This is how H&M keeps an eye on what is being said about them

This article was originally published in the Swedish tech magazine Breakit.

H&M, like many brands, wants to keep a close eye on what is being said about their company — even in podcasts and on YouTube. Recently the fashion powerhouse engaged the services of All Ears, developers of a new tool which helps business keep an eye on what people are actually saying about them.

All Ears started operations during 2016, and from there has kept on growing. Their voice searching capability makes it possible to analyse what is actually being said about businesses and brands online, whether that be in podcasts, radio, TV and on YouTube.

In September last year, the company raised 6.2 million SEK in capital in order to recruit more staff to enable it to broaden its services to a global market.

Tor Rauden Källstigen, All Ears CEO, believes that working with H&M is a big step toward expanding its services internationally.

“It’s important to have these flagship customers when we go to offer our services in new markets overseas”, he says.

So what does H&M need help with from All Ears?

“They want to keep an eye on what is being said about them in spoken media — bloggers and YouTubers are the new force in marketing within the fashion industry, and so H&M think it’s vital to monitor what is being said about them through these channels.”

H&M is All Ears first client in the fashion industry, but its remaining clients come from a broad range of different industries — including state-owned gambling enterprise, Svenska Spel. In 2018, All Ears is setting its sights on new markets outside Sweden.

“We’ve used Sweden as a test market, and it has exceeded our expectations. As such, we’re now ready to offer our services in new markets, “ says Tor Rauden Källstigen.

New markets that All Ears is now focusing on are Norway, Denmark, Germany, the UK and the USA. In conjunction with the company’s expansion, it has recruited Klara Riddermark, marketing expert from the content agency Appelberg, as well as sales excutives Jonas Cohn from Mynewsdesk and David Carlson from Universal Avenue.

This article was originally published in the Swedish tech magazine Breakit.