Four reasons agencies should consider usingsocial listening
2020isan eventful year for change.In a growing number of cases, the brandswehave come to know and loveare beingcalled uponto play a biggerrole in shaping the worldwelive in.
As never before,agenciesneed a better wayto listen.As we demonstrated inourlatest industry reportcompanies that use social listeningcan help their clients createmore value, understandtheircustomers, and providemore compellingwork.Conversely, those who choosetoignore itarelimited to thefamiliar heuristics and instinctsonly.
Stillnot convinced?Here’s four reasons why you or youragencymust invest in social-media listeningtoday.
1. Finding valuable consumer insights
Intoday’s world of constant connectivity, brands need tobeaware of their customers desires, needs,and opinions.
Themost discussed topicofour digital marketing agency report washow brands interactbetweenconsumer insights and brands.Consumers speak up about the challengesagencieshave to overcome as they becomemorevocal than ever.
Conversation Clustersan easy-to-use datavisualization toolthat lets youquickly uncover, understandandvisualize the relationship betweenany topic at aglance.
Equipped with social listeningdata, agencies can supporttheirclients in buildingdeeper, more valuable relationshipswith their customers.
Social listeningcan assist agencies in locatingdata points that givethem anadvantage.It may be thesolution toan untapped segment of the population, or a new angleon a product that can helpthe development of a unique pitch.
For one agency it was a smartreaction to a trend of lockdowns.With the help of the overwhelmingsuccess of the videogame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneof the most influentialcollaborations oftheyear.for five weeks, game playershad the opportunityto exchange their turnipsone ofthe game’s most valuable componentsto donate food(aamount of around $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.
Before the advent ofsocial media, most advertisersand communication agencies relied uponlow-level metrics like salesto assess the efficacythe effectiveness of campaigns.While there’s nothing fundamentallywrong with this,it’s kindofan imperfect instrument.
In the present, agencies requiremore sensitive ways to modelandrecord the valuetheycreate fortheir clients.Listening carefully to social mediagives your agency morecontrolover campaigns for clientsby allowing instant feedback from multiplepoints of contact.This also allows you to categorize into groups, stratify and prioritizechannels thatgive themost important information you need.
To begin with, forinstance, you’ll finda high-level viewon the impact of acampaign hashtag, hashtag,ortalking point , along withan engagementindicator likepotential reach.From there, you are able todig deeper.The ability to hone inon valuable streams of datacoming fromFacebook, Instagram, Twitter (plusa variety of otheroffline sources)gives you a thoroughpicture of how your customers feelabout you and your creative.
It is possible to find outwho’s talking about what and -in addition, howtheyare feeling about your clientsby using tools like”sensitivity analysis,” isa wonderfulinstance of how effective methodsoffeedback via social mediawill help companies stay on top of things.Our study on industry research foundan obvious connection betweenpositive sentiment for an adcampaign such as Nike’s “You’ll NeverStop Us’ campaign -and sentiment for the agencythat developed it, as anexample(Wieden+Kennedy).
Topic analyticshelp you findthe connections between various topics. It also givesthe user a powerful waytoillustrate important connections.
3. Crisis management
Consumers are louderthanthey’ve ever been.Additionally, their voicescan be heard everywhere,inreal-time.
You would expect thatcrisis management is a keypart of social ear.The agencies that recognize problems beforetheyhappen have an advantageover theircompetition.Furthermore, they candefend their clients better.
A well-designed social listening approachhelps agencies in a wholerange of different crisis management scenarios.complaints about defective products turn intoreal-time conversations that address problems collect information, identify issues, andrectify negative sentiment.Sudden shifts in public opinionbecome manageable.Feedback from poorly received creative isa guide to adjust onor, inmore serious instances, find a new direction.
In the end, it helpsagenciesact as guardians for thebrands theycollaboratewith. Ithelps keep clients informedof problems they mightnot have noticed and gives them thefacts needed foran educated and measuredresponsein a collaborative manner.
4. Competitive intelligence
Our agency industry report examinedthechallenges facing the marketin 2020.As the pandemic plunges the world’seconomies intouncertainty, agencies are increasinglylooking for new ways to innovateandsucceed. Competitive intelligence isone ofthe ways. Inthe simplest sense, social listening agency lets youaccess the most importantconversationsthat people aren’t having withyou.
Yourcompetition hasdifferent strategies and methodsto be successful.Likeyou, they’vespenttime and money to develop them.With social listening, agenciescan get involved in conversationsabout what makesother brands perform:
What’s driving the successof aparticularcampaign?
How can brands make use ofspecific media to createthegreatestimpact?
What is your benchmarking strategyin comparison to other companies?
Through a successfulsocial listeningplatform and a competitive intelligence platform, you can have itseamlessly embedded in your go-to-marketstrategy. Without it, your companywill have to operatewithout all the data neededto navigate the ever-changingworld.IfDarwincould have taught us anything it’s that onlyspecies that can adaptendure.