For many companies, getting the brand name or products mentioned on a national radio show or published in a country-wide newspaper can mean a big break. Alternatively, a negative story across these major platforms could result in a significant blow to your reputation and profitability.

It is clear, then, that keeping tabs on the big media players is crucial. However, while some media monitoring providers will focus on national newspapers, big brand radio shows and other major publications, these strategies could be missing an important element.

National publications can give you a clear picture of what millions of consumers are reading, thinking and discussing, but this is unlikely to give you much information on what the local people believe.

If your business operates in a rural or remote location, you need to be tracking the local publications.

If your business operates in a rural or remote location, you need to be tracking the local publications - no matter how small. Similarly, even newspapers circulating in smaller parts of big cities can provide a significant level of insight, if only you are aware of their readership and content.

Myth #3 - Listening is the most important part

While media monitoring is critical for business success, listening to the conversations about your brand and industry is far from the be-all and end-all to your strategies.

Once you have uncovered a relevant story or discussion, it's not enough to simply stand idly by and learn from the experience. Taking the next step involves getting an insightful and useable report, deciding on relevant and effective action and getting involved in the discussions.

Of course, this is all easier said than done, but with the right media monitoring tools, you can get started with your best foot forward. Click here to check out some of our services so that you can be on the right track! 

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Blog
Common Misconceptions With Media Monitoring

There are many common misconceptions about media monitoring that need to be cleared up sooner rather than later to give your brand the best chance of positive PR.

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Trendspotting is no longer just an intuition but a science of solid facts

The world is facing a plethora of trends. Although some innovations drive trends, most trends precede innovation. With the emergence of data science, data scientists use scientific methods, algorithms, and machine learning principles to extract insights from raw data.

In this whitepaper, Isentia will dive into data-driven ways to spot trends through the art of social listening by using actual case studies.

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Whitepaper
Trendspotting: The art of social listening

Although some innovations drive trends, most trends precede innovation. What are some data-driven ways to spot trends through the art of social listening?

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When it comes to reputation management, understanding your audience perception puts you a step ahead. Learning your audiences frustrations and what drives them, provides insight into how to positively engage with them. As a PR or comms professional, knowing which audience segment impacts or influences your brand reputation is key, especially when sharing messaging.

Reputation is important at the best of times, yet throughout the pandemic, pharmaceutical companies gained the media spotlight whilst their reputation was under scrutiny. As a result, they had to act swiftly and develop new vaccines for immediate and long term use on a global scale.

How do audiences perceive the pharmaceutical industry?

Since the pandemic, we've learned companies are expected to lead. Large companies that failed to take significant actions lost reputation. Those that acted on the opportunities presented to them, flourished. To build or maintain a positive reputation, companies needed to become agile and evolve their operations. 

By using media monitoring and audience intelligence tools, brand reputation and audience perception can be tracked and managed by monitoring traditional and social data, news and industry-specific artificial intelligence (AI). 

Audience perception comes from customer experience, functionality and reputation across mainstream and social media conversations. With social media being an unfiltered platform, it can be hard for brands to control their narrative. However, when you know what your audience is saying about your brand, you can better understand the influential voices and outlets leading the conversations. Monitoring traditional and social media allows you to:

The change in audience sentiment

As an industry that’s responsible for the research, development, production and distribution of medications around the world, having a positive reputation is invaluable.

Pharmaceutical companies frequently use social media to communicate health concerns, new advancements and potential outbreaks. Furthermore, they have been in the spotlight for the past 24 months, helping a society navigate through COVID-19 and out of lockdowns.

The pandemic led to a rapid change in public sentiments over a short span of time. People expressed sentiments of joy and gratitude toward good health, yet sadness and anger at the loss of life and stay at home orders. 

It’s important to understand audience perception toward health-related content, and how your audience perceives the news you share or is shared about you. As the world turned to pharmaceutical companies for vaccines, heightened media coverage meant the public were listening, watching and paying more attention than ever before. This gave those companies the opportunity to redefine what they stand for.

