Four Ways to Strengthen Your Agency Pitch Using Social DataApril 24, 2018
Today’s agencies face a unique challenge. Thanks to digital and social media, more brands have access to their own data, media connections, and ad tech.
But a savvy agency knows that by having both creative prowess and strong data literacy, they can still provide big value to brands. As brands wrestle with massive amounts of data, your agency can help to extract real insights and assemble a solid advertising strategy.
Below are four tactics you can use to impress prospects from the very first meeting. Using social media, you can not only gain deep audience analytics fast, but establish yourself as a valued consultant in data-driven advertising.
1. Challenge the status quo
It goes without saying that your prospects will have pre-existing notions about who their target prospects are or their niche in the marketplace. However, expectations may not always align with reality.
Social media enables your agency to paint a current, honest analysis of brand perception. Using simple monitoring techniques, such as tracking mentions, hashtags, or relevant conversations, you can quickly quantify brand reach. Moreover, if you’re pitching to a brand with multiple brick-and-mortar stores, you can geo-fence social activity to understand local sentiment around the brand.
Beyond this, follower analytics can help to identify the groups of people who listen to the brand every day. An analysis of their demographics, top bio words, and interests can reveal whether the brand is successfully hitting their target.
Using filtered monitoring, you can also see how many followers are actively engaging with branded content or campaigns. By layering real-time analytics (e.g., a feed tracking a branded hashtag) with audience data, you can present a clearer picture of the people who are at the core of your prospect’s audience.
2. Present unrivaled data into consumer segments
In the past, every agency was limited to focus groups, surveys, or the same third-party data that every other agency was purchasing. As a result, data lacked depth, breadth, or specificity to be of great worth.
However, with social media, you can now gather 100% custom data that tells a rich story about your prospect’s ideal customers.
For instance, while working with the Las Vegas Raiders, Wasserman sports agency leveraged social media to deepen their insight into four target consumer groups: rabid Raiders’ fans, locals, and tourists.
“[We] found four things shared in common between the Raiders fans and the locals: They are proud of being fathers, they love gaming, they love hip-hop music and they love sci-fi…then we laid the third group on top to see what held. [Among those traits,] hip-hop music and gaming/e-sports held,” Shelley Pisarra, Wasserman’s SVP of Research and Insights, told Entrepreneur. “So now we know all of these three groups are passionate about hip-hop music and gaming, and now we know where we can show up authentically in their lives. Maybe now we start a Raider gaming competition that we invite the locals to attend. Maybe you have a music festival with Steve Aoki, who is an eSports investor.”
In a similar vein, you can uncover the collective likes, dislikes, and brand affinities of any custom social audience. Say you’re pitching a lead-gen campaign to a hospitality service. Using a tool like Zoomph, you launch an analysis on users who identify as travelers via their Twitter bios.
You can then see that they have a positive affinity for fast food, mainstream sports, and pop music based on their conversations and engagement with other handles.
This data lends itself to a more sophisticated segmentation strategy that lets you engage users according to their daily interests as opposed to generic, impersonal labels (e.g., “yearly vs. monthly subscribers” or “millennials vs. baby boomers”).
Using additional filters or analyses, you can drill down into the data even more to discover the specific brands or people that an audience favors. In this example, we filtered the report by food and beverage interests to find that this audience has an affinity for McDonald’s, Subway, and Wendy’s. Aside from providing context to your initial analysis, this data can be used for developing specific partnerships or award programs.
3. Conduct deep competitive analysis
It’s not enough to understand a brand in isolation. You need to know how the brand fares against the rest of the industry in order to help them outpace their competitors.
Social data provides an easy way to compare one audience against another. By running a competitive analysis of two custom audiences, you can show what makes your prospects’ consumers truly unique. You can further compare their audience to the rest of social media to identify their most defining qualities.
This data can help you gauge your prospect’s existing advantages and the niche audiences that they can target with future campaigns.
4. Demonstrate your horsepower
After you pitch, you rarely want to be categorized as a vender. You want to be known as experts in your field and strategic partners who can move at the speed of digital.
Real-time analytics can help you prove your adaptability. Unlike any other channel before it, social media offers an immediate feedback loop and insight into your audience’s current needs. It also provides the scale to understand industry trends, which you can harness for real-time marketing.
As mentioned previously, your agency has an even bigger advantage when coupling this real-time data with deeper audience analytics. By combining these two sources of data, you can extract deep meaning from different categories of content that you’re tracking. For example, when a consumer tweets, “Looking for a good show to watch,” you know that she’s intent on watching TV in that moment. However, you can’t tell what genre she’s interested in nor what shows she’s already watched just by looking at her one tweet.
Audience analytics help you aggregate social posts and get historical context behind their real-time activity. While tracking a target audience, you can analyze their past engagements and see that they tend to favor sci-fi over romance, The Ellen Show over ESPN, and late-night TV over daytime shows.
With this data, you can direct your clients from simply being reactive to strategic in real time. You can offer the intelligence to harp on moments when purchase intent is highest.
As data is engulfing the ad industry, your agency can rise up as creative thinkers with the ability to glean actionable insights from heaps of data. How are you taking advantage of the social data at your fingertips?
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