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Social CMI: The value of audience segmentation in social listening

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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.

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Social CMI: The value of audience segmentation in social listening

  1. 1. The Value of Audience Segmentation in Social Listening October 2016 EMELIE SWERRE/ RESEARCH MANAGER EMEA & APAC
  2. 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. 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
  4. 4. Audience segmentation in traditional research BRANDWATCH.COM
  5. 5. Traditional vs. social BRANDWATCH.COM
  6. 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. 7. Ways of finding and analysing social audiences BRANDWATCH.COM SEGMENTING AUDIENCE BASED ON THEIR CONVERSATIONS SELECTING AN AUDIENCE AND LISTENING TO THEIR CONVERSATIONS ?
  8. 8. Reaching the niche/sub-groups BRANDWATCH.COM AGE “ I’m a grandma ” “ my friends at school ” “ ..at primary school, my daughter ” “ we’ve been married for 40 years ” “ starting uni tomorrow! ”
  9. 9. BRANDWATCH.COM Teenage boys Office workers interested in exercise Busy parentsBachelors Fashion conscious 50+ women Junior Doctors AUDIENCE GROUPS
  10. 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
  11. 11. BRANDWATCH.COM No time/ Always late Like to stay active Rushing to get ready ? “my DD” “when I was pregnant” “proud dad of two boys” PARENTS
  12. 12. BRANDWATCH.COM “My grandchildren” “When I turned 50” “I am grandma to Elsa” Fashion OR clothes OR skirt OR dress OR blouse OR underwear ? +50 WOMEN
  13. 13. Questions? BRANDWATCH.COM
  14. 14. BRANDWATCH.COM | #NYKCONF

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