five social listening services you can provide your clients

21 Mar

Social listening services have been an enormous selling point for us lately. More of our own clients (and brands in general) see the value and importance of customer care through social media. Because of this, we’ ve found unique ways to use interpersonal listening services for these clients.

Not that customer care may be the only way to service your customers with social listening. There are actually 5 different services we’ ve had the opportunity to offer to our clients, which we’ ll unpack below.

The benefit of social listening services for the clients

A little history: At B Squared Press , we’ ve been marketing done-for-you social media management and marketing services for nearly seven years.

Our clients range from little to enterprise. For the most part, we’ ve seen the medium to business clients take an interest in interpersonal listening services.

We’ ve offered these services via our partnership with Sprout Interpersonal, using Develop Advanced Listening .

As with all of our services, we provide “ done-for-you” support, meaning that our team handles the software and social listening providers, while reporting on the key efficiency indicators (KPIs) or goals we all determine with each client.

Social listening can be used inside a myriad of ways for your clients. All of us like to break our listening solutions into three major groups, ( which we took from Sprout Social , whom taught us these three make use of cases):

  1. Business intelligence
  2. Competitive cleverness
  3. Brand intelligence

I’ ll format these three use cases, in addition give examples and some KPIs plus goals below as we go through each one of the five services we sell, which usually we have examples for.

Two social listening services to get industry intelligence

Let’ s start by looking at services with regard to industry intelligence.

You can find three opportunities to sell social hearing services for Industry Intelligence.

  1. Audience & development analysis
  2. Product & content research
  3. Changer marketing research

Let’ s take a deeper jump into two of these services beneath.

Product & content research

At B Squared, our advertising mantra is “ Think Discussion, Not Campaign. ” So , even as we use social listening to measure discussions around the brands we monitor, we all automatically start collecting data on which content our audience engages along with most.

For example , we all tag our client conversations along with special tags that allow all of us to see when products, services as well as hashtags are used, more or less.

You can use social listening to look at your own competitors’ content, too.

Here’ s a cool example of the way we use social listening to help all of us with content and product analysis.

industry intelligence graph displaying demand around 'widget a' plus 'product 2' insights

This client, an extravagance appliance brand, has us making use of social listening to find instances of whenever clients are using “ how do I … ” or “ how to … ” type content around many.

In the example charts above, you can see that 83% of individuals using these types of questions were mentioning widget A and 17% (or one person) had a pain stage around cleaning product 2 .

What we can do to solve these types of pain points is to take this info back to the client and have them create “ how to” videos that will directly address the issues consumers are getting with their products.

Later on, when these how-to scenarios show up, we can send the customer straight to a that speaks directly to the issue they’ re having. And over time, you observe that this content shows up in search. Our own hope is that the customer doesn’ big t even have to ask on interpersonal how to solve for X when the how-to product video ranks.

Influencer marketing analysis

As it appears, our clients can’ t pay for to hire a Kardashian for their influencer strategies (nor do any of them possess the desire).

However , these are extremely interested in working with micro influencers in their industry. We use interpersonal listening capabilities to do find them.

It’ s a more-than-simple process, too. We just search for individuals trending around certain subjects that align with our clients’ brand names.

influencers breakdown report example

The KPI here is to find suitable tiny influencers and pass them to the customer to start a conversation and achievable relationship.

Two interpersonal listening services for competitive cleverness

When we look at the aggressive landscape, there are three opportunities exactly where social listening services can help:

  1. Competitor comparison
  2. Sentiment research
  3. Tactical differentiation

Here, we’ re going to concentrate on another two examples.

Sentiment

Sentiment is a great way to take the temperatures of your brand as a whole or to dive deeper directly into specific campaigns, items or topics associated with your brand name.

Using the same high-class appliance client, we can see from the beneath graphs that there is a lot of negative emotion around customer service. And 10% of the relates to “ no call back” from the customer service department.

competitive intelligence graph showing breakdown of numerous audience conversation topics

Once again, we make use of this information to the internal team for the fix. In this particular instance, a brand new customer service training, system, or application is implemented in hopes of seeing the particular negative sentiment around customer service drop or turn neutral/positive.

On the positive side, you can see there’ s 41% positive messaging close to “ brand love. ” This is actually the type of content we’ d search for to create UGC or user-generated articles.

Tactical difference

Another enjoyable way to use social listening solutions for competitive intelligence is through tactical differentiation. We actually market this as “ competitor combat, ” which plays to each #1 and #3 in the competing intelligence group.

For just one, you can easily use listening to pinpoint your own biggest competitors on social media plus compare their messaging to your own.

Once you’ ve identified your closest competitors, after that you can use listening tools to help know how your similar campaigns measure up. Put simply, what types of campaigns and content techniques do your competitors use and how are you able to differentiate yourself?

Without a doubt, clients love “ competitor combat. ” Add in some paid analysis from a tool like SEMrush as well as the sky is the limit with analysis and reporting offerings.

One social listening example regarding brand intelligence

Finally, brand intelligence is another place to think about selling social listening services.

And again, there are 3 opportunities to leverage when coming up with your own menu of listening services:

  1. Brand health
  2. Customer experience
  3. Campaign analysis

Brand health

For clients who would like to dip their toe into the huge pool of social listening, might we offer you– or may a person offer them– an audit?

Sure, you can call it the “ brand health overview” or even something fancy, but we the same as to go with a “ social hearing audit. ” Use your gut plus play to the tone and tone of voice of the client and what would speak out loud best with them.

Simply by running a “ basic” social hearing audit for your client’ s brand name, you can identify things like:

  • Frequently-asked customer questions
  • Feedback or conversation subjects
  • Complaints
  • Audience demographics
  • General brand sentiment

Share those insights with the customer in your custom audit deck, plus ta-dah, you’ ve got your pre-contract, value-add tool that should stimulate your clients’ whistle to go throughout the other rabbit holes we investigated in this post.

Social hearing as a service

All in all, there are a variety of ways to utilize the 3 listening groups to create different hearing services for your clients… and even more methods to pitch them.

You may want to offer everything in one, extensive done-for-you service. Or maybe, like all of us, you want to offer different service divisions for different clients.

Regardless of how you slice and dice the particular capabilities of social listening, there are various options available to you to nurture your own client relationships and rake in the particular revenue while doing so.


N Squared Media is really a Founding Member of the Sprout Interpersonal Agency Partner Program.

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