It is imperative that agency marketers use brand health tracking to better understand their client’s brand health as well as their own. Through Social Listening, agencies can achieve this through uncovering key insights and measuring qualitative and quantitative data around brand awareness, brand positioning and how their audiences perceive and respond to their messaging.
Define Success with Brand Health Tracking
Where do you see your brand in 5 years? How do you want people to perceive your brand in 5 years? These are questions you should ask yourself.
Agencies can use Social Intelligence for brand health tracking and monitoring campaign momentum with metrics on audience awareness, acquisition, activation and satisfaction of their clients. They can also analyze and drill down into which users are converting into followers, fans, and ambassadors, and leverage these insights to identify new sales opportunities.
Competitive Analysis for Brand Health Tracking
Agency marketers conducting competitive analysis as part of their brand health tracking ensure that each and every brand they manage is one step ahead of their competitors. Now, marketers can use Social Listening to not only measure the brand health for one brand but their top competitors as well and compare. They can then find areas of weakness and success within their brand, providing business intelligence that can cause ripples across the organization.
Typically, when companies express an interest in benchmarking and brand health tracking, the discussion revolves around measuring changes in sentiment or brand share of voice over time. As they progress along the social maturity curve, their access to historical social data allows them to compare these metrics in subsets. For example, if your client is a retailer, you might want to benchmark KPIs from the last quarter of 2016 to compare them to the metrics generated by the 2017 holiday season.
Benchmarking and tracking the health of sub-brands is integral to gaining visibility into the volume and emotional impact properties are having on the overall enterprise. It’s probably an oversimplification to say something like “every brand health benchmarking analysis is focused on three primary measurements: volume, time, and sentiment.” However, at its core, it’s the truth. These three measurements can be measured together to create dozens of useful and strategic KPIs. Benchmarks help to measure brand health over time and find areas where businesses are doing well or need help.
Want to learn more about how to drive client success and win new accounts with Social Listening? Download our guide, 6 Ways Synthesio’s Social Listening Platform Can Benefit Your Agency.