4 reasons agencies should make use ofsocial listening
2020isan era of radical change.It is becoming increasingly clear that the brandswerecognize and cherishare beingcalled uponto play a largerpart in shaping the worldthat welive in.
Today more than ever,agenciesrequire a better approachto listen.As we demonstrated inourlatest report on industry,organizations that utilize social listeningcan help their clients generatemore value, be more aware oftheirmarkets, and createbetterwork.In contrast, agencies who decidetoignore itarelimited to thefamiliar heuristics and instinctsby themselves.
Are you stillnot convinced?Here’s four reasons why you or youragencyshould invest in social listeningtoday.
1. Finding valuable consumer insights
Inthis hyper-connected age the brands mustbesensitive to their customers’ requirements, goalsand opinions.
In this case, thetop-rated topicthat we covered inthe digital marketing agency hk report washow brands interactbetweenbrands and consumer insight.The consumers are speaking out about the problems thatagenciesare poised to tackle and are becomingmoreactive than ever before.
Conversation Clustersisa simple datavisualization toolwhich helps youimmediately discover, comprehend,andsee the context behindevery topic in a singleglance.
Armed with social listeningdata, agencies will be able to assisttheircustomers to establishdeeper, more meaningful relationswith their customers.
Social listeningassists agencies in identifyinginformation that givesthem anedge.It could be asolution toa problem inan overlooked demographic or offer a new perspectiveon a product to supporta creative pitch.
For one agency it was a smartresponse to the lockdown trend.By tapping into the overwhelmingsuccess of the videogame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneof the most effectivecollaborations ofthisyear.for five weeks, game playershad the opportunityto exchange their turnipsone ofthe most valuable elements of the game- 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 adventsocial media, most advertisingand communications companies relied onbottom-line metrics like salesto measure the effectivenesson their programs.While there’s nothing inherentlywrong with this,it’s kindofa blunt instrument.
In the present, agencies requiremore precise methods of modelingandcapture the valuetheybring totheir clients.Monitoring social media carefullyprovides your agency with morecontrolover campaigns for clientsby allowing instant feedback from multiplesources.It also lets you segment stratify, prioritize, and selectchannels thatgive you themost important information you need.
To start with, forinstance, you’ll findan overviewof the effects of acampaign or hashtagortalking point withan engagementmeasurement like thepotential reach.Then, you’ll be able toexamine the details.The ability to narrow inthe most valuable data streamstaken fromFacebook, Instagram, Twitter (plusa variety of otheroffline sources)can give you an extensiveoverview of the way that customers feelabout your brand, and also your creativity.
Knowingthose who are speaking andas important – whattheyare feeling about your clientsby using tools like”sensitivity analysis” isa fantasticinstance of how effective methodsoffeedback from social listeningcan help agencies stay proactive.The report we conducted on the industry showedclearly a link betweenpositive feedback for an advertisementcampaign such as Nike’s “You’ll NeverStop Us’ commercial -and sentiment for the agencythat created it, forexample(Wieden+Kennedy).
Topic analyticshelp you findconnections between different topics, and givean effective visual methodtoillustrate important connections.
3. Crisis management
Consumers are more vocalthanthey’ve ever been.The voice of the consumercan be heard everywhere,inreal-time.
As you’d imagine,crisis management is a hugepart of listening to social media.agencies that identify problems whentheydo arise will have an edgeover theircompetition.Furthermore, they cansafeguard their clients more effectively.
A sound strategy for social listeningcan assist agencies across arange of crisis management scenarios.Problems with defective products becomereal-time conversations which can help address issues that are causing concern, collect data, andaddress negative opinions.Changes in public opinion that are suddencan be managed.Feedback on poorly received content becomesan aid to adapt toor, inthe more serious cases seek a new direction.
In the end, it helpsagenciesbe the guardians of thebrands theycollaboratewith. Ithelps keep clients informedof issues they couldnot have noticed and gives them thenecessary information to makean appropriate and well-informedresponseas a collective.
4. Competitive intelligence
The report on the industry of agencies exploredtheissues facing the marketin 2020.As the pandemic plunges the world’seconomies intouncertainty, agencies are increasinglyfinding new ways to innovateandexcel. Competitive intelligence isamongthem. Inthe simplest sense, social listening agency allows you toget into the most importantconversationsthat people don’t have aboutyour company.
Yourcompetition hastheir own strategies and systemsto be successful.Likeyou, they’vespentboth time and money into developing these strategies.Through social listening, companiescan participate in discussionsabout how and whyother brands perform:
What’s driving the viralityof aparticularcampaign?
How do brands harnessparticular media to generatethebiggestimpact?
How can you measure yourselfwith the rest of the world?
With an effectivesocial listeningplatform, competitive intelligence can beintegrated seamlessly into your go-to-marketstrategy. Without it, your agencywill be forced to make decisionswithout the necessary informationto navigate through a constantly changingworld.IfDarwintaught us anything is that onlyspecies that can adaptthrive.