Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Audiences: First Time Buyers
How to target a consumer audience effectively
PETER FAIRFAX/ RESEARCH ANALYST
In context
BRANDWATCH.COM
• Client: Bank
• Aim: Improve marketing
aimed at first time home
buyers (FTBs)
• How: Understand...
How first time buyers were identified
• UK Authors who have
mentioned looking for or
buying a first property.
BRANDWATCH.C...
How first time buyers were identified
• UK Authors who have
mentioned looking for or
buying a first property.
• Take into ...
How first time buyers were identified
• UK Authors who have
mentioned looking for or
buying a first property.
• Take into ...
Findings
285
330
358
458
480
4955
0 1000 2000 3000 4000 5000 6000
diynot.com
forums.digitalspy.co.uk
forums.overclockers.co.uk
mums...
51% 51%
17% 13%
6% 13%
8%
12%
16% 6%
2%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
First time buyers General buyers
QU...
51% 51%
17%
13%
6% 13%
8%
12%
16% 6%
2%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
First time buyers General buyers
QU...
51% 51%
17%
13%
6% 13%
8%
12%
16% 6%
2%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
First time buyers General buyers
QU...
51% 51%
17%
13%
6% 13%
8%
12%
16% 6%
2%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
First time buyers General buyers
QU...
51% 51%
17%
13%
6% 13%
8%
12%
16% 6%
2%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
First time buyers General buyers
QU...
Topics within emotions
BRANDWATCH.COM
Twitter/@saffyhill_
just put a deposit down on mine and
@JWal10 first house together...
Topics within emotions
BRANDWATCH.COM
Forum/Wig
…finally after waiting 10 years to find
one, and during those 10 years als...
First time buyer question topics
BRANDWATCH.COM
FIRST TIME BUYERS: QUESTIONS
Twitter/ElPatchHaliz
@MartinSLewis I've been ...
31% 36%
69% 64%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
First time buyers General buyers
SHAREOFMENTIONS
LANGUAGE ANAL...
Recommendations
BRANDWATCH.COM
• First time buyer marketing: Positive, optimistic,
using excitement.
Recommendations
BRANDWATCH.COM
• First time buyer marketing: Positive, optimistic,
using excitement.
• General buyer marke...
Recommendations
BRANDWATCH.COM
• First time buyer marketing: Positive, optimistic,
using excitement.
• General buyer marke...
Recommendations
BRANDWATCH.COM
• First time buyer marketing: Positive, optimistic,
using excitement.
• General buyer marke...
Insights Central
BRANDWATCH.COM
Questions?
Bring them to
the research
pods
BRANDWATCH.COM | #NYKCONF
Upcoming SlideShare
Loading in …5
×

Social CMI: Audience: First Time Buyers

992 views

Published on

Charlotte Vang & Peter Fairfax from the Brandwatch Research team will talk through two Audience Segmentation case study examples, drawing on the techniques demonstrated in the morning's sessions.

Published in: Social Media
  • Penis Enlargement and Enhancement Techniques: What REALLY Works?!? ♥♥♥ http://t.cn/Ai88iYkP
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • If you just broke up with your Ex, you have to follow these steps to get him back or risk ruining your chances. ♥♥♥ http://t.cn/R50e5nn
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Social CMI: Audience: First Time Buyers

