Successfully reported this slideshow.

Immigration Reform: Keyword Analysis

1,380 views

Published on

Social data can teach you a lot about a topic, and help you form a marketing strategy. In this use case, we examined keywords around the topic of Immigration Reform. Take a look!

Published in: Social Media
  • Be the first to comment

  • Be the first to like this

Immigration Reform: Keyword Analysis

  1. 1. Immigration Reform Leveraging Data to Inform Social Strategy
  2. 2. © 2013 Simply Measured, Inc Leveraging Data to Inform Social Strategy 2 Topic: Immigration Reform Goal: Develop a Strategy to Significantly Impact the Immigration Reform Conversation Process: 1. Size the opportunity - Identify #hashtags & keywords - Analyze Geographical Location - Identify Key Influencers 2. Compare the Groups Leading the Conversation 3. Take Action
  3. 3. Sizing the Conversation & Opportunity
  4. 4. © 2013 Simply Measured, Inc Comparing Conversations on Twitter 4 Keyword #1 - #immigrationreform Keyword #2 – Immigration with filtering
  5. 5. © 2013 Simply Measured, Inc Top Influencers - Immigration with Filtering 5 Influencers Include News Sources and Prominent Politicians
  6. 6. © 2013 Simply Measured, Inc Top Influencers - #Immigrationreform 6 Influencers Include Activists and Foundations
  7. 7. © 2013 Simply Measured, Inc Influential Topics - Immigration with Filtering 7 Influential Topics Conflict, but are Undoubtedly Political
  8. 8. © 2013 Simply Measured, Inc Influential Topics - #Immigrationreform 8 Influential Topics Conflict, but are Undoubtedly Political
  9. 9. © 2013 Simply Measured, Inc Comparing Conversations on Twitter 9 - The #hashtag has 2x the Daily Volume - The Plain Text Keyword has 4x the Daily Impressions
  10. 10. © 2013 Simply Measured, Inc Immigration with Filtering 10 Key Political Leaders are not Using #hashtags!
  11. 11. © 2013 Simply Measured, Inc Geographic Data - Immigration with Filtering 11 Geographic Distribution Aligns with Assumptions
  12. 12. © 2013 Simply Measured, Inc Geographic Data - #Immigrationreform 12 There are Several Surprises in this Distribution
  13. 13. © 2013 Simply Measured, Inc Underlying Topics - #immigrationreform 13 Using a Conversation Driver Analysis, #Tntweeters Appears in 42% of all #immigrationreform Tweets
  14. 14. © 2013 Simply Measured, Inc Raw Data - #Immigrationreform 14 Raw Data Reveals 48% of Tweets Coming from TNTweeters as a Client (vs. Twitter for iphone or Hootsuite)
  15. 15. © 2013 Simply Measured, Inc Virtual March - #Immigrationreform Tweets are all RTs, and they Originate from @proimmigrationr 15
  16. 16. © 2013 Simply Measured, Inc #tntweeters - #Immigrationreform 16 #TNTweeters Users Register and are Sent Emails with Links to Easily Tweet/Post
  17. 17. © 2013 Simply Measured, Inc Which Conversation is Best? 17 Participation in Both Conversations is Recommended, but if Ads are an option, opt for Immigration with Filtering Immigration with Filtering #Immigrationreform Pro Con Pro Con Influencers participating Keyword is not searchable Keyword is searchable Spam and noise
  18. 18. Comparing Leading Organizations
  19. 19. © 2013 Simply Measured, Inc Identifying Leading Organizations 19 Top Tweeted Domains Identified Orgs Leading the Conversation
  20. 20. © 2013 Simply Measured, Inc America’s Voice vs. FWD.us 20 FWD Leads in Engagement & Engagement as a % of Followers
  21. 21. © 2013 Simply Measured, Inc America’s Voice vs. FWD.us 21 FWD Following is Larger but America’s Voice is Growing Faster
  22. 22. © 2013 Simply Measured, Inc America’s Voice vs. FWD.us 22 FWD Uses @replies for Conversation
  23. 23. © 2013 Simply Measured, Inc America’s Voice vs. FWD.us 23 Content Types Differ, but Engaging Photos May Explain FWD’s Lead on Total Engagement
  24. 24. Take Action
  25. 25. © 2013 Simply Measured, Inc Create a Content Plan & Calendar 25 1. Review & replicate top performing copy 2. Optimize content types based on Engagement Rates 1. Test and optimize optimal times/days to tweet
  26. 26. © 2013 Simply Measured, Inc Influencer Outreach 26 1. Identify top influencers participating in the conversation 2. Reach out by sharing content, engaging with their tweets 1. Offer involvement in campaign efforts
  27. 27. © 2013 Simply Measured, Inc Leverage Simply Measured to Target Twitter Ads 27 Twitter Ads Targeting Promoted Accounts Promoted Tweets Similar Users ✓ ✓ Interests/Keywords ✓ ✓ Locations ✓ ✓ Device Type NA ✓ ✓ = Simply Measured can provide data to inform targeting parameter
  28. 28. © 2013 Simply Measured, Inc Free Trials - Let us Know! 28 www.simplymeasured.com/trial
  29. 29. Jeff Gibb Strategic Account Executive @jeffgibb jgibb@simplymeasured.com Visit www.simplymeasured.com

×