Asking more from your social research - Doing More With Social

Asking morefrom your social research

EDWARD CROOK/ RESEARCH MANAGER, NA & LATAM

@ed_crookedwardc@brandwatch.com

Contact Ed CrookResearch Manager, NA & LATAM

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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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