masterclass: using brandwatch for market research

Brian Stump /Client Services Executive

Using Brandwatch for Market Research

Agenda

• A brief history of social media research

• Planning a successful social market research project

• Introducing “research queries”

• Case Study Examples Concerts, Breakfast, and HIV

#brandwatchtips © 2015 Brandwatch.com | 2

A BRIEF HISTORY

OF SOCIAL MEDIA

ANALYTICS


Evolution of Social Media Analytics


Volume &

ShareSentiment

Author

Segmentation

Thematic

Category

Analysis

Sentiment

Drivers

me my competition my category my consumers

Conducting social research can sometimes feel a bit

like this…


Now what..?

Its not an insight unless you can do something with it


That’s interesting

DATA

MIND BLOWN

INSIGHT

PLANNING A

SUCCESSFUL

SOCIAL

RESEARCH

PROJECT


There’s an old saying…


OUT

…a great social insights report is all in the preparation

IN

=

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?


Think About 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

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.

#brandwatchtips

• How will you know what good looks like?

© 2015 Brandwatch.com | 11

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.


RESEARCH

QUERIES


What do we mean by “research queries”

#brandwatchtips

RED BULLENERGY

DRINKS

HEALTH

IMPACT OF

ENERGY

DRINKS

Brand Query Research

Query

Research

Query


What do we mean by “research queries”

#brandwatchtips

BEYONCÉ

CONCERT

CONCERTS

AT THE O2

ARENA

BUYING

CONCERT

TICKETS IN

THE UK

Brand Query Research

Query

Research

Query


((((ticket* OR gig OR gigs OR concert* OR comedy OR "live shows" OR "see live"~2 OR "saw live"~2 OR "live show"~2 mcintyre OR "lee

evans" OR "john bishop" OR "miranda hart" OR "mrs brown" OR "Mrs browns" OR "jimmy carr" OR "russel howard" OR "milton jones" OR "jon

richardson" OR "john richardson" OR "lee mack" OR "robin ince" OR "tig notaro" OR "ross noble" OR "arcade fire" OR elbow OR "lily allen"

OR rudimental OR metalica OR "jack white" OR "robert plant" OR "lana del ray" OR "lana delray" OR kelis OR kasabian OR "black keys" OR

"ed sheeran" OR "paolo nutini" OR haim OR "john newman" OR "jake bugg" OR "manic street preachers" OR manics OR "imagine dragons"

OR "massive attack" OR "ellie goulding" OR "bombay bicycle" OR "the horrors" OR "sam smith" OR "White lies" OR "the subways" OR "bryan

ferry" OR goldfrapp OR disclosure OR "kaiser chiefs" OR kaiserchiefs OR mgmt OR "twin atlantic" OR "royal blood" OR "london grammar" OR

beyonce* OR kylie* OR "one direction" OR 1d OR onedirection* OR JT OR timberlake OR "chris brown" OR rhianna OR "the saturdays" OR

thesaturdays OR Littlemix OR "little mix" OR gaga OR ladygaga OR madonna OR bubl? OR miley OR cyrus OR "taylor swift" OR "katy perry"

OR katyperry )

NEAR/15 (aecc OR "phones4u arena" OR "phones 4u arena" OR phones4uarena OR "manchester arena"~1 OR "odyssey arena" OR "The

odyssey" OR "The o2" OR "o2 arena" OR "liverpool arena"~1 OR "convention centre liverpool"~1 OR "motorpoint arena" OR "motorpoint

cardiff"~2 OR "cardiff area"~1 OR "LG arena" OR "The nia" OR "nia arena" OR "bournemouth centre"~2 OR "brighton centre"~2 OR

"bournemouth center"~2 OR "brighton center"~2 OR "royal albert hall" OR "earls court" OR olympia OR wembley OR "alexandra Palace" OR

"ally pally" OR allypally OR "ricoh arena" OR "nottingham arena"~1 OR "capitalFM arena" OR "capital FM arena" OR "sheffield arena"~1 OR

"first direct arena" OR "Firstdirect arena" OR "Leeds arena"~1 OR "metro arena"~1 OR "metroradio arena" OR "newcastle arena"~1 OR "SSE

hydro" OR 02arena)

OR (I OR Im OR Ive OR me OR my OR mine OR myself OR ya*y OR oo*ps OR yess* OR m8 OR eh OR ehh* OR xo OR xoxo OR fanx OR

