masterclass 2015: creating actionable social media reporting

Emelie Swerre / Senior Insights Analyst for Brandwatch

Creating actionable social media reporting

Agenda

Hints for successful social media research (10 mins)

•  Including listening in your social engagement

•  Planning and structuring research projects

Case studies (10 mins)

•  Identifying influencer networks

•  Knowing when best to engage with your online audiences and measuring the success of your social interactions

Questions & Discussion (10 mins)

#brandwatchtips © 2015 Brandwatch.com | 2

PLANNING A SUCCESSFUL

SOCIAL RESEARCH PROJECT


Don’t rush in

Without listening, Social ROI is hard to establish:


PLAN ENGAGE ROI?

Evidence based social brand management


LISTEN PLAN ENGAGE

LISTEN ROI

Conducting Social Research can sometimes feel a bit like this…


Now what…?

We don’t just want data, we want INSIGHT


That’s interesting DATA

Mind BLOWN INSIGHT

There’s an old saying…


IN OUT

=

…a great social insights report is all in the preparation

Think about why you’re doing this…


•  What value are we hoping social will bring to the research mix?

•  What do we want to be able to do that is new or different based on this report?

Consider your audience…


•  What is their level of understanding about this kind of work?

•  What decisions are they empowered to make in their roles?

Think about benchmarking


•  How will you know what good looks like?

Think about: •  1-2 competitors who they think of

as being pretty similar to them, to help to understand where they are NOW.

•  1-2 competitors who are aspirational

in some way that is relevant to all the other aims/background you’ve already asked them about, to help show them how to get to where they want to be.

And finally…be specific


Create a project plan containing the specific questions you want to answer, so you can plan metrics that will answer them.

CASE STUDY 1 Identifying influencer networks/

Slippers for Shelter


Identifying influencer networks


CHARITY

The scope/ Locate individuals for Twitter outreach, understanding how these individuals are connected and who is influential within the network.

Method/ 1.  Identify influencers using Brandwatch. 2.  Visualise how these influencers

are connected to identify key players in the network.

Refine and filter your list


Figure 6/ Most influential online authors discussing @Shelter

Make sense of your influencers and their connections


…Now you know who you should be connecting with!

http://www.aaai.org/ocs/index.php/ICWSM/09/paper/view/154/1009 "Made with Brandwatch data plugged into Gephi"

CASE STUDY 2 Knowing when best to engage

with your online audiences/ Telecom Client


Knowing when best to engage with your audiences


TELECOM CLIENT

The scope/ To understand when your audiences are most active online to know when best to carry out your social interactions and how to measure the impact of your customer engagement.

Method/ 1.  Using Brandwatch’s new average

Time-of-Day analytics as a base for creating a Twitter engagement/ customer service strategy.

2.  Looking at before and after audience sentiment following customer service interactions.

3.  Measuring social customer service response rates.

Average daily interactions/ Twitter


0%

2%

4%

6%

8%

10%

00:0

0 02

:00

04:0

0 06

:00

08:0

0 10

:00

12:0

0 14

:00

16:0

0 18

:00

20:0

0 22

:00

% M

ENTI

ON

S PE

R H

OU

R

COMPETITOR 1

0%

2%

4%

6%

8%

10%

00:0

0 02

:00

04:0

0 06

:00

08:0

0 10

:00

12:0

0 14

:00

16:0

0 18

:00

20:0

0 22

:00

COMPETITOR 2

0%

2%

4%

6%

8%

00:0

0 02

:00

04:0

0 06

:00

08:0

0 10

:00

12:0

0 14

:00

16:0

0 18

:00

20:0

0 22

:00

COMPETITOR 3

•  Brand Replies •  Consumer Posts

Average time of the day trend/ Twitter


0%

5%

10%

15%

20%

0%

5%

10%

15%

•  @mentions •  Owned

•  RTs •  All other

2013 2014

Measuring the success of Twitter CS engagements


-36% -40%

-20%

0%

25%

50%

75%

100%

Competitor 1 Competitor 2 Competitor 3

% C

S TW

EETS

SENTIMENT AT ENGAGEMENT START

-19%

-29%

0%

0%

25%

50%

75%

100%

Competitor 1 Competitor 2 Competitor 3 %

CS

TWEE

TS

SENTIMENT AT ENGAGEMENT END

-40% -36%

-20%

0%

25%

50%

75%

100%

Deutsche Telekom O2 Vodafone

% C

S T

WE

ET

S

SENTIMENT AT ENGAGEMENT START

Negative Neutral Positive NET SENTIMENT 17% 11% 19%

Detailed response time data


TWITTER Minimum Average Maximum

Competitor 3 33 sec 51.9 min 23.56 hr

Competitor 1 64 sec 57.8 min 2.0 days

Competitor 2 2.65 min 23.26 hr 12 days

FACEBOOK (first response) Minimum Average Maximum

Competitor 3 1.28 min 1.46 hr 4.5 days



Document Limitation The information given in this document has been checked for accuracy and completeness however Brandwatch shall not be liable for any errors or omissions. Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053 4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom

Email [email protected] Web brandwatch.com Twitter @brandwatch Telephone UK +44 (0)1273 234290 US +1 212 229 2240 DE +49 (0)30568 370 040

masterclass 2015: creating actionable social media reporting

Social Media