What’s your background? How did you get into social listening?
I am a journalist. I grew up convinced that journalism would be my profession for life. Ryszard Kapuscinski, an icon of narrative journalism, brave and honest, used to say that this profession “sets a goal and tries to provoke some kind of change”. The same applies to a project of social intelligence and digital analytics: having a clear objective to measure is the starting point for changing or improving something.
Today, to that idyll with journalism, I must add my passion for this discipline applied to all the projects I have the opportunity to implement as Chief Content Officer at Banco Pichincha, from campaigns on social networks or digital media to branded content initiatives. None of them can go live without a plan that includes audience listening analysis, measurement, analytic implementation, data visualization, monitoring, and continuous optimization.
Only the analysis of that data will allow us to determine where we have greater growth opportunities. And not always the results obtained bring a smile to our face. Experience tells us that accepting failure is the starting point for improvement.
Formulating growth hypotheses, conducting experiments to confront them, using data to validate the results, and repeating this virtuous circle fosters the development of new content.
The way of looking and the ability to listen, the raw material that fuels journalistic stories, are also key in how brands communicate today with their customers. Empathy, listening, and personalization are increasingly demanded by consumers who are more demanding, more informed, and less loyal.
What has been your biggest career achievement?
Over my decade-long journey in content marketing, pinpointing a single standout achievement is challenging, given the breadth of milestones reached. However, I can highlight several key accomplishments:
I've spearheaded content marketing campaigns across vital areas like cybersecurity, financial education, and sponsorship. These campaigns not only met but often surpassed their engagement goals, showcasing the effectiveness of our strategic approaches.
My efforts have significantly bolstered our brand's online visibility through a multifaceted content marketing strategy that spans social media, blogs, and other digital channels. Notable outcomes include improved engagement rates, expanded reach, enhanced brand lift, and establishing our brand as a thought leader in content innovation.
I've been at the forefront of integrating innovative content strategies and embracing new technologies. These initiatives have markedly influenced our target audience, setting new standards in content delivery and engagement.
These milestones reflect not just the success of individual campaigns but also the sustained growth and evolution of our content marketing practices, underscoring our commitment to excellence and innovation in a competitive landscape.
What’s been the project you’ve been most proud to work on?
Financial education is crucial for empowering individuals, fostering economic stability, promoting financial inclusion, and contributing to sustainable economic development. At Banco Pichincha, we believe it's essential for people to have the tools that enable them to make informed decisions about managing their finances. That's why financial education is one of our core editorial pillars. We constantly work on content that enhances financial management knowledge. For instance, on our TikTok profile, we collaborate with a group of influencers/content creators who assist us in conveying this knowledge to younger audiences with very positive results.
Thanks to, precisely, active listening on social networks, we understood the importance of launching a series of contents on Instagram to explain behavioral economics in an entertaining way. Under the hashtag #PonleCabeza, we explain how our decisions are influenced by a variety of irrational factors. We know that this knowledge can empower people to make more informed and conscious decisions that affect their economy.
Cybersecurity is one of the major challenges that we must address, and education is key. To address this issue, we analyzed various insights and created a campaign that links this topic with the concept of fake news. In a disruptive and creative way, we have brought our audiences closer to the knowledge of different frauds and how to prevent them.
Additionally, we support sports, which allows us to create very impactful content initiatives. Sponsorships are no longer just about gaining visibility; when engaging audiences, they can also deepen the connection between fans and brands through unique experiences. This was precisely Banco Pichincha's aim when we developed El Diez de la Trivia and Trivia de Oro to enhance our sponsorships with football teams such as Liga Deportiva Universitaria de Quito, Barcelona SC, and Universidad Católica, and with the Ecuadorian cyclist Richard Carapaz, respectively
We launched trivia quizzes during the Ecuadorian soccer championship and major cycling tours to test fans' knowledge. These offered fans a way to experience unique moments, with prizes ranging from signed shirts to meetings with athletes and attendance at training sessions.
Thanks to audience analysis, social listening, and campaign performance evaluation, we were able to implement a series of optimizations in our campaigns that increased the results obtained in the initial phase tenfold.
To achieve this goal, it was crucial to ensure that the right people saw our campaign. This is why fine-tuning segmentation to reach niche audiences and specific targeting is so important for success.
