4 reasons that agencies should utilizesocial listening
2020isan exciting year of change.It is becoming increasingly clear that the brandswerecognize and cherishare beingaskedto play a largerrole in shaping the futurethat welive in.
Like never before,agenciesrequire a more effective wayto listen.As we have shown inourlatest report on the industry,agencies that use social mediacan help their clients generatemore value, gain a better understanding oftheirmarketplace, and producebetterwork.However, those who opttoignore social listeningarebeing forced to use thesame old heuristics and instinctalone.
Are you stillnot convinced?Here’s four reasons why youragencyought to invest in social listeningnow.
1. Finding valuable consumer insights
Inthe age of hyper-connected technology, brands need tobesensitive to their customers’ requirements, goalsand views.
Case in point: themost talked about themeinthe digital marketing agency hk report wasthe connectionbetweenbrands and consumer insight.Consumers have their own concerns thatagenciescan address, and they’re becomingmoreloud than ever.
Conversation Clustersisa user-friendlyvisualization toolthat helps youquickly discover, comprehend,andcomprehend the context surroundingany topic at aglance.
In conjunction with social listeningdata, agencies can supporttheirclients to buildstronger, more meaningful connectionswith their customers.
Social listeningcan assist agencies in locatingevidence that can givethem anedge.It could provide asolution toan untapped segment of the population or provide a fresh perspectiveon a product to supportan innovative pitch.
For one agency, it was a cleverresponse to the lockdown phenomenon.With the help of the overwhelmingpopularity of the videogame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneof the most powerfulcollaborations ofthisyear.Over the course of five days, participantswere ableto trade their turnips –one ofthe game’s most valuable objectsin real food donations(acost of around $20,000).
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 in the past, most advertisingand communication agencies relied uponbottom-line metrics like salesto gauge the effectivenessfor their marketing campaigns.Although there’s nothingnegative about that,it’s a bitofan unwieldy instrument.
Today, agencies needmore sensitive methods to modelanddocument the value thattheybring totheir clients.Being attentive to social mediawill give your agency morecontrolover the campaigns of clients,and instant feedback from multipleinteraction points.You can also segment stratify, prioritize, and selectchannels thatgive you themost useful information required.
To start , forinstance, you will finda high-level viewof the impact of acampaign, hashtag,orother talking point that includesan engagementmetric likepotential reach.Then, you canexamine the details.The ability to concentrateon valuable streams of datathat come fromFacebook, Instagram, Twitter (plusmany otheroffline sources)gives you a thoroughoverview of the way that customers feelabout you and your creative.
Being able to identifythe individuals who are expressing what opinions and -crucially – howtheythink of your clientswith a solution such as”sensitivity analysis,” isa fantasticexample of how effective formsofsocial listening to feedbackcan help organizations stay ahead of the curve.Our report on industry findings revealedan obvious connection betweenpositive feedback for an advertisementcampaign like Nike’s “You Can’tstop Us’ adand the sentiment of the agencywho created it, forexample(Wieden+Kennedy).
Topic analyticshelp you findconnections between subjects, providingyou a visual approachtorepresent important relationships.
3. Crisis management
Consumers are louderthanthey’ve ever been.The voice of the consumercan be heard throughout the worldinreal time.
You would expect thatthe management of crises is a majorcomponent of social listening.Companies that spot problems beforetheydo arise will have an edgeover theircompetition.In addition, they are able tosafeguard their clients more effectively.
A sound social listening strategyhelps agencies in a wholespectrum of crises management situations.Concerns about defective products transform intoreal-time conversations that address problems that are causing concern, collect data, andaddress negative opinions.Rapid shifts in public opinioncan be managed.Feedback on poorly-received creative becomesan instrument to modifyor, inthe case of serious issues, find a new direction.
In the end, it helpsagenciesact as guardians for thebrands theyworkwith. Itaids in keeping clients informedof problems they mighthave missed , and gives thefacts needed fora measured and informedresponseas a collective.
4. Competitive intelligence
Our agency industry report examinedthemarket’s challengesin 2020.In the wake of the pandemic that plunges worldeconomies intochaos, agencies arecoming up with new methods to innovateandexcel. Competitive intelligence isone ofthem. Inthe simplest sense, social listening agency lets youaccess the most importantconversationsthat people don’t have aboutyour company.
Yourcompetition hastheir own methods and strategiesfor success.Just likeyou, they’veinvestedthe time and resources to create them.Through social listening, companiescan participate in discussionsabout why and howdifferent brands are successful:
What’s driving the successof aspecificcampaign?
How can brands make use ofspecific media to achievethebiggestimpact?
How do you benchmark yourselfagainst the market?
With a reliablesocial listeningsystem and a competitive intelligence platform, you can have itseamlessly embedded in your go-to-marketstrategy. Without it, your agencywill be forced to actwithout all the information neededfor navigating a constantly changingworld.IfDarwinrevealed anything to us, it’s that only thoseorganisms that are able to adaptremain.