Four reasons agencies should consider usingsocial listening
2020has beena year of dramatic change.As we get older, the brands thatweall know and loveare beingcalled uponto play a biggerpart in shaping the worldwelive in.
As never before,agenciesrequire a more effective wayto listen.According toourmost recent industry report,organizations that utilize social listeningare able to help clients buildhigher value, knowtheirmarketplace, and producemore engagingwork.However, those who opttoignore itarebound to rely onfamiliar heuristics and instinctsby themselves.
Stillnot convinced?Here are four compelling reasons why youragencyshould consider investing in social medianow.
1. Finding valuable consumer insights
Intoday’s connected world Brands mustbemindful of their clients desires, needs,and views.
Case in point: themost talked about themeofour digital marketing agency hk report wasthe relationshipbetweenconsumer insights and brands.The consumers are speaking out about the problems thatagenciesare poised to tackle and are becomingmoreloud than ever.
Conversation Clustersisa user-friendlyvisualization toolthat helps youimmediately discover, comprehend,andvisualise the context surroundingevery topic in a singleglance.
HTML0Equipped with social-listeningdata, agencies will be able to assisttheirclients to developdeeper, more meaningful relationswith their customers.
Social listeninghelps agencies findthe data that will givethem anadvantage.This could be asolution toan under-researched segment or offer a new perspectiveon a product forthe development of a unique pitch.
For one agency it was a cleverresponse to the lockdown trend.By tapping into the massivepopularity of the videogame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneof the most memorablecollaborations ofthisyear.Five days in, the playershad the opportunityto trade their turnips -one ofgames most valuable itemsas food items – for real food(avalue of $25,000).).
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.
Prior to the adventsocial media, most advertisersor communication agencies relied onnumbers from the bottom line, such as sales,for gauging the effectivenessin their advertising campaigns.While there’s nothingnegative about that,it can be a bitofan unwieldy instrument.
The present demandsbetter ways to understandandquantify the valuetheygenerate fortheir clients.Being attentive to social mediaprovides your agency with morecontrolover campaigns from clientswith instant feedback from multipleinteraction points.You can also segment stratify, prioritize, and selectchannels thatoffer themost useful information required.
To begin with, forinstance, you’ll finda high-level viewof the effects of acampaign hashtag, hashtag,orother talking point that includesan engagementmetric , such as thepotential reach.Then, you canlook deeper.Being able to focuson important data streamsof data fromFacebook, Instagram, Twitter (plusmany otheroffline sources)gives you a comprehensiveunderstanding of what customers thinkabout you and your creative.
Being able to pinpointwho’s saying what and -in addition, howtheyconsider your clientsusing a tool like”sensitivity analysis,” providesa greatillustration of how effective typesoffeedback via social listeningcan help organizations stay ahead of the curve.The report we conducted on the industry showedthat there was a direct correlation between thepositive sentiment for an adcampaign, such as Nike’s ‘You Can’tStop Us’ adas well as the feelings of the agencywhich developed it, forinstance(Wieden+Kennedy).
Topic analyticswill allow you to seethe connections between various topics. It also givesan effective visual methodtodepict important relationships.
3. Crisis management
The voice of the consumer is louderthanever before.Furthermore, their voicecan be heard everywhere,inreal-time.
As you’d expect,crisis management is a hugeaspect of social listening.The agencies that recognize problems beforetheyare discovered have an advantageover theirrivals.Additionally, they will be able toprotect their clients better.
A successful social listening strategyaids agencies in arange of crisis management scenarios.complaints about defective products turn intoreal-time conversations that address problems as well as gather data toimprove negative feelings.In the wake of a sudden change in opinion, thingsare now manageable.Feedback on poorly received content becomesa way to make changesor, inthe case of serious issues, find a new direction.
Social listening ultimately helpsagenciesbecome guardians ofbrands theyworkwith. Itaids in keeping clients informedof problems they mightnot have noticed, and also provides theinformation required to planan educated and measuredaction, in a group.
4. Competitive intelligence
Our agency industry report examinedtheissues facing the marketin 2020.As the pandemic throws worldeconomies intouncertain waters, agencies arefinding new ways to innovateandprosper. Competitive intelligence isamongthe ways. Inessence, social listening hong kong lets youaccess the most importantconversationsthat people don’t have aboutyou.
Yourcompetition hastheir own methods and strategiesto achieve success.Likeyou, they’veput intime and money building them.With social listening, agenciescan participate in discussionsregarding the ways and reasonsother brands do well:
What’s driving the successof aspecificcampaign?
How can brands useparticular media to generatethemostimpact?
What is your benchmarking strategyto the competition?
With the help of asocial listeningplatform the competitive intelligence of your customers can beintegrated seamlessly into your go-to-marketstrategy. Without it, your agencyis forced to take actionwithout the right informationin navigating an ever-changingworld.And ifDarwinhas taught us anything is that onlyliving things that adaptare able to survive.