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Asking more from your social research - Doing More With Social

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In the session we will be discussing how best to approach and plan social research in order to answer more interesting questions. The session will include stories of innovative use cases and practical tips for conducting robust consumer research using social data. You'll leave this session with a new framework to help you go beyond monitoring and start using social data to solve problems and provide answers for your business.

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Asking more from your social research - Doing More With Social

  1. 1. Asking more from your social research EDWARD CROOK/ RESEARCH MANAGER, NA & LATAM
  2. 2. @ed_crook edwardc@brandwatch.com Contact Ed Crook Research Manager, NA & LATAM BRANDWATCH.COM
  3. 3. BRANDWATCH.COM Agenda Track 1: Doing More with Social 9:30 Asking more from your Social Research 10:10 Doing more with Queries and Rules 11:00 Case Studies: real examples of actionable research 11:30 Audience based Community Management 14:00 The importance of Good Storytelling 14:30 Storytelling with Dashboards / Vizia 15:00 Case Study: Ditch The Label 15:30 Product Roadmap Track 2: CMI Now The Value of Audience Segmentation in social listening Next Case studies: audience segmentation
  4. 4. Title BRANDWATCH.COM DIFFERENT
  5. 5. BRANDWATCH.COM Am I your favourite? Did you see my campaign? Have you heard of me? Are we in the same space?
  6. 6. Approaches to research
  7. 7. BRANDWATCH.COM Top-down approach Quick Efficient Quantitative
  8. 8. BRANDWATCH.COM Bottom-up approach Open Detailed Explorative
  9. 9. Combining approaches BRANDWATCH.COM Some predefined categories, some allowed to emerge from the data
  10. 10. Query Random sample Identify key categories Automated rules BRANDWATCH.COM
  11. 11. Vegetarian product pricing in Germany BRANDWATCH.COM Leading German Supermarkets ShareofConversation
  12. 12. BRANDWATCH.COM 19.5 26.4 10.1 19.7 14.7 0% 25% 50% 75% 100% Product research Purchase First time use Long term use PERCENTAGEOFMENTIONS Loyal Optimistic Humor Sarcastic Neutral Questioning Struggling Frustration Anger Tracking the customer journey Allow custom categories to emerge from the data
  13. 13. BRANDWATCH.COM 19.5 26.4 10.1 19.7 14.7 0% 25% 50% 75% 100% Product research Purchase First time use Long term use PERCENTAGEOFMENTIONS Loyal Optimistic Humor Sarcastic Neutral Questioning Struggling Frustration Anger Tracking the customer journey Educat e
  14. 14. BRANDWATCH.COM 19.5 26.4 10.1 19.7 14.7 0% 25% 50% 75% 100% Product research Purchase First time use Long term use PERCENTAGEOFMENTIONS Loyal Optimistic Humor Sarcastic Neutral Questioning Struggling Frustration Anger Tracking the customer journey Solve/alle viate
  15. 15. BRANDWATCH.COM 19.5 26.4 10.1 19.7 14.7 0% 25% 50% 75% 100% Product research Purchase First time use Long term use PERCENTAGEOFMENTIONS Loyal Optimistic Humor Sarcastic Neutral Questioning Struggling Frustration Anger Tracking the customer journey Engage with humor
  16. 16. BRANDWATCH.COM 19.5 26.4 10.1 19.7 14.7 0% 25% 50% 75% 100% Product research Purchase First time use Long term use PERCENTAGEOFMENTIONS Loyal Optimistic Humor Sarcastic Neutral Questioning Struggling Frustration Anger Tracking the customer journey Cultivate
  17. 17. BRANDWATCH.COM Recap Agile Semi-structured ‘Unknown unknowns’
  18. 18. Examples
  19. 19. Who are my top influencers? BRANDWATCH.COM
  20. 20. BRANDWATCH.COM Identifying top influencers Three 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
  21. 21. BRANDWATCH.COM • 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
  22. 22. 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. • 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’.
  23. 23. 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. @MTV has the most followers, But isn’t well-connected within the BW community @Hootsuite Relevant to authors interested in BW @GLJoyce has a small following, but unlocks a broader audience
  24. 24. BRANDWATCH.COM Identifying top influencers Back 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
  25. 25. What do customers think about my brand? BRANDWATCH.COM
  26. 26. Are breakfast biscuits considered healthy? BRANDWATCH.COM Healthy Unhealthy • Is this normal? • What other options are there for consumers? • Are there any gaps in the market?
  27. 27. BRANDWATCH.COM Consume r options Consumer Priorities
  28. 28. BRANDWATCH.COM UNHEALTHY HEALTHY HEAVY LIGHT HEARTY MEAGERINDULGENT CONTROLLED
  29. 29. BRANDWATCH.COM Unhealthy
  30. 30. BRANDWATCH.COM Recap: Asking more from your social research 1. Mix top-down and bottom-up approaches There may be questions we don’t know to ask at the beginning 2. Critically assess your questions Are they loaded with assumptions or limiting your view? 3. Be ambitious Experiment with new ways of segmenting and representing the data
  31. 31. Q&A
  32. 32. BRANDWATCH.COM | #NYKCONF

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