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Utilising social media analytics to drive more targeted marketingJamie Riddell & Jim HaysomBirdSong & Auto Trader 
ad:tech...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
About Us 
Auto Trader is the largest motoring marketplace i...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Our View 
We believe that success on Twitter starts with th...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
8 key points for consideration 
1. Audience 
2. Signposting...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
1. Audience
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Audiences 
The number of followers is not a strong enough 
...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
How your audience define themselves 
First name analysis Bi...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
How your audience define themselves 
First name analysis Bi...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Location - Are they in your target catchment? 
1 in 5 car 
...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Can we define loyalty from follower patterns? 
By understan...
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Should we worry about ‘roving’ Followers? 
Are the follower...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Audience vs Customers 
Not every follower will be a custome...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
2. Signposting
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Social profile links on your website 
Have you included all...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Tracking inbound traffic & user behaviour 
Is social referr...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Signposting social media in physical location 
Leverage ins...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Signposting social media in physical location 
Encourage so...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Why should I follow you? 
Signposting alone is not sufficie...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
3. Branding
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Branding - Quiz 
Which Twitter account is Stratstone Merced...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Branding 
How is your brand presented? 
Are you maximising ...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Is header image the recommended 1500×500px and 
does profil...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Don’t cut and paste existing creative 
Consistency of marke...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Don’t do a half job 
Your audience has made the effort to s...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Don’t confuse your audience 
What do you want your audience...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Keeping your naming aligned & easy 
564 Franchise Group acc...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Keeping your naming aligned & easy 
And the not so good… 
•...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
4. Presence
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Presence 
To succeed on Twitter a brand needs to maintain a...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Dealing with lapsed accounts 
Current profile Lapsed profil...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Audience overlap for Ridgeway Group 
199 85 857 
@ridgeways...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Auto Trader & BirdSong Research 
Auto Trader identified 647...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
BOS - BirdSong Optimisation Score 
The BOS aims to condense...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Leading Automotive vs. Retail BOS 
Information completed on...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
5. Timing
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Timing 
When is the best time to tweet? 
Is it when you’ve ...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
When are Perrys Motors active? 
@perrysmotors 
Source: Bird...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
When are Perrys Motors active? 
@perrysmotors 
Source: Bird...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
How does this compare to daily web activity? 
Daily Twitter...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
How does this compare to hourly web activity? 
Hourly Twitt...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Dealership footfall to Eastern BMW 
@EasternBMW 
Daily Twit...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Dealership footfall to Eastern BMW 
Hourly Twitter activity...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
6. Content
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Content 
Your best content is useless if you share it at th...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Twitter Analytics 
With Twitter Analytics 
you can look dee...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Understanding your tweet performance 
View your tweet 
time...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
The first few hours are critical for reach 
Understand your...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Export tweet data to analyse in detail 
Download your tweet...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Identify what works and replicate? 
Identifying what works ...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
7. Customer Care
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Customer Care on Twitter 
How should customers raise their ...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Are customer service accounts easy to find? 
Mobile search ...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
How do people use Customer Service accounts?
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Spot the difference?
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Are the tweets supportive?
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Do they answer the query or pass it on?
Join the conversation @jamieriddell @jimhaysom #adtech_london 
8. Engagement
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Wider Engagement 
Listening for social signals 
and dealing...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Listening & Joining the Conversation
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Consumer Advocacy is Priceless
Join the conversation @jamieriddell @jimhaysom #adtech_london 
8 key points to finish 
1. Audience 
2. Signposting 
3.Bran...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Thank You 
Get this presentation at 
www.birdsongdtt.com 
A...
Join the conversation @jamieriddell @jimhaysom #adtech_london 
Connect with us! 
@jamieriddell @jimhaysom
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Utilising social media analytics to drive more targeted marketing

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Utilising social media analytics to drive more targeted marketing.

This presentation provides 8 key considerations for utilising social media analytics to drive more targeted marketing.

These slides were presented at ad:tech London 2014 Conference on the 22 October 2014 by Jim Haysom, formally Business Development Director of Auto Trader and Jamie Riddell, founder of BirdSong, a world leading pay as you go social analytics tool.

