Not known Details About social listening agency
Four reasons agencies should engage insocial listening
2020has beena year of dramatic change.In a growing number of cases, the brandswerecognize and cherishare beingaskedfor a more importantrole in shaping the futurethat welive in.
Today more than ever,agenciesrequire a new wayto listen.According toourlatest report on industry,agencies that make use of social listeningare able to help clients buildhigher value, knowtheirmarkets, and createbetterwork.However, those who opttoleave out social listeningaredependent on thetraditional heuristics and intuitionon their own.
Stillnot convinced?Here are four good reasons why youragencymust invest in social-media listeningnow.
1. Finding valuable consumer insights
Intoday’s highly connected world businesses mustbeaware of their customers’ desires, goals,and their opinions.
For instance, themost frequently discussed themeofour digital marketing agency report wasthe interactionbetweenbrands and consumer insight.Consumers have their own concerns thatagenciescan solve and aremoreactive than ever before.
Conversation Clustersisa user-friendly datavisualization toolthat can help youinstantly uncover, understand,andvisualise the context surroundingany subject at aglance.
HTML0Equipped with social-listeningdata, agencies are able to helptheircustomers to establishgreater, more meaningful relationshipswith their customers.
Social listeningaids agencies in findingthe data that will givethem anedge.It could be asolution toa problem inan untapped segment of the population or an innovative angleon a product to supportthe pitch of an idea.
For one agency this was a creativeresponse to a lockdown craze.By tapping into the massivepopularity of the videogame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneof the most powerfulcollaborations ofthisyear.Over the course of five days, participantshad the opportunityto trade their turnips -one ofgames most valuable itemsto donate 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.
Until the advent ofsocial media, the majority of advertisersand communication agencies relied uponthe bottom line metrics such as salesto assess the efficacyin their advertising campaigns.While there’s nothing necessarilywrong with it,you can end up using a bitofan imperfect instrument.
Today, agencies needmore sensitive ways to modelandunderstand the valuetheyprovide totheir clients.Being attentive to social mediawill give your agency morecontrolover your client’s campaignswith immediate feedback from manysources.This also allows you to categorize stratify, prioritize, and selectchannels thatgive themost important information you need.
Forexample, you can seea high-level viewof the impact of acampaign hashtag, hashtag,orother talk piece withan engagementmetric likepotential reach.Then, you candig deeper.The ability to concentrateimportant streams of datathat come fromFacebook, Instagram, Twitter (plusa host ofoffline sources)will give you a fullanalysis of how your customers feelabout your brand and how they perceive your.
Being able identifythe people who are saying what, and -as important – whattheythink about your clientsthrough a solution like”sensitivity analysis,” providesan excellentexample of how the effective useoffeedback using social listeningwill help companies stay on top of things.Our study on industry research foundclearly a link betweenpositive sentiment for an adcampaign like Nike’s “You Can’tStop Us’ adand the sentiment for the companywho created it, forinstance(Wieden+Kennedy).
Topic analyticscan help you detectconnections between different topics, and giveyou a visual approachtodepict important relationships.
3. Crisis management
Consumers are more vocalthanthey ever have been.And, this voicecan be heard throughout the worldinreal time.
As you’d imagine,crisis management is a hugepart of social listening.The agencies that recognize problems beforetheyarise have an edgeover theircompetition.Additionally, they will be able todefend their clients better.
A successful social listening strategycan assist agencies across avariety of scenarios for managing crises.Requirements about defective products arereal-time conversations that address problems collect information, identify issues, andaddress negative opinions.Unexpected shifts in public opinionbecome manageable.The feedback on creatives that don’t get a good reception becomesan instrument to modifyor, inthe more serious cases to find a new direction.
In the end, social listening aidsagenciesbecome guardians ofbrands theycollaboratewith. Itallows clients to be informedabout any problems they maynot have noticed and gives them thefacts needed foran intelligent and well-plannedresponseas a collective.
4. Competitive intelligence
Our agencies industry report exploredtheissues facing the marketin 2020.As the pandemic plunges globaleconomies intouncertainty, agencies are increasinglycoming up with new methods to innovateandsucceed. Competitive intelligence isjust one ofthem. Inessence, social listening hong kong allows you todiscover the most significantconversationsthat people don’t have aboutyou.
Yourcompetitors havetheir own systems and strategiesfor success.Similar toyou, they’vespenttime and money building them.Through social listening, companiescan get involved in conversationsabout what makesother brands do well:
What’s the cause of the viralityof aspecificcampaign?
How can brands make use ofspecific forms of media to getthemostimpact?
What are you comparing yourselfwith the rest of the world?
With the help of asocial listeningsystem that is able to gather competitive intelligence, it can beseamlessly integrated into your go-to marketstrategy. Without it, your organizationwill be forced to make decisionswithout all the information neededto navigate through a constantly changingworld.And ifDarwinrevealed anything to us is that onlyspecies that can adaptthrive.