  1. 1. Audiences: First Time Buyers How to target a consumer audience effectively PETER FAIRFAX/ RESEARCH ANALYST
  2. 2. In context BRANDWATCH.COM • Client: Bank • Aim: Improve marketing aimed at first time home buyers (FTBs) • How: Understand how FTBs talk and feel about buying houses differently to other buyers • Also new marketing around general buyers • Emotions • Themes • Questions • Language
  3. 3. How first time buyers were identified • UK Authors who have mentioned looking for or buying a first property. BRANDWATCH.COM (((I OR me OR myself OR mine OR im OR ive OR we OR us OR ive OR our OR weve) NEAR/2f first) NEAR/2f (house OR flat OR property OR apartment OR mortgage)) Twitter/ @SteveSinyard Just picked up the keys to my/our first house...finally I'm an adult! 🏡 🔑 pic.twitter.com/…
  4. 4. How first time buyers were identified • UK Authors who have mentioned looking for or buying a first property. • Take into account economic context and terminology. BRANDWATCH.COM (((I OR me OR myself OR mine OR im OR ive OR we OR us OR ive OR our OR weve) NEAR/2f first) NEAR/2f (house OR flat OR property OR apartment OR mortgage)) ((I OR me OR myself OR mine OR im OR ive OR we OR us OR ive OR our OR weve) NEAR/5f ("first time buyer" OR "first time buyers" OR "help to buy ISA" OR "help to buy ISAs" OR help2buy OR "htb isa")) Twitter/ @SteveSinyard Just picked up the keys to my/our first house...finally I'm an adult! 🏡 🔑 pic.twitter.com/… Twitter/ @elizabeth_how @littleowl_ We've opened Help To Buy ISA's so that's something but we're going to need to save pennies for everything else.
  5. 5. How first time buyers were identified • UK Authors who have mentioned looking for or buying a first property. • Take into account economic context and terminology. • Many exclusions, for example property authors and finance related posts. • Control group also created to improve existing marketingBRANDWATCH.COM (((I OR me OR myself OR mine OR im OR ive OR we OR us OR ive OR our OR weve) NEAR/2f first) NEAR/2f (house OR flat OR property OR apartment OR mortgage)) NOT ((were OR "are you" OR their OR they) NEAR/3 ("first time buyer" OR "first time buyers")) NOT ("after my" OR site:landlordzone) ((I OR me OR myself OR mine OR im OR ive OR we OR us OR ive OR our OR weve) NEAR/5f ("first time buyer" OR "first time buyers" OR "help to buy ISA" OR "help to buy ISAs" OR help2buy OR "htb isa")) Twitter/ @SteveSinyard Just picked up the keys to my/our first house...finally I'm an adult! 🏡 🔑 pic.twitter.com/… Yahoo Finance UK […]could revolutionise the way young people save for their first home, as well as providing a higher quality service for tenants Twitter/ @elizabeth_how @littleowl_ We've opened Help To Buy ISA's so that's something but we're going to need to save pennies for everything else.
  6. 6. Findings
  7. 7. 285 330 358 458 480 4955 0 1000 2000 3000 4000 5000 6000 diynot.com forums.digitalspy.co.uk forums.overclockers.co.uk mumsnet.com tripadvisor.co.uk forums.moneysavingexpert.com TOTAL MENTIONS TOP SITES BY VOLUME (EX TWITTER) Where to advertise, who to partner with BRANDWATCH.COM 59% 53% 37% 41% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% First time buyers General buyers SHAREOFMENTIONS CHANNEL BREAKDOWN Review General Blog Forum Twitter
  8. 8. 51% 51% 17% 13% 6% 13% 8% 12% 16% 6% 2% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% First time buyers General buyers QUESTION TOPICS Financing (inc mortgages) Deposits Taxation Investment Savings Buying abroad Information to provide/ Question topics BRANDWATCH.COM Twitter/ @lexington23 @AskHalifaxBank hi - I'm a 1st time buyer with a full deposit and an offer on a house -can I still benefit from Help to Buy ISA or too late?
  9. 9. 51% 51% 17% 13% 6% 13% 8% 12% 16% 6% 2% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% First time buyers General buyers QUESTION TOPICS Financing (inc mortgages) Deposits Taxation Investment Savings Buying abroad Emotions by group BRANDWATCH.COM 58% 24% 19% 39% 14% 10% 9% 27% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% First time buyers General buyers SHAREOFEMOTIONALMENTIONS Excited Nervous Proud Discouraged
