Four reasons agencies should engage insocial listening
2020isan era of radical change.As we get older, the brands thatweall know and loveare beingcalled uponto play a greaterpart in shaping the worldwelive in.
More than ever before,agenciesrequire a better wayto listen.Inourlatest industry reportagencies that employ social listeningwill help their clients to createhigher value, knowtheircustomers, and providebetterwork.However, those who opttoleave out social listeningarelimited to thesame old heuristics , and their instinctsand intuition.
Stillnot convinced?Here are four reasons youragencyshould invest in social listeningright now.
1. Finding valuable consumer insights
Intoday’s hyper-connected world Brands mustbeaware of their consumers’ requirements, goalsas well as their views.
A good example: thetop-rated topicwithinour digital marketing agency report wasthe interplaybetweenbrands and consumer insight.Consumers are expressing their concerns about the issues thatagencieshave to overcome and are becomingmoreloud than ever.
Conversation Clustersan easy-to-use datavisualization toolthat will help youquickly discover, comprehend,andvisualize the context aroundany subject at aglance.
HTML0Equipped with social listeninginformation, agencies can helptheirclients to createmore lasting, deeper relationshipswith their customers.
Social listeningcan help agencies discoverevidence that can givethem anedge.This could be asolution toa problem inan under-researched segment or provide a fresh perspectiveregarding a product, to aidthe creative pitch.
For one agency, it was a cleverreaction to a trend of lockdowns.In leveraging the hugeappeal of the videogame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneof the most memorablecollaborations ofthisyear.Over the course of five days, participantshad the opportunitytrade their turnips,one ofthe game’s most valuable itemsfor food – into actual 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.
Before the advent orsocial media, a majority of advertisingand communications agencies relied onthe bottom line metrics such as salesto measure the effectivenessfor their marketing campaigns.While there’s nothing necessarilyincorrect with that,the method can be a bitofa blunt instrument.
These days, agencies requiremore sensitive ways to modelandcapture the valuetheyprovide totheir clients.Be attentive to the social media that you useallows your agency to have morecontrolover campaigns from clientsthat can provide instant feedback across multiplesources.It lets you also segment stratify, prioritize, and selectchannels thatoffer themost relevant information needed.
For a start, forinstance, you will finda high-level viewabout the potential impact of acampaign, hashtag,ortalk point withan engagementmetric , such as thepotential reach.Then, you’ll be able togo deeper.The ability to concentratethe most valuable data streamsthat come fromFacebook, Instagram, Twitter (plusa host ofoffline sources)provides a completeinsight into how people feelabout your brand, and also your creativity.
Being able to pinpointwho’s talking about what and -more importantly – howtheyfeel about your clients,through a solution like the analysis of sentiment, providesa wonderfulexample of how effective formsofsocial listening to feedbackcan help organizations stay ahead of the curve.Our study on industry research foundclearly a link betweenpositive feedback for an advertisementcampaign such as Nike’s “You’ll NeverStop Us’ ad -and sentiment for the agencywho created it, forexample(Wieden+Kennedy).
Topic analyticscan help you recognizethe connections between various topics. It also givesyou a visual approachtoconvey important relationships.
3. Crisis management
The voice of the consumer is louderthanthey have ever been.And, this voicecan be heard everywhere,inreal time.
As you’d imagine,crisis management is a keypart of social listening.agencies that identify problems whentheyoccur will have an edgeover theircompetitors.More importantly, they cansecure their clients more effectively.
An effective strategy of social listeninghelps agencies in a wholevariety of scenarios for managing crises.Requirements about defective products arereal-time conversations that address problems in the first place, collect information andimprove negative feelings.The sudden shifts in public opinionare now manageable.Feedback on creatives that have not been well received becomesan aid to adapt toor, inserious cases take a different direction.
In the end social listening letsagenciesbecome guardians forbrands theycollaboratewith. Ithelps keep clients informedof problems they mighthave missed , and gives thenecessary information to makean educated and measuredresponse, as a team.
4. Competitive intelligence
Our report on industry trends for agencies examinedthechallenges facing the marketin 2020.As the pandemic plunges globaleconomies intouncertainty, agencies are increasinglydiscovering new ways to be innovativeandprosper. Competitive intelligence isjust one ofthe ways. Inessence, social listening hong kong lets youtap into the most importantconversationspeople aren’t having regardingyou.
Yourcompetitors havetheir own systems and strategiesfor success.Likeyou, they’veput intime and money to develop them.Through social listening, companiescan tap into critical conversationsabout the reasons and howother brands succeed:
What’s driving the viralityof aspecificcampaign?
How can brands leveragespecific forms of media to getthemostimpact?
How do you compare yourselfas a competitor to others?
Through a successfulsocial listeningplatform and a competitive intelligence platform, you can have itseamlessly integrated into your go to marketstrategy. Without it, your companyis forced to take actionwithout all the information neededto navigate an ever-changingworld.IfDarwintaught us anything is that onlycreatures that adaptcan survive.