4 reasons that agencies should utilizesocial listening
2020isan incredible year of transformation.More often, the brandswelove and recognizeare beingcalled uponfor a more importantrole in shaping the futurewelive in.
More than ever ,agenciesrequire a better methodto listen.Inourlatest report on the industry,agencies that use social listeningcan help clients developmore value, understandtheirmarket, and producebetterwork.Conversely, those who choosetonot use itareleft to rely onsame old heuristics , and their instinctsall by themselves.
Are you stillnot convinced?Here are four compelling reasons why youragencyshould consider investing in social mediatoday.
1. Finding valuable consumer insights
Intoday’s hyper-connected world the brands mustbesensitive to their customers’ desires, goals,as well as their views.
This is why themost popular topiconour digital marketing agency report wasthe connectionbetweenbrands and consumer insight.Consumers voice their frustrations thatagencieshave to overcome as they becomemoreassertive than they have ever been.
Conversation Clustersa simple datavisualization toolthat lets youquickly discover, comprehend,andvisualize the context aroundany topic at aglance.
HTML0Equipped with social listeningdata, agencies will be able to assisttheirclients in buildingdeeper, more valuable relationshipswith their clients.
Social listeningaids agencies in findingevidence that can givethem anadvantage.It can be asolution toan overlooked demographic or even a fresh angleregarding a product, to aidthe pitch of an idea.
For one agency it was a cleverresponse to a lockdown craze.Utilizing the hugepopularity of the videogame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneof the most powerfulcollaborations oftheyear.In five consecutive days, gamershad the opportunityto trade their turnips -one ofgames most valuable items- into 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 advent and growth ofsocial media in the past, most advertisingand communications agencies relied onbottom-line metrics like salesto measure the effectivenessof their campaigns.While there’s nothing particularlynegative about that,it’s a bitofan imperfect instrument.
In the present, agencies requiremore sensitive methods to modelandcapture the valuetheybring totheir clients.Monitoring social media carefullyallows your agency to have morecontrolof client campaigns,which can be analyzed in real-time from multipletouchpoints.Additionally, it allows you to segment stratify, prioritize, and selectchannels thatoffer themost important information you need.
Forexample, you can seea high-level viewabout the potential impact of acampaign, hashtag,ortalk-show withan engagementmeasure likepotential reach.From there, you caninvestigate further.Being able to focusthe most valuable data streamstaken fromFacebook, Instagram, Twitter (plusmany otheroffline sources)provides a completeanalysis of how your customers feelregarding your company and their creative.
The ability to determinewho’s saying what and -crucially – howtheythink of your clientswith a solution such as”sensitivity analysis” isan excellentinstance of how effective methodsoffeedback via social listeningcan help agencies stay proactive.Our industry report foundan unambiguous correlation betweenpositive feedback for an advertisementcampaign – Nike’s “You can’tStop Us’ campaign -and the sentiment for the companywho created it, forinstance(Wieden+Kennedy).
Topic analyticscan help you detectthe connections between various topics. It also givesthe user a powerful waytodepict important relationships.
3. Crisis management
People are more vocalthanthey’ve ever been.And, this voicecan be heard across the globe,inreal time.
You would expect thatcrisis management is a crucialcomponent of social listening.Agencies that detect problems whentheydo arise will have an edgeover theircompetition.In addition, they are able tosafeguard their clients more effectively.
A successful social listening strategyaids organizations in avariety of situations for crisis management.The complaints of defective products can becomeactual conversations, which address issues collect information, identify issues, andcorrect negative perceptions.Rapid shifts in public opinioncan be managed.Feedback on creatives that have not been well received becomesa guide to adjust onor, inthe more serious cases seek a new direction.
In the end social listening letsagenciesto be guardians of thebrands theyworkwith. Itinforms clientsof issues they mighthave missed and providesdata needed to developa measured and informedresponsein a collaborative manner.
4. Competitive intelligence
The report on the industry of agencies exploredthechallenges facing the marketin 2020.As the pandemic throws worldeconomies intochaos, agencies arefinding new ways to innovateandgrow. Competitive intelligence isjust one ofthe ways. Inthe simplest sense, social listening hong kong allows you toaccess the most importantconversationspeople aren’t having aboutyour company.
Yourcompetitors havetheir own strategies and systemsfor success.Just likeyou, they’veinvestedtime and money in developing them.Through social listening, companiescan participate in discussionsabout why and howother brands succeed:
What’s the driving force behind the successof aspecificcampaign?
What are the ways brands can leveragespecific media to achievethebiggestimpact?
How do you benchmark yourselfagainst the market?
With the help of asocial listeningsystem it is possible to incorporate competitive intelligenceseamlessly integrated into your go-to marketstrategy. Without it, your businesswill be forced to make decisionsin a vacuum, lacking the essential informationto navigate through a constantly changingworld.IfDarwinhad any lesson to teach us, it’s that only thosecreatures that adaptendure.