01BRAND
Own reputation
What is said about the brand, products, services and spokespeople; in which context praise, doubts, complaints, recommendations or risks appear.
- Mentions and Conversations
- Themes and Perceptions
- Risks and Opportunities
KarminaAI StudioAgents · Services · Training
SERVICES · SOCIAL INTELLIGENCE
Listening means more than collecting mentions. It means understanding what deserves a decision.
We convert conversations, content and metrics from any social network into a recurring reading with context, opportunities and recommendations connected to the business.
Brand · Competitors · Trends · Territories
Social ListeningNetworksSignalsContextOpportunitiesDecisions
SERVICES
A selection of routes. The same knowledge base, criteria and people.
01
LLM StrategyAdoption, Governance and Roadmap
Explore ↗02GEOSearch engine visibility and responses from AI
Explore ↗03AnalyticsConnected data to decide
Explore ↗04Business Plan with AIBudget, workflows, return and roadmap
Explore ↗05Social ListeningListen, Context and Recurring Consulting
Current ↗06ATCPeople, Knowledge and AI
Explore ↗07AI master planManagement, Governance and Adoption
Explore ↗08Creative FlowRecurrent creativity with integrated AI
Explore ↗09Social Media OSShared social strategy and operation
Explore ↗10Brand PlaybookApplicable brand and knowledge
Explore ↗11OpenAI AdsPerformance conversational and measurement
Explore ↗12AI campaigns and videoConcept, production and activation
Explore ↗IN A SCREEN
Social Listening is a recurring service from Karmina that combines an ad hoc tool, existing technologies and platforms and human consulting to transform social noise into useful decisions.
WHAT THE SERVICE IS
Social listening existed before AI. The criteria as well.
Karmina makes social listening from the experience of a marketing and communication agency. Artificial intelligence does not replace this discipline: it allows us to build a custom layer that searches, classifies, compares and prepares signals with more continuity.
Then begins the part that gives value to service. We interpret the data, cross it with web, own networks, campaigns, product, prices or business and convert what happens outside the brand into opportunities, risks and actionable questions.
FOUR SCHOOL DIRECTIONS
The same technology. Four very different questions.
We can activate a single direction or combine them. The important thing is that each block has a question, a taxonomy, some sources and an associated decision.
02MARKET
Benchmark Competitors
How competitors move, what territories they occupy, what pieces trigger conversation, and what differences can become a brand decision.
- Brands and categories
- Formats and narratives
- Unoccupied spaces
03CONTEXT
Trends and signals
What patterns win recurency in a category, a community or a market and what is just a punctual peak that still needs travel and contrast.
- Emerging Signals
- Communities and Creators
- Temporal evolution
04FOCUS
A specific territory
A product, a campaign, a topic, a location, an audience, a potential crisis or any limited question that needs a listen of its own.
- Product or campaign
- Theme or community
- Market or geography
START POINT
When having more alerts no longer helps to listen better
If you recognize yourself in more than one of these signals, the first step is not to add more technology. It is to build a shared reading of the problem.
Mentions without priority
The tools find volume, but do not explain what signals deserve attention, who should review them, or what they can activate.
Metrics without context
A peak of volume or feeling is read isolated from the campaign, the web, the product, the price or a recent decision.
Benchmark
Competitors are observed sporadically and it is difficult to distinguish an anecdote from a sustained movement.
Trend or only virality
A popular content becomes too quickly a trend without contrasting recurrence, communities or trajectory.
Reports that do not make decisions
The presentation describes what has happened, but does not connect the signal with an editorial, commercial, reputational or product opportunity.
Oversized licenses
A platform designed to cover many uses and customers is paid when the organization needs specific questions, sources and cadences.
COMPANY BRAIN · ADAPTED TO THE SERVICE
Useful listening needs a memory of its own before it begins to classify.
We build a specific Knowledge Foundation: what do we listen to, why, in what networks, with what taxonomy, what sources have authority and what decision can activate each signal.
Objective of Listening
Brand, competitors, trends or a specific territory with publics, markets, languages and associated decisions.
→Cognitive Knowledge
Vocabulary, brands, products, topics, exclusions, examples, thresholds, sources, permissions and responsible persons.
→Custom tools and agent
Search networks, existing platforms and own components that collect and order only what the customer needs.
→Human consulting
Validation, context, interpretation and hypothesis that separate volume, signal, risk, opportunity and what we do not yet know.
→Company and decisions
Match with web, performance, content, product, prices, sales or other data to turn listening into action.
