Khoros Intelligence Review 2024 : Is This Tool Good for Social Listening?

Khoros Review: Key Features

Who is it Designed For?

How I Came Across Khoros Intelligence

While shortlisting the best social media marketing tools, I came across Khoros and its suite of tools. Realizing the rich functionality that they have to offer, I decided to check out Khoros Intelligence firsthand.

Honestly, at first glance, the tool did seem a bit intimidating. That’s because it covers five different platforms — Instagram, Twitter, Facebook, Tumblr, and YouTube.

For all of these channels, there are advanced capabilities for social listening and campaign management.

From my experience, I can tell you that once you get a hang of it, Khoros Intelligence can really help you up your social media game. Using this tool, you can optimize your social media presence and get real-time social media insights.

What makes this tool stand out from the rest is that it gives you detailed data in an easy-to-understand manner.

If you’re someone who wants social media analytics without too much complexity, this is the right tool to use.

With Khoros Intelligence, marketers can mainly benefit in the following ways:

• Track Brand Mentions: Find out who is talking about your brand
• Analyze Customer Sentiment: Figure out what people are saying about your brand
• Identify Trending Topics: Recognize popular topics in your niche and industry
• Competitor Analysis: Get a sense of what’s working for your peers and contemporaries

Now that you have a better idea of what Khoros Intelligence does and how you can use it, let’s talk about it in detail.

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Khoros Intelligence: A Detailed Review

A part of the Khoros Marketing suite of tools, the focus of Khoros Intelligence is mainly on social listening. In this review, I’ll try to give you an overview of different features on the platform along with screenshots for better understanding.

Since they have a really rich functionality for social listening on Twitter, I’m going to focus on that platform for this review.

How to Use Khoros Intelligence For Twitter Marketing

Everything on Khoros Intelligence is predicated on search, especially for Twitter marketing.

It has a Boolean search, which means I can use keywords along with modifiers like “and,” “or,” and “not” to get more relevant search results.

Here is what their interface looks like:

As you can see from the screenshot above, you can select the social media platform of your choice from the top bar.

I’ve chosen Twitter. Then, I can enter any search terms I want to explore into the search box. When I click on the search bar, I am presented with multiple filtering options.

As you can see, I can specifically look for search results from a particular state, country, author, or other such factors.

I’ve chosen to go with the first option.

For the search term, I am going to use my name to find out details about my Twitter presence.

In a nutshell, I want to get the results based on the mention of any accounts with the term, “Shane Barker.”

Furthermore, I can use another term for the search. I am going to use the term, “Business.”

Below is what my final selection looks like. What this means is I want results that have any mentions of the two phrases, “Shane Barker,” and “Business.”

On hitting the “Search” button, I get the results for the last 7 days. On the screen, you can see the total number of tweets and the overall growth. It makes it easy to find out when your audience was the most engaged.

Just a week is a bit limiting, so I am going to expand the time range to 90 days. The option for this is available on the top left corner of the screen.

If you want, you can also look for results from a specific month or even within an exact time range. For now, I am just going with the 90-day time frame.

For this new search, I see that the growth has changed to 34%. This means that the growth for the terms “Shane Barker” and “Business” has increased 34% more than the previous 90 days.

You also get to see the total number of tweets over the selected time range.

In the chart, I can see some massive spikes before September. I want to track down what was working in my favor back then. To find that, I clicked on the highest point in the graph.

As you can see in the screenshot below, Khoros showcases one of the top tweets from the given time frame.

As you scroll down, you can check out all the top tweets as well as a list of the top terms and accounts associated with the entered keywords.

Looking at the results, I figured out that people who are talking about “Shane Barker” and “Business” are also interested in brand image. As a hashtag, I think I’ve underutilized it a bit till now.

Interesting way to find new hashtags, right?

Furthermore, when I click on a tweet, it shows how many retweets it has received and who has retweeted it.

Basically, it’s an easy way to find out who is interested in our content. Since I can see the account names as well, I can follow them back or comment on their posts to build relationships with them.

