4 reasons agencies should make use ofsocial listening
2020isan incredible year of transformation.Increasingly, the brandswelove and recognizeare beingaskedto play an even more significantrole in shaping the worldwelive in.
Like never before,agenciesrequire a better methodto listen.Inourmost recent industry report,organizations that utilize social listeningare able to help clients buildhigher value, knowtheircustomers, and providemore compellingwork.Conversely, companies that decidetonot use itarebeing forced to use thetraditional heuristics and intuitionby themselves.
Stillnot convinced?Here’s four reasons why you or youragencyought to invest in social listeningnow.
1. Finding valuable consumer insights
Inthe age of hyper-connected technology the brands mustbemindful of their clients’ needs, goals,and opinions.
Themost talked about themewithinour digital marketing agency hk report wasthe relationshipbetweenbrands and consumer insight.Consumers have their own concerns thatagenciesare in a position to address as they becomemoreopen than ever.
Conversation Clustersisa user-friendly datavisualization toolthat will help youquickly discover, comprehend,andunderstand the context ofany subject in aglance.
Armed with social listeningdata, agencies are able to helptheirclients in establishingmore lasting, deeper relationshipswith their customers.
Social listeningassists agencies in identifyingdata points that givethem anadvantage.It may be thesolution toa problem inan overlooked demographic or provide a fresh perspectiveregarding a product, to aidthe creative pitch.
For one agency it was a smartresponse to the recent lockdown craze.Utilizing the hugesuccess of thegame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneof the most memorablecollaborations ofthisyear.Over the course of five days, participantswere ableto trade their turnips –one ofthe most valuable elements of the gamein real food donations(avalue of $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, most advertisersand communication companies relied onthe bottom line metrics such as salesto measure the effectivenesson their programs.While there’s nothing inherentlywrong with thatapproach,it’s a bitofan unwieldy instrument.
These days, agencies requiremore flexible ways to modelandcapture the valuetheyoffertheir clients.Monitoring social media carefullycan give your agency greatercontrolover your client’s campaignswith instant feedback from multiplechannels.It also lets you segment stratify, categorize, and prioritizechannels thatoffer themost valuable data you require.
For a start, forexample, you can finda high-level viewthat shows the impact of ancampaign, hashtag,ortalk-show withan engagementmetric , such as thepotential reach.Then, you cango deeper.The ability to narrow inthe most valuable data streamstaken fromFacebook, Instagram, Twitter (plusmany otheroffline sources)gives you a thoroughpicture of how your customers feelabout you and your creative.
It is possible to find outwho’s talking about what and -as important – whattheythink of your clientsby using tools like”sensitivity analysis,” providesa wonderfulillustration of how effective typesoffeedback from social listeningcan help agencies stay proactive.Our industry report foundthat there was a direct correlation between thepositive sentiment for an adcampaign, such as Nike’s ‘You Can’tStop Us’ advertisement -and the sentiment of the agencythat developed it, as anexample(Wieden+Kennedy).
Topic analyticscan help you detectconnections between subjects, providingyou a visual approachtoillustrate important connections.
3. Crisis management
Consumers are louderthanthey’ve ever been.Plus, that voiceis heard everywhere,inreal-time.
You would expect thatcrisis management is an integralaspect of social listening.Agents who spot problems astheyoccur will have an edgeover theircompetitors.Furthermore, they cansecure their clients more effectively.
A sound social listening strategyaids organizations in arange of different crisis management scenarios.The complaints of defective products can becomereal-time conversations which can help address issues as well as gather data tofix negative feedback.Changes in public opinion that are suddenbecome manageable.Feedback from poorly received creative isa way to make changesor, inmore serious instances, find a new direction.
In the end social listening letsagenciesbecome guardians for thebrands theyworkwith. Itallows clients to be informedof difficulties they mightnot have noticed and gives them thefacts needed foran informed and measuredresponseas a collective.
4. Competitive intelligence
Our agencies industry report exploredthemarket’s challengesin 2020.As the pandemic forces globaleconomies intouncertainty, agencies arediscovering new ways to be innovativeandexcel. Competitive intelligence isamongthem. Inessence, social listening tools allows you toaccess the most importantconversationsthat people don’t have aboutyou.
Yourcompetition hastheir own methods and strategiesto be successful.Similar toyou, they’vespentthe time and resources to create them.With social listening, agenciescan tap into critical conversationsabout how and whyother brands are successful:
What’s driving the successof aparticularcampaign?
What are the ways brands can leveragespecific media to makethebiggestimpact?
How can you gauge yourselfto the competition?
With a dependablesocial listeningplatform, competitive intelligence can beseamlessly integrated into your go to marketstrategy. Without it youwill be forced to make decisionswithout the right informationfor navigating a constantly changingworld.IfDarwinhas taught us anything, it’s that only thosespecies that can adaptcan survive.