asking more from your social research - doing more with social
TRANSCRIPT
Asking morefrom your social research
EDWARD CROOK/ RESEARCH MANAGER, NA & LATAM
BRANDWATCH.COM
AgendaTrack 1: Doing More with Social
9:30 Asking more from your Social Research10:10 Doing more with Queries and Rules11:00 Case Studies: real examples of actionable research11:30 Audience based Community Management14:00 The importance of Good Storytelling14:30 Storytelling with Dashboards / Vizia15:00 Case Study: Ditch The Label15:30 Product Roadmap
Track 2: CMI
Now The Value of Audience Segmentation in
social listening
Next Case studies: audience segmentation
Title
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DIFFERENT
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Am I your favourite?
Did you see my campaign?
Have you heard of me?
Are we in the same space?
Approaches to research
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Top-down approach
QuickEfficientQuantitative
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Bottom-up approach
OpenDetailedExplorative
Combining approaches
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Some predefined categories, some allowed to emerge from the data
Query
Random sample
Identify key categories
Automated rulesBRANDWATCH.COM
Vegetarian product pricing in Germany
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Leading German Supermarkets
Shar
e of
Con
vers
atio
n
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Product research Purchase First time use Long term use0%
25%
50%
75%
100%
26.419.5
10.119.7
14.7 Loyal
Optimistic
Humor
Sarcastic
Neutral
Questioning
Struggling
Frustration
Anger
PERC
ENTA
GE O
F MEN
TIO
NS
Tracking the customer journeyAllow custom categories to emerge from the data
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Product research Purchase First time use Long term use0%
25%
50%
75%
100%
26.419.5
10.119.7
14.7 Loyal
Optimistic
Humor
Sarcastic
Neutral
Questioning
Struggling
Frustration
Anger
PERC
ENTA
GE O
F MEN
TIO
NS
Tracking the customer journey
Educate
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Product research Purchase First time use Long term use0%
25%
50%
75%
100%
26.419.5
10.119.7
14.7 Loyal
Optimistic
Humor
Sarcastic
Neutral
Questioning
Struggling
Frustration
Anger
PERC
ENTA
GE O
F MEN
TIO
NS
Tracking the customer journey
Solve/alleviate
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Product research Purchase First time use Long term use0%
25%
50%
75%
100%
26.419.5
10.119.7
14.7 Loyal
Optimistic
Humor
Sarcastic
Neutral
Questioning
Struggling
Frustration
Anger
PERC
ENTA
GE O
F MEN
TIO
NS
Tracking the customer journeyEngage with humor
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Product research Purchase First time use Long term use0%
25%
50%
75%
100%
26.419.5
10.119.7
14.7 Loyal
Optimistic
Humor
Sarcastic
Neutral
Questioning
Struggling
Frustration
Anger
PERC
ENTA
GE O
F MEN
TIO
NS
Tracking the customer journeyCultivate
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Recap
AgileSemi-structured‘Unknown unknowns’
Examples
Who are my top influencers?
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Identifying top influencersThree common definitions:
Author Mentions
@SMMarketing_EU 3,127
@Brandwatch 976
@Tomphrey 648
@willmcinnes 584
@rwoodman91 375
Author Followers
@MTV 13,656,931
@hootsuite 7,805,839
@NPR 5,039,690
@nprpolitics 1,945,900
@drjoyce_knudsen 1,033,309
Author Impact
@SMMarketing_EU 96
@Brandwatch 40
@Tomphrey 25
@willmcinnes 25
@rwoodman91 16
1. The loudest 2. Largest audience
3. Most impact
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• We’re talking about social networks, so network analysis is important!
• Spam and quasi-spam authors can also be loud
• Large audiences might not be relevant audiences
• It’s possible to buy followers
• What’s impactful in your next campaign might be different
Identifying top influencers
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Bastian M., Heymann S., Jacomy M. (2009). Gephi: an open source software for exploring and manipulating networks. International AAAI Conference on Weblogs and Social Media.
• In this network, each node is an author and each edge is an interaction (reply, retweet or @mention).
•Nodes color-coded by centrality: orange authors are ‘well-connected’.
BRANDWATCH.COM Bastian M., Heymann S., Jacomy M. (2009). Gephi: an open source software for exploring and manipulating networks. International AAAI Conference on Weblogs and Social Media.
@MTVhas the most
followers,But isn’t well-
connected within the BW community
@HootsuiteRelevant to
authors interested in
BW
@GLJoycehas a small following, but unlocks a broader audience
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Identifying top influencersBack in table format:
Author Centrality Followers Bio
@willmcinnes 0.593 7,726 CMO @brandwatch. Passionate. Demanding. Hungry. My opinions.
@SolidRecs 0.308 5,977 Showcasing the best online tools to the people who need them.
@jimmyrey 0.245 3,465 Working at @Brandwatch. Do things that make your kids proud.
@tweetqureet 0.245 5,483 Find customers on Twitter. Get real-time alert emails…
@brandwatchjobs 0.199 711 Keep updated with all the career opportunities @Brandwatch…
Most Well-connected Influencers
What do customers think about my brand?
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Are breakfast biscuits considered healthy?
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Healthy Unhealthy• Is this normal?• What other options are there for
consumers?• Are there any gaps in the market?
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Consumer
options
Consumer Priorities
BRANDWATCH.COMUNHEALTHY
HEALTHY
HEAV
Y LIGHT
HEARTY
MEAGERINDULGENT
CONTROLLED
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Unhealthy
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Recap: Asking more from your social research1. Mix top-down and bottom-up approachesThere may be questions we don’t know to ask at the beginning2. Critically assess your questionsAre they loaded with assumptions or limiting your view?
3. Be ambitiousExperiment with new ways of segmenting and representing the data
Q&A
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