"thank u" OR bye OR byee* OR byebye OR aha* OR haha* OR fuu* OR rly OR plz OR LOL OR LOLZ OR LMAO OR LMFAO OR LOFL OR

ROFL OR YOLO OR FFS OR FML OR FTW OR STFU OR WTF OR WTH OR OMG OR OMFG OR TGIF OR TFIF OR YMMD OR BTW OR

raw:("<3" OR ":-)" OR ":-D" OR ":)" OR ":D" OR ";-)" OR ";-D" OR ";)" OR ";D" OR ":-p" OR ";-p" OR ":-]" OR ";-]" OR ":]" OR ":-[" OR ";-[" OR ":["

OR ";[" OR ":-(" OR ":(" OR ":-/" OR ":o" OR ":O" OR ":'(" OR ";(" OR "o_O" OR "O_o" OR "Oo" OR "oO" OR "^_^" OR "^.^" OR "^^"))

AND ((mcintyre OR "lee evans" OR "john bishop" OR "miranda hart" OR "mrs brown" OR "Mrs browns" OR "jimmy carr" OR "russel howard"

OR "milton jones" OR "jon richardson" OR "john richardson" OR "lee mack" OR "robin ince" OR "tig notaro" OR "ross noble" OR "arcade fire"

OR elbow OR "lily allen" OR rudimental OR metalica OR "jack white" OR "robert plant" OR "lana del ray" OR "lana delray" OR kelis OR

kasabian OR "black keys" OR "ed sheeran" OR "paolo nutini" OR haim OR "john newman" OR "jake bugg" OR "manic street preachers" OR

manics OR "imagine dragons" OR "massive attack" OR "ellie goulding" OR "bombay bicycle" OR "the horrors" OR "sam smith" OR "White

lies" OR "the subways" OR "bryan ferry" OR goldfrapp OR disclosure OR "kaiser chiefs" OR kaiserchiefs OR mgmt OR "twin atlantic" OR

"royal blood" OR "london grammar" OR beyonce* OR kylie* OR "one direction" OR 1d OR onedirection* OR JT OR timberlake OR "chris

brown" OR rhianna OR "the saturdays" OR thesaturdays OR Littlemix OR "little mix" OR gaga OR ladygaga OR madonna OR bubl? OR miley

OR cyrus OR "taylor swift" OR "katy perry" OR katyperry OR gig OR gigs OR concert* OR comedy OR "live shows" OR "see live"~2 OR "saw

live"~2 OR "live show"~2) NEAR/5 (ticket* OR going OR went OR saw OR seeing OR were OR "to see" OR "go see" OR "go to"))

AND (country:uk)

NOT (glastonbury* OR festival* OR vfestival OR bestival OR film* OR movie* OR theatre* OR theater* OR cinema* OR glasto*)

#brandwatchtips

CASE STUDY 1

Understanding concert

ticket purchase behavior


Access Demand /By Category

#brandwatchtips

0% 10% 20% 30% 40% 50% 60% 70% 80%

Comedy

Indie/Rock

Pop/R&B

SHARE OF BUZZ DRIVEN BY EVENT TYPES


Access Demand /Artists & Performers

#brandwatchtips

23%

14%

10%9%

9%

8%

8%

7%

6%6%

INDIE/ROCK ARTISTS

Kasabian Ed Sheeran

Sam Smith Disclosure

Arcade Fire Lily Allen

Kaiser Chiefs Ellie Goulding

Black Keys Twin Atlantic

30%

22%11%

9%

8%

7%

7%

3% 2% 1%

COMEDIANS

Lee Evans Micheal Mcintyre

John Bishop Miranda Hart

Mrs Brown Jimmy Carr

Jon Richardson Lee Mack

Milton Jones Ross Noble

36%

12%10%

9%

8%

6%

8%

5%

4%1% 1%

R&B/POP ARTISTS

One Direction Lady Gaga

Katy Perry Beyoncé

Little Mix Eminem

Myley Cyrus Kylie

Justin Timberlake Chris Brown

The Saturdays


Access Demand /Geographically

In this map, each point represents a

Twitter mention for which geo

location was publicly available.

Mention density was greatest in

urban areas including London,

Birmingham, Manchester,

Newcastle, and Glasgow.


Understand Behavior /ConcertTravel

In this map, mentions are color

coded to show references to

key venues.

The Manchester arena was mostly

discussed by local authors, with

reach not extending further than

Chester and Stoke on Trent.

