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Social media tools for audience 
insight 
Measurement.ie 
Beth Granter 
@bethgranter 
September 2014 
TTeexxtt 
@brilliant...
Hello! I’m Beth Granter. 
I’m a digital consultant 
at Brilliant Noise.
Brands 
I have 
worked with
Agenda 
- Some tools for audience research and measurement 
- What is influencer mapping and why do it? 
- Why we need to ...
5
Some tools for audience 
research and measurement 
6
What we can use social media data for 
To discover: 
- who is talking about a topic and who’s influential 
- what is being...
8 
Google’s search filters 
Finding locally authored blogs: 
- Pages from Ireland (only 
available when you’re in 
Ireland...
9 
Google trends 
- Check timing & popularity of 
terms 
- Competitor analysis 
- Regional interest 
- Folksonomy (what wo...
10 
Topsy 
- Find top tweets and 
influencers 
- Include advanced boolean 
queries (search terms) 
- Filter results by twe...
11 
Topsy 
- Compare volumes of 
mentions over time - 
phrases, topics, 
users, competitors
12 
Tweetreach 
- Measure estimated reach of 
past 50 tweets matching 
search term 
- Top contributors 
- Timeline of twee...
13 
Twittercounter 
- Measure volume of followers 
over time 
- Up to three months history 
free 
- Competitor analysis 
-...
14 
Tweriod 
- When do your followers tweet? 
- When do you get the most @replies?
15 
Followerwonk 
About your followers or those you 
follow: 
- Location 
- Follower count 
- Account ages 
- Recencies of...
16 
Followerwonk 
About your followers or those 
you follow: 
- Authority 
- Gender 
- Most active hours 
- bio wordcloud
17 
Twiangulate 
- Twitter user search by 
complex boolean query 
(keywords) including 
regional limit 
- Search within a ...
18 
Tweetstats 
- When did you tweet? By 
month, day and time. 
- Who do you @mention the 
most? 
- Who do you retweet the...
19 
Brandwatch / buzz 
monitoring tools 
- Volume by theme. 
- Top sites. 
- Top authors. 
- Top tweets. 
- Top news artic...
20
What is influencer mapping and 
why do it? 
21
What is influencer mapping and why do it? 
- Who is your current audience? 
- Who is your target audience? 
- What is your...
Why we need to move on from 
basic influencer identification 
based on Twitter bios, to finding 
people based on their net...
Basic influencer identification 
Discovery: 
- Search Twitter bios for key words 
- Search Twitter conversations 
- Search...
Section Header 
- Consectetur adipiscing elit 
- Elit vurabitur varius sollicitudin elit nullam 
- Aliquam malesuada 
- Nu...
Section Header 
- Consectetur adipiscing elit 
- Elit vurabitur varius sollicitudin elit nullam 
- Aliquam malesuada 
- Nu...
Section Header 
- Consectetur adipiscing elit 
- Elit vurabitur varius sollicitudin elit nullam 
- Aliquam malesuada 
- Nu...
Basic influencer identification 
28
Basic influencer identification outputs 
29 
- Self-proclaimed experts/obsessives who define as such 
- Highly vocal peopl...
Basic influencer identification outputs 
- ...but not necessarily people who 
are influential around the key topic 
30
Influence score is not related to 
who they’re speaking to or what 
the topic is 
31
32
Advanced influencer 
identification 
33
Prioritising influencers: 
number of relevant topic 
mentions 
34
Section Header 
- Consectetur adipiscing elit 
- Elit vurabitur varius sollicitudin elit nullam 
- Aliquam malesuada 
- Nu...
Section Header 
- Consectetur adipiscing elit 
- Elit vurabitur varius sollicitudin elit nullam 
- Aliquam malesuada 
- Nu...
An improved measure of 
influence/relevance: 
network follower count 
The number of connections 
within a network of influ...
Network follower count 
A = 0 
Not followed by anyone in 
the primary network 
B = 2 
Followed by 2 other 
followers of @m...
Advanced influencer identification 
Discovery: 
- Same as basic plus... 
- Who does your initially discovered influencer/t...
Drawing networks on 
NodeXL to visually 
communicate relevance 
to senior stakeholders. 
40
NODEXL 
NodeXL is a free, open-source template 
for Microsoft® Excel® 2007, 2010 and 
2013 that makes it easy to explore 
...
Get list of followers 
42
Import list into NODEXL 
43
44 
Unfiltered network
Network follower count 
A = 0 
Not followed by anyone in 
the primary network 
B = 2 
Followed by two other 
followers of ...
46 
Filtered network
Who ELSE is influential 
to @measurefest 
followers? 
47
Network follower count in a simple two-tier network 
A = 0 
B = 2 
C = 1 
Followed by one of 
@measurefest’s followers 
D ...
Get ‘friends’ of (people followed by) refined list 
49
50
When the primary 
influencer list is broad, 
@stephenfry normally 
comes up as top by 
network follows 
51
So, calculate network 
follows as a 
PERCENTAGE of total 
followers, to get a more 
reliable relevance score 
52
Sort and filter by network follows as a percentage of total follows 
53
54
Using conversational data 
from influencer networks 
to inform and evaluate 
content strategy. 
55
56
Author based query (not keyword based) 
57
Using conversational data from influencer networks to inform 
and evaluate content strategy 
Inform: 
- What are your targ...
In summary... 
59
In summary... 
Basic influencer identification 
- Finds generally influential people online 
- Who define themselves as ex...
61
Thanks! 
! 
Links: 
http://delicious.com/ 
bethgranter/tools 
! 
@bethgranter 
brilliantnoise.com 
! 
© 2014 Brilliant Noi...
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Social media tools for audience research and measurement and relevant influencer network mapping with NodeXL - BreakingNews.ie Measurement Conference

