Immigration Reform: Keyword Analysis
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Immigration Reform: Keyword Analysis

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Social data can teach you a lot about a topic, and help you form a marketing strategy. In this use case, we examined keywords around the topic of Immigration Reform. Take a look!

Social data can teach you a lot about a topic, and help you form a marketing strategy. In this use case, we examined keywords around the topic of Immigration Reform. Take a look!

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Immigration Reform: Keyword Analysis Presentation Transcript

  • 1. Immigration Reform Leveraging Data to Inform Social Strategy
  • 2. © 2013 Simply Measured, Inc Leveraging Data to Inform Social Strategy 2 Topic: Immigration Reform Goal: Develop a Strategy to Significantly Impact the Immigration Reform Conversation Process: 1. Size the opportunity - Identify #hashtags & keywords - Analyze Geographical Location - Identify Key Influencers 2. Compare the Groups Leading the Conversation 3. Take Action
  • 3. Sizing the Conversation & Opportunity
  • 4. © 2013 Simply Measured, Inc Comparing Conversations on Twitter 4 Keyword #1 - #immigrationreform Keyword #2 – Immigration with filtering
  • 5. © 2013 Simply Measured, Inc Top Influencers - Immigration with Filtering 5 Influencers Include News Sources and Prominent Politicians
  • 6. © 2013 Simply Measured, Inc Top Influencers - #Immigrationreform 6 Influencers Include Activists and Foundations
  • 7. © 2013 Simply Measured, Inc Influential Topics - Immigration with Filtering 7 Influential Topics Conflict, but are Undoubtedly Political
  • 8. © 2013 Simply Measured, Inc Influential Topics - #Immigrationreform 8 Influential Topics Conflict, but are Undoubtedly Political
  • 9. © 2013 Simply Measured, Inc Comparing Conversations on Twitter 9 - The #hashtag has 2x the Daily Volume - The Plain Text Keyword has 4x the Daily Impressions
  • 10. © 2013 Simply Measured, Inc Immigration with Filtering 10 Key Political Leaders are not Using #hashtags!
  • 11. © 2013 Simply Measured, Inc Geographic Data - Immigration with Filtering 11 Geographic Distribution Aligns with Assumptions
  • 12. © 2013 Simply Measured, Inc Geographic Data - #Immigrationreform 12 There are Several Surprises in this Distribution
  • 13. © 2013 Simply Measured, Inc Underlying Topics - #immigrationreform 13 Using a Conversation Driver Analysis, #Tntweeters Appears in 42% of all #immigrationreform Tweets
  • 14. © 2013 Simply Measured, Inc Raw Data - #Immigrationreform 14 Raw Data Reveals 48% of Tweets Coming from TNTweeters as a Client (vs. Twitter for iphone or Hootsuite)
  • 15. © 2013 Simply Measured, Inc Virtual March - #Immigrationreform Tweets are all RTs, and they Originate from @proimmigrationr 15
  • 16. © 2013 Simply Measured, Inc #tntweeters - #Immigrationreform 16 #TNTweeters Users Register and are Sent Emails with Links to Easily Tweet/Post
  • 17. © 2013 Simply Measured, Inc Which Conversation is Best? 17 Participation in Both Conversations is Recommended, but if Ads are an option, opt for Immigration with Filtering Immigration with Filtering #Immigrationreform Pro Con Pro Con Influencers participating Keyword is not searchable Keyword is searchable Spam and noise
  • 18. Comparing Leading Organizations
  • 19. © 2013 Simply Measured, Inc Identifying Leading Organizations 19 Top Tweeted Domains Identified Orgs Leading the Conversation
  • 20. © 2013 Simply Measured, Inc America’s Voice vs. FWD.us 20 FWD Leads in Engagement & Engagement as a % of Followers
  • 21. © 2013 Simply Measured, Inc America’s Voice vs. FWD.us 21 FWD Following is Larger but America’s Voice is Growing Faster
  • 22. © 2013 Simply Measured, Inc America’s Voice vs. FWD.us 22 FWD Uses @replies for Conversation
  • 23. © 2013 Simply Measured, Inc America’s Voice vs. FWD.us 23 Content Types Differ, but Engaging Photos May Explain FWD’s Lead on Total Engagement
  • 24. Take Action
  • 25. © 2013 Simply Measured, Inc Create a Content Plan & Calendar 25 1. Review & replicate top performing copy 2. Optimize content types based on Engagement Rates 1. Test and optimize optimal times/days to tweet
  • 26. © 2013 Simply Measured, Inc Influencer Outreach 26 1. Identify top influencers participating in the conversation 2. Reach out by sharing content, engaging with their tweets 1. Offer involvement in campaign efforts
  • 27. © 2013 Simply Measured, Inc Leverage Simply Measured to Target Twitter Ads 27 Twitter Ads Targeting Promoted Accounts Promoted Tweets Similar Users ✓ ✓ Interests/Keywords ✓ ✓ Locations ✓ ✓ Device Type NA ✓ ✓ = Simply Measured can provide data to inform targeting parameter
  • 28. © 2013 Simply Measured, Inc Free Trials - Let us Know! 28 www.simplymeasured.com/trial
  • 29. Jeff Gibb Strategic Account Executive @jeffgibb jgibb@simplymeasured.com Visit www.simplymeasured.com