utilising social media analytics to drive more targeting marketing

Utilising social media analytics to drive more targeted marketing

Jamie Riddell & Jim HaysomBirdSong & Auto Trader

ad:tech London22 Oct 2014

Join the conversation @jamieriddell @jimhaysom #adtech_london

About Us

Auto Trader is the largest motoring marketplace in the UK. Over 12,000 automotive retailers use our tools and services to buy, sell, manage and market their businesses.

BirdSong is the world’s leading pay as you go social analytics tool. We support thousands of users with on demand insights for Twitter, Facebook & Instagram.

Our View

We believe that success on Twitter starts with the right content, to the right audience at the right time.

These foundations can help improve Twitter’s potential for customer engagement and marketing.

8 key points for consideration

1.Audience

2.Signposting

3.Branding

4.Presence

5.Timing

6.Content

7.Customer Care

8.Engagement

1. Audience

Audiences

The number of followers is not a strong enough metric to define potential success or otherwise.

Understanding more about our audience will help shape expectations, communications and more.

How your audience define themselves

Biography analysis helps us understand their interestsFirst name analysis helps us identify gender

How your audience define themselves

Biography analysis helps us understand their interestsFirst name analysis helps us identify gender

Location - Are they in your target catchment?

1 in 5 car buyers are willing to travel anywhere in the UK to view a car.

Average is 60 miles.

Yes No@EasternBMW (Edinburgh)

Can we define loyalty from follower patterns?

By understanding the relationship of followers and brands, we can start to identify elements of loyalty or interest.

Follower overlap for @LancasterJaguar @RybrookJaguar @hafoxjaguar @RidgewayJaguar @WatfordJaguar

Should we worry about ‘roving’ Followers?

Are the followers for Lancaster Jaguar more receptive for rival competitor messages?

Audience vs Customers

Not every follower will be a customer.

Take time to analyse your customer and prospect database to identify social profiles.

Ask your customers for their social profiles.

Segment your customer database with the new insights.

2. Signposting

Social profile links on your website

Have you included all social profiles?

Are social logos up-to-date and linked correctly?

Is tracking set up in analytics?

Tracking inbound traffic & user behaviour

Is social referral traffic set up in your analytics?

What’s the behaviour of a social media visitor?

Is social retargeting tracking set up for remarketing?

@VinesBMW Twitter profile Website homepage

Signposting social media in physical location

Leverage insights from offline behaviour, consumer demographics and social engagement.

On the forecourt Outdoor signage Inside showroom

Signposting social media in physical location

Encourage social sharing and participation within the retail environment.• Customer areas• POS• Decals• Windows• Business cards• Invoices

Why should I follow you?

Signposting alone is not sufficient.

Like email, you need to provide reasons for someone to follow you.

3. Branding

Branding - Quiz

Which Twitter account is Stratstone Mercedes, Mercedes F1 and Mercedes official Twitter account?

Branding

How is your brand presented?

Are you maximising the potential for recognition?

Is header image the recommended 1500×500px and does profile image compliment your brand and CI?

Use all pixels to showcase brand

Don’t cut and paste existing creative

Consistency of marketing creative builds familiarity, but optimise your creative for each social platform.

Don’t do a half job

Your audience has made the effort to seek you out on social media. Make first impressions count.

Don’t confuse your audience

What do you want your audience to do?

Read tweets, follow you, watch video, visit website?

Keeping your naming aligned & easy

564 Franchise Group accounts categorised:

• 81% include Dealer Group

• 49% include Franchise

• 30% include Location or abbreviation

Keeping your naming aligned & easy

And the not so good…

• @mmgealavwr• @perthaudi759• @HurstNissan1• @Vertuhonda2• @STRATYYY

The good…

4. Presence

Presence

To succeed on Twitter a brand needs to maintain a solid presence.

This includes frequent and regular activity, a mix of tweet styles and consideration of followers.

Dealing with lapsed accounts

Current profile Lapsed profile

Audience overlap for Ridgeway Group

85199 857

@ridgewayskoda284 followersCurrent profile

@JewsonSkoda942 followersLapsed profile

Are customers still engaging with this account, e.g. complaints?

What’s the social referral traffic impact to website?

What’s the equity of your follower base?

What’s my closure and comms plan?

Understand who the most valuable and influential profiles are that you want to migrate across to current profile.

