Companies have realized the importance of listening and engaging on the social web, and they’re willing to loosen the purse strings to make it happen. 64% of companies plan to increase their budget for social media efforts in 2012, and many of them are looking to agencies like yours to help them get more value out of social.

1. Agency
Companies have realized the importance of listening and
engaging on the social web, and they’re willing to loosen the
purse strings to make it happen. 64% of companies plan to
increase their budget for social media efforts in 2012, and
many of them are looking to agencies like yours for guidance.
Some brands and organizations have already matter most for each client initiative, regardless of
rolled out a social strategy, while others are stuck that client’s industry. This allows their agency to help
spinning their wheels. But regardless of your clients tune into the right conversations at the right
clients’ social media maturity, the opportunity time when engagement will be most impactful.
exists for your agency to help them get more
value out of the social web. Whether you’re
part of an advertising agency, a digital agency, The Social Web, Your Agency’s
or work for a public relations or market research New Focus Group
firm, establishing a presence on social media can
help both you and your clients transform your Social media is ongoing and organic, forever
businesses to be more popular and profitable. changing – just like people’s opinions. Agencies can
use the social web to gain a better understanding
of the public’s perception of the companies you
Get to the Heart of What Matters represent. Stay ahead of the curve by discovering
for Clients emerging trends in online conversation and quickly
assessing changes in consumer brand impressions.
The growth of social conversations has made it Use this newly discovered customer feedback
virtually impossible to manually find, read, filter and to suggest how your client might improve their
reply to all potential posts of interest to a client. product and service offerings.
With billions of posts being created and shared
each month, how can your agency make sense Wunderman had great success with their client,
of that massive amount of data? How can you Nokia, as the company prepared to launch their new
automate the process in order to speed clients to line of smartphones. Nokia wanted to learn more
the meaning behind it all? about online opinion of their Windows Phone OS
adoption. Wunderman listened to developers from
To better manage the huge volume of online around the world in order to measure reaction and
conversation, Edelman Digital, the agency with encourage WP7 app development, so that the apps
the largest social media staff, developed a Social consumers love on other devices were available on
Intelligence Command Center powered by the new Nokia phones, too. Based on the feedback
Salesforce Radian6. The team at Edelman uses they gathered, Wunderman helped Nokia create a
the command center to focus their online listening smartphone with the highest UK pre-orders ever,
to specific media types, regions, or languages to and in a way that was “much more cost effective
quickly zero in on the social conversations that and timely than was previously possible”.
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2. AGENCY
Real-time Brand Reputation time data from Radian6 and fed it into their “Share
Management the Burn” dashboard and integrated Twitter feed
so viewers could interact with each other easily
throughout the roast. The Charlie Sheen Roast
Over four-fifths of PR firms are anticipating an
became a truly social event – it was one of the most
increase in digital and social media work in the
watched events in Comedy Central history, with
future, and this should come as no surprise.
over 6.4 million viewers.
Information travels quickly on the social web, and
not all of it is flattering or even factual. Your agency
needs the best line of defense to nip negative
publicity surrounding your clients in the bud.
Demonstrate the ROI of Social
to Clients
Respond quickly to dispel rumors and protect
brand reputation, before things escalate into a Reporting on social media metrics takes time –
widespread PR crisis. Even if your agency isn’t time your clients often lack. But your agency can
responding directly to posts, you can still provide provide them with meaningful measurement and
constructive counsel to your clients by suggesting mined research insights from social data with
an outreach program based on what people are minimal legwork. Use web analytics to measure
saying on the social web. the effectiveness of social media marketing with
more precision by determining what topics are
driving people to client websites and discovering
More Successful Campaigns how much time people are spending there.
Establishing online conversation points proves
through Social clients are getting return on their social media
investment through your agency.
Instead of relying exclusively on traditional one-
way messaging like print and television, take your
Collective Bias, a shopper media agency, is just one
clients’ campaigns to the next level by incorporating
example of an agency finding success in the social
social media. Getting more social allows you to hear
space. They created a private influencer community
the voices of the masses and tailor your clients’
of over 1600 people on their blog “Social Fabric”
campaigns, promotions and events to what people
to help drive awareness and trial of products within
want. Encouraging online communities to get
specific retail channels. Collective Bias conducts
involved also helps spark interest and discussions
baseline measurement to see conversational volume
on social channels, resulting in a more lasting
before their work begins, then reports in real-time
impression with a larger audience.
during (and after) campaigns to assess increases in
share of voice and customer engagement. Being
When Omnigon was approached about the Charlie
able to gather comments on people’s intent to buy
Sheen Roast by Comedy Central, they created an
helps Collective Bias demonstrate to clients that
interactive dashboard to bring the voice of the fans
social media efforts are indeed moving the needle.
to this televised event. Omnigon collected real-
Interested in how your agency can get more value out of social media?
Contact us today to learn more about getting started with Salesforce Radian6, visit our website at
www.radian6.com, or contact our sales team via email sales@radian6.com or telephone 1 888 672 3426.
Copyright ©2012 Radian6