Four reasons agencies should engage insocial listening
2020has beenan era of radical change.The brandsweare familiar with and trustare beingcalled uponto take a more meaningfulpart in shaping the worldwelive in.
In more ways than ever beforeagenciesrequire a more effective wayto listen.As we showed inourlatest industry reportagencies that make use of social listeningare able to help clients buildgreater value, comprehendtheirmarketand createmore compellingwork.Conversely, agencies that choosetonot use itareforced to rely on theconventional heuristicsonly.
Are you stillnot convinced?Here’s four reasons why you or youragencyshould begin investing in social monitoringtoday.
1. Finding valuable consumer insights
Inthe age of hyper-connected technology it is essential for brands tobeaware of their customers’ desires, goals,and views.
For instance, themost discussed topicofour digital marketing agency report wasthe relationshipbetweenbrands and consumer insight.Consumers express the challenges thatagenciescan address and aremoreassertive than they have ever been.
Conversation Clustersa user-friendly datavisualization toolthat lets youquickly understand, discover,andunderstand the context ofany subject in aglance.
Armed with social listeninginformation, agencies can helptheirclients to buildmore lasting, deeper relationshipswith their customers.
Social listeninghelps agencies finddetails that givethem anadvantage.This could be asolution toa problem inan area of a population that is under-represented or offer a new perspectiveregarding a product, to aidthe development of a unique pitch.
For one agency it was a cleverresponse to the lockdown trend.In leveraging the hugeappeal of the videogame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneof the most memorablecollaborations ofthisyear.In five consecutive days, gamershad the opportunityswap their turnips – -one ofthe game’s most valuable itemsfor food – into actual food donations(avalue of $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, the majority of advertisersand communication companies relied onlow-level metrics like salesto determine the successon their programs.While there’s nothing fundamentallywrong with this,it can be a bitofa blunt instrument.
These days, agencies requiremore precise methods of modelingandcapture the valuetheybring totheir clients.Listening carefully to social mediagives your agency morecontrolover the campaigns of clients,that can provide instant feedback across multipletouchpoints.This also allows you to categorize stratify, categorize, and prioritizechannels thatgive you thebest information that is needed.
Forinstance, you will findan overviewon the impact of acampaign or hashtagorother talk piece withan engagementmeasurement like thepotential reach.From there, you are able todig deeper.The ability to focusthe most valuable data streamstaken fromFacebook, Instagram, Twitter (plusnumerous otheroffline sources)will give you a fullanalysis of how your customers feelabout your business and the creative.
Being able to pinpointwho’s talking about what and -in addition, howtheyare feeling about your clientsby using tools likesentiment analysis, isa fantasticway to demonstrate how effective the processoffeedback using social listeningcan help organizations stay ahead of the curve.Our report on industry findings revealedan unambiguous correlation betweenpositive reviews for an advertisingcampaign – Nike’s “You Can’tStop Us’ commercial -and the sentiment of the agencywho created it, forexample(Wieden+Kennedy).
Topic analyticscan help you detectconnections between topics, givingyou a powerful visual waytoshow important connections.
3. Crisis management
The voice of the consumer is louderthanthey’ve ever been.Plus, that voicecan be heard across the globe,inreal time.
It is not surprising thatcrisis management is an integralaspect of social listening.Agents who spot problems astheyhappen have an advantageover theircompetitors.Additionally, they will be able tosafeguard their clients more effectively.
A sound social listening strategyassists agencies in a widerange of crisis management scenarios.complaints about defective products turn intolive conversations that can address issues that are causing concern, collect data, andrectify negative sentiment.The sudden shifts in public opinioncan be managed.Feedback on creatives that are not well-received becomesan aid to adapt toor, inthe case of serious issues take a different direction.
In the end, social listening aidsagenciesbecome guardians ofbrands theyworkwith. Itassists in keeping clients awareof any issues they maynot have noticed and gives them thedata needed to developan intelligent and well-plannedresponsein a collaborative manner.
4. Competitive intelligence
Our agency industry report examinedtheissues facing the marketin 2020.In the wake of the pandemic that plunges worldeconomies intouncertain waters, agencies arefinding new ways to innovateandthrive. Competitive intelligence isamongthe ways. Inessence, social listening agency lets youmake use of the most importantconversationspeople aren’t having aboutyou.
Yourcompetitors havetheir own methods and strategiesto be successful.Similar toyou, they’veput intime and money building them.With social listening, agenciescan participate in discussionsabout the reasons and howother brands have succeeded:
What’s driving the popularityof aparticularcampaign?
How do brands harnessspecific media in order to makethegreatestimpact?
What is your benchmarking strategywith the rest of the world?
With the help of asocial listeningplatform Competitive intelligence can beintegrated seamlessly into your go-to-marketstrategy. Without it, your businesswill have to operatewith no informationto navigate an ever-changingworld.And ifDarwingave us any lessons it’s that onlyspecies that can adaptthrive.