Follow Jim Haysom on Twitter @jimhaysom
Follow Jamie Riddell on Twitter @jamieriddell

Published in: Social Media

Utilising social media analytics to drive more targeted marketing

  1. 1. Utilising social media analytics to drive more targeted marketingJamie Riddell & Jim HaysomBirdSong & Auto Trader ad:tech London22 Oct 2014
  2. 2. Join the conversation @jamieriddell @jimhaysom #adtech_london About Us Auto Trader is the largest motoring marketplace in the UK. Over 12,000 automotive retailers use our tools and services to buy, sell, manage and market their businesses. BirdSong is the world’s leading pay as you go social analytics tool. We support thousands of users with on demand insights for Twitter, Facebook & Instagram.
  3. 3. Join the conversation @jamieriddell @jimhaysom #adtech_london Our View We believe that success on Twitter starts with the right content, to the right audience at the right time. These foundations can help improve Twitter’s potential for customer engagement and marketing.
  4. 4. Join the conversation @jamieriddell @jimhaysom #adtech_london 8 key points for consideration 1. Audience 2. Signposting 3.Branding 4. Presence 5.Timing 6.Content 7. Customer Care 8.Engagement
  5. 5. Join the conversation @jamieriddell @jimhaysom #adtech_london 1. Audience
  6. 6. Join the conversation @jamieriddell @jimhaysom #adtech_london Audiences The number of followers is not a strong enough metric to define potential success or otherwise. Understanding more about our audience will help shape expectations, communications and more.
  7. 7. Join the conversation @jamieriddell @jimhaysom #adtech_london How your audience define themselves First name analysis Biography analysis helps us understand their interests helps us identify gender
  8. 8. Join the conversation @jamieriddell @jimhaysom #adtech_london How your audience define themselves First name analysis Biography analysis helps us understand their interests helps us identify gender
  9. 9. Join the conversation @jamieriddell @jimhaysom #adtech_london Location - Are they in your target catchment? 1 in 5 car buyers are willing to travel anywhere in the UK to view a car. Average is 60 miles. Yes No @EasternBMW (Edinburgh)
  10. 10. Join the conversation @jamieriddell @jimhaysom #adtech_london Can we define loyalty from follower patterns? By understanding the relationship of followers and brands, we can start to identify elements of loyalty or interest. Follower overlap for @LancasterJaguar @RybrookJaguar @hafoxjaguar @RidgewayJaguar @WatfordJaguar
  11. 11. Join the conversation @jamieriddell @jimhaysom #adtech_london Should we worry about ‘roving’ Followers? Are the followers for Lancaster Jaguar more receptive for rival competitor messages?
  12. 12. Join the conversation @jamieriddell @jimhaysom #adtech_london Audience vs Customers Not every follower will be a customer. Take time to analyse your customer and prospect database to identify social profiles. Ask your customers for their social profiles. Segment your customer database with the new insights.
  13. 13. Join the conversation @jamieriddell @jimhaysom #adtech_london 2. Signposting
  14. 14. Join the conversation @jamieriddell @jimhaysom #adtech_london Social profile links on your website Have you included all social profiles? Are social logos up-to-date and linked correctly? Is tracking set up in analytics?
  15. 15. Join the conversation @jamieriddell @jimhaysom #adtech_london Tracking inbound traffic & user behaviour Is social referral traffic set up in your analytics? What’s the behaviour of a social media visitor? Is social retargeting tracking set up for remarketing? @VinesBMW Twitter profile Website homepage
  16. 16. Join the conversation @jamieriddell @jimhaysom #adtech_london Signposting social media in physical location Leverage insights from offline behaviour, consumer demographics and social engagement. On the forecourt Outdoor signage Inside showroom
  17. 17. Join the conversation @jamieriddell @jimhaysom #adtech_london Signposting social media in physical location Encourage social sharing and participation within the retail environment. • Customer areas • POS • Decals • Windows • Business cards • Invoices
  18. 18. Join the conversation @jamieriddell @jimhaysom #adtech_london Why should I follow you? Signposting alone is not sufficient. Like email, you need to provide reasons for someone to follow you.
  19. 19. Join the conversation @jamieriddell @jimhaysom #adtech_london 3. Branding
  20. 20. Join the conversation @jamieriddell @jimhaysom #adtech_london Branding - Quiz Which Twitter account is Stratstone Mercedes, Mercedes F1 and Mercedes official Twitter account?
