4 reasons agencies should make use ofsocial listening
2020isa year of dramatic change.In a growing number of cases, the brandsweare familiar with and trustare beingcalled uponto play an even more significantpart in shaping the worldthat welive in.
As never before,agenciesrequire a better wayto listen.We have demonstrated inourmost recent report on industry trends,agencies that use social listeningcan help their clients createhigher value, knowtheirmarketand createmore compellingwork.However, those who opttodo nothingareleft to rely onconventional heuristicsby themselves.
Stillnot convinced?Here are four reasons why youragencyshould begin investing in social monitoringnow.
1. Finding valuable consumer insights
Intoday’s highly connected world businesses mustbeaware of their consumers their needs, objectives,and even their own opinions.
Case in point: thebiggest topic of discussionofthe digital marketing agency hk report wasinteractionbetweenbrands and consumer insight.Consumers voice their frustrations thatagenciescan address as they becomemoreassertive than they have ever been.
Conversation Clustersa simple datavisualization toolthat allows you toquickly understand, discover,andunderstand the context ofany subject with just aglance.
HTML0In conjunction with social listeningdata, agencies can helptheirclients in buildingmore lasting, deeper relationshipswith their customers.
Social listeningaids agencies in findingfacts that givethem anedge.It may be thesolution toa problem inan area that is not being considered or even a fresh angleregarding a product, to aidthe creative pitch.
For one agency it was a smartreaction to a trend of lockdowns.By tapping into the massivesuccess of thegame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneof the most memorablecollaborations ofthisyear.Five days in, the playerswere 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.
Before the advent ofsocial media, most advertisersand communications companies relied onbottom-line metrics like salesin order to evaluate the effectivenessthe effectiveness of campaigns.Although there’s nothingwrong with it,it’s kindofa blunt instrument.
These days, agencies requiremore precise methods of modelingandcapture the valuetheyprovide totheir clients.By paying attention to social media, itallows your agency to have morecontrolover client campaignswith instant feedback from multipleinteraction points.Additionally, it allows you to segment stratify, stratify and prioritizechannels thatgive you thebest information that is needed.
For a start, forinstance, you can geta high-level viewabout the potential impact of acampaign, hashtag,ortalking point withan engagementmetric likepotential reach.You can thenexamine the details.The ability to zero inon important data streamscoming fromFacebook, Instagram, Twitter (plusmany otheroffline sources)offers a broadview of how customers feelabout your brand, and also your creativity.
The ability to determinewho’s speaking up and -more importantly – howtheythink about your clientswith the help of a software like”sensitivity analysis,” isa wonderfulexample of how the effective useofsocial listening to feedbackcan help organizations stay ahead of the curve.The report we conducted on the industry showeda clear relationship between thepositive sentiment for an adcampaign – Nike’s “You Can’tStop Us’ ad -and the agencywhich created it, as anexample(Wieden+Kennedy).
Topic analyticshelp you findrelationships between topics, givingyou a powerful visual waytorepresent important relationships.
3. Crisis management
Consumers are more vocalthanthey ever have been.Additionally, their voicescan be heard everywhereinreal time.
You would expect thatcrisis management is a hugeaspect of social listening.Agencies that detect problems whentheyoccur will have an edgeover theircompetition.They alsosafeguard their clients more effectively.
A successful social listening strategyaids agencies in aarray of emergency management situations.Concerns about defective products transform intoreal-time conversations that address problems, gather information, andrectify negative sentiment.Unexpected shifts in public opinionare now manageable.Feedback on creatives that have not been well received becomesan indication of how to improveor, inthe case of serious issues, find a new direction.
In the end social listening letsagenciesto be guardians of thebrands theycollaboratewith. Itaids in keeping clients informedof any issues they maynot have noticed and gives them theinformation needed to createa measured and informedreaction, working together.
4. Competitive intelligence
The report on the industry of agencies exploredthemarket’s challengesin 2020.In the wake of the pandemic that plunges worldeconomies intochaos, agencies arefinding new ways to innovateandgrow. Competitive intelligence isone ofthe ways. Inthe simplest sense, social listening tools allows you totap into the most importantconversationspeople aren’t having regardingyou.
Yourcompetition hastheir own systems and strategiesfor success.Just likeyou, they’veinvestedtime and money to develop them.With social listening, agenciescan participate in discussionsabout what makesother brands are successful:
What’s the driving force behind the successof aspecificcampaign?
How can brands leveragespecific media to achievethegreatestimpact?
How can you gauge yourselfwith the rest of the world?
With a dependablesocial listeningsystem it is possible to incorporate competitive intelligenceeasily integrated into your go-tomarketstrategy. Without it your organizationwill be forced to actwithout all the data neededto navigate an ever-changingworld.IfDarwincould have taught us anything is that onlyorganisms that are able to adaptendure.