4 reasons agencies should usesocial listening
2020has beena year of dramatic change.It is becoming increasingly clear that the brandsweknow and loveare beingaskedto play an even more significantrole in shaping the futurewelive in.
Today more than ever,agenciesrequire a new wayto listen.We have demonstrated inourlatest industry reportagencies that use social listeningare able to help clients buildmore value, understandtheirmarkets, and createbetterwork.On the other hand, agencies that choosetoignore itarebound to rely onfamiliar heuristics and instinctsand intuition.
Are you stillnot convinced?Here are four good reasons why youragencyshould be investing in social listeningright now.
1. Finding valuable consumer insights
Inthe age of hyper-connected technology companies mustbesensitive to their customers desires, needs,and views.
In this case, themost talked about themewithinthe digital marketing agency report washow brands interactbetweenbrands and consumer insight.Consumers voice their frustrations thatagenciescan solve and they’remorevocal than ever.
Conversation Clustersisan easy-to-use datavisualization toolthat lets youquickly discover, comprehend,andunderstand the context ofany topic with aglance.
Armed with social listeningdata, agencies will be able to assisttheircustomers to establishdeeper, more meaningful relationshipswith their clients.
Social listeningcan assist agencies in locatingfacts that givethem anedge.This could be asolution toa problem inan area that is not being considered or an innovative angleregarding a product, to aidthe creation of a compelling pitch.
For one agency this was a creativeresponse to the lockdown phenomenon.In leveraging the hugepopularity of the videogame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneof the most memorablecollaborations ofthisyear.Over the course of five days, participantshad the opportunityto trade their turnips –one ofthe game’s most valuable itemsas food items – for real food(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 advent and growth ofsocial media, most advertisersand communication agencies relied uponbasic metrics like sales in orderin order to evaluate the effectivenessthe effectiveness of campaigns.While there’s nothing necessarilywrong with this,it can be a bitofan imperfect instrument.
These days, agencies requiremore flexible ways to modelandquantify the valuetheyprovide totheir clients.Listening carefully to social mediawill give your agency morecontrolof client campaigns,that can provide instant feedback across multipleinteraction points.This also allows you to categorize stratify, prioritize, and selectchannels thatprovide themost important information you need.
Forexample, you can finda high-level viewthat shows the impact of ancampaign hashtag, hashtag,ortalking point withan engagementmetric likepotential reach.From there, you are able toinvestigate further.The ability to concentrateimportant streams of datataken fromFacebook, Instagram, Twitter (plusseveral otheroffline sources)gives you a thoroughanalysis of how your customers feelabout your brand, and also your creativity.
The ability to determinewho’s saying what and -particularly – howtheyfeel about your clients,with a solution such as”sensitivity analysis,” providesa fantasticway to demonstrate how effective the processoffeedback using social listeningcan help organizations stay ahead of the curve.Our report on industry findings revealedclearly a link betweenfavorable sentiment of an adcampaign such as Nike’s “You’ll NeverStop Us’ commercial -as well as the feelings of the agencywhich developed it, forinstance(Wieden+Kennedy).
Topic analyticscan help you detectconnections between subjects, providingyou a powerful visual waytodepict important relationships.
3. Crisis management
Consumers are louderthanever before.Additionally, their voicescan be heard across the globe,inreal-time.
You would expect thatmanaging crises is an essentialpart of listening to social media.The agencies that recognize problems beforetheyoccur will have an edgeover theircompetitors.They alsoensure the safety of their clients.
A sound social listening strategyaids organizations in avariety of scenarios for managing crises.The complaints of defective products can becomereal-time conversations to address issues as well as gather data toimprove negative feelings.The sudden shifts in public opinionare now manageable.Feedback from poorly received creative isa way to make changesor, insevere cases to find a new direction.
In the end, social listening aidsagenciesbe the guardians of thebrands theyworkwith. Itinforms clientsabout any problems they maynot have noticed, and also provides theinformation required to planan educated and measuredresponseas a group.
4. Competitive intelligence
The report on the industry of agencies exploredtheissues facing the marketin 2020.As the pandemic plunges globaleconomies intouncertainty, agencies arediscovering new ways to be innovativeandprosper. Competitive intelligence isamongthem. Inthe simplest sense, social listening hong kong allows you toaccess the most importantconversationsthat people don’t have aboutyou.
Yourcompetitors havetheir own methods and strategiesto achieve success.Similar toyou, they’veinvestedtime and money in developing them.Through social listening, companiesare able to participate in critical discussionsregarding the ways and reasonsother brands have succeeded:
What is the reason for the popularityof aparticularcampaign?
What are the ways brands can leveragespecific media to makethebiggestimpact?
What is your benchmarking strategywith the rest of the world?
With a reliablesocial listeningplatform and a competitive intelligence platform, you can have itseamlessly integrated into your go to marketstrategy. Without it youwill be compelled to actwithout the necessary informationfor navigating a constantly changingworld.And ifDarwinhad any lesson to teach us it’s that onlyorganisms who can adapt,can survive.