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Mostly free tools for social media audience research and measurement. Relevant influencer network mapping using NodeXL. Presented by Beth Granter from Brilliant Noise on 10 September at BreakingNews.ie's Measurement Conference, Dublin.

Published in: Social Media

Social media tools for audience research and measurement and relevant influencer network mapping with NodeXL - BreakingNews.ie Measurement Conference

  1. 1. Social media tools for audience insight Measurement.ie Beth Granter @bethgranter September 2014 TTeexxtt @brilliantnoise brilliantnoise.com
  2. 2. Hello! I’m Beth Granter. I’m a digital consultant at Brilliant Noise.
  3. 3. Brands I have worked with
  4. 4. Agenda - Some tools for audience research and measurement - What is influencer mapping and why do it? - Why we need to move on from basic influencer identification based on Twitter bios, to finding people based on their network connections. - Drawing networks on NodeXL to visually communicate relevance to senior stakeholders. - Using conversational data from influencer networks to inform and evaluate content strategy. 4
  5. 5. 5
  6. 6. Some tools for audience research and measurement 6
  7. 7. What we can use social media data for To discover: - who is talking about a topic and who’s influential - what is being said - what vocabulary is being used - when and where relevant conversations happen ! - To baseline, assess current amount of buzz - To measure digital customer journeys and evaluate campaign success 7
  8. 8. 8 Google’s search filters Finding locally authored blogs: - Pages from Ireland (only available when you’re in Ireland!) - Blogs
  9. 9. 9 Google trends - Check timing & popularity of terms - Competitor analysis - Regional interest - Folksonomy (what words people really use)
  10. 10. 10 Topsy - Find top tweets and influencers - Include advanced boolean queries (search terms) - Filter results by tweeted photos, links and videos
  11. 11. 11 Topsy - Compare volumes of mentions over time - phrases, topics, users, competitors
  12. 12. 12 Tweetreach - Measure estimated reach of past 50 tweets matching search term - Top contributors - Timeline of tweet volume - Most retweeted tweets - Download XLS or PDF - Additional volume available on paid accounts
  13. 13. 13 Twittercounter - Measure volume of followers over time - Up to three months history free - Competitor analysis - Paid options to export data & track ongoing, track unfollows
  14. 14. 14 Tweriod - When do your followers tweet? - When do you get the most @replies?
  15. 15. 15 Followerwonk About your followers or those you follow: - Location - Follower count - Account ages - Recencies of tweets - Total tweets - Languages - % retweets within tweets - @mentions outbound
  16. 16. 16 Followerwonk About your followers or those you follow: - Authority - Gender - Most active hours - bio wordcloud
  17. 17. 17 Twiangulate - Twitter user search by complex boolean query (keywords) including regional limit - Search within a particular users’ followers, list, mutual followers - Sort results by followers - Export list of Twitter usernames
  18. 18. 18 Tweetstats - When did you tweet? By month, day and time. - Who do you @mention the most? - Who do you retweet the most? - Word cloud of your tweets
  19. 19. 19 Brandwatch / buzz monitoring tools - Volume by theme. - Top sites. - Top authors. - Top tweets. - Top news articles. - Trending topics.
  20. 20. 20
  21. 21. What is influencer mapping and why do it? 21
  22. 22. What is influencer mapping and why do it? - Who is your current audience? - Who is your target audience? - What is your audience talking about? - Who influences your current/target audience? - What are your audience’s influencers talking about? ! - Answers to the above can inform your content strategy. 22
  23. 23. Why we need to move on from basic influencer identification based on Twitter bios, to finding people based on their network connections. 23
  24. 24. Basic influencer identification Discovery: - Search Twitter bios for key words - Search Twitter conversations - Search blogs based on blog title and content Prioritisation: - Follower count - Klout influence score - MozRank or inbound links 24
  25. 25. Section Header - Consectetur adipiscing elit - Elit vurabitur varius sollicitudin elit nullam - Aliquam malesuada - Nullam sollicitudin varius adipiscing - Curabitur varius sollicitudin elit nullam - Consectetur adipiscing elit 25