Technology contrasts. Knowledge is oriented. People decide.
BEFORE YOU CLOSE ABAST
You do not need to arrive with a defined solution.
We can review the challenge, starting point and priorities in a free video call. Putting order before writing the scope usually saves time and budget.
Video call · free · no obligationBook a free video call ↗A short conversation to understand your starting point and bring clarity.
AGENT OR SERVICE
The difference also lies in who interprets and maintains the system.
The agent is a capability. The service is an advisory relationship that uses this capacity and connects it with the rest of the company.
Social Listener Agent
We build, test, document and deliver it for the organization to execute a defined listening mission with its own team.
Agent + Foundation + onboardingSocial Listening Service
It includes the agent, but also people from Karmina who interpret the data, connect them with the business and turn each cycle into opportunities and decisions.
Agent + consulting + recurring deliveriesWhat we compareAgentService
Mission
One or more defined directions of listening.
A recurring reading adapted to the customer’s decisions.
Foundation
Initial basis of brands, themes, sources, rules and frequency.
Base maintained and revised with the learnings of each delivery.
Data
Capture and classification of agreed social sources.
Social signals crossed with web, own networks, campaigns, product, prices or business.
Exit
Alerts, tokens, dataset or dashboard prepared for the team.
Interpreted report, opportunities, recommendations and delivery session.
Relation
Setup, testing, onboarding and capacity delivery.
Setup plus monthly, quarterly, semi-annual or annual consulting.
COST MODEL
Tailored technology so you pay for what you need to listen to. Consulting to know what to do with it.
Base agents and components already exist within Karmina. The initial work adapts them to the knowledge of the client; then, the recurring cost combines real technological use and consulting.
Initial construction
We define questions, networks, taxonomy, Cognitive Knowledge, criteria, agent, dashboard and tests. It is the investment that personalizes the system.
Proportional technology
The consumption of tokens, APIs and data is calculated on the sources, volume and frequency of the client, not on a suite created to cover everyone.
Consulting and delivery
Professional reading is paid: interpretation, match with other data, opportunities, recommendations, meeting and evolution of the system.
ABAST MODULAR
A built-in listen to the organization's questions
You don’t have to monitor everything. We define the directions, networks, metrics and frequency that can feed a real decision and grow the system only when it brings value.
Listening Map and Questions
We agree on what we want to understand and define brands, themes, markets, languages, communities, networks and periods.
- Objectives and decisions
- Consultations, exclusions and taxonomy
- Coverage and Limitations
Knowledge and criteria
We prepare the basis for the agent and the team to classify with the same language and know when to escalate a doubt.
- Cognitive Knowledge
- Examples and thresholds
- Owners and revisions
Ad hoc Tool
We combine our own agents and components with the existing tools that really need to be used, without forcing the client to pay for an oversized suite.
- Multi-network capture
- Classification and alerts
- Dashboard and Traceability
Reading and opportunities
We interpret changes, contrast hypotheses and connect signals with decisions of reputation, content, product or business.
- Context and verification
- Opportunities and risks
- Actionable recommendations
A Cycle That Learns
Each submission updates queries, categories, sources, competitors and questions for the system to improve with the organization.
- Periodic review
- New territories or networks
- Decisions and learning
HOW WE WORK
From the initial question to a delivery that provokes conversation
The setup builds the base. Recurrence makes it possible to compare, interpret and learn. Each cycle preserves the trace between signal, reading and decision.
Scroll to follow the route →01. Define what we want to hear
We agree on four possible directions: public, markets, languages, networks and decisions that we want to feed.
· brief listener output02. Preparing the Foundation
We order vocabulary, categories, competitors, topics, exclusions, examples, thresholds, permissions and managers.
Exit · knowledge base03. Create the tool to measure
We adapt our agents and components, connect sources and define capture, classification, alerts and dashboard.
Exit · Ready Set04. Validate with a sample
We review false positives, gaps, representativeness, privacy and category quality with expert people.
· Output Validated Baseline05. Connect signals and business
We cross the social conversation with our own data and prepare conclusions, opportunities, risks and open questions.
Exit · consultative delivery06. Update the system
The delivery meeting and the decisions made feed new queries, criteria and comparisons for the next cycle.
Exit · next cycleWHAT THE ORGANIZATION CAN RECEIVE
A delivery that combines evidence, reading and next steps
- ✓Listening map with objectives and decisions
- ✓Taxonomy, queries, exclusions and sources
- ✓Benchmark from competitors and categories
- ✓Dashboard of volume, themes and metrics agreed upon
- ✓Signal files with source, date and context
- ✓Reputational brand reading
- ✓Contrasting trends and emerging signals
- ✓Editorial, commercial or product opportunities
- ✓Prioritized recommendations and open questions
- ✓Delivery session and system update
FORMATS
The frequency depends on the decision to feed.
