Four reasons why agencies should employsocial listening
2020has beenone of the most dramatic years in history.More often, the brandsweall know and loveare beingaskedto play an even more significantpart in shaping the worldwelive in.
More than ever before,agenciesneed a better wayto listen.As we demonstrated inourlatest report on the industry,agencies that use social mediacan help their clients createmore value, understandtheirmarket, and delivermore compellingwork.On the other hand, agencies that choosetodo nothingareleft to rely onsame old heuristics and instinctby themselves.
Are you stillnot convinced?Here’s four reasons why youragencyshould be investing in social listeningright now.
1. Finding valuable consumer insights
Inthis hyper-connected age Brands mustbemindful of their clients their needs, objectives,and opinions.
This is why themost discussed topiconthe digital marketing agency hk report wasinteractionbetweenconsumer insights and brands.Consumers express the challenges thatagenciesare poised to tackle and they’remoreopen than ever.
Conversation Clustersisan easy-to-use datavisualization toolthat allows you toimmediately discover, comprehend,andvisualise the context surroundingany subject at aglance.
Equipped with social listeningdata, agencies are able to helptheircustomers to establishdeeper, more meaningful relationswith their customers.
Social listeninghelps agencies findfacts that givethem anedge.It may be thesolution toa problem inan untapped segment of the population or even a fresh anglefor a product in support ofthe pitch of an idea.
For one agency it was a smartreaction to the trend of locking down.With the help of the overwhelmingpopularity of the videogame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneof the most powerfulcollaborations oftheyear.In five consecutive days, gamerswere ableto exchange their turnips -one ofthe game’s most valuable items- into real food donations(atotal of $25,000 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.
Prior to the advent ofsocial media, the majority of advertisersand communications agencies relied onlower-end metrics like salesin order to evaluate the effectivenessin their advertising campaigns.While there’s nothing particularlywrong with that,the method can be a bitofan imperfect instrument.
Nowadays, agencies requiremore sensitive ways to modelandquantify the valuetheygenerate fortheir clients.Be attentive to the social media that you usegives your agency morecontrolover client campaignsby allowing instant feedback from multipletouchpoints.You can also segment into groups, stratify and prioritizechannels thatoffer themost valuable data you require.
For a start, forinstance, you can geta high-level viewabout the potential impact of acampaign or hashtagortalking point withan engagementmetric , such as thepotential reach.Then, you’ll be able toinvestigate further.Being able to focusimportant streams of datathat come fromFacebook, Instagram, Twitter (plusa variety of otheroffline sources)offers a broadanalysis of how your customers feelabout your brand, and also your creativity.
Being able to pinpointthe people who are saying what, and -most importantly, howtheythink about your clientsthrough a solution like an analysis of the sentiments, can bea fantasticway to demonstrate how effective the processoffeedback via social listeninghelps agencies remain proactive.Our report on industry trends foundthat there was a direct correlation between thepositive response to an adcampaign – Nike’s “You Can’tStop Us’ adand the agencywho created it, forinstance(Wieden+Kennedy).
Topic analyticswill allow you to seethe connections between various topics. It also givesthe user a powerful waytoillustrate important connections.
3. Crisis management
Consumers are more vocalthanthey have ever been.Furthermore, their voicecan be heard everywhereinreal time.
As you would expect,crisis management is a crucialcomponent of social listening.agencies that identify problems whentheyare discovered have an advantageover theircompetition.They alsodefend their clients better.
An effective social listening strategyhelps agencies in a wholearray of emergency management situations.Concerns about defective products transform intolive conversations that can address issues in the first place, collect information andfix negative feedback.Rapid shifts in public opinioncan be managed.Feedback on creatives that are not well-received becomesan aid to adapt toor, inextreme cases seek a new direction.
In the end social listening letsagenciesact as guardians for thebrands theyworkwith. Itinforms clientsof any issues they mayhave missed , and gives thedata needed to developa measured and informedresponseas a group.
4. Competitive intelligence
The report on the industry of agencies exploredthechallenges facing the marketin 2020.In the wake of the pandemic that plunges worldeconomies intouncertainty, agencies aresearching for ways to inventandprosper. Competitive intelligence isamongthe ways. Inessence, social listening agency lets youmake use of the most importantconversationsthat people don’t have aboutyou.
Yourcompetitors havetheir own strategies and systemsto achieve success.Similar toyou, they’veput inboth time and money into developing these strategies.Through social listening, companiescan tap into critical conversationsregarding the ways and reasonsother brands do well:
What’s the cause of the viralityof aparticularcampaign?
How are brands leveragingspecific media to createthebiggestimpact?
What are you comparing yourselfas a competitor to others?
With a well-designedsocial listeningplatform and a competitive intelligence platform, you can have itseamlessly embedded in your go-to-marketstrategy. Without it, your businesswill be leftwithout all the information neededto navigate the ever-changingworld.IfDarwincould have taught us anything is that onlyorganisms who can adapt,can survive.
/ 5 years ago
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