  21. 21. Join the conversation @jamieriddell @jimhaysom #adtech_london Branding How is your brand presented? Are you maximising the potential for recognition?
  22. 22. Join the conversation @jamieriddell @jimhaysom #adtech_london Is header image the recommended 1500×500px and does profile image compliment your brand and CI? Use all pixels to showcase brand
  23. 23. Join the conversation @jamieriddell @jimhaysom #adtech_london Don’t cut and paste existing creative Consistency of marketing creative builds familiarity, but optimise your creative for each social platform.
  24. 24. Join the conversation @jamieriddell @jimhaysom #adtech_london Don’t do a half job Your audience has made the effort to seek you out on social media. Make first impressions count.
  25. 25. Join the conversation @jamieriddell @jimhaysom #adtech_london Don’t confuse your audience What do you want your audience to do? Read tweets, follow you, watch video, visit website?
  26. 26. Join the conversation @jamieriddell @jimhaysom #adtech_london Keeping your naming aligned & easy 564 Franchise Group accounts categorised: • 81% include Dealer Group • 49% include Franchise • 30% include Location or abbreviation
  27. 27. Join the conversation @jamieriddell @jimhaysom #adtech_london Keeping your naming aligned & easy And the not so good… • @mmgealavwr • @perthaudi759 • @HurstNissan1 • @Vertuhonda2 • @STRATYYY The good…
  28. 28. Join the conversation @jamieriddell @jimhaysom #adtech_london 4. Presence
  29. 29. Join the conversation @jamieriddell @jimhaysom #adtech_london Presence To succeed on Twitter a brand needs to maintain a solid presence. This includes frequent and regular activity, a mix of tweet styles and consideration of followers.
  30. 30. Join the conversation @jamieriddell @jimhaysom #adtech_london Dealing with lapsed accounts Current profile Lapsed profile
  31. 31. Join the conversation @jamieriddell @jimhaysom #adtech_london Audience overlap for Ridgeway Group 199 85 857 @ridgewayskoda 284 followers Current profile @JewsonSkoda 942 followers Lapsed profile Are customers still engaging with this account, e.g. complaints? What’s the social referral traffic impact to website? What’s the equity of your follower base? What’s my closure and comms plan? Understand who the most valuable and influential profiles are that you want to migrate across to current profile. Create and execute a migration plan of followers to current profile.
  32. 32. Join the conversation @jamieriddell @jimhaysom #adtech_london Auto Trader & BirdSong Research Auto Trader identified 647 UK based Twitter profiles; • 564 Automotive Franchise Retail Groups • 43 Independent Automotive Retailers • 40 Automotive Manufacturers During October 2014, BirdSong analysed each account for their BOS, benchmarking the industry presence and activity.
  33. 33. Join the conversation @jamieriddell @jimhaysom #adtech_london BOS - BirdSong Optimisation Score The BOS aims to condense any brand’s presence, engagement and activity into one score, out of 100. BOS measures over 20 key data points for any account to measure for presence, consistency, activity, engagement. The score does not include follower size as a definition of success but does analyse the follower to following ratio of any account.
  34. 34. Join the conversation @jamieriddell @jimhaysom #adtech_london Leading Automotive vs. Retail BOS Information completed on 17 Oct 2014. E&OE. Download the full automotive BOS leaderboard at www.birdsongdtt.com
  35. 35. Join the conversation @jamieriddell @jimhaysom #adtech_london 5. Timing
  36. 36. Join the conversation @jamieriddell @jimhaysom #adtech_london Timing When is the best time to tweet? Is it when you’ve had the most success so far? Is it when your audience is active on Twitter or visiting your website? Or should it match your dealership footfall?
  37. 37. Join the conversation @jamieriddell @jimhaysom #adtech_london When are Perrys Motors active? @perrysmotors Source: BirdSong
  38. 38. Join the conversation @jamieriddell @jimhaysom #adtech_london When are Perrys Motors active? @perrysmotors Source: BirdSong
  39. 39. Join the conversation @jamieriddell @jimhaysom #adtech_london How does this compare to daily web activity? Daily Twitter activity Source: BirdSong Source: Perrys Motors Daily website activity @perrysmotors
  40. 40. Join the conversation @jamieriddell @jimhaysom #adtech_london How does this compare to hourly web activity? Hourly Twitter activity Hourly website activity @perrysmotors Source: BirdSong Source: Perrys Motors
