AM-Social Listening

Analyst - Social Listening

At ITC Ltd., Insights is at the center of driving consumer marketing strategies. With increase in digital penetration and social media usage, consumer conversational data has also increased multifold. Human stories are the foundation of digital and there has never been a greater risk than not understanding the customer. ITC's Sixth Sense team utilizes tools and technology to analyze digital conversations and create consumer and competitive research. The social listening analysts work closely with cross functional teams like brand marketing, digital media, product development and packaging.

Overview of Responsibilities

• Continuously monitor brand, competition and category conversations and share insights with key stakeholders

• Set up of query parameters for topics on social listening platforms

• Identify emerging conversation themes along with shift in consumer sentiment

• Pull and interpret data from social listening tools, including brand mention, sentiment, conversation drivers, consumer behavior, top influencers, Key opinion leaders etc

• Share weekly/monthly learnings with brand teams – brand health reports

• Identify and share emerging trends – moment marketing opportunities for brands –with content and brand team

• Explore and share new ideas and approaches for brand campaign – basis emerging social media trend

• Identify new consumer trends towards Food & Beverage product to help business in participating trends.

• Create learnings of category understanding by exploring category specific nuances.

• Identify emerging trends which brand can leverage for new product development, packaging, marketing communication which can help in contextual / long term marketing plans

• Present learnings to marketing teams, brand teams, digital media team and product development teams

• Top up social listening data with learnings from secondary sources like Mintel and WARC to generate actionable insights with brand team.

• Mine customer reviews & ratings data (E-Commerce) and generate insights

• Promote Social Intelligence practice within the organization; build on the culture of Digital first for ITC brands

• Relationship management with existing social listening agencies and lead relationship with various vendors and partners, guaranteeing optimal service delivery and its enhancements

• Continuously evaluate social listening solutions to complement and strengthen existing capability

Desired Profile

• Graduate/post graduate with 2-4 years of experience in Insights and Marketing

• Strong familiarity and understanding of social media platforms like Facebook, Twitter, Instagram, YouTube and others

• Experience with real time social listening and consumer intelligence

• Experienced in consumer Insights, should have worked individually on brand briefs

• Experienced qualitative researchers are preferred

• Should be able to mine social media conversations, assimilate them and come up with cogent themes

• Effective communication skills, both oral and written; Good at Story telling

• Good grasp of numbers and logical reasoning; should be able to tie up insights being generated from different data sources to tell a compelling brand story

• Prior experience in FMCG or ecommerce analytics is preferred - Prior experience in social listening, Insights driven Marketing is a plus

• Prior experience on platforms like Netbase, Quid, Google trends, Sprinkler, Falcon.io, Listenfirst, Adobe analytics, Adobe Audience Manager, Answer The Public is preferable