Social listening has evolved greatly over the past few years. Having started primarily as a brand tracking tool, social data is now being used more to its full potential as a platform for understanding consumers in rich, unprompted detail. In this keynote, our Research Manager for EMEA will demonstrate the value of using social listening for consumer insight, in particular understanding the role that audience segmentation can play in CMI.
Social CMI: The value of audience segmentation in social listening
1. The Value of Audience Segmentation
in Social Listening
October 2016
EMELIE SWERRE/ RESEARCH MANAGER EMEA & APAC
2. Agenda
9.30 Asking More from your Social
research
BRANDWATCH.COM
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
3. The evolution of social listening
BRANDWATCH.COM
VOLUME &
SHARE
SENTIMENT
AUTHOR
SEGMENTATION
THEMATIC
CATEGORY
ANALYSIS
SENTIMENT
DRIVERS
ME MY COMPETITION MY CATEGORY MY CONSUMERS
6. 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?
BRANDWATCH.COM
7. Ways of finding and analysing social audiences
BRANDWATCH.COM
SEGMENTING AUDIENCE BASED ON
THEIR CONVERSATIONS
SELECTING AN AUDIENCE AND LISTENING TO THEIR
CONVERSATIONS
?
10. BRANDWATCH.COM
?
“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
This track – which is track 2 we have more of a CMI focus
Examples of how you can do good audience segmentation research
Needed to focus more on sentiment - not actionable if we don’t know positives / negatives
but we have been around for a while now, THE INDUSTRY HAS GONE THROUGH THIS – HELP ON JOURNEY
social being a newer research method – PEOPLE ARE exploration stage
can seem a little difficult to segment specific audiences due to large volumes,
MORE BASIC: TOPIC OR BRAND
WHAT WE MIGHT AT A LATER STAGE REALISE IS THAT NOT EVERYONE WE TARGET IS THE SAME - BRAND BIG OR TOPIC WIDE
JUST BECAUSE THEY TALK ABOUT SAME - DOESN’T MEAN THEY ARE SAME OR LIKE, RESPOND THE SAME WAY
THE IDEAL WOULD BE TO TARGET EACH OF OUR AUDIENCE INDIVIDUALLY AS EVERYONE IS DIFFERENT,– NOT PRACTICAL
- BUT AT LEAST WE CAN FIND SMALLER GROUPS
CREATING A CUSTOMER PROFILE IS IMPORTANT FOR PRODUCT DEVELOPMENT, PRICING, PROMOTION – TO TARGET THE RIGHT PEOPLE WITH THE RIGHT MESSAGE AND THE RIGHT PRODUCT/ SERVICE
2 WAYS
CAN CHOOSE TO LISTEN TO EVERYONE - WORLDS LARGEST FOCUS GROUP, WE LISTEN IN AN UNPROMPTED WAY
- IF WE WANT TO MAKE SURE WE HAVE A REPRESENTATIVE AUDIENCE, WE CAN WEIGHT THE AUDIENCE – FIND THE RIGHT PEOPLE
- COMPARE TO OTHER DATA – compliments other TYPEs OF RESEARCH well– adds extra layer of insight, from people who have not been prompted to respond
We capture their emotions. Once you know them you can discover more about them
Instant insight
PAUL SEIGEL –SOCIAL BIASES
LIFESTAGE / INTERESTS/ ACTIVE ELSEWHERE ON SOCIAL/ WHERE THEY ARE WHEN POSTING/ WHEN THEY ARE MOST ACTIVE
Which audience groups are your FOLLOWERS/ ADVOCATES + WHICH ONES ARE HARDER TO WIN OVER
SO THESE ARE RELATIVELY EASY TO IDENTIFY (PREVIOUS PAGE) – BUT HOW DO WE FOR EXAMPLE REACH MORE NICHE GROUPS?
Image recognition – not always reliable and accurate – what we can offer is text based solution
This is a structured way of finding – can also do manual sampling
HOW OLD
WHAT STEPS MAY WE TAKE TO FIND THESE AUDIENCES AND GET TO KNOW THEM? FIRST DISCOVER, THEN YOU SEGMENT WITH ADDED SEARCHES/ RULES TO FIND CERTAIN THINGS they identify with, THEN WE OBSERVE THEIR BEHAVIOUR
HELP MARKETING/ PR TEAM FIND OUT WHAT CONTENT THEY FOLLOW/ WATCH/ LIKE, WHAT KIND OF ACTIVITIES THEY DO WHICH CAN INSPIRE EVENT PLANNING
HERE ARE SOME EXAMPLES: If we know that office workers who are interested and talk about exercise struggle to make it to the gym on mondays, we as a gym may want to think of incentives to get our customers through the door or put out content on a Monday morning/ lunchtime to get them excited about exercise that afternoon. MORE EXAMPLES. OR THEY ARE NOT ACTIVE ON SOCIAL IN THE WEEK – REACH THEM THROUGH OTHER OFFLINE SOURCES AND FOCUS ATTENTION/ SCHEDULE
ONCE YOU HAVE FOUND THEM, WHAT DO YOU DO WITH THEM?
Find self-identified parents talking about being a parent or their children
Create a parent audience, then overlay this with conversation about having no time etc.
To understand their needs, emotions and interests
If we know that busy mothers often say that they infact like to stay active, we could potentially market our sports/ active wear towards this group, or target them with interesting things to do when the kids are asleep
If we know that 50+ women are concerned with issues around the fit of underwear/ think that clothing targeted towards them is too frumpy – we as a womenswear brand may want to consider looking at tweaking our lines, or if we don’t want to go that far we can change or messaging or consider how we style the clothing in campaigns
THESE ARE JUST SOME EXAMPLES – CHARLOTTE AND PETER WILL TALK IN MORE DETAIL ABOUT 2 SPECIFIC USE CASES – HOW THEY WENT ABOUT IT AND THE RESULTS + WORKSHOP
I will now take any questions – also encourage you to Drop by the research pod