  10. 10. 51% 51% 17% 13% 6% 13% 8% 12% 16% 6% 2% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% First time buyers General buyers QUESTION TOPICS Financing (inc mortgages) Deposits Taxation Investment Savings Buying abroad Emotions by group BRANDWATCH.COM • Excitement among first time buyers to capitalise on 58% 24% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% First time buyers General buyers SHAREOFEMOTIONALMENTIONS Excited Nervous Proud Discouraged
  11. 11. 51% 51% 17% 13% 6% 13% 8% 12% 16% 6% 2% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% First time buyers General buyers QUESTION TOPICS Financing (inc mortgages) Deposits Taxation Investment Savings Buying abroad Emotions by group BRANDWATCH.COM • Excitement among first time buyers to capitalise on • First time buyers proud – "adulting" 14% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% First time buyers General buyers SHAREOFEMOTIONALMENTIONS Excited Nervous Proud Discouraged
  12. 12. 51% 51% 17% 13% 6% 13% 8% 12% 16% 6% 2% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% First time buyers General buyers QUESTION TOPICS Financing (inc mortgages) Deposits Taxation Investment Savings Buying abroad Emotions by group BRANDWATCH.COM • Excitement among first time buyers to capitalise on • First time buyers proud – "adulting" • Nervousness and discouragement to address among general buyers 19% 39% 9% 27% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% First time buyers General buyers SHAREOFEMOTIONALMENTIONS Excited Nervous Proud Discouraged
  13. 13. Topics within emotions BRANDWATCH.COM Twitter/@saffyhill_ just put a deposit down on mine and @JWal10 first house together, cannot wait to get the keys and move in🏡😄 FIRST TIME BUYERS: EXCITEMENT
  14. 14. Topics within emotions BRANDWATCH.COM Forum/Wig …finally after waiting 10 years to find one, and during those 10 years also building up the nest egg. Now the trouble is I don't have a survey or a rebuild value GENERAL BUYERS: NERVOUSNESS
  15. 15. First time buyer question topics BRANDWATCH.COM FIRST TIME BUYERS: QUESTIONS Twitter/ElPatchHaliz @MartinSLewis I've been told by Halifax I can't use my help to buy ISA on anything less than 10%deposit? Is this true? It doesn't say anywhere
  16. 16. 31% 36% 69% 64% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% First time buyers General buyers SHAREOFMENTIONS LANGUAGE ANALYSIS Long words Other Best language for marketing BRANDWATCH.COM Twitter/@tristanpc @BBCWorldTonight my ancestors lived in St Ives for generations. Would they prevent me buying a home over single homeowning downshifters? Twitter/@LoveFromLeah Thank you @AskHalifaxBank for our first mortgage and gift box!! First time buyer: More concise General buyer: More wordy
  17. 17. Recommendations BRANDWATCH.COM • First time buyer marketing: Positive, optimistic, using excitement.
  18. 18. Recommendations BRANDWATCH.COM • First time buyer marketing: Positive, optimistic, using excitement. • General buyer marketing: Problem solving. Reassure about long term investments.
  19. 19. Recommendations BRANDWATCH.COM • First time buyer marketing: Positive, optimistic, using excitement. • General buyer marketing: Problem solving. Reassure about long term investments. • Target first time buyers on general social networks, e.g. Twitter. Use forums for future listening and partnerships for general buyers.
  20. 20. Recommendations BRANDWATCH.COM • First time buyer marketing: Positive, optimistic, using excitement. • General buyer marketing: Problem solving. Reassure about long term investments. • Target first time buyers on general social networks, e.g. Twitter. Use forums for future listening and partnerships for general buyers. • Concise, jargon-free language to target first time buyers. More complex language can be used in general buyer marketing.
  21. 21. Insights Central BRANDWATCH.COM
  22. 22. Questions? Bring them to the research pods
  23. 23. BRANDWATCH.COM | #NYKCONF

×