Now, let’s move to the next tab, which is “Activity.”

As you scroll down in the tab, you can see the total reach during the specified time frame. In addition to this, Khoros also shows the top tweets for a particular time of the day and a day of the week.

You can also easily check out the content type that is doing well, the devices that the majority of your audience is using, and the overall sentiment.

It’s pretty neatly done!

I’m actually thrilled with my results in the Sentiment section. I got 0% negative sentiment for these search terms.

Towards the end, there are more popular terms that you can see. I absolutely love how visual this section is, and how easy it makes it to read complex data.

On the Content tab, the main additions are that you can also look at the top languages, media sources, and the top links associated with the given terms.

With a quick look, I figured out 98% of my tweets within the last 90 days had links in them. Interesting, huh?

The People’s section in Khoros Intelligence has some really cool insights.

It categorizes people who retweet your posts or engage with your account into different categories — Influential Accounts, Non-Verified Accounts, and Active Accounts.

Not only is this a great way to find influential accounts, but the “Non-Verified Accounts” category can help you find macro and micro-influencers.

It also shows the Segment Demographics at the bottom. I found out that the majority of the active accounts that retweet my content or engage with my account/content were males in the age group of 18-24.

The next option, Voice, is one of my personal favorite features of Khoros. It enables you to enter a hashtag, term, or account name to discover how they are a part of the larger conversation.

For instance, I want to check out the results for the term, “influencer marketing” and my Twitter handle.

So, I am going to start a fresh search on Khoros Intelligence.

As you can see, I have a chart depicting my share of voice for the term, “influencer marketing.” I want to take this up a notch and compare it to someone else’s share of voice.

For instance, let’s stack my share of voice against that of two competitors. Here is how the share of voice of each brand stacks up:

Since it is represented pictorially, it’s very easy to gauge where you stand among your competitors.

If I click on the circle representing my share of voice, I can see some of the hashtags that did well. In addition to this, I can also check out the most popular tweets with the selected hashtag.

On scrolling down, I can also see a list of tweets that performed well. You can also use this feature to check the kind of content that is working well for your competitors.

We have covered all the main features, but I want to take a moment to appreciate their notification settings as well. When you save anything, you’ll see the option to “Configure Notifications.”

As you can see in the screenshot below, there are multiple options to set when you want to receive notifications. If you want to keep track of a particular tweet or a topic, this can be a really useful feature.

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How to Compare Different Topics on Khoros Intelligence

On the platform, you can also compare multiple topics against each other based on different categories. For this, you need to first save all the topics on Khoros Intelligence.

Here is the step-by-step process of how to do so:

Before you get started with the comparison, you’ll first have to

Step 1: Go to “Search” and enter a term that you want to save as a topic. Once the page loads, click on “Save.”

Step 2: Enter the name for your topic and click on “Save As New Topic.”

Step 3: Go to a new search and enter the second topic of your choice, and repeat the process. I’ve chosen “Personal Branding” as my second choice.

Step 4: Go to “Compare” from the main screen and select the topics you want to compare from the dialog box.

Step 5: Once you hit on “Compare,” you’ll get a detailed comparison of the chosen terms. By default, the time frame for comparison is just 7 days. The first section shows the potential reach of both topics.

Step 6: Scroll down to check out the overall growth, number of tweets, and the most popular hashtags for each topic.

Step 7: Furthermore, you can also compare content type, media sources, sentiment, devices, top accounts, and other details for each topic.

I just tried it with two topics, but you can go ahead and compare up to eight topics on Khoros Intelligence.

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How to Check the Latest Trends on Khoros Intelligence

With Khoros Intelligence, it’s super easy to track what’s trending in your country, city, or any other part of the world. For this, just click on “Live” from the top bar, and select “Trends.”

Instantly, you’ll be able to track worldwide trends.

Another advanced feature under the “Live” option is “Leaderboard.”

With this, you can find out the most popular accounts in your industry or around the world. They also have some saved leaderboards to help you get started. I am going to check out the saved leaderboard topic, “Brands.”

