{"id":175614,"date":"2024-04-25T15:48:36","date_gmt":"2024-04-25T13:48:36","guid":{"rendered":"https:\/\/www.brandwatch.com\/fr\/?p=175614"},"modified":"2026-05-08T12:47:11","modified_gmt":"2026-05-08T10:47:11","slug":"social-listening-b2b","status":"publish","type":"post","link":"https:\/\/www.brandwatch.com\/fr\/blog\/social-listening-b2b\/","title":{"rendered":"Comment les marques B2B peuvent-elles b\u00e9n\u00e9ficier du social listening ?"},"content":{"rendered":"

It is easy to see the use-case<\/a>\u00a0for social listening when looking at large consumer brands<\/p>\n

They have hundreds of thousands, if not millions, of buyers and millions more of potential ones. They have high volumes of online conversation<\/a>\u00a0about them, a dedicated social media team to keep an eye on it, and lots of data to find insights.<\/p>\n

But what about those B2B companies that sell their services to other businesses?<\/p>\n

What about companies that, though hugely successful and large, don’t get talked about much online, and perhaps have a lower number of customers?<\/p>\n

When these companies enter the social listening space, they are faced with many different challenges<\/a>.<\/p>\n

The biggest is learning how to quantify the available information on the social web and determining what really matters<\/a>. So we’ve listed a few tips and tricks for establishing a solid social listening plan to meet your higher level business objectives.<\/p>\n

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1\/ Less Data, More Value<\/h3>\n

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Unless you\u2019re in an industry that has a high consumer crossover, you can expect the volume of online conversation about your brand to be much lower.\u00a0But fewer conversations doesn\u2019t mean ‘fewer’ valuable. In fact, it can be quite the opposite.<\/p>\n

Conversation is often more targeted<\/em>. Plus, the lower the volume, the less time you\u2019ll need to spend on analysing all relevant mentions.<\/p>\n

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2\/ Generate Prospects and Drive Sales<\/h3>\n

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Most analytics tools will suggest companies to first listen to branded conversation, but many B2B companies<\/a> don\u2019t have a strong brand presence to listen to in the first place.<\/p>\n

Alternatively, they can keep an eye on the audience that really matters: the kind of people that are looking for their brand\u2019s types <\/em>of\u00a0products and services. They can then contact these people\/companies and attempt to nurture them into sales.<\/p>\n

Tracking\u00a0and proactively\u00a0responding<\/a>\u00a0to online conversations from potential\u00a0prospects <\/a>are more meaningful than trying to outspend your competitors.<\/p>\n

Example:<\/strong> Paul Dunay of Avaya closed a $250,000 sale by responding to a tweet\u00a0that said \u201cTime for a new phone system very soon.\u201d Analysing buyer keywords such as \u201cnew phone system\u201d resulted in a huge opportunity for them.<\/p>\n

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3\/ Handle Your Next Crisis<\/h3>\n

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Using a similar approach as outlined above, you can easily find when someone complains<\/a> on social media.<\/p>\n

Don\u2019t shy away from criticism.\u00a0By responding immediately and resolving the issue, your customers become even more loyal.\u00a0If you don\u2019t know the right answers, you can split up mentions into categories and <\/span>distribute<\/a> to different team members or experts in the field.<\/span><\/p>\n

When there is a crisis looming for your company, there is a good chance you will hear about it on the web first. That is, if you are listening for it.<\/p>\n

Example:<\/strong>\u00a0When Boingo Wireless accidentally sent an email<\/a> meant for just a few clients to 20% of their users, indicating that their accounts would be cancelled, a wave of complaints rolled in on their social networks.<\/p>\n

With\u00a0<\/span>real-time listening, Boingo was able to mitigate the negative conversations in a matter of hours by apologising, reassuring clients and putting the brakes on further emails.<\/p>\n

\"Naamloos\"<\/a><\/p>\n

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4\/ Identify Advocates and Thought Leaders<\/h3>\n

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Possibly the biggest benefit of monitoring social media is fostering strong connections with brand champions<\/a>\u00a0and those who are most influential<\/a> in the industry.<\/p>\n

Similarly, B2B companies can find company or industry critics, listen to what they are saying, and respond suitably.<\/p>\n

Example:<\/strong> The agency No Pork Pies <\/a>created extremely detailed research strings to determine the best way for Noble Caledonia<\/a> to engage with their target audience online.<\/p>\n

Noble Caledonia needed to understand the online behavioural traits of people finding, researching and\u00a0booking small-ship cruise holidays. Read more about it here<\/a>.<\/p>\n

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5\/ Keep Tabs on the Competition<\/h3>\n

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Although branded conversation for B2B companies is generally lower, you\u2019d be surprised to see the amount of chatter going on about your competition<\/a> on B2B social media (also,\u00a0the amount of chatter about what they\u2019re not doing).<\/p>\n

Example:\u00a0<\/strong>At Brandwatch<\/a>, we keep tabs on our competition online. It helps us ascertain where we sit in the complicated field of analytics tools, at least in terms of brand awareness, PR coverage and other measures of visibility.<\/p>\n

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6\/ Embrace Product Feedback<\/h3>\n

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Social media gives companies the ability to get the kind of quick, voluntary feedback they require to stay agile.\u00a0This can be especially helpful for businesses that do not have big budgets for research and development.<\/p>\n

Identifying\u00a0what people like – or don’t – about your product will help you understand how to better satisfy customers and prospects’ needs.<\/p>\n

Example<\/b>: As early as 2008, networking giant Cisco has been using social media to launch products. It was only in 2010 when they had social data insights and enough confidence to\u00a0launch a new router<\/a> via social media channels alone.<\/p>\n

They also established a Second Life presence that included a pre-event concert featuring eight bands.\u00a0More than 20,000 network engineers played a specially designed 3D game, the winner received a Cisco router and\u00a0$10,000.<\/p>\n

\"metaversedlive-763162\"<\/a><\/p>\n

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While branded conversation is generally lower for B2B companies, they can put social listening to best use by generating prospects, keeping an eye on the competition, identifying thought leaders, rewarding brand advocates, collecting product feedback and much more.<\/p>\n

Companies don’t need to analyse a million mentions\u00a0to get the news they need.<\/p>\n

It\u2019s only a matter of cultivating a deep understanding of relevant conversations online.<\/p>\n

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It is easy to see the use-case\u00a0for social listening when looking at large consumer brands They have hundreds of thousands, if not millions, of buyers and millions more of potential ones. They have high volumes of online conversation\u00a0about them, a dedicated social media team to keep an eye on it, and lots of data to […]<\/p>\n","protected":false},"author":314,"featured_media":175638,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false},"categories":[3892,3877,3893,1],"tags":[],"class_list":["post-175614","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-guide","category-technology","category-monitoring","category-uncategorized","blog_streams-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/posts\/175614","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/users\/314"}],"replies":[{"embeddable":true,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/comments?post=175614"}],"version-history":[{"count":0,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/posts\/175614\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/media\/175638"}],"wp:attachment":[{"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/media?parent=175614"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/categories?post=175614"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/tags?post=175614"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}