4 reasons agencies should usesocial listening
2020has beenone of the most dramatic years in history.It is becoming increasingly clear that the brandsweare familiar with and trustare beingcalled uponto play a largerrole in shaping the futurethat welive in.
Today more than ever,agenciesrequire a more effective wayto listen.Inourlatest report on industry,agencies that make use of social listeningcan help their clients generatemore value, understandtheircustomers, and providemore compellingwork.Conversely, companies that decidetonot use itareforced to rely on thefamiliar heuristics and instinctsall by themselves.
Stillnot convinced?Here are four reasons why youragencymust invest in social-media listeningnow.
1. Finding valuable consumer insights
Intoday’s world of constant connectivity companies mustbemindful of their clients requirements, goals,and opinions.
A good example: themost frequently discussed themefromour digital marketing agency hk report wasthe connectionbetweenconsumer insights and brands.Consumers speak up about the challengesagenciescan address in a way that’s becomingmoreloud than ever.
Conversation Clustersisa simple datavisualization toolthat will help youquickly discover, comprehend,andvisualise the context surroundingany topic at aglance.
HTML0Equipped with social mediadata, agencies can helptheirclients to buildgreater, more meaningful relationshipswith their customers.
Social listeningcan assist agencies in locatingdetails that givethem anadvantage.This could be asolution toan area of a population that is under-represented or offer a new perspectivefor a product in support ofthe creation of a compelling pitch.
For one agency this was a creativeresponse to the lockdown phenomenon.With the help of the overwhelmingappeal of the videogame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneof the most memorablecollaborations ofthisyear.The game’s playershad the opportunityto exchange their turnips -one ofthe game’s most valuable itemsto 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.
Prior to the adventsocial media, most advertisersand communication agencies relied onbottom-line metrics like salesto gauge the effectivenessin their advertising campaigns.While there’s nothing necessarilywrong with thatapproach,the method can be a bitofan instrument that isn’t as effective.
These days, agencies requiremore precise methods of modelinganddocument the value thattheycan providetheir clients.Paying attention to social mediawill give your agency morecontrolof client campaigns,that can provide instant feedback across multipleinteraction points.It lets you also segment or stratify your efforts and prioritizechannels thatgive you themost valuable data you require.
Forinstance, you’ll finda high-level viewthat shows the impact of ancampaign or hashtagortalk-show withan engagementindicator likepotential reach.From there, you are able toexplore further.Being able to focuson important data streamsthat come fromFacebook, Instagram, Twitter (plusa host ofoffline sources)can give you an extensiveinsight into how people feelabout your business and the creative.
Being able to identifythose who are speaking andparticularly – howtheyperceive your customers,with a solution such as”sensitivity analysis,” providesa greatillustration of how efficient formsoffeedback from social listeningcan help organizations stay ahead of the curve.Our report on industry findings revealeda clear relationship between thepositive sentiment for an adcampaign – Nike’s “You Can’tStop Us’ campaign -as well as the feelings of the agencyresponsible for its creation, forinstance(Wieden+Kennedy).
Topic analyticscan help you detectconnections between subjects, providingyou an impressive visual waytodepict important relationships.
3. Crisis management
Consumers are more vocalthanthey ever have been.In addition, their voiceis heard all over the world,inreal time.
As you’d imagine,crisis management is an integralaspect of social listening.Agencies that detect problems whentheyoccur have an advantageover theircompetition.They alsosafeguard their clients more effectively.
A sound strategy for social listeningaids organizations in arange of crisis management scenarios.Problems with defective products becomeactual conversations, which address issues that are causing concern, collect data, andrectify negative sentiment.Sudden shifts in public opinionare now manageable.Feedback on creatives that have not been well received becomesan instrument to modifyor, inserious cases to find a new direction.
In the end social listening letsagenciesbecome guardians ofbrands theyworkwith. Itinforms clientsof issues they couldmiss and provide thenecessary information to makean informed and measuredresponseas a group.
4. Competitive intelligence
Our report on the agency industry looked attheissues facing the marketin 2020.In the wake of the pandemic that plunges worldeconomies intouncertain waters, agencies arediscovering new ways to be innovativeandthrive. Competitive intelligence isjust one ofthe ways. Inessence, social listening hong kong allows you togain insight into the most importantconversationsthat people aren’t having withyour company.
Yourcompetitors havetheir own systems and strategiesto achieve success.Just likeyou, they’veinvestedtime and money in developing them.Through social listening, companiescan tap into critical conversationsabout the reasons and howdifferent brands are successful:
What’s driving the viralityof aparticularcampaign?
How do brands harnessspecific media to achievethemostimpact?
How do you compare yourselfwith the rest of the world?
With a dependablesocial listeningsystem the competitive intelligence of your customers can beseamlessly embedded in your go-to-marketstrategy. Without it, your businesswill be leftwithout the necessary informationto navigate an ever-changingworld.And ifDarwinhas taught us anything it’s that onlyspecies that can adaptare able to survive.