4 reasons that agencies should utilizesocial listening
2020has beenan exciting year of change.The brandswehave come to know and loveare beingaskedto play a greaterrole in shaping the futurethat welive in.
Like never before,agenciesrequire a better methodto listen.Inourmost recent industry report,agencies that make use of social listeningcan assist their clients in creatingmore value, gain a better understanding oftheircustomers, and providemore engagingwork.However, those who opttogo withoutareleft to rely onusual heuristicsand intuition.
Are you stillnot convinced?Here are four compelling reasons why youragencyshould invest in social listeningright now.
1. Finding valuable consumer insights
Inthis hyper-connected age the brands mustbesensitive to their customers desires, needs,and opinions.
A good example: themost discussed topicwithinthe digital marketing agency hk report wasthe interactionbetweenbrands and consumer insight.Consumers express the challenges thatagenciesare poised to tackle and are becomingmorevocal than ever.
Conversation Clustersisa simple datavisualization toolthat allows you toquickly discover, comprehend,andvisualize the context aroundevery topic in a singleglance.
Armed with social listeningdata, agencies will be able to assisttheircustomers to establishmore lasting, deeper relationshipswith their clients.
Social listeningaids agencies in findingdata points that givethem anedge.It could be asolution tothe unexplored demographics or a fresh perspectiveregarding a product, to aidan innovative pitch.
For one agency it was a smartresponse to the recent lockdown craze.With the help of the overwhelmingsuccess of the videogame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneof the most memorablecollaborations ofthisyear.In five consecutive days, gamershad the opportunitytrade their turnips,one ofthe game’s most valuable assetsfor food – into actual food donations(asum of $20,000 worth).
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.
2.Bettermeasurement
Before the advent ofsocial media, most advertisingand communications companies relied onbottom-line metrics like salesto determine the successand effectiveness of their efforts.While there’s nothing inherentlynegative about that,it can be a bitofan imperfect instrument.
Nowadays, agencies requiremore precise methods of modelingandunderstand the valuetheygenerate fortheir clients.Paying attention to social mediawill give your agency morecontrolover your client’s campaignsthat can provide instant feedback across multipletouchpoints.It allows you to segment or stratify your efforts and prioritizechannels thatgive you themost valuable data you require.
For a start, forinstance, you’ll finda high-level viewof the effect of acampaign or hashtagortalk-show withan engagementmeasurement like thepotential reach.From there, you are able toinvestigate further.The ability to zero inon the valuable data streamscollected fromFacebook, Instagram, Twitter (plusmany otheroffline sources)provides a completeview of how customers feelabout your business and the creative.
Being able to pinpointwho’s talking about what and -most importantly, howtheythink of your clientsthrough a solution like”sensitivity analysis,” isan excellentexample of how effective formsoffeedback using social listeninghelps agencies remain proactive.Our industry report foundclearly a link betweenfavorable sentiment of an adcampaign, such as Nike’s ‘You Can’tStop Us’ commercial -as well as the feelings of the agencywhich created it, as anexample(Wieden+Kennedy).
Topic analyticscan help you recognizethe connections between various topics. It also givesyou a powerful visual waytoillustrate important connections.
3. Crisis management
The voice of the consumer is louderthanthey’ve ever been.Furthermore, their voicecan be heard everywhere,inreal-time.
As you’d expect,crisis management is a keypart of social ear.Organizations that can spot issues beforetheyoccur have an advantageover theircompetitors.And, more importantly, theyprotect their clients better.
A well-designed social listening approachaids organizations in avariety of situations for crisis management.The complaints of defective products can becomereal-time conversations that address problems in the first place, collect information andimprove negative feelings.Changes in public opinion that are suddenare now manageable.Feedback on creatives that have not been well received becomesa way to make changesor, insevere cases choose a different path.
In the end, social listening aidsagenciesbecome guardians for thebrands theyworkwith. Itallows clients to be informedabout any problems they mayhave missed , and gives theinformation needed to createan educated and measuredaction, in a group.
4. Competitive intelligence
Our report on the agency industry looked atthechallenges facing the marketin 2020.With the spread of the pandemic putting globaleconomies intouncertainty, agencies areseeking new ways to innovateandsucceed. Competitive intelligence isamongthe ways. Inessence, social listening agency lets youget into the most importantconversationspeople have not been having aboutyou.
Yourcompetition hastheir own systems and strategiesto achieve success.Likeyou, they’veput intime and money in developing them.Through social listening, companiescan get involved in conversationsregarding the ways and reasonsdifferent brands are successful:
What is the reason for the popularityof aparticularcampaign?
What are the ways brands can leveragespecific media to achievethemostimpact?
How can you measure yourselfin comparison to other companies?
With an effectivesocial listeningsystem, competitive intelligence can beseamlessly embedded in your go-to-marketstrategy. Without it, your businesswill have to operatewithout all the information neededto navigate a constantly changingworld.And ifDarwingave us any lessons is that onlycreatures that adaptendure.