Australian trust in pharmaceutical companies versus global country average. Source: Ipsos and Statista

The role of social media

Historically, the sector had been tarnished by bad publicity. However, the Ipsos Global Trustworthiness Monitor 2021 report revealed pharmaceutical companies are now seen as more trustworthy than they were three years ago. 62% of Australians say they trust pharmaceuticals, in comparison to a global country average of 31%.

Social media intelligence plays an important role in how audiences discover, research and share information about a brand or product. Pharmaceutical companies need to continue their connection with their audiences, through storytelling. With this, they can influence a positive narrative and maintain the positive shift in reputation.

During the pandemic, Pfizer dominated social media. On Twitter, Pfizer was the most mentioned company compared to other competitors during the same period. Conversations about the actual brand were not as popular as vaccines, yet social media buzz was inline with Pfizer's consequential milestones and notable events during the pandemic.

Audience perception on twitter

With company mentions of this calibre, there’s no denying the number of conversations involving pharmaceutical companies. Audiences are talking in an unfiltered manner. Whether it's about their credibility, reputation, or the effectiveness of treatments, there’s no escaping the global conversations about the pharmaceutical industry.


Companies cannot afford to ignore conversations that could influence their reputation. Rather than treating it as something beyond their control, using reputation management tools within a media intelligence platform can assist in rolling out a more effective and efficient comms strategies on both traditional and social media.

The power of audience perception

A recent study on Eczema & Atopic Dermatitis by our sister company, Pulsar, shows a topic that is considered an intensely private conversation, has since moved online. An analysis was performed on the relationship between influential figures and wider audiences.

The below chart shows what the engagement metrics look like for the 19 most-engaged with accounts describable as either dermatologist, esthetician, medical doctor, nurse or pharmacist. 

From this chart it tells us dermatologists hold authority in this conversation with three of the highest engagement tallies originating from dermatology accounts. This suggests their audience trust their expertise and are favourably perceived.

Comparing the mentions and engagements of the top 19 influencers, by engagement, in the atopic dermatitis and eczema conversation. Sept 2020- Oct 2022. Source: Pulsar TRAC.

Audience perception on twitter
Audiences engaging in the conversation around both eczema/atopic dermatitis and medicalised skincare on Twitter, set against the more general eczema/atopic dermatitis conversation over the same period. Sept 2020 – Oct 2022. Source: Pulsar TRAC.

The above chart shows a comparison analysis on audiences engaging in conversations around both eczema/atopic dermatitis and medicalised skincare on Twitter. This is set against the more general eczema/atopic dermatitis conversation over the same period (Sept 2020 - Oct 2022).

Healthcare professionals remain a significant presence. Viewing the two audiences alongside each other:

  • Young black communities cohere into the single largest community.
  • LGBTQ+ communities emerge as a far greater presence in the wider conversation. 

From this study, we can see there is a seamless loop between conversation analysis and audience segmentation. This allows for a dynamic view of how each community talks about a topic differently. 

3 pillars to consider when repairing brand reputation

1. Be active and engaged on your social networks to help control the conversations. Turning the mythology around can be difficult, but with a compelling or positive evergreen story, it can change the perception audiences have about your company.

2. Monitor what is being said. Negative news gets more attention. This creates unwanted negative conversations and commentary. Tracking analytics, such as media mentions, share of voice and media outlets with a media intelligence solution allows you to keep a vigilant eye on the type of media coverage you’re receiving. When repairing a negative reputation, at least 35% of the company’s share of voice should involve company representatives.

3. Create a recovery roadmap to deliver on business improvements. Be transparent and authentic when it comes to communicating to customers and stakeholders. This will help with rebuilding trust and repairing your reputation. 

When a company needs to repair their reputation there is a need to use sources of traditional and social media. These will form the pillars of their repair strategy. These pillars can support a comms strategy with real-time data, identifying what's working and what isn’t.

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Blog
Reputation Management: How Important is Audience Perception?

Reputation management is crucial for any brand. With unfiltered social media, it is critical to understand your audience perception.

Ready to get started?

Get in touch or request a demo.