How Competitive Social Media Analytics can help improve your social strategy and presence.
In this presentation we demonstrate three principle opportunities to improve your social media activity by engaging with the right audience, with the right message at the right time.
Using real insights from the UK Retail sector we show you how to better understand your Twitter followers and those of your competitors. We look at when is the best time to post on Twitter and on Facebook. Analysing competitor content we can also identify opportunities for better content and the use of call to actions to improve engagement and reach.
How to get competitive social media insights without 'Robin' the bankBirdSong Analytics
How you can use social media analytics to identify competitor activity and audiences which could be used to improve your own social media marketing.
In this presentation we focus on social media insights that can be gained using BirdSong.
We look at where you can find free social media insights, the problems with just looking at your own data and the opportunities presented by analysing competitor activity.
Insights used within this presentation were created using BirdSong, the world's leading 'Pay as You Go' social media analytics tool.
Social media is one of the most cost-effective communication tools at your disposal. Mel Grau and Dan Rose, WEA Trust’s Marketing Communications Coordinators, recently held a webinar to discuss how to use Facebook to build relationships with your employees and mobilize your communities to action.
How to get competitive social media insights without 'Robin' the bankBirdSong Analytics
How you can use social media analytics to identify competitor activity and audiences which could be used to improve your own social media marketing.
In this presentation we focus on social media insights that can be gained using BirdSong.
We look at where you can find free social media insights, the problems with just looking at your own data and the opportunities presented by analysing competitor activity.
Insights used within this presentation were created using BirdSong, the world's leading 'Pay as You Go' social media analytics tool.
Social media is one of the most cost-effective communication tools at your disposal. Mel Grau and Dan Rose, WEA Trust’s Marketing Communications Coordinators, recently held a webinar to discuss how to use Facebook to build relationships with your employees and mobilize your communities to action.
The introduction of Twitter's 140-character limit marked a major change in how people interact on the internet. The constant flow of new information can be overwhelming, but when approached right, it offers a fantastic opportunity to grow your business.
Twitter is a high-speed network, and when used properly it can help spread your content faster and further than anything else. Learn how to best put Twitter to use for growing your business.
Everything We Wish We Knew About Twitter When We Started
A look at the basics of getting started with Twitter, how to grow your following and your engagement, and how to get the most value and fun out of a truly amazing network.
With over 150 million visitors viewing over 6 billion pages a month, Reddit is simply one of the best opportunities to connect directly with your brand’s target audience. As a Redditor for over 8 years who has run thousands of successful campaigns, Brent will break down recent examples of big brand successes on this hyper-engaged social platform, and run through ideas for your own brand’s Reddit strategy.
You’ve heard about content marketing. Maybe you’re already investing in it. But have you taken the first critical step that can make all the difference to your success?
This session answers the top questions and addresses the top objections:
• What’s content marketing? Why invest in content?
• What topics does your audience really care about?
• What if we’re not writers? We don’t have time to create marketing content
This session puts marketing in a fresh context, showing how everyone in a sales or leadership role is already a content marketer although many don’t even know it yet.
This session is ideal for the marketers and business leaders responsible for driving growth within your organization, regardless of the size of your marketing department or budget.
The Science of Creating Must-Click Content on TwitterBuffer
Is your content going as far as it could on Twitter? In this webinar, you'll learn how to create irresistible Tweets – with a little help from science and Buffer's own recent research. By the time you leave, you'll know the words, format, timing and frequency to make your posts stand out – and have a game plan for A/B testing your own content for proven success.
Presented by Buffer and Twitter on April 30, 2014
How to Rock Your Social Media EngagementEric Metelka
What is the right way to engage your audience on different platforms? How often should you be posting new content? How does the Google+ algorithm work? With interactive case studies, we'll explore how your startup can maximize its exposure on each social media platform you post on. If you want to go deep on Facebook, twitter, LinkedIn, Google+, and Pinterest, this class is for you.
It started in 2001, but it didn't start all that well. In 2002, I made about $900. Today we are a 38-person $5 million company. Here's how content marketing got us there, and how to make it work for you.
Presented by Andy Crestodina at Content Jam in Chicago, Aug 2016.
How much time and money should I spend on social media, and what can I expect?
Those are the two most consistent questions businesses ask about social media.
Feeling pressured to do something, many businesses implement social media tactics without establishing a clear strategy or expectations.
In this 60-minute webinar, Matt Bailey will offer his insight on actionable steps for those interested in developing and measuring the results of their own social media strategy.
Matt Bailey, Founder and President of SiteLogic Marketing, is an expert in online marketing. He is known for his conversational, entertaining speaking style and ability to make technical topics both understandable and practical.
