“The conversations that take place on Twitter are different than anywhere else, as our community uses the channel for quickly digestible, reactive, topical content,” says River Island’s Senior Social Media & Marketing Executive Kymberley Thomson. Sprout’s Social Listening gives them an opportunity to join conversations and understand emerging trends on Twitter and beyond. Then, they use that listening data to inform their content and social strategy across all platforms.
With Sprout Listening, River Island gathers insights from customized topics like one they created to analyze purchase intent. Any time a Twitter user mentions River Island and keywords like, “love,” “need,” “want” and “buy,” the message is surfaced in their listening data. While Sprout’s Smart Inbox helps them engage with these messages one-to-one, Sprout Listening gives them the power to aggregate all messages that fit this criteria to spot qualitative trends, like sentiment or associated topic affinity. This helps the brand’s social team learn more about the popular products and interests among their consumers.
The beautiful thing about Twitter is that those conversations never stop, so River Island can continue to gain new business insights and inspiration from social listening every day.