Four reasons agencies should consider usingsocial listening
2020has beenan eventful year for change.As we get older, the brands thatweall know and loveare beingcalled uponto play an even more significantrole in shaping our worldthat welive in.
Like never before,agenciesrequire a more effective wayto listen.As we have shown inourlatest report on the industry,agencies that use social listeningcan help clients developmore value, be more aware oftheirmarket, and delivermore compellingwork.On the other hand, agencies that choosetoignore itarebeing forced to use thefamiliar heuristics and instinctsby themselves.
Are you stillnot convinced?Here are four good reasons why youragencymust invest in social-media listeningtoday.
1. Finding valuable consumer insights
Intoday’s hyper-connected world companies mustbeaware of their customers’ desires, goals,and even their own opinions.
In this case, thetop-rated topicinthe digital marketing agency report wasinteractionbetweenbrands and consumer insight.The consumers are speaking out about the problems thatagencieshave to overcome and they’remoreassertive than they have ever been.
Conversation Clustersisan easy-to-use datavisualization toolthat can help youinstantly uncover, understand,andvisualize the context aroundany topic with aglance.
In conjunction with social listeningdata, agencies can supporttheircustomers to establishdeeper, more meaningful relationswith their customers.
Social listeningassists agencies in identifyinginformation that givesthem anadvantage.It may be thesolution toan overlooked demographic, or a new angleregarding a product, to aidthe creative pitch.
For one agency, it was a cleverresponse to a lockdown craze.In leveraging the hugepopularity of the videogame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneof the most effectivecollaborations ofthisyear.Over the course of five days, participantshad the opportunitytrade their turnips,one ofgames most valuable items- into real 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.More accuratemeasurement
Prior to the advent ofsocial media, most advertisingand communications agencies relied onlower-end metrics like salesin order to evaluate the effectivenessand effectiveness of their efforts.While there’s nothing necessarilywrong with that,the method can be a bitofan unwieldy instrument.
In the present, agencies requirebetter ways to understandandmeasure the valuetheycreate fortheir clients.Paying attention to social mediawill give your agency morecontrolof client campaigns,with immediate feedback from manysources.Additionally, it allows you to segment, stratify, and prioritizechannels thatprovide themost important information you need.
Forexample, you can finda high-level viewabout the potential impact of acampaign or hashtagortalk-show withan engagementmeasure likepotential reach.Then, you cango deeper.Being able to focusto valuable data streamsfromFacebook, Instagram, Twitter (plusan array of otheroffline sources)will give you a fullpicture of how your customers feelabout your clients and creative.
Being able to pinpointwho’s speaking up and -most importantly, howtheyare feeling about your clientsby using a method like the analysis of sentiment, providesa greatinstance of how effective methodsoffeedback from social listeningcan assist agencies in staying on top of their game.Our report on industry trends foundclearly a link betweenfavorable sentiment of an adcampaign – Nike’s “You Can’tStop Us’ adand sentiment for the agencythat created it, forinstance(Wieden+Kennedy).
Topic analyticscan help you recognizeconnections between topics, givingyou an impressive visual waytodepict important relationships.
3. Crisis management
People are more vocalthanthey’ve ever been.The voice of the consumercan be heard everywhere,inreal-time.
As you’d imagine,crisis management is an integralcomponent of social listening.agencies that identify problems whentheyoccur have an advantageover theircompetitors.Furthermore, they cansecure their clients more effectively.
An effective strategy of social listeningaids agencies in avariety of situations for crisis management.Requirements about defective products arelive conversations that can address issues as well as gather data toimprove negative feelings.Unexpected shifts in public opinionare now manageable.Feedback on poorly-received creative becomesa way to make changesor, inthe case of serious issues, find a new direction.
In the end, social listening can helpagenciesact as guardians for thebrands theycollaboratewith. Itkeeps clients informedof difficulties they mightnot have noticed and gives them thedetails needed to formulatean informed and measuredaction, in a group.
4. Competitive intelligence
The report on the industry of agencies exploredthechallenges facing the marketin 2020.With the spread of the pandemic putting globaleconomies intouncertainty, agencies arediscovering new ways to be innovativeandgrow. Competitive intelligence isjust one ofthe ways. Inthe simplest sense, social listening hong kong lets yougain insight into the most importantconversationspeople don’t talk aboutyou.
Yourcompetition hastheir own strategies and systemsto be successful.Similar toyou, they’vespentboth time and money into developing these strategies.Through social listening, companiesare able to tap into conversationsabout what makesother brands do well:
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What’s the driving force behind the successof aparticularcampaign?
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How can brands make use ofspecific media to createthemostimpact?
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How do you benchmark yourselfagainst the market?
With the help of asocial listeningplatform that is able to gather competitive intelligence, it can beseamlessly integrated into your go to marketstrategy. Without it, your organizationwill have to operatein a vacuum, lacking the essential informationto navigate the ever-changingworld.IfDarwinhad any lesson to teach us, it’s that only thoseliving things that adaptcan survive.
