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The Value of Audience Segmentation in Social ListeningOctober 2016
EMELIE SWERRE/ RESEARCH MANAGER EMEA & APAC
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Agenda9.30 Asking More from your Social research
9.30 The value of Audience Segmentation in Social listening
10.00 Audience Segmentation Case Studies
11.00 Audiences workshop
14.00 Tapping in to Topics - Sven Bergvall @ Ericsson
14.30 Challenges with Using Social Data in the Real World
15.00 Data Integration: When? Why? And How?Ash Tapia & Jason Hardman @ Unilever
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The evolution of social listening
VOLUME & SHARE SENTIMENT AUTHOR
SEGMENTATIONTHEMATIC CATEGORYANALYSIS
SENTIMENTDRIVERS
ME MY COMPETITION MY CATEGORY MY CONSUMERS
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Audience segmentation in traditional research
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Traditional vs. social
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Why social lends itself to audience segmentation• We have a good cross section of society represented on social. • Have access to everything they have written. • Easy to slice and dice the data. Quick and easy to do compared
to surveys.• We can re-analyse the data.• Any downfalls?
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Ways of finding and analysing social audiences
SEGMENTING AUDIENCE BASED ON THEIR CONVERSATIONS
SELECTING AN AUDIENCE AND LISTENING TO THEIR CONVERSATIONS
?
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Reaching the niche/sub-groups
AGE“ I’m a
grandma ”“ my friends at
school ”
“ ..at primary school, my daughter ”
“ we’ve been married for 40
years ”
“ starting uni tomorrow! ”
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Teenage boysOffice workers interested in
exercise
Busy parentsBachelors
Fashion conscious
50+ womenJunior Doctors
AUDIENCEGROUPS
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?
“in the office today”
“I am OOO tomorrow”
“Marketing officer at”
“go for a run this evening”
“played football with the guys”
“bought new gym gear”
OFFICE WORKERS
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No time/ Always late
Like to stay active
Rushing to get ready
?
“my DD”
“when I was pregnant”
“proud dad of two boys”
PARENTS
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“My grandchildren”
“When I turned 50”
“I am grandma to Elsa”
Fashion OR clothes OR skirt OR dress OR
blouse OR underwear
?
+50 WOMEN
Questions?
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