Create and execute a migration plan of followers to current profile.

Auto Trader & BirdSong Research

Auto Trader identified 647 UK based Twitter profiles;

• 564 Automotive Franchise Retail Groups• 43 Independent Automotive Retailers• 40 Automotive Manufacturers

During October 2014, BirdSong analysed each account for their BOS, benchmarking the industry presence and activity.

www.birdsonganalytics.com/bos

BOS - BirdSong Optimisation Score

The BOS aims to condense any brand’s presence, engagement and activity into one score, out of 100.

BOS measures over 20 key data points for any account to measure for presence, consistency, activity, engagement.

The score does not include follower size as a definition of success but does analyse the follower to following ratio of any account.

Leading Automotive vs. Retail BOS

Information completed on 17 Oct 2014. E&OE.

Download the full automotive BOS leaderboard at www.birdsongdtt.com

5. Timing

Timing

When is the best time to tweet?

Is it when you’ve had the most success so far?

Is it when your audience is active on Twitter or visiting your website?

Or should it match your dealership footfall?

When are Perrys Motors active?

@perrysmotors

Source: BirdSong

When are Perrys Motors active?

@perrysmotors

Source: BirdSong

How does this compare to daily web activity?

Daily Twitter activity

Source: BirdSong Source: Perrys Motors

Daily website activity

@perrysmotors

How does this compare to hourly web activity?

Hourly Twitter activity Hourly website activity

@perrysmotors

Source: BirdSong Source: Perrys Motors

Dealership footfall to Eastern BMW

@EasternBMW

Daily Twitter activity Daily showroom footfall

Source: BirdSong Source: Eastern Western Motor Group

Dealership footfall to Eastern BMW

Hourly Twitter activity Hourly showroom footfall

@EasternBMW

Source: BirdSong Source: Eastern Western Motor Group

6. Content

Content

Your best content is useless if you share it at the wrong time, in the wrong format or to the wrong audience.

Understanding what has worked and failed in the past, will empower you to make better decisions in the moment and for the future.

It’s good to understand your competitors’ activity to identify new opportunities and gaps you can fill.

Twitter Analytics

With Twitter Analytics you can look deeper into the performance of any of your recent tweets.

Understanding your tweet performance

View your tweet timeline and the key metrics:• Impressions• Engagements• Engagement rate

The first few hours are critical for reach

Understand your tweet engagement in the first 24 hours across key metrics:• Embed media clicks• Detail expands• RTs & Favourites• User profile clicks• Hashtag & link

clicks• Replies

Export tweet data to analyse in detail

Download your tweet activity to interrogate the data, discover trends and performance activity.

Example @jimhaysom tweet activity

Identify what works and replicate?

Identifying what works may be a useful ‘first base’ for reviewing or improving tweet content.

Here is an example of @landrover_UK’s most popular tweets.

7. Customer Care

Customer Care on Twitter

How should customers raise their issues? Main account or search for a dedicated CS account?

Understand how your customers want to engage?

Tweet, DM, live chat, telephone, email, letter, and what’s their expectations around your response.

Who are these complainers? Do you have a single view of this customer, and what’s their social influence, size of social network, frequency of activity?

Are customer service accounts easy to find?

Mobile search Mobile searchComposing a tweet Composing a tweet

“Evans Halshaw” “Arnold Clark”

How do people use Customer Service accounts?

Spot the difference?

Are the tweets supportive?

Do they answer the query or pass it on?

8. Engagement

Wider Engagement

Listening for social signals and dealing with customer engagement requires a plan and a process.

Social analytics plays an important part in this so that you can test, learn and improve user engagement.

Important, but not urgentDECIDE

Urgent and important

DO IT NOW

Not important, not urgent

DO IT LATER

Urgent, but not

importantDELEGATE

A response matrix

Listening & Joining the Conversation

Consumer Advocacy is Priceless

8 key points to finish

1.Audience

2.Signposting

3.Branding

4.Presence

5.Timing

6.Content

7.Customer Care

8.Engagement

Thank You

Get this presentation at

www.birdsonganalytics.com

Analyse any Twitter brand or Facebook account, on demand.

Simply pay as you go.

Connect with us!

@jamieriddell @jimhaysom

utilising social media analytics to drive more targeting marketing

social profiles

social engagement

social platform

social media visitor

outon social media

social profile links

social retargeting tracking

social logos uptodate

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