masterclass ny: insider tips for actionable social research
TRANSCRIPT
Rebecca Carson | [email protected] | @brandwatch | #brandwatchtips
Insider Tips for Actionable Social Research
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Brandwatch Research Services
Conduct industry leading insightful research that makes social data more actionable for our clients.
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Social insights are great
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But conducting Social Research can sometimes feel a bit like this…
Now what…?
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Its not a useful Insight unless you can do something with it
That’s interestin
gDATA
MIND BLOWNUSEFULINSIGHT
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Planning A Social Research Project
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Thinking this way limits your possibilities
Metrics I know about
Questions it’s possible
to answer
Research Plan
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“It’s hopeless asking you anything”
“Not if you ask the right questions”
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This is much more exciting
Challenges I have in my business/role
Research Plan
Questions I have about my industry & consumer
Things I’d love to know and problems I haven’t yet solved
Find a way to ask those questions in
the Brandwatch Platform.
Combine metrics/data sources and create new
methodologies
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The Right Questions
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What do we want to be able to do that is new or different based on this report?
Why You’re Doing This?
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What decisions are they empowered to make in their roles?
How are they connected to others in the business?
Who is this research going to help?
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Insights come from “difference”, make sure your research structure contains context.
How will you know what “good” looks like?
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Tips ForFinding Insights
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Trend Lines• Zero in on peaks• Segment by page
type• Segment by
category & content type
• Use average Time of Day to uncover behavioral trends
Segment & Filter
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Segment & FilterTopic CloudsFilter out noise
• Add a tag to irrelevant mentions and exclude it – e.g. deal sharing
• Consider removing RTs to look at only original opinions
• Try the sentiment coloring• Filter by page type to give
tips on channel strategy• Filter by categories to dig
deeper
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Cross your data points
Author Type Attitude ChannelDiscussion
Topics
Author Type Attitudex CONSUMER SEGMENTATION
Discussion TopicsAttitude x SUCCESS & PAIN POINTS
Author Type Discussion Topicsx INFORM TARGETED MESSAGING
All of the above x Channel INFORM ONLINE CHANNEL STRATEGY
INSIGHTFUL
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INTERESTING
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Ask more from Social Data
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What does the over 50s woman want
from a fashion brand?
Find us a new spokesmodel
Recent Client Asks
Do customers really
understand our slogan?
Help us optimise our social customer service
Help us evaluate
our content strategy
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Key Takeaways
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Key Takeaways
Ask More
Find Different
Get Specific
Dream Big
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Now You Know