Figure 6: Online Shopping Trends in Three Countries
During the same period, interest in Pak’nSave also soared. The interest
in the overall brand versus interest in its online shopping services
have followed different trajectories.
[CHART]
Figure 7: Online Interest in Pak’nSave
Lessons Learnt
By studying different business cases, appropriate social listening
strategies are suggested. Table 4 is a matrix of strategy portfolios.
Firstly, to get a comprehensive view of a company’s brand in the social
media, the brand image can be reviewed from six factors: mentions,
influencers, sentiment, brand health index, channels, and Keyword cloud.
Secondly, to position a product or a brand in the market, as well as to
understand the recurring qualities from social media, multiple products
or brands can be compared with each other, including mentions, channels,
and sentiments. Thirdly, to spot and address a crisis or trend in social
media, the detection needs to be performed from four aspects, including
mentions, sentiments, Keyword cloud, and brand health index.
Table 4: Matrix of the social listening strategy portfolios