  41. 41. Join the conversation @jamieriddell @jimhaysom #adtech_london Dealership footfall to Eastern BMW @EasternBMW Daily Twitter activity Daily showroom footfall Source: BirdSong Source: Eastern Western Motor Group
  42. 42. Join the conversation @jamieriddell @jimhaysom #adtech_london Dealership footfall to Eastern BMW Hourly Twitter activity Hourly showroom footfall @EasternBMW Source: BirdSong Source: Eastern Western Motor Group
  43. 43. Join the conversation @jamieriddell @jimhaysom #adtech_london 6. Content
  44. 44. Join the conversation @jamieriddell @jimhaysom #adtech_london Content Your best content is useless if you share it at the wrong time, in the wrong format or to the wrong audience. Understanding what has worked and failed in the past, will empower you to make better decisions in the moment and for the future. It’s good to understand your competitors’ activity to identify new opportunities and gaps you can fill.
  45. 45. Join the conversation @jamieriddell @jimhaysom #adtech_london Twitter Analytics With Twitter Analytics you can look deeper into the performance of any of your recent tweets.
  46. 46. Join the conversation @jamieriddell @jimhaysom #adtech_london Understanding your tweet performance View your tweet timeline and the key metrics: • Impressions • Engagements • Engagement rate
  47. 47. Join the conversation @jamieriddell @jimhaysom #adtech_london The first few hours are critical for reach Understand your tweet engagement in the first 24 hours across key metrics: • Embed media clicks • Detail expands • RTs & Favourites • User profile clicks • Hashtag & link clicks • Replies
  48. 48. Join the conversation @jamieriddell @jimhaysom #adtech_london Export tweet data to analyse in detail Download your tweet activity to interrogate the data, discover trends and performance activity. Example @jimhaysom tweet activity
  49. 49. Join the conversation @jamieriddell @jimhaysom #adtech_london Identify what works and replicate? Identifying what works may be a useful ‘first base’ for reviewing or improving tweet content. Here is an example of @landrover_UK’s most popular tweets.
  50. 50. Join the conversation @jamieriddell @jimhaysom #adtech_london 7. Customer Care
  51. 51. Join the conversation @jamieriddell @jimhaysom #adtech_london Customer Care on Twitter How should customers raise their issues? Main account or search for a dedicated CS account? Understand how your customers want to engage? Tweet, DM, live chat, telephone, email, letter, and what’s their expectations around your response. Who are these complainers? Do you have a single view of this customer, and what’s their social influence, size of social network, frequency of activity?
  52. 52. Join the conversation @jamieriddell @jimhaysom #adtech_london Are customer service accounts easy to find? Mobile search Composing a tweet Mobile search Composing a tweet “Evans Halshaw” “Arnold Clark”
  53. 53. Join the conversation @jamieriddell @jimhaysom #adtech_london How do people use Customer Service accounts?
  54. 54. Join the conversation @jamieriddell @jimhaysom #adtech_london Spot the difference?
  55. 55. Join the conversation @jamieriddell @jimhaysom #adtech_london Are the tweets supportive?
  56. 56. Join the conversation @jamieriddell @jimhaysom #adtech_london Do they answer the query or pass it on?
  57. 57. Join the conversation @jamieriddell @jimhaysom #adtech_london 8. Engagement
  58. 58. Join the conversation @jamieriddell @jimhaysom #adtech_london Wider Engagement Listening for social signals and dealing with customer engagement requires a plan and a process. Social analytics plays an important part in this so that you can test, learn and improve user engagement. Important, but not urgent DECIDE Urgent and important DO IT NOW Not important, not urgent DO IT LATER Urgent, but not important DELEGATE A response matrix
  59. 59. Join the conversation @jamieriddell @jimhaysom #adtech_london Listening & Joining the Conversation
  60. 60. Join the conversation @jamieriddell @jimhaysom #adtech_london Consumer Advocacy is Priceless
  61. 61. Join the conversation @jamieriddell @jimhaysom #adtech_london 8 key points to finish 1. Audience 2. Signposting 3.Branding 4. Presence 5.Timing 6.Content 7. Customer Care 8.Engagement
  62. 62. Join the conversation @jamieriddell @jimhaysom #adtech_london Thank You Get this presentation at www.birdsongdtt.com Analyse any Twitter brand or Facebook account, on demand. Simply pay as you go.
  63. 63. Join the conversation @jamieriddell @jimhaysom #adtech_london Connect with us! @jamieriddell @jimhaysom

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