Four reasons why agencies should employsocial listening
2020isan eventful year for change.It is becoming increasingly clear that the brandswelove and recognizeare beingcalled uponto play a biggerrole in shaping the worldwelive in.
As never before,agenciesrequire a better approachto listen.As we have shown inourlatest industry report,agencies that make use of social listeningcan help their clients generategreater value, comprehendtheirmarketand createmore compellingwork.Conversely, agencies that choosetoignore social listeningaredependent on thesame old heuristics , and their instinctson their own.
Stillnot convinced?Here are four good reasons why youragencymust invest in social-media listeningtoday.
1. Finding valuable consumer insights
Inthe age of hyper-connected technology businesses mustbesensitive to their customers’ requirements, goalsand opinions.
Thetop-rated topicinour digital marketing agency hk report wasthe interactionbetweenconsumer insights and brands.Consumers speak up about the challengesagenciesare poised to tackle and are becomingmoreopen than ever.
Conversation Clustersisa user-friendly datavisualization toolthat lets youimmediately discover, comprehend,andsee the context behindany topic with aglance.
With the help of social listeninginformation, agencies can helptheirclients in establishingdeeper, more valuable relationshipswith their clients.
Social listeningaids agencies in findinginformation that givesthem anedge.It can be asolution toa problem inan untapped segment of the population, or a new angleregarding a product, to aidthe pitch of an idea.
For one agency, it was a cleverresponse to the lockdown phenomenon.By tapping into the massiveappeal of the videogame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneof the most influentialcollaborations oftheyear.for five weeks, game playerswere ableto trade their turnips -one ofthe game’s most valuable itemsto donate food(ain total worth $25,000).
Ultimately, agencies that use social listening to gather consumer insights are better placed to frame their client’s goods and services in a contextually-relevant way.
Until the advent ofsocial media, most advertisersand communication companies relied onlow-level metrics like salesto determine the successon their programs.Although there’s nothingwrong with this,you can end up using a bitofa blunt instrument.
The present demandsbetter ways to understandandunderstand the valuetheyprovide totheir clients.Listening carefully to social mediagives your agency morecontrolover your client’s campaignswhich can be analyzed in real-time from multipleinteractions.It allows you to segment stratify, stratify and prioritizechannels thatoffer themost valuable data you require.
To begin, forinstance, you will finda high-level viewthat shows the impact of ancampaign, hashtag,ortalking point withan engagementmeasure likepotential reach.Then, you candig deeper.The ability to focusthe most valuable data streamscoming fromFacebook, Instagram, Twitter (plusa host ofoffline sources)gives you a thoroughview of how customers feelabout your clients and creative.
The ability to determinewho’s saying what and -in addition, howtheyare feeling about your clientswith the help of a software like an analysis of the sentiments, can bea wonderfulexample of how effective formsoffeedback via social mediacan help agencies stay proactive.Our industry report foundclearly a link betweenpositive sentiment for an adcampaign – Nike’s “You Can’tstop Us’ adand the agencyresponsible for its creation, forinstance(Wieden+Kennedy).
Topic analyticswill allow you to seeconnections between different topics, and giveyou a visual approachtoconvey important relationships.
3. Crisis management
Consumers are louderthanthey ever have been.Plus, that voicecan be heard across the globe,inreal-time.
As you’d expect,crisis management is an integralpart of social listening.Companies that spot problems beforetheyhappen have an advantageover theirrivals.In addition, they are able toensure the safety of their clients.
A sound social listening strategyassists agencies in a widevariety of scenarios for managing crises.Requirements about defective products arereal-time conversations to address issues or gather information toaddress negative opinions.In the wake of a sudden change in opinion, thingsbecome manageable.Feedback on creatives that have not been well received becomesa guide to adjust onor, inextreme cases choose a different path.
In the end, social listening can helpagenciesto be guardians of thebrands theyworkwith. Itallows clients to be informedof issues they mighthave missed and providesdata needed to developan educated and measuredresponsein a collaborative manner.
4. Competitive intelligence
Our report on the industry of agency exploredtheissues facing the marketin 2020.With the spread of the pandemic putting globaleconomies intouncertainty, agencies areseeking new ways to innovateandprosper. Competitive intelligence isamongthem. Inessence, social listening tools allows you toget into the most importantconversationspeople don’t talk aboutyou.
Yourcompetition hastheir own strategies and systemsfor success.Similar toyou, they’veput infunds and time to build them.With social listening, agenciescan participate in discussionsabout why and howother brands are successful:
What is the reason for the popularityof aspecificcampaign?
How can brands make use ofspecific media in order to makethebiggestimpact?
How do you compare yourselfas a competitor to others?
With an effectivesocial listeningsystem, competitive intelligence can beseamlessly integrated into your go-to marketstrategy. Without it, your organizationwill be forced to actwithout all the information neededfor navigating a constantly changingworld.IfDarwinrevealed anything to us is that onlyorganisms that are able to adaptcan survive.