Four reasons agencies should consider usingsocial listening
2020isa year of dramatic change.More often, the brandsweare familiar with and trustare beingaskedto play a biggerpart in shaping the societythat welive in.
Like never before,agenciesrequire a new wayto listen.Inourlatest report on industry,agencies that make use of social listeningcan help their clients generategreater value, comprehendtheirmarket, and delivermore compellingwork.Conversely, companies that decidetoignore social listeningarebeing forced to use thesame old heuristics , and their instinctsand intuition.
Are you stillnot convinced?Here are four reasons why youragencyshould invest in social listeningnow.
1. Finding valuable consumer insights
Inthis hyper-connected age it is essential for brands tobemindful of their clients desires, needs,as well as their views.
For instance, thetop-rated topicinthe digital marketing agency hk report washow brands interactbetweenconsumer insights and brands.Consumers voice their frustrations thatagencieshave to overcome and are becomingmoreassertive than they have ever been.
Conversation Clustersa simple datavisualization toolthat will help youinstantly discover, understand,andsee the context behindevery topic in a singleglance.
HTML0With the help of social listeningdata, agencies can supporttheirclients to buildgreater, more meaningful relationshipswith their customers.
Social listeningaids agencies in findinginformation that givesthem anadvantage.It could lead to asolution toan overlooked demographic, or a new angleon a product forthe development of a unique pitch.
For one agency this was a creativereaction to the trend of locking down.With the help of the overwhelmingsuccess of thegame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneof the most memorablecollaborations oftheyear.for five weeks, game playershad the opportunityto exchange their turnipsone ofthe game’s most valuable componentsin real food donations(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.
Prior to the adventsocial media, the majority of advertisersand communication companies relied onthe bottom line metrics such as salesto determine the successfor their marketing campaigns.While there’s nothing fundamentallywrong with it,they can be a bitofa blunt instrument.
In the present, agencies requiremore sensitive methods to modelanddocument the value thattheycan providetheir clients.Being attentive to social mediacan give your agency greatercontrolover the campaigns of clients,which can be analyzed in real-time from multiplesources.You can also segment stratify, categorize, and prioritizechannels thatgive thebest information that is needed.
To begin with, forinstance, you’ll finda high-level viewof the effects of acampaign or hashtagortalk point withan engagementmetric , such as thepotential reach.You can thenexplore further.The ability to hone inon valuable streams of datacollected fromFacebook, Instagram, Twitter (plusan array of otheroffline sources)gives you a thoroughview of how customers feelabout your brand and how they perceive your.
Being able identifywho’s talking about what and -as important – whattheyconsider your clientswith the help of a software like”sensitivity analysis,” providesan excellentexample of how the effective useoffeedback through social listeningwill help companies stay on top of things.Our report on industry findings revealedthat there was a direct correlation between thefavorable sentiment of an adcampaign, such as Nike’s ‘You Can’tStop Us’ commercial -and the sentiment of the agencywho created it, forinstance(Wieden+Kennedy).
Topic analyticscan help you recognizeconnections between subjects, providingyou an extremely visual waytoshow important connections.
3. Crisis management
Consumers are louderthanthey ever have been.Furthermore, their voicecan be heard throughout the worldinreal time.
You would expect thatthe management of crises is a majorelement of social listening.Agents who spot problems astheyhappen have an advantageover theirrivals.More importantly, they cansafeguard their clients more effectively.
A successful social listening strategyaids organizations in arange of different crisis management scenarios.Concerns about defective products transform intoreal-time conversations to address issues that are causing concern, collect data, andimprove negative feelings.Rapid shifts in public opinionare now manageable.Feedback on creatives that have not been well received becomesan instrument to modifyor, inthe more serious cases look for a new direction.
Ultimately, social listening helpsagenciesto be guardians of thebrands theyworkwith. Itinforms clientsof issues they mightmiss and provide thedata needed to developan educated and measuredreaction, working together.
4. Competitive intelligence
Our report on industry trends for agencies examinedthemarket’s challengesin 2020.With the spread of the pandemic putting globaleconomies intouncertainty, agencies arecoming up with new methods to innovateandsucceed. Competitive intelligence isamongthem. Inessence, social listening hong kong lets youget into the most importantconversationsthat people don’t have aboutyou.
Yourcompetitors havetheir own strategies and systemsfor success.Just likeyou, they’veput inthe time and resources to create them.Through social listening, companiescan participate in discussionsabout the factors that makeother brands do well:
What’s driving the popularityof aparticularcampaign?
How are brands leveragingspecific media to createthegreatestimpact?
What are you comparing yourselfas a competitor to others?
Through a successfulsocial listeningplatform, competitive intelligence can beseamlessly integrated into your go-to marketstrategy. Without it, your organizationwill be leftwithout the right informationto navigate an ever-changingworld.And ifDarwingave us any lessons, it’s that only thosespecies that can adaptendure.