What’s one thing you think people have wrong about social intelligence?
A common misconception about social intelligence in content marketing is believing that it's simply about producing content that is popular or generates a lot of engagement on social media. While these factors are important, social intelligence goes much deeper than creating viral or eye-catching content.
In the context of content marketing, social intelligence refers to the ability to deeply understand your audience, their needs, desires, and how they communicate and relate to each other and to your brand. This involves:
- Actively listening to and understanding the conversations of your target audience, not just on your own channels but across the web, to capture their interests, concerns, and the way they express their opinions.
- Tailoring your voice and content to the cultural norms and expectations of your audience, which requires a subtle understanding of the social contexts in which your users operate.
- Anticipating how different segments of your audience will react to your content, not just in terms of engagement but also considering the possibility of misunderstandings or negative reactions, and planning how to handle these situations.
- Creating content that not only seeks to sell but also builds relationships, offers genuine value, educates, entertains, and supports the audience in their daily challenges.
Therefore, social intelligence is much more than being able to generate content that "likes" the audience; it's about building a long-term relationship based on mutual understanding, respect, and value. Underestimating the complexity and depth of social intelligence in content marketing can lead to strategies that fail to truly resonate with the audience or, worse, backfire.
Do you have any tips for people looking to mature their social listening practice in org?
Social listening is a crucial component of an effective content marketing strategy, as it allows you to understand the conversations, sentiments, and trends that are relevant to your brand and industry. It's essential to clearly understand who your audience is and where they can be found. Activating active listening on social networks is key. It is necessary to identify their concerns and interests. From there, considering the DNA of the brand, its purpose, its reputation, and its positioning within that audience, you can tailor content within the chosen communication territory. Here are several tips to enhance your social listening practice:
- Broaden your listening scope: Include industry keywords, competitors, and relevant topics, not just direct mentions of your brand.
- Use advanced tools: Invest in social listening tools that offer deep analytics and tracking across multiple platforms.
- Segment your listening: Organize listening by audience segments or themes for more targeted strategies.
- Engage in conversations: Use insights to meaningfully engage in relevant conversations.
- Integrate with other data sources: Combine social listening with customer feedback and data analytics for a holistic view.
- Act on insights: Apply what you've learned to content strategy, product development, and customer service.
- Educate your team: Ensure everyone understands the importance of social listening and how to use it.
- Monitor and measure impact: Establish KPIs to evaluate the effectiveness of your social listening practice.
By advancing your social listening practices with these tips, you can create more resonant and effective content marketing strategies that truly align with your audience's needs and interests.
Who has made a lasting impression on you? Any SI heroes?
The remarkable aspect of digital marketing disciplines such as social intelligence and content marketing is their rapid evolution, compelling you to continuously learn. This has been crucial in my work. The way I perform my job now is not the same as it was 7, 5, 3, or even 2 years ago. Personally, studying and learning from industry leaders who know how to create impactful strategies that resonate deeply with audiences has been key to continually creating new projects and seeking innovative methods. Over the years, I've learned a lot from figures like Daniel Goleman, Seth Godin, Simon Sinek, Dan Ariely, Gary Vaynerchuk, Joe Pulizzi, Ann Handley, and more.
How do you think the social intelligence industry will evolve in the next few years?
The social intelligence industry is set to undergo significant evolution in the coming years, driven by technological advancements and the increasing importance of data-driven decision-making. The integration of artificial intelligence and machine learning will enable more sophisticated analyses and real-time predictive analytics. Privacy and ethical data usage will become priorities, adapting to stricter regulations and building consumer trust.
The shift towards analyzing visual and voice data will cater to the popularity of platforms like Instagram, TikTok, and voice search devices. Businesses will demand personalized and actionable insights, leading providers to offer more customized solutions. Social intelligence will broaden its application beyond marketing to include product development and human resources, and will explore emerging technologies like augmented and virtual reality.
Cross-platform integration will become crucial for a comprehensive understanding of consumer behavior. The ability to provide real-time analysis will be essential for responding to emerging trends and effectively managing crises. This future will require companies to adapt and leverage new technologies and methodologies to stay competitive.
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