4 reasons agencies should make use ofsocial listening
2020has beenan incredible year of transformation.The brandswehave come to know and loveare beingcalled uponto play a greaterrole in shaping our worldwelive in.
More than ever ,agenciesrequire a more effective wayto listen.According toourmost recent report on industry trends,agencies that employ social listeningcan assist their clients in creatinggreater value, comprehendtheirmarketplace, and producemore compellingwork.On the other hand, agencies that choosetonot use itareleft to rely onsame old heuristics , and their instinctson their own.
Are you stillnot convinced?Here are four reasons youragencyshould consider investing in social mediaright now.
1. Finding valuable consumer insights
Inthe age of hyper-connected technology companies mustbemindful of their clients’ requirements, goalsand views.
In this case, thetop-rated topiconour digital marketing agency report wasthe relationshipbetweenconsumer insights and brands.Consumers have their own concerns thatagenciescan solve as they becomemoreassertive than they have ever been.
Conversation Clustersa user-friendly datavisualization toolwhich helps youquickly uncover, understandandcomprehend the context surroundingany topic with aglance.
Equipped with social listeningdata, agencies will be able to assisttheirclients to buildmore lasting, deeper relationshipswith their clients.
Social listeninghelps agencies findinformation that givesthem anedge.This could be asolution toan area that is not being considered or offer a new perspectivefor a product in support ofan innovative pitch.
For one agency it was a smartreaction to a trend of lockdowns.Utilizing the hugeappeal of the videogame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneof the most impactfulcollaborations oftheyear.In five consecutive days, gamershad the opportunityto trade their turnips -one ofthe most valuable elements of the gamefor food – into actual 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.A bettermeasurement
Prior to the advent ofsocial media, most advertisingand communications companies relied onbasic metrics like sales in orderfor gauging the effectivenesson their programs.Although there’s nothingwrong with that,it’s kindofan instrument that isn’t as effective.
In today’s world, agencies requiremore sensitive methods to modelandquantify the valuetheycan providetheir clients.Monitoring social media carefullywill give your agency morecontrolover client campaignswith instant feedback from multipletouchpoints.It also lets you segment stratify, prioritize, and selectchannels thatgive themost useful information required.
To begin, forexample, you can seean overviewon the impact of acampaign, hashtag,ortalk point withan engagementmetric such aspotential reach.After that, you caninvestigate further.Being able to focusimportant streams of datathat come fromFacebook, Instagram, Twitter (plusa host ofoffline sources)offers a broadinsight into how people feelabout your clients and creative.
Being able to pinpointthe people who are saying what, and -in addition, howtheythink about your clientsby using tools like an analysis of the sentiments, can bea wonderfulinstance of how effective methodsoffeedback using social listeningcan help organizations stay ahead of the curve.Our report on industry findings revealedan evident connection betweenpositive feedback for an advertisementcampaign- Nike’s ‘You Can’tStop Us’ campaign -and the sentiment of the agencywhich developed it, forexample(Wieden+Kennedy).
Topic analyticscan help you recognizeconnections between different topics, and giveyou a visual approachtodepict important relationships.
3. Crisis management
Consumers are more vocalthanthey have ever been.Plus, that voicecan be heard across the globe,inreal time.
As you’d imagine,crisis management is a crucialaspect of social listening.Agents who spot problems astheyoccur will have an edgeover theircompetitors.They alsoprotect their clients better.
A well-designed social listening approachaids agencies in arange of different crisis management scenarios.Complaints about faulty products becomelive conversations that can address issues, gather information, andcorrect negative perceptions.Rapid shifts in public opinionbecome manageable.Feedback on creatives that have not been well received becomesan indication of how to improveor, inthe more serious cases, find a new direction.
In the end social listening letsagenciesbecome guardians ofbrands theycollaboratewith. Itkeeps clients informedof issues they mightnot have noticed, and also provides thedetails needed to formulatea measured and informedresponseas a collective.
4. Competitive intelligence
Our report on the agency industry looked attheissues facing the marketin 2020.As the pandemic plunges the world’seconomies intouncertainty, agencies are increasinglyseeking new ways to innovateandflourish. Competitive intelligence isjust one ofthe ways. Inthe simplest sense, social listening tools lets youdiscover the most significantconversationspeople have not been having aboutyou.
Yourcompetition hastheir own systems and strategiesto be successful.Similar toyou, they’veput intime and money in developing them.With social listening, agenciescan tap into critical conversationsregarding the ways and reasonsother brands perform:
-
What’s driving the viralityof aparticularcampaign?
-
What are the ways brands can leveragespecific media to createthegreatestimpact?
-
How can you gauge yourselfon the other side of the coin?
With a dependablesocial listeningsystem the competitive intelligence of your customers can beeffortlessly integrated into your go to marketstrategy. Without it, your businesswill have to operatewithout the necessary informationto navigate a constantly changingworld.And ifDarwincould have taught us anything is that onlyorganisms who can adapt,survive.
ashish