What is your job title? How do you use social listening in your work?
My job title is Social Intelligence Lead, within the Global Consumer & Market Insights team at Nestlé Nespresso S.A.
I use in-house social listening to capture real-time consumer insights about Nespresso products, brand campaigns, competitive intelligence, and food & beverage trends.
What’s your background? How did you get into social listening?
I studied International Hospitality Management at EHL Hospitality Business School, therefore I have always been customer-centric oriented.
It has been 6 years now since I started working as a digital analyst for multinational companies, leveraging social listening for consumer insights, competitive intelligence & trends. Working in multinationals enabled me to discover advanced social listening tools, and allowed me to leverage this capability in-house as an agile way to answer business needs, understand customer experience, and identify customer needs thanks to spontaneous social conversations.
What has been your biggest achievement?
As part of the Global CMI team at Nestlé Nespresso SA, I built alone social intelligence capabilities from the ground up, transforming the way insights are generated into an always-on, agile and empathetic approach by analyzing unstructured data from public digital sources (social media, rating & reviews, forums, etc.) in real time. This has enabled me to implement an always-on "Consumer Pulse" that captures product feedback, understands customer experience, and identifies trends that serve business needs and growth opportunities. My biggest achievement is that the Consumer Pulse I have created is presented every month to the Nespresso C-level management team.
What would be your dream project to work on?
As part of my current scope of work at Nespresso, I am kind of already working on my dream project:
- Leading a real-time “consumer pulse” for Nespresso online conversations
- Bringing customer empathy + customer centricity to Nespresso HQ stakeholders, as well as to the C-level management
- Helping improve customer experience thanks to actionable social insights
- Identifying emerging trends for innovation teams thanks to social conversations
Do you think there’s a right way and a wrong way to use social data?
Personally, I think that the right way to use it is to leverage it as a customer empathy tool for qualitative customer feedback, as well as an early “signal” for emerging trends. But most importantly I am convinced that having an efficient data architecture is a key foundation for transforming all the unstructured social data into actionable insights. Always keeping in mind the bias of online sources (geographical + demographic limitation, listening to people who publicly express themselves etc). This is why I personally like to combine social data with other sources such as customer care, CMI studies, search trends etc.
Are there areas where you think you should be using social data for but aren’t currently?
Today, I am already leveraging social data at a global scale for the following listening areas: brand health, brand campaigns, product feedback, customer experience, post-launch analysis, food & beverage trends, competitive intelligence, and exploratory research. However, where I see an improving area, this would be in predictive social analytics, so that in addition to the real-time insights we could also forecast future needs & trends.
What’s your favourite data source to use and why?
Despite the fact that many sources are a goldmine source of insights, my 2 favorites are:
1)TikTok, as it allows you to generate visual insights (videos), uncovering consumers’ rituals and consumption habits that they wouldn’t necessarily mention or talk about in a text/post/tweet. Therefore, there are valuable learnings from the video's background, items used, or brands displayed on top of the audio content.
2) I find that rating & reviews are great to get a deep understanding of sentiment analysis, to understand what people like and dislike about a product. This spontaneous feedback is then helpful to improve sales and marketing messages, commercial assets, as well as product development and product management.
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