Four reasons why agencies should employsocial listening
2020has beenan exciting year of change.Increasingly, the brandsweall know and loveare beingaskedto play a largerpart in shaping the worldthat welive in.
Like never before,agenciesneed a better wayto listen.We have demonstrated inourlatest report on the industry,agencies that use social mediacan help clients developgreater value, comprehendtheirmarket, and producemore compellingwork.Conversely, agencies that choosetoignore social listeningarelimited to thesame old heuristics and instinctand intuition.
Are you stillnot convinced?Here are four compelling reasons why youragencyshould consider investing in social medianow.
1. Finding valuable consumer insights
Inthe age of hyper-connected technology businesses mustbesensitive to their customers desires, needs,and their opinions.
A good example: thebiggest topic of discussiononour digital marketing agency hk report wasthe interplaybetweenbrands and consumer insight.The consumers are speaking out about the problems thatagencieshave to overcome as they becomemoreoutspoken than ever.
Conversation Clustersan easy-to-use datavisualization toolthat can help youquickly understand, discover,andsee the context behindany subject with just aglance.
HTML0Armed with social listeninginformation, agencies can helptheircustomers to establishdeeper, more meaningful relationswith their customers.
Social listeningcan assist agencies in locatinginformation that givesthem anedge.It could lead to asolution toa problem inan under-researched segment or even a fresh angleon a product foran innovative pitch.
For one agency, it was a cleverresponse to the lockdown phenomenon.In leveraging the hugesuccess of the videogame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneamong the most influentialcollaborations ofthisyear.The game’s playerswere abletrade their turnips,one ofthe most valuable elements of the gameas food items – for real food(acost of around $20,000).
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 and growth ofsocial media in the past, most advertisingand communication agencies relied onlow-level metrics like salesto gauge the effectivenessof their campaigns.While there’s nothing necessarilynegative about that,it’s kindofan unwieldy instrument.
In today’s world, agencies requirebetter ways to understandandrecord the valuetheyoffertheir clients.By paying attention to social media, itgives your agency morecontrolover campaigns for clientsthat can provide instant feedback across multipleinteractions.You can also segment or stratify your efforts and prioritizechannels thatprovide themost relevant information needed.
To start , forinstance, you will findan overviewabout the potential impact of acampaign or hashtagortalking point , along withan engagementmeasurement like thepotential reach.Then, you caninvestigate further.The ability to focusimportant streams of dataof data fromFacebook, Instagram, Twitter (plusseveral otheroffline sources)gives you a comprehensivepicture of how your customers feelabout your clients and creative.
Being able to pinpointthe individuals who are expressing what opinions and -most importantly, howtheyare feeling about your clientswith the help of a software like”sensitivity analysis,” providesa greatexample of how the effective useoffeedback via social mediawill help companies stay on top of things.Our report on industry trends foundthat there was a direct correlation between thefavorable sentiment of an adcampaign – Nike’s “You can’tStop Us’ advertisement -and the sentiment of the agencythat created it, forexample(Wieden+Kennedy).
Topic analyticswill allow you to seerelationships between topics, givingyou an extremely visual waytodepict important relationships.
3. Crisis management
Consumers are louderthanthey ever have been.And, this voicecan be heard across the globe,inreal time.
It is not surprising thatmanaging crises is an essentialelement of social listening.Companies that spot problems beforetheydo arise will have an edgeover theircompetitors.More importantly, they candefend their clients better.
A successful social listening strategyassists agencies in a widerange of different crisis management scenarios.Requirements about defective products arereal-time conversations which can help address issues, gather information, andaddress negative opinions.The sudden shifts in public opinionbecome manageable.The feedback on creatives that don’t get a good reception becomesan aid to adapt toor, inthe more serious cases seek a new direction.
Social listening ultimately helpsagenciesto be guardians of thebrands theyworkwith. Itkeeps clients informedof problems they mighthave missed , and gives thenecessary information to makea well-considered and educatedresponseas a group.
4. Competitive intelligence
Our agencies industry report exploredthemarket’s challengesin 2020.As the pandemic throws worldeconomies intouncertainty, agencies arediscovering new ways to be innovativeandexcel. Competitive intelligence isamongthe ways. Inessence, social listening hong kong lets youdiscover the most significantconversationspeople aren’t having regardingyour company.
Yourcompetition hastheir own systems and strategiesfor success.Similar toyou, they’vespenttime and money in developing them.With social listening, agenciescan participate in discussionsabout the factors that makeother brands succeed:
What is the reason for the popularityof aparticularcampaign?
How can brands make use ofparticular media to generatethemostimpact?
What is your benchmarking strategyagainst the market?
With an effectivesocial listeningplatform it is possible to incorporate competitive intelligenceeffortlessly integrated into your go to marketstrategy. Without it, your businesswill be compelled to actwithout the necessary informationto navigate through a constantly changingworld.And ifDarwincould have taught us anything it’s that onlyliving things that adaptremain.