Not all organizations need to get to the same place. We define a phase that leaves a useful decision or asset for itself.
Continuous Pulse
For brands, categories or competitors that need frequent operational reading and opportunities applicable to the calendar.
Delivery · every monthChanges with perspective
To compare movements, campaigns, communities and trends with enough travel to separate noise and pattern.
Delivery · every quarterStrategic review
To update reputation, benchmark, territories and hypotheses before a new marketing cycle or product.
Delivery · every six monthsMap of context
To build an in-depth reading of the market, review the system and guide priorities, risks and opportunities of the following year.
Delivery · every yearKarmina, the agency behind the Studio
Why Karmina?
Behind Karmina AI Studio there is an agency with track record, team, scale and applied experience in real organizations.
Karmina · AI Studio · Criterio · Dunder Mifflin · Utopiq · Smart Team
+€119mIn advertising investment for clientsAds Platforms
Partners
MetaGoogle Ads
TikTok
Pinterest
BarcelonaMadrid
Buenos AiresOur offices · Meet the team ↗
+50 KCommunity
B CorpCertified companyIF YOU ALREADY HAVE MATERIAL
Do you already have a brief? Send us.
It can be a finished document, a few notes or an email with context. We will read it before proposing a conversation or a first step.
Technology helps us to listen more and more continuously. Value appears when the team understands the context, connects the signal with the business and turns it into an opportunity that the client may decide to take advantage of or not.
Success stories · From 2015
From consulting to projects that come into operation.
01City Council
Terrassa
Terrassa
Public administration · LLM Strategy
Terrassa City Council
View case study ↗02
Public infrastructure · Social Media OS + Agents
Aena
View case study ↗03
Nonprofits · Training + adoption AI
Associació Alba
View case study ↗04
Consumo · Social Publisher
De’Longhi
View case study ↗05
Editorial · Knowledge Guide
Salvat
View case study ↗06
Public administration · Meeting Notes
Diputació de Barcelona
View case study ↗07
Food and drinks · Benchmark Scout
D.O. Cava
View case study ↗08
Restoration · WhatsApp Desk
UDON
View case study ↗09
Beauty · Landing Builder
Labeau Organic
View case study ↗10
Food · Dashboard Builder
Damel Group
View case study ↗11
Retail and Fashion · Market Scout
Zara
View case study ↗Move horizontally to see more cases
The team
Specialists in social strategy, content, listening, communities and customer intelligence
Jonan Basterra
AI Social Strategy Director
Laura Sabio
Agentic Social Media Lead
Alba Gómez
Social Listening Specialist
Agustina Córdoba
Content AI Specialist
Mar Berzal
AI Content Strategy Lead
Andrea Gallego
Community Intelligence Specialist
Lola Moreno
AI Social Publisher Specialist
Carolina Membrado
Social Listening & Trends SpecialistLet's talk about Social Listening
What do you need to hear before you make the next decision?
Tell us the brand, category, competitors, trend or territory you want to see. The first conversation serves to delimit the networks, the available data, the frequency and the type of useful delivery.
hello@karmina.aiFAQS · MARKETING AND CHANNELS
Frequently asked questions about social listening and reputation.
Five essential answers. The Complete Guide in Development 20.01What is social listening and what can it detect?
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It is the ongoing process of collecting, classifying, and interpreting public conversations about brands, topics, competitors, and communities. It combines sources, tool, taxonomy, alerts, analysis and consulting.
02How is it different to monitor mentions of social listening?
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A timely report describes a period; sustained listening maintains consultations, baselines, alerts, and learning. The tool retrieves data, but does not determine for itself what a change means.
03How does the AI use sentiment, themes and narratives?
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The AI can classify themes and sentiment, summarize volumes, group narratives, and prepare alerts. Their categories need proof because languages, sarcasm, and context can produce errors.
04How do you measure whether listening produces useful decisions?
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It is measured with useful coverage, classification accuracy, detection time, informed decisions, evolution of topics and use of reports. The volume of mentions is not a result.
05Why doesn’t the automatic feel equal reputation?
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Mistakes are confusing feeling with reputation, ignoring source biases, presenting samples as if they were the market and automating alerts without threshold. We also collect data outside of the purpose.