By contrast, both Wembley and the

O2 Arena had nation-wide appeal.

Wembley was the most-mentioned

venue in the UK, but the O2 Arena

was most prominent among authors

in Scotland between Glasgow

and Edinburgh.


Understand Behavior /Who is The Purchaser?

…the person talking is not always the decision maker

#brandwatchtips

82%

18%

Kids/Teens Talking Parents Talking

~18% of purchase

mentions related to

parents buying for

their kids


Understand Behavior /By Category

#brandwatchtips

0% 20% 40% 60% 80% 100%

Kids/Teens Talking

Parents Talking

Blog Forum Review Twitter

CHANNEL BY AUTHOR TYPE

Artists% of parental buying

conversation

One Direction 43%

Kasabian 11%

Lady Gaga 9%

Katy Perry 4%

Kylie 3%

Myley Cyrus 3%

Disclosure 2%

Beyoncé 2%

Ed Sheeran 2%

Jake Bugg 2%

ARTISTS DRIVING PARENTAL BUYING


Understand Behavior /When to reach your consumers

#brandwatchtips

SHARE OF BUZZ DRIVEN BY EVNT TYPES

0%

1%

2%

3%

4%

5%

6%

7%

8%

% D

IST

RIB

UT

ION

OF

ME

NT

ION

S

Overall Gig Conversation Buying Tickets


#brandwatchtips

CASE STUDY 2

Spotting a gap in the

breakfast market


Mapping your category

#brandwatchtips

SHAKES

YOGURT

FRUIT

SWEET BAKED GOODS

BARS/BISCUITS

HOT CEREALS

BREAD

COLD CEREALS

EGGS/DAIRY

MEAT/FISH

-8

-6

-4

-2

0

2

4

6

8

10

-8 -6 -4 -2 0 2 4 6 8 10

HEALTHY

UNHEALTHY

HE

AV

Y LIG

HT

NEW PRODUCT IN

DEVELOPMENT

TWITTER

“ Why can’t I find

anything both good

for you and filling

for breakfast? ”

FORUM

“ Winter is coming

and yogurt just isn’t

going to cut it in

the mornings… ”


#brandwatchtips

CASE STUDY 3

Inform brand positioning:

HIV treatment category


Positioning branded messaging in a complex category

The need:

Inform communication strategy for

treatments.

The approach:

Better understand how different author

groups interests/priorities differ, in order

to inform targeted messaging.

The methodology:

1. Design a research query to

bring back discussion of HIV

treatment solutions

2. Categorize and segment author

types and topics in a detailed and

organic/data-lead analysis

#brandwatchtips

A leading pharmaceutical agency

PPHARMIWEB


Understand Author Groups /Who can you listen to

& target online

#brandwatchtips

Patient

Journalist

HCP

Support Worker

Medical Publisher

Patient Group

Medical Students

Care giver

Other Consumers

31

%

1

%

24

%

12

%

8

%

11

%6

%

4

%

3

%

AUTHOR GROUPS DISCUSSING HIV TREATMENT

The author has HIV

Individual journalist/news owned accounts

Healthcare Professionals

Employed by a HIV support group

Social accounts of Medical publications

Patient support group account

Currently studying medicine

Any other individual/general consumers

Relative/close friend of patient


Inform Messaging /By Category

#brandwatchtips

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

Less likely to pass on Increased lifeexpectancy

Cure/Long termremission

Living a normal life Less likely to pass inutero

% T

OT

AL M

EN

TIO

NS

BENEFITS OF TREATMENT DISCUSSED ONLINE

TWITTER@june96

“ If you are living with HIV and taking treatment

regularly, you are up to 96% less likely to pass on

the virus #LoveIsInMyBlood”

BLOGGmfa.org.uk

“ Although I know my life would be easier if I were HIV-

negative, the politically incorrect truth is that being positive

just isn't that bad. All the trouble I have comes from other

people's attitudes and opinions”


Smart Targeting /Granular insights on author

#brandwatchtips

0%

25%

50%

75%

100%

Less likely to pass on Increased lifeexpectancy

Cure/Long termremission

Living a normal life Less likely to pass inutero

% O

F B

EN

EF

IT M

EN

TIO

NS

Patient Journalist HCP Support Worker Medical Publisher Patient Group Medical Students Other Consumers


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.

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masterclass: using brandwatch for market research

Social Media

existing research mix

great social insights

existing data

data integration

project plan

specific questions

huge blank space

exciting challenge