4 reasons agencies should make use ofsocial listening
2020isan eventful year for change.In a growing number of cases, the brandswehave come to know and loveare beingcalled uponfor a more importantpart in shaping the environmentthat welive in.
Today more than ever,agenciesrequire a better approachto listen.As we have shown inourlatest report on industry,companies that use social listeningcan help clients developmore value, better understandtheirmarketplace, and producemore engagingwork.Conversely, agencies that choosetoleave out social listeningarebound to rely onsame old heuristics , and their instinctsand intuition.
Stillnot convinced?Here are four good reasons why youragencyshould be investing in social listeningnow.
1. Finding valuable consumer insights
Intoday’s connected world companies mustbeattentive to their customers’ requirements, goalsand their opinions.
For instance, themost talked about themethat we covered inour digital marketing agency report wasthe interplaybetweenconsumer insights and brands.Consumers have their own concerns thatagenciescan address, and they’re becomingmorevocal than ever.
Conversation Clustersisa user-friendlyvisualization toolthat allows you toimmediately discover, comprehend,andcomprehend the context surroundingany topic with aglance.
HTML0Equipped with social-listeningdata, agencies are able to helptheirclients to createstronger, more meaningful connectionswith their clients.
Social listeningassists agencies in identifyingdata points that givethem anedge.It could provide asolution toan area that is not being considered or provide a fresh perspectiveon a product fora creative pitch.
For one agency this was a creativeresponse to the lockdown trend.Utilizing the hugepopularity of the videogame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneof the most impactfulcollaborations oftheyear.In five consecutive days, gamershad the opportunitytrade their turnips,one ofthe game’s most valuable assetsto donate 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.
Before the advent orsocial media, the majority of advertisingor communication agencies relied onnumbers from the bottom line, such as sales,to determine the successand effectiveness of their efforts.Although there’s nothingwrong with this,it’s a bitofa blunt instrument.
Nowadays, agencies requiremore precise ways to modelandunderstand the valuetheyprovide totheir clients.Listening carefully to social mediawill give your agency morecontrolover the campaigns of clients,and instant feedback from multipleinteraction points.This also allows you to categorize stratify, prioritize, and selectchannels thatprovide themost important information you need.
To start with, forexample, you can seean overviewon the impact of acampaign or hashtagortalking point , along withan engagementmetric likepotential reach.From there, you are able togo deeper.Being able to focuson important data streamscoming fromFacebook, Instagram, Twitter (plusseveral otheroffline sources)can give you an extensiveoverview of the way that customers feelabout your business and the creative.
Being able to identifywho’s saying what and -particularly – howtheyconsider your clientswith a solution such as the analysis of sentiment, providesa greatillustration of how efficient formsoffeedback through social listeninghelps agencies remain proactive.Our study on industry research foundan obvious connection betweenfavorable sentiment of an adcampaign – Nike’s “You can’tStop Us’ commercial -and sentiment for the agencythat developed it, as aninstance(Wieden+Kennedy).
Topic analyticscan help you recognizeconnections between different topics, and giveyou a powerful visual waytoconvey important relationships.
3. Crisis management
People are more vocalthanever before.Furthermore, their voicecan be heard everywhereinreal time.
Like you’d expect,crisis management is a crucialpart of listening to social media.agencies that identify problems whentheyoccur have an advantageover theircompetition.Furthermore, they cansecure their clients more effectively.
An effective social listening strategycan assist agencies across arange of different crisis management scenarios.Concerns about defective products transform intoreal-time conversations that address problems as well as gather data torectify negative sentiment.Changes in public opinion that are suddencan be managed.Feedback on creatives that are not well-received becomesan aid to adapt toor, inextreme cases look for a new direction.
In the end social listening letsagenciesact as guardians for thebrands theyworkwith. Itallows clients to be informedof issues they couldmiss and provide theinformation required to plana well-considered and educatedresponse, as a team.
4. Competitive intelligence
Our report on the agency industry looked atthemarket’s challengesin 2020.In the wake of the pandemic that plunges worldeconomies intouncertain waters, agencies arecoming up with new methods to innovateandprosper. Competitive intelligence isamongthem. Inessence, social listening agency lets youget into the most importantconversationsthat people aren’t having withyou.
Yourcompetition hastheir own systems and strategiesfor success.Just likeyou, they’veput infunds and time to build them.With social listening, agenciescan tap into critical conversationsregarding the ways and reasonsother brands have succeeded:
What’s driving the popularityof aspecificcampaign?
How can brands usespecific media to achievethemostimpact?
How do you compare yourselfas a competitor to others?
With an effectivesocial listeningplatform and a competitive intelligence platform, you can have iteasily integrated into your go-tomarketstrategy. Without it your organizationwill be leftwithout all the data neededto navigate an ever-changingworld.IfDarwintaught us anything it’s that onlyorganisms that are able to adaptthrive.