We hope you enjoy this free webinar, sponsored by Eloqua, the leading provider of marketing automation software.
A few of the lessons you will learn by attending this webinar include, but are not limited to:
How to match the right medium with the message
Four steps to developing a winning strategy
How to track growth and measure success
Use the short form below to tell us a little about yourself. We will send you reminders and invitations to this webinar and upcoming events, as well as share your information with our webinar sponsor.
How to implement social media into your nonprofit's marketing plan and why there is no reason not to. This presentation also includes creative strategies I've seen being used by other companies and nonprofits.
The Tools to Unlock Social Media AnalyticsEric Metelka
How can your early stage startup measure the return on a successful social media strategy?
Are you using number of followers as a success metric? Do you know how to measure share of voice? With interactive case studies, we'll explore how your startup can take measurement beyond vanity metrics using the same ROI strategy large brands use. If you don't know what metrics to measure and want to know if social media is worth your time, this class is for you.
Advanced Content Marketing & SEO: How to Publish More and Rank HigherAndy Crestodina
The art of delegation, collaboration and repurposing. These are advanced content marketing tactics for search engine optimization (SEO) for people who want to publish more content and rank higher in search. Learn how to...
• Turn your sent mail into high ranking articles
• Delegate repeatable tasks to virtual assistants
• Update older content for higher rankings and more traffic
• Support the URLs that need it most with targeted links in roundup contributions
Recommended for bloggers and marketers with 5+ years of experience, or anyone who wants to level up their content marketing and SEO skills.
Social Media Summer School - Session 2 (social media strategy & voice)Rare Communications
Learn how to create a social media strategy and choose your voice on social media. Learn about what is a social media strategy, which social networks you should be on (Facebook, Twitter, Instagram, LinkedIn, Google plus,
The introduction of Twitter's 140-character limit marked a major change in how people interact on the internet. The constant flow of new information can be overwhelming, but when approached right, it offers a fantastic opportunity to grow your business.
Twitter is a high-speed network, and when used properly it can help spread your content faster and further than anything else. Learn how to best put Twitter to use for growing your business.
Everything We Wish We Knew About Twitter When We Started
A look at the basics of getting started with Twitter, how to grow your following and your engagement, and how to get the most value and fun out of a truly amazing network.
With over 150 million visitors viewing over 6 billion pages a month, Reddit is simply one of the best opportunities to connect directly with your brand’s target audience. As a Redditor for over 8 years who has run thousands of successful campaigns, Brent will break down recent examples of big brand successes on this hyper-engaged social platform, and run through ideas for your own brand’s Reddit strategy.
You’ve heard about content marketing. Maybe you’re already investing in it. But have you taken the first critical step that can make all the difference to your success?
This session answers the top questions and addresses the top objections:
• What’s content marketing? Why invest in content?
• What topics does your audience really care about?
• What if we’re not writers? We don’t have time to create marketing content
This session puts marketing in a fresh context, showing how everyone in a sales or leadership role is already a content marketer although many don’t even know it yet.
This session is ideal for the marketers and business leaders responsible for driving growth within your organization, regardless of the size of your marketing department or budget.
The Science of Creating Must-Click Content on TwitterBuffer
Is your content going as far as it could on Twitter? In this webinar, you'll learn how to create irresistible Tweets – with a little help from science and Buffer's own recent research. By the time you leave, you'll know the words, format, timing and frequency to make your posts stand out – and have a game plan for A/B testing your own content for proven success.
Presented by Buffer and Twitter on April 30, 2014
How to Rock Your Social Media EngagementEric Metelka
What is the right way to engage your audience on different platforms? How often should you be posting new content? How does the Google+ algorithm work? With interactive case studies, we'll explore how your startup can maximize its exposure on each social media platform you post on. If you want to go deep on Facebook, twitter, LinkedIn, Google+, and Pinterest, this class is for you.
It started in 2001, but it didn't start all that well. In 2002, I made about $900. Today we are a 38-person $5 million company. Here's how content marketing got us there, and how to make it work for you.
Presented by Andy Crestodina at Content Jam in Chicago, Aug 2016.
How much time and money should I spend on social media, and what can I expect?
Those are the two most consistent questions businesses ask about social media.
Feeling pressured to do something, many businesses implement social media tactics without establishing a clear strategy or expectations.
In this 60-minute webinar, Matt Bailey will offer his insight on actionable steps for those interested in developing and measuring the results of their own social media strategy.
