Four reasons agencies should engage insocial listening
2020isan exciting year of change.As we get older, the brands thatweare familiar with and trustare beingcalled uponfor a more importantpart in shaping the environmentwelive in.
More than ever ,agenciesrequire a better methodto listen.As we showed inourlatest industry reportagencies that make use of social listeningcan help their clients generatemore value, gain a better understanding oftheirmarket, and delivermore engagingwork.Conversely, those who choosetogo withoutaredependent on thefamiliar heuristics and instinctsalone.
Are you stillnot convinced?Here’s four reasons why youragencyshould be investing in social listeningtoday.
1. Finding valuable consumer insights
Intoday’s highly connected world the brands mustbeaware of their customers’ requirements, goalsand their opinions.
Case in point: themost discussed topicwithinthe digital marketing agency report wasthe connectionbetweenbrands and consumer insight.Consumers are expressing their concerns about the issues thatagenciescan address, and they’re becomingmoreoutspoken than ever.
Conversation Clustersa user-friendlyvisualization toolthat allows you toquickly discover, comprehend,andvisualize the relationship betweenany topic with aglance.
HTML0With the help of social listeningdata, agencies can helptheirclients in buildingdeeper, more valuable relationshipswith their clients.
Social listeningaids agencies in findingthe data that will givethem anedge.It can be asolution toa problem inthe unexplored demographics or even a fresh angleregarding a product, to aidthe development of a unique pitch.
For one agency, it was a cleverresponse to the recent lockdown craze.By tapping into the massivepopularity of the videogame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneof the most effectivecollaborations ofthisyear.for five weeks, game playershad the opportunityswap their turnips – -one ofthe game’s most valuable objectsto donate food(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.
Until the advent ofsocial media in the past, most advertisingor communication agencies relied onlow-level metrics like salesin order to evaluate the effectivenessand effectiveness of their efforts.While there’s nothing fundamentallywrong with this,it’s kindofan instrument that isn’t as effective.
Nowadays, agencies requiremore flexible ways to modelandrecord the valuetheybring totheir clients.Monitoring social media carefullycan give your agency greatercontrolover the campaigns of clients,that can provide instant feedback across multiplesources.This also allows you to categorize or stratify your efforts and prioritizechannels thatprovide themost useful information required.
Forinstance, you can geta high-level viewof the effect of acampaign, hashtag,ortalking point withan engagementindicator likepotential reach.You can thengo deeper.The ability to hone inimportant streams of datacoming fromFacebook, Instagram, Twitter (plusnumerous otheroffline sources)provides a completeanalysis of how your customers feelabout your business and the creative.
Knowingthose who are speaking andparticularly – howtheythink about your clientswith a solution such as”sensitivity analysis,” isan excellentexample of how effective formsoffeedback from social listeningcan assist agencies in staying on top of their game.Our research on the industry foundclearly a link betweenpositive sentiment for an adcampaign – Nike’s “You Can’tStop Us’ commercial -and the sentiment for the companythat developed it, as aninstance(Wieden+Kennedy).
Topic analyticswill help you identifyrelationships between topics, givingyou a powerful visual waytoconvey important relationships.
3. Crisis management
The voice of the consumer is louderthanthey have ever been.Plus, that voicecan be heard across the globe,inreal time.
It is not surprising thatcrisis management is a crucialpart of listening to social media.The agencies that recognize problems beforetheyoccur have an advantageover theircompetition.In addition, they are able tosecure their clients more effectively.
A sound strategy for social listeningaids agencies in avariety of situations for crisis management.Concerns about defective products transform intoreal-time conversations to address issues collect information, identify issues, andresolve negative attitudes.In the wake of a sudden change in opinion, thingsbecome manageable.Feedback on creatives that have not been well received becomesan aid to adapt toor, inextreme cases look for a new direction.
In the end, it helpsagenciesbecome guardians forbrands theycollaboratewith. Itinforms clientsof issues they mighthave missed and providesinformation needed to createa well-considered and educatedresponseas a group.
4. Competitive intelligence
The report on the industry of agencies exploredthemarket’s challengesin 2020.As the pandemic plunges globaleconomies intochaos, agencies aresearching for ways to inventandexcel. Competitive intelligence isjust one ofthem. Inessence, social listening tools lets youget into the most importantconversationspeople aren’t having aboutyour company.
Yourcompetitors havedifferent strategies and methodsfor success.Similar toyou, they’veinvestedboth time and money into developing these strategies.Through social listening, companiescan get involved in conversationsabout how and whyother brands do well:
What’s driving the viralityof aspecificcampaign?
How can brands leveragespecific media to achievethebiggestimpact?
How can you measure yourselfin comparison to other companies?
With an effectivesocial listeningplatform it is possible to incorporate competitive intelligenceseamlessly integrated into your go-to marketstrategy. Without it, your agencywill have to operatewithout all the information neededto navigate a constantly changingworld.And ifDarwinhad any lesson to teach us, it’s that only thoseliving things that adaptsurvive.