Four reasons agencies should engage insocial listening
2020isan incredible year of transformation.It is becoming increasingly clear that the brandsweall know and loveare beingaskedto take a more meaningfulpart in shaping the environmentwelive in.
Today more than ever,agenciesrequire a better approachto listen.According toourmost recent report on industry trends,agencies that make use of social listeningcan assist their clients in creatinghigher value, knowtheirmarket, and deliverbetterwork.Conversely, agencies that choosetogo withoutarebound to rely onusual heuristicsalone.
Are you stillnot convinced?Here’s four reasons why youragencyshould consider investing in social mediaright now.
1. Finding valuable consumer insights
Inthis hyper-connected age companies mustbeaware of their customers’ requirements, goalsand opinions.
Case in point: themost frequently discussed themeofthe digital marketing agency report wasinteractionbetweenconsumer insights and brands.Consumers voice their frustrations thatagencieshave to overcome in a way that’s becomingmoreoutspoken than ever.
Conversation Clustersa simple datavisualization toolthat lets youimmediately discover, comprehend,andunderstand the context ofevery topic in a singleglance.
Equipped with social listeninginformation, agencies can helptheirclients to buildgreater, more meaningful relationshipswith their customers.
Social listeningaids agencies in findingdata points that givethem anedge.It could provide asolution toan area that is not being considered or even a fresh angleon a product to supporta creative pitch.
For one agency this was a creativereaction to the trend of locking down.In leveraging the hugesuccess of thegame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneamong the most influentialcollaborations ofthisyear.for five weeks, game playershad the opportunityto trade their turnips –one ofthe game’s most valuable assets- into real food donations(asum of $20,000 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 advertisingor communication agencies relied onlower-end metrics like salesto determine the successin their advertising campaigns.While there’s nothing necessarilywrong with that,you can end up using a bitofa blunt instrument.
These days, agencies requiremore precise methods of modelingandcapture the valuetheybring totheir clients.Paying attention to social mediacan give your agency greatercontrolover client campaignswith instant feedback from multipleinteractions.It also lets you segment stratify, categorize, and prioritizechannels thatgive you themost relevant information needed.
To start with, forinstance, you can getan overviewon the impact of acampaign hashtag, hashtag,ortalking point withan engagementmeasurement like thepotential reach.You can thenexamine the details.The ability to concentrateon important data streamscollected fromFacebook, Instagram, Twitter (plusan array of otheroffline sources)can give you an extensiveunderstanding of what customers thinkabout your brand, and also your creativity.
It is possible to find outthe people who are saying what, and -particularly – howtheythink about your clientsby using a method like the analysis of sentiment, providesan excellentexample of how the effective useoffeedback through social listeningcan aid agencies in staying proactive.Our report on industry trends foundclearly a link betweenpositive reviews for an advertisingcampaign like Nike’s “You Can’tStop Us’ ad -as well as the feelings of the agencythat developed it, as anexample(Wieden+Kennedy).
Topic analyticscan help you detectrelationships between topics, givingan effective visual methodtodepict important relationships.
3. Crisis management
People are more vocalthanthey have ever been.Additionally, their voicescan be heard everywhere,inreal time.
As you’d imagine,crisis management is an integralelement of social listening.agencies that identify problems whentheyoccur have an advantageover theircompetition.They alsosafeguard their clients more effectively.
A well-designed social listening approachaids agencies in arange of crisis management scenarios.The complaints of defective products can becomeactual conversations, which address issues as well as gather data tocorrect negative perceptions.The sudden shifts in public opinioncan be managed.Feedback on creatives that have not been well received becomesan indicator to make adjustmentsor, inthe case of serious issues look for a new direction.
In the end social listening letsagenciesbe the guardians of thebrands theycollaboratewith. Itaids in keeping clients informedabout any problems they mayhave missed and provides thefacts needed foran educated and measuredreaction, working together.
4. Competitive intelligence
Our report on the agency industry looked atthemarket’s challengesin 2020.As the pandemic plunges the world’seconomies intouncertainty, agencies arelooking for new ways to innovateandprosper. Competitive intelligence isjust one ofthe ways. Inessence, social listening tools allows you totap into the most importantconversationspeople aren’t having aboutyour company.
Yourcompetition hastheir own systems and strategiesto achieve success.Likeyou, they’veput intime and money to develop them.With social listening, agenciesare able to tap into conversationsabout the factors that makeother brands do well:
What’s driving the successof aparticularcampaign?
How are brands leveragingspecific media to createthemostimpact?
What are you comparing yourselfin comparison to other companies?
With a dependablesocial listeningplatform and a competitive intelligence platform, you can have itseamlessly integrated into your go to marketstrategy. Without it, your agencywill have to operatewith no informationto navigate through a constantly changingworld.IfDarwintaught us anything it’s that onlyliving things that adaptremain.