Social Listening

Insights aus dem Social Web, für bessere Entscheidungen

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Social Listening Leistungen

Sentiment-Analyse

Analyse der Marken- und Produkt-Wahrnehmung.

Trend Monitoring

Frühzeitige Erkennung relevanter Trends.

Competitor Tracking

Monitoring von Wettbewerber-Aktivitäten.

Crisis Detection

Frühwarnsystem für potenzielle Krisen.

is the most underrated discipline in modern marketing. While brands invest millions in broadcasting, many know surprisingly little about what is actually being said about them, their categories and their competitors — and especially why. We treat Social Listening as both a strategic early-warning system and an insight engine. It isn't about opening a Brandwatch account and generating PDFs but about structuring conversations into strategy, product and crisis decisions. For brands like MILRAM, Henkel and EWE we build listening setups that go beyond classic brand mentions: category trends, sub-communities, consumer pain points, discourse and competitor movements. Listening becomes the foundation for planning, innovation briefs, sales argumentation and reputation management — a central data layer for the entire marketing organisation.

What this means for your team

For a CMO, is the only scalable way to gather unfiltered consumer insight in real time. Classic market research delivers deep but slow data — listening delivers broad, fast signals. Both together are the gold standard. You get answers to questions that otherwise take months: how do consumers react to a new product, which competitor message works, which risks are building up in sub-communities before going viral? For a global brand like PepsiCo, professional listening enables steering of brand risk and opportunity across markets. You create a data foundation that improves not only marketing decisions but also product, PR and sales teams — with measurable contribution to time-to-market and crisis resilience.

How we deliver

Topic & Source Setup

We define topic universes, keywords, hashtags and sources per brand, category and market. Tool-side we work with Brandwatch, Talkwalker or Meltwater depending on requirements.

Classification & Sentiment

We build classification models that automatically map topics, sentiment and intent. Mentions become structured data points that scale in dashboards.

Insight Synthesis

Data is translated into monthly or quarterly insight reports: what is moving the category, which opportunities are emerging, which risks need action? Clear recommendations instead of data graveyards.

Alerting & Crisis Setup

We define alerting rules that detect critical topics, spikes and potential crises early. Escalation paths are defined so reaction doesn't get stuck in the tool.

Integration into Marketing Routines

Listening insights actively feed content planning, briefings, campaign briefs and sales materials. The system becomes part of the organisation, not just a report.