Solariat Social Intention Report

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Solariat Social Intention Report

  1. 1. Solariat Social Intention AnalysisFitness industry use case:Identifying consumer needs, wants,likes, problems, considerations andasks
  2. 2. Methodology•  Solariat monitored the Twitter Open Stream for ~24 hours•  We analyzed a selection of fitness topics including: –  gym membership –  personal trainer –  Zumba –  Aerobics –  kick boxing•  Solariat identified posts where both a selected topic and intention type were present –  Intention types include: needs/wants, asks, likes, problems, check-ins, consideration
  3. 3. Post volumesSolariat identified almost 20k posts containing the selectedtopics in the 24 period. ~10% of the posts contained intention
  4. 4. Hot Intention TopicsThese were the most frequently occurring intentiontopic terms
  5. 5. Top NeedsThe top “needs” identified were “personal trainer”(245 = 48% of needs), “gym memberships” (155 = 31% ofneeds) and “trainer” (53 = 10% of needs)
  6. 6. Sample “needs” postsPersonal trainer needGym membership needZumba class need
  7. 7. Top AsksThe top “asks” identified were for a “personal trainer”(39 = 35% of asks), “Zumba” (32 = 28% of asks) and“gym membership” (21 = 19% of needs)
  8. 8. Sample “asks” postsPersonal trainer askZumba askGym membership ask
  9. 9. Top LikesThe top “likes” identified were for a “Zumba”(65 = 53% of likes), “Zumba class” (25 = 20% of likes) andpersonal trainer (16 = 13% of likes)
  10. 10. Sample “likes” postsZumba likeZumba class likePersonal trainer like
  11. 11. Sample engagement responses
  12. 12. Summary•  There is a lot of intention present in Twitter around fitness topics•  This is one day of data, but trend analysis will provide insight into important demand signals –  Trending Intention types & topics•  Effective engagement with helpful, relevant and entertaining content will lead to social sharing
  13. 13. Solariat Use Cases•  Topic Monitoring – monitor social networks for specific topics and intention types e.g. needs/wants around a specific product/service category•  Audience Monitoring – monitor specific audiences e.g. @brand’s followers & fans, competition, etc. for insights into the needs, wants, likes, dislikes of a brand’s audience•  Content marketing optimization – leverage consumer intention profiles to inform content marketing strategies•  Traffic acquisition – drive consumers seeking specific information to helpful content (Q&A, tech support, product reviews, social communities, etc.)•  Lead generation – respond to opportunities for your (or your competition’s) products & services•  Customer support – respond in real-time to problems related to your products & services•  Social SEO – boost your content in search by effectively engaging in social
  14. 14. Contact Solariat info@solariat.com (800) 720-4503

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