Matt Bailey, Founder and President of SiteLogic Marketing, is an expert in online marketing. He is known for his conversational, entertaining speaking style and ability to make technical topics both understandable and practical.
We hope you enjoy this free webinar, sponsored by Eloqua, the leading provider of marketing automation software.
A few of the lessons you will learn by attending this webinar include, but are not limited to:
How to match the right medium with the message
Four steps to developing a winning strategy
How to track growth and measure success
Use the short form below to tell us a little about yourself. We will send you reminders and invitations to this webinar and upcoming events, as well as share your information with our webinar sponsor.
How to implement social media into your nonprofit's marketing plan and why there is no reason not to. This presentation also includes creative strategies I've seen being used by other companies and nonprofits.
The Tools to Unlock Social Media AnalyticsEric Metelka
How can your early stage startup measure the return on a successful social media strategy?
Are you using number of followers as a success metric? Do you know how to measure share of voice? With interactive case studies, we'll explore how your startup can take measurement beyond vanity metrics using the same ROI strategy large brands use. If you don't know what metrics to measure and want to know if social media is worth your time, this class is for you.
Advanced Content Marketing & SEO: How to Publish More and Rank HigherAndy Crestodina
The art of delegation, collaboration and repurposing. These are advanced content marketing tactics for search engine optimization (SEO) for people who want to publish more content and rank higher in search. Learn how to...
• Turn your sent mail into high ranking articles
• Delegate repeatable tasks to virtual assistants
• Update older content for higher rankings and more traffic
• Support the URLs that need it most with targeted links in roundup contributions
Recommended for bloggers and marketers with 5+ years of experience, or anyone who wants to level up their content marketing and SEO skills.
Social Media Summer School - Session 2 (social media strategy & voice)Rare Communications
Learn how to create a social media strategy and choose your voice on social media. Learn about what is a social media strategy, which social networks you should be on (Facebook, Twitter, Instagram, LinkedIn, Google plus,
Sincerely Social: The Real Benefits of Social Media Marketing for E-commerceSandi Garcia
Originally presented at www.ecomchicago.com on October 17, 2014. "Social" Sandi Garcia helps you sort through the myths surrounding social media marketing benefits and help you decide if you need to include a social media strategy in your marketing efforts. She also helps you choose which networks are a best match for your customer base.
In this presentation, Eric Most (Co-Owner of Most Insurance) and I talked about the Who, What, When, Where, Why and How of social media and digital marketing for independent insurance agencies.
Learn why this presentation (all new for 2014) is one of the National DMA’s top 5 “Back by Popular Demand” presentations the last 4 years running….
Do you know…The 9 Immutable Laws of Social Media Marketing?
Do you manage… The 8 stages of Social Media Engagement (and disengagement)?
What is… The State of Social Media Marketing 2014?
Details:
To be successful in social media marketing one must understand the rules. These 9 laws provide context for what to both expect via Social Marketing and how to engage, build an engaged fan base and also drive sales.
Social Media is getting more fragmented and its becoming harder to engage. Get the ammunition you need to engage fans and drive social media ROI in 2014!
Unique case studies will be presented as an example of how to successfully use the 9 laws…
In this informative session Jim Gilbert, author for ROI Magazine, President of the FDMA and former direct marketing professor will take you through example packed case studies including how The Fresh Diet went from 94 fans to 60,000 likes, and their secrets for driving engagement, FANaticism and sales.
Developing your Twitter and overall social media strategyLucy Goetz
My presentation from Forward Ladies Positive Women's Day 27th February 2014 - focusing on where to start with social media - including setting objectives, KPIs, choosing platforms and key messages and audiences.
Setting Social Strategy: Finding the right networks, posting the right messages at the right time. Kristen Ferrer presenting at the 2014 Virginia Women's Business Conference.
Fundraising using social media: A briefingMark Walker
Presentation from a briefing session I ran in Brighton on 7 December 2011 covering fundraising and social media.
<My main aim is to inspire people to get on and do it - to pick up the reins and start trying to make it work.
Explore our comprehensive data analysis project presentation on predicting product ad campaign performance. Learn how data-driven insights can optimize your marketing strategies and enhance campaign effectiveness. Perfect for professionals and students looking to understand the power of data analysis in advertising. for more details visit: https://bostoninstituteofanalytics.org/data-science-and-artificial-intelligence/
Techniques to optimize the pagerank algorithm usually fall in two categories. One is to try reducing the work per iteration, and the other is to try reducing the number of iterations. These goals are often at odds with one another. Skipping computation on vertices which have already converged has the potential to save iteration time. Skipping in-identical vertices, with the same in-links, helps reduