Social Media Listening for CX Success in DC Fandom

Brands must strive to exceed the expectations of an increasingly fickle consumer base – CX success depends on it. And this is why using social media listening to understand what experiences customers expect from your brand is crucial. The Justice League’s “Snyder Cut” offers a case in point!

In this article, our tools will take a superhero’s approach and illustrate:

  • How social media monitoring is the bat signal of fandom conversations
  • Why brands must monitor social platforms for the word on the street
  • Customer experience (CX) as the guide for present and future of consumer success

And here are some telling statistics to pique your interest:

  • There are 3.81 billion people using social media
  • 93% of customers say that user generated content is pivotal to their decision-making
  • 54% of consumes use these social media platforms to research products

how to make social media analysis work for you

CX Success & Superheroes’ Fandom

Today’s consumers rate a brand based on their accumulated experiences with them, not just a simple comparison between X brand and Y brand. Capturing a baseline of the experiences that consumers expect is especially important then. And this is particularly true for the superhero fandom, as they “experience” the universe created very specifically. Good news: overall, consumers are really good at letting you know what they want, if you have the tools to listen. And DC fans certainly spoke loud and clear.

DC fans petitioned to have the Snyder’s Cut of Justice League released when they realized Zach Snyder’s version of the movie may be quite different from Joss Whedon’s, the director who took over the movie project. Fans took to the skies and commissioned a plane to carry a banner with the hashtag #ReleaseTheSnyderCut to fly over Comic Con in 2019. Additionally, they rented out billboards in NY Times Square.

snyder-cut-released-demonstrating-social-listening-and-cx-sucess

And they spoke about it on social media, of course, which is something social media monitoring reveals.

The Growing Online Conversation

There’s been growing pressure from fans to release the Snyder Cut since The Justice League hit theatres in 2017. By using keywords directly connected to Snyder, our timeline of conversation around this subject comes alive. Among other things, we can see highlighted areas which show how often Zack Snyder’s cut of The Justice League is mentioned in an individual segment. And each bit of the conversations are clickable, to allow exploration around different aspects of what is being said – in detail:

dc-fandom-conversation-timeline

You can see how the various conversations ebb and flow with time as topics rise in popularity and then slowly peter out. For example, we’ve focused in on the past two months. In October the largest spike in conversation is attributed to actors returning to re-shoot scenes, and those who want to be a part of this now epic re-boot.

dc-fandom-conversation-timeline-2

That spike is replaced in mid-October by talk around Jarod Leto reprising his role as Joker in the upcoming film. And more recently November has seen a mixture of conversation from debunked rumors around a Justice League 2 and 3, to Dwayne Johnson wanting in on the action. Each area can be selected to gather more information that can aid a brands next move.

We’ve also filtered it by social engagement, which speaks to what consumers like, what they’re sharing and what they’re talking about the most. And it’s this kind of critical intel which allows brands to adjust their campaign according to their customers’ needs and deliver what they desire.

And this is why social media monitoring matters so much. . .

how to make social media analysis work for you.

Social Media Monitoring Matters

Brands need to consistently monitor for known – and unknown – issues, and you never know when they could resurface. The narrative and sentiments are constantly changing, and with 3.81 billion people actively using social media in the world, staying on top of the conversation is imperative.

Reading consumer emotion is an integral part of any social media monitoring tool as it speaks to how news is being received. And that offers a roadmap to consumers’ hearts.

Our bar chart (below) details this. Jared Leto is big news as he didn’t originally appear in the 2017 cut of Justice League, and this segment has a fair mixture of feelings around this news. Luckily, we can peek inside to see what’s driving the social mood.

dc-fandom-conversation-timeline-3

On one hand, fans are ecstatic at the possibility of an interaction between Joker and Batman in this movie. On the other, Jared Leto’s performance as the Joker in 2016’s Suicide Squad received mixed reviews.

This post, which was pulled from Quid Social’s search on the Snyder Cut, shows apprehension:

cx-success-informed-by-consumer-posts-on-topics

This, plus other similar posts explain the large amount of neutrality around Jared Leto’s Joker. We can also see keywords which can be explored to find other relevant, linked posts. And all of this makes the consumer experience that much more personalized, which is key to generated the best buzz.

CX Needs Generate the Best Buzz

Brands that listen and create experiences or products that consumers need or want, have built-in promotional potential by way of user generated content (USG). This happens when customers get excited and talk about their experience with a brand on social media.

Think of it as free advertisement that has the potential to reach segments you may not yet be aware of. This is particularly vital when you consider that 93% of customers say that UGC is pivotal when making a purchasing decision – whether it’s movie tickets or bubblegum.

For example, this post by fan-run Instagram account @worldofdcomics was posted in celebration of the new look of Batman and Deathstroke in the upcoming Snyder’s Cut of The Justice League. They have over 65K followers and this post alone has 8,956 likes. That’s a lot of consumer eyes on one product.

world-of-comics-instagram-post

Czar Irani 🦸‍♂️ (@worldofdcomics) • Instagram photos and videos

Many viewers (beyond the likes, as reach takes a post well beyond visible stats) are exposed to this user’s sentiment on the project, whether positive or negative. Therefore, it’s critical to know how your brand is perceived by even moderately influential types.

And social media listening provides opportunities to pinpoint influencers, like the one above. Below we’ve spotted an influencer in our food and travel category promoting the Snyder Cut and Comicbook.com’s full documentary on the making of it.

comicbook-documentary-of-dc-listening-to-fandom-for-cx-success

This person has a lot of sway with his audience of 74,818. Savvy brands recognize that 54% of people with social media accounts use these platforms to research products. Having a relevant influencer on your side keeps your brand in their line of sight.

social-media-influencers-on-the-dc-fandom-topics

And it’s more than UGC and influencers.  Social media listening reveals pertinent information that may not be on a brand’s radar, but never-the-less needs to be found to inform a brand on how their campaign is succeeding.

Like this consumer who previously wasn’t a Justice League fan, but with the Snyder Cut coming out, he’s making plans to see it:

uncovering-new-interested-consumer-segments

This speaks to how the decision to release the cut is creating an opportunity for new fans and larger returns. And potential new segments.

Without the right tool, brands could miss out on critical conversations, huge opportunities for a larger consumer base and not to mention the revenue that comes with it. Let social media monitoring be your guide. Be sure to reach out for a demo to learn how!

how to make social media analysis work for you

NetBase Product Line

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