  26. 26. Section Header - Consectetur adipiscing elit - Elit vurabitur varius sollicitudin elit nullam - Aliquam malesuada - Nullam sollicitudin varius adipiscing - Curabitur varius sollicitudin elit nullam - Consectetur adipiscing elit 26
  27. 27. Section Header - Consectetur adipiscing elit - Elit vurabitur varius sollicitudin elit nullam - Aliquam malesuada - Nullam sollicitudin varius adipiscing - Curabitur varius sollicitudin elit nullam - Consectetur adipiscing elit 27
  28. 28. Basic influencer identification 28
  29. 29. Basic influencer identification outputs 29 - Self-proclaimed experts/obsessives who define as such - Highly vocal people around a key topic - People who are generally influential online
  30. 30. Basic influencer identification outputs - ...but not necessarily people who are influential around the key topic 30
  31. 31. Influence score is not related to who they’re speaking to or what the topic is 31
  32. 32. 32
  33. 33. Advanced influencer identification 33
  34. 34. Prioritising influencers: number of relevant topic mentions 34
  35. 35. Section Header - Consectetur adipiscing elit - Elit vurabitur varius sollicitudin elit nullam - Aliquam malesuada - Nullam sollicitudin varius adipiscing - Curabitur varius sollicitudin elit nullam - Consectetur adipiscing elit 35
  36. 36. Section Header - Consectetur adipiscing elit - Elit vurabitur varius sollicitudin elit nullam - Aliquam malesuada - Nullam sollicitudin varius adipiscing - Curabitur varius sollicitudin elit nullam - Consectetur adipiscing elit 36
  37. 37. An improved measure of influence/relevance: network follower count The number of connections within a network of influencers 37
  38. 38. Network follower count A = 0 Not followed by anyone in the primary network B = 2 Followed by 2 other followers of @measurefest A B C A C D B
  39. 39. Advanced influencer identification Discovery: - Same as basic plus... - Who does your initially discovered influencer/target list follow? - Who is your initially discovered influencer/target list followed by? Prioritisation: - Number of relevant mentions - Likelihood to be followed by / follow initial influencer list 39
  40. 40. Drawing networks on NodeXL to visually communicate relevance to senior stakeholders. 40
  41. 41. NODEXL NodeXL is a free, open-source template for Microsoft® Excel® 2007, 2010 and 2013 that makes it easy to explore network graphs. With NodeXL, you can enter a network edge list in a worksheet, click a button and see your graph, all in the familiar environment of the Excel window. 41
  42. 42. Get list of followers 42
  43. 43. Import list into NODEXL 43
  44. 44. 44 Unfiltered network
  45. 45. Network follower count A = 0 Not followed by anyone in the primary network B = 2 Followed by two other followers of @measurefest A B C A C D B
  46. 46. 46 Filtered network
  47. 47. Who ELSE is influential to @measurefest followers? 47
  48. 48. Network follower count in a simple two-tier network A = 0 B = 2 C = 1 Followed by one of @measurefest’s followers D = 2 Followed by two other followers of @measurefest A B C D A B C D
  49. 49. Get ‘friends’ of (people followed by) refined list 49
  50. 50. 50
  51. 51. When the primary influencer list is broad, @stephenfry normally comes up as top by network follows 51
  52. 52. So, calculate network follows as a PERCENTAGE of total followers, to get a more reliable relevance score 52
  53. 53. Sort and filter by network follows as a percentage of total follows 53
  54. 54. 54
  55. 55. Using conversational data from influencer networks to inform and evaluate content strategy. 55
  56. 56. 56
  57. 57. Author based query (not keyword based) 57
  58. 58. Using conversational data from influencer networks to inform and evaluate content strategy Inform: - What are your target audience / influencers talking about? Evaluate: - Have you managed to influence the conversation with your content? - What volume of mentions from your target audience relate to your content? 58
  59. 59. In summary... 59
  60. 60. In summary... Basic influencer identification - Finds generally influential people online - Who define themselves as experts, or talk a lot about a topic Advanced influencer network mapping - Considers the relevance of an influencer within a niche network - Creates a visual to illustrate the value of the method to senior stakeholders 60
  61. 61. 61
  62. 62. Thanks! ! Links: http://delicious.com/ bethgranter/tools ! @bethgranter brilliantnoise.com ! © 2014 Brilliant Noise All rights reserved 62

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