Four reasons why agencies should employsocial listening
2020isan era of radical change.The brandsweare familiar with and trustare beingcalled uponto play a largerrole in shaping our worldthat welive in.
More than ever before,agenciesrequire a better methodto listen.We have demonstrated inourlatest report on industry,agencies that employ social listeningare able to help clients buildmore value, better understandtheirmarket, and deliverbetterwork.In contrast, agencies who decidetoignore itareleft to rely ontraditional heuristics and intuitiononly.
Are you stillnot convinced?Here are four compelling reasons why youragencyought to invest in social listeningnow.
1. Finding valuable consumer insights
Inthe age of hyper-connected technology it is essential for brands tobeaware of their customers their needs, objectives,and views.
Thebiggest topic of discussionwithinthe digital marketing agency hk report wasthe relationshipbetweenconsumer insights and brands.The consumers are speaking out about the problems thatagenciesare poised to tackle as they becomemoreoutspoken than ever.
Conversation Clustersisa simple datavisualization toolthat helps youinstantly uncover, understand,andunderstand the context ofany subject with just aglance.
With the help of social listeningdata, agencies will be able to assisttheircustomers to establishgreater, more meaningful relationshipswith their clients.
Social listeningaids agencies in findingfacts that givethem anadvantage.It could provide asolution toan untapped segment of the population or even a fresh angleon a particular product to helpa creative pitch.
For one agency it was a cleverresponse to the lockdown phenomenon.With the help of the overwhelmingpopularity of the videogame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneamong the most influentialcollaborations ofthisyear.For five days, playershad the opportunityswap their turnips – -one ofthe game’s most valuable assets- into 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.
Before the advent orsocial media, a majority of advertisingand communication agencies relied uponbasic metrics like sales in orderto measure the effectivenesson their programs.While there’s nothing fundamentallywrong with that,it’s a bitofan imperfect instrument.
In the present, agencies requiremore precise methods of modelinganddocument the value thattheycreate fortheir clients.Being attentive to social mediacan give your agency greatercontrolover client campaignswhich can be analyzed in real-time from multiplesources.It lets you also segment or stratify your efforts and prioritizechannels thatgive you themost useful information required.
For a start, forinstance, you’ll finda high-level viewof the impact of acampaign hashtag, hashtag,ortalk point withan engagementmetric such aspotential reach.After that, you canexplore further.The ability to zero inon valuable streams of datataken fromFacebook, Instagram, Twitter (plusa host ofoffline sources)can give you an extensiveunderstanding of what customers thinkregarding your company and their creative.
Knowingwho’s talking about what and -more importantly – howtheyperceive your customers,through a solution like”sensitivity analysis” isa wonderfulinstance of how effective methodsoffeedback through social listeningwill help companies stay on top of things.Our research on the industry foundan evident connection betweenpositive response to an adcampaign, such as Nike’s ‘You Can’tStop Us’ campaign -as well as the attitude of the companythat created it, forexample(Wieden+Kennedy).
Topic analyticswill allow you to seeconnections between topics, givingyou a visual approachtoconvey important relationships.
3. Crisis management
The voice of the consumer is louderthanthey have ever been.The voice of the consumercan be heard throughout the worldinreal-time.
As you’d imagine,crisis management is a crucialpart of social listening.Agencies that detect problems whentheyoccur will have an edgeover theircompetitors.In addition, they are able tosecure their clients more effectively.
An effective social listening strategyassists agencies in a widespectrum of crises management situations.complaints about defective products turn intoreal-time conversations to address issues in the first place, collect information andresolve negative attitudes.The sudden shifts in public opinionbecome manageable.Feedback on creatives that have not been well received becomesa guide to adjust onor, insevere cases choose a different path.
In the end, it helpsagenciesto be guardians of thebrands theycollaboratewith. Ithelps keep clients informedabout any problems they mayhave missed and provides thedata needed to developan informed and measuredresponseas a group.
4. Competitive intelligence
The report on the industry of agencies exploredthechallenges facing the marketin 2020.As the pandemic plunges the world’seconomies intouncertainty, agencies arelooking for new ways to innovateandgrow. Competitive intelligence isone ofthe ways. Inessence, social listening agency lets yougain insight into the most importantconversationspeople don’t talk aboutyou.
Yourcompetitors havedifferent strategies and methodsfor success.Likeyou, they’veput infunds and time to build them.With social listening, agenciescan tap into critical conversationsabout how and whyother brands succeed:
What is the reason for the popularityof aspecificcampaign?
How can brands leveragespecific media in order to makethemostimpact?
How do you compare yourselfto the competition?
With an effectivesocial listeningplatform that is able to gather competitive intelligence, it can beseamlessly embedded in your go-to-marketstrategy. Without it, your businesswill be forced to actwithout the necessary informationin navigating an ever-changingworld.And ifDarwinhad any lesson to teach us is that onlyorganisms that are able to adaptare able to survive.