As you can see, this loads a list of the top-performing brands on Twitter along with their engagement rates, fans, likes, retweets, and other information.

In addition to this, you can also see the most viral tweets and how they are performing in comparison to the average performance of the account.

There are a lot of customization options available with this option. You can create your own leaderboards for more targeted results.

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How to Do a Multichannel Search on Khoros Intelligence

Khoros Intelligence also enables you to search for a specific term’s popularity across different social media platforms at once. This feature can help you get a bird’s eye view of a trend across various channels.

It can give you a better understanding of what kind of content works best on which channel(s).

Here is how it works on Khoros:

Step 1: Click on “Multichannel Search” from the top bar of the Khoros platform.

Step 2: Type your search term and select the time range for your search.

Step 3: Click on search to see the top-performing networks for your term. Typically, Twitter tends to dwarf the other networks in terms of volume.

Step 4: You can also exclude the results of a particular network by clicking on the network icon in the top right corner.

Step 5: As you scroll down, you can see a breakdown of the top terms, sentiment, top accounts, and other factors across platforms.

Step 6: To dig deeper into a particular social network, you can click on the “Full Search” option.

For this particular feature, I was surprised that there were zero results for Instagram.

But eventually, I figured out that I need to authenticate my Instagram account to see the results. This isn’t necessary for the other platforms, but it's a requirement for Instagram.

Now that we’ve covered some of the things that you can do with Khoros Intelligence, let’s move on to the FAQs.

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FAQs

Q1. Which social media platforms does Khoros Intelligence cover?

A. Currently, Khoros Intelligence covers five main platforms:

• Facebook
• YouTube
• Twitter
• Instagram
• Tumblr

Q2. Do you need to authenticate your social media accounts to use Khoros Intelligence?

A. It is necessary for you to authenticate your accounts to leverage features related to Instagram. For instance, hashtags and mentions sourcing is available only once you authenticate your Facebook account.

Please note that it is necessary for you to have at least analyst-level access from a page that’s connected to your Instagram Business account.

Q3. Is there a quick way to learn how Khoros Intelligence works?

A. Khoros has a rich resource center that has webinars and blog posts detailing strategies on how to leverage their platform. You can check it out here.

Alternatively, you can also request a demo.

Q4. When is Khoros’ customer support team available?

A. On their website, Khoros mentions that they are always available for Severity 1 Service Incidents. For other instances where support is required, their team is available from Monday to Friday during the following hours:

 
Note: Khoros’ support does expand beyond these hours based on the tier that you choose

Q5. Is it necessary to save a topic to use the comparison feature in Khoros Intelligence?

A. Yes, you will need to save two or more topics to compare them on Khoros Intelligence. Without saving a topic, you can only use the general search options.

Q6. Does Khoros offer a free trial?

A. No, Khoros does not currently offer a free trial. However, you can request a demo to better understand how their platform works.

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Khoros Case Studies

Case Study #1: Danone Increased Their Users by 164% in Less Than a Year With Khoros

Khoros’ client, Danone, is a leading food and beverage brand.

It is primarily invested in three sectors: specialized nutrition, water, and plant-based and dairy products. With a unique portfolio that focuses on health and sustainability, this brand also is present in multiple countries.

What Danone Was Struggling With

While they had a solid team in place, Danone struggled with the complex processes involved in content creation and social media marketing.

Here’s what they were looking for in a social media management platform:

• Data democratization within a single platform
• The ability to design more efficient workflows
• Features for easy collaboration between different verticals

That’s when they decided to pilot Khoros Marketing.

How Khoros Helped Danone

In January 2020, they scaled out deployment across all of their businesses. This was done after a validated and successful pilot phase.

Since then, they have been working with Khoros Success teams to grow their online visibility. As a result, they have been able to see the following growth:

• 162% increase in the number of platform users
• 50% reduction in onboarding time

Currently, Danone businesses in Spain, Germany, and Brazil rely on Khoros marketing for daily operations. However, Danone businesses in other countries are expected to follow suit soon.

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Case Study #2: National Instruments Scaled a Global Social Media Presence With Khoros Marketing

The US-based engineering firm, National Instruments, has a strong presence in over 20 countries. Because of this, they had teams from different countries working separately on growing their online presence.

What National Instruments Was Struggling With

Their firm had 57 different brand accounts globally, but the corporate team only had passwords for 10 of those accounts. In a nutshell, coordination was a major issue for them.

Plus, maintaining a consistent brand voice and tone across countries was also challenging.

Here is what they were looking for in a social media management platform:

• The ability to build a unified brand voice across the globe
• Seamless collaboration between multinational teams
• The ability to provide personalized content via targeting and segmenting

Since Khoros provided an efficient tool for collaboration along with advanced features for personalization, they decided to use it.

How Khoros Helped National Instruments

Here are the results that they saw after switching to the Khoros marketing platform:

For effective functioning, National Instruments followed a four-pronged approach. Here is a breakdown of the process:

• Planning: Using a global editorial calendar to align content strategies across different countries to maintain a consistent tone and voice.
• Identification: Breaking down the fan engagement rate in different countries to learn how audience preferences differ by demographic factors

• Usage: Leveraging the platform to discuss responses for customer queries and to strengthen inter-team communication.
• Assessment: Measuring and optimizing each campaign through a combined planning process within a single platform.

With this approach, National Instruments was able to improve the overall communication and coordination across teams of different countries.

Their Social Media Program Manager, Brain Nunnery said, “I think the number one thing that matters to us at the end of a campaign is which content performed best. That’s the first thing we’ll look at, and I find that using content labels in Khoros helps us pretty quickly identify what type of content works.”

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Case Study #3: AAA Pivoted Their Content Strategy With Khoros During the COVID-19 Crisis

With over 60 million members, AAA is one of the largest leisure and motoring organizations in North America. They started 2020 with 15 national campaigns planned to boost their social media visibility.

What AAA Was Struggling With

They had an effective plan in place, but it was rendered irrelevant because of the COVID-19 crisis. Their strategy focused on promoting automotive and travel-related content.

As lockdowns came into place, people weren’t traveling or driving long distances. They needed to pivot their goals and content to match the changing circumstances.

They realized that people were spending more time online but weren’t looking for sales pitches. So, they decided to create new content focused on highlighting offers for first responders, upcoming virtual events, information about roadside assistance, and other such content.

Here is AAA was looking for in a social media management platform:

• Features for easy collaboration and coordination
• Smooth content sharing between different teams
• The ability to ideate and plan content quickly

For this, AAA used the Khoros Marketing Content Center.

How Khoros Helped AAA

They were able to pivot their strategy and come up with a new one through effective brainstorming and collaboration on the platform. Throughout the phase, AAA also kept in touch with their prospective customers through various social media channels.

All in all, Khoros helped them adapt quickly to stay relevant during the COVID-19 pandemic.

For the first half of this year, AAA saw the following increases in their key metrics over the same time period in 2019.

• Reach: 113% increase over half first 2019
• Impressions: 140% increase over half first 2019
• Engagement: 164% increase over half first 2019
• Followers: 80,000 new followers across multiple channels in the first six months

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Khoros Intelligence: What’s Our Final Verdict?

Khoros Intelligence is a social listening tool that makes it easy for you to make sense of your social media analytics. Since it’s represented through graphs and charts, you can get a sense of the bigger picture by taking a quick look at the reports.

This simplification is what draws me to this social media listening tool. On the other hand, it also offers a ton of features to compare and analyze different metrics. In a nutshell, it offers the best of both worlds.

Plus, Khoros Intelligence is one part of the larger marketing solutions that Khoros offers to help social marketers listen, plan, publish, measure, and more. You can always use their complementary software programs for additional functionalities.

Would I recommend this social media tool for your business? After using it, I would say it’s a definite yes from my end.

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