Four reasons agencies should engage insocial listening
2020has beenan exciting year of change.As we get older, the brands thatwehave come to know and loveare beingaskedto take a more meaningfulrole in shaping our worldthat welive in.
More than ever before,agenciesrequire a better wayto listen.As we demonstrated inourlatest industry reportcompanies that use social listeningcan help their clients generatemore value, understandtheirmarketand createmore engagingwork.Conversely, agencies that choosetodo nothingareleft to rely onfamiliar heuristics and instinctsonly.
Are you stillnot convinced?Here are four compelling reasons why youragencyshould begin investing in social monitoringnow.
1. Finding valuable consumer insights
Intoday’s world of constant connectivity, brands need tobeaware of their consumers their needs, objectives,and even their own opinions.
Themost popular topicfromour digital marketing agency report wasinteractionbetweenconsumer insights and brands.Consumers have their own concerns thatagenciesare positioned to solve in a way that’s becomingmoreloud than ever.
Conversation Clustersa simple datavisualization toolthat allows you toquickly discover, comprehend,andvisualize the context aroundevery topic in a singleglance.
HTML0Armed with social listeningdata, agencies can supporttheirclients to createstronger, more meaningful connectionswith their clients.
Social listeningaids agencies in findingdata points that givethem anadvantage.It could provide asolution tothe unexplored demographics or even a fresh angleon a product that can helpthe creation of a compelling pitch.
For one agency this was a creativeresponse to the recent lockdown craze.Utilizing the hugepopularity of the videogame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneof the most impactfulcollaborations oftheyear.For five days, playershad the opportunityto trade their turnips -one ofthe game’s most valuable componentsin real food donations(ain total worth $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 advent ofsocial media, a majority of advertisingand communication agencies relied uponlow-level metrics like salesin order to evaluate the effectivenessof their campaigns.While there’s nothingwrong with that,the method can be a bitofan imperfect instrument.
Today, agencies needbetter ways to understandandcapture the valuetheycreate fortheir clients.By paying attention to social media, itprovides your agency with morecontrolover the campaigns of clients,which can be analyzed in real-time from multipleinteraction points.It lets you also segment, stratify, and prioritizechannels thatgive themost important information you need.
For a start, foran example, you’ll be able to findan overviewof the effect of acampaign, hashtag,ortalk-show withan engagementmetric likepotential reach.After that, you canexamine the details.The ability to narrow into valuable data streamscollected fromFacebook, Instagram, Twitter (plusa variety of otheroffline sources)will give you a fullunderstanding of what customers thinkabout you and your creative.
Knowingwho’s saying what and -as important – whattheythink about your clientsusing a tool like”sensitivity analysis,” isa wonderfulinstance of how effective methodsoffeedback via social mediacan aid agencies in staying proactive.The report we conducted on the industry showedan evident connection betweenpositive response to an adcampaign – Nike’s “You can’tStop Us’ commercial -and the sentiment for the companythat developed it, as aninstance(Wieden+Kennedy).
Topic analyticscan help you seeconnections between subjects, providingyou a powerful visual waytoillustrate important connections.
3. Crisis management
The voice of the consumer is louderthanthey ever have been.Additionally, their voicescan be heard throughout the worldinreal time.
As you’d imagine,crisis management is a crucialaspect of social listening.Companies that spot problems beforetheyhappen have an advantageover theircompetition.More importantly, they candefend their clients better.
A successful social listening strategyaids organizations in avariety of situations for crisis management.Requirements about defective products arelive 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 becomesa guide to adjust onor, inserious cases choose a different path.
Social listening ultimately helpsagenciesbecome guardians forbrands theycollaboratewith. Itassists in keeping clients awareof issues they mighthave missed and provides thenecessary information to makean intelligent and well-plannedaction, in a group.
4. Competitive intelligence
Our report on the industry of agency exploredtheissues facing the marketin 2020.As the pandemic plunges globaleconomies intochaos, agencies areseeking new ways to innovateandsucceed. Competitive intelligence isjust one ofthem. Inthe simplest sense, social listening agency lets youmake use of the most importantconversationsthat people aren’t having withyour company.
Yourcompetition hastheir own strategies and systemsto be successful.Just likeyou, they’vespentfunds and time to build them.With social listening, agenciescan get involved in conversationsregarding the ways and reasonsother brands do well:
What is the reason for the popularityof aparticularcampaign?
How can brands make use ofspecific forms of media to getthebiggestimpact?
What are you comparing yourselfas a competitor to others?
With the help of asocial listeningsystem Competitive intelligence can beintegrated seamlessly into your go-to-marketstrategy. Without it your organizationis forced to take actionin a vacuum, lacking the essential informationin navigating an ever-changingworld.And ifDarwinhas taught us anything it’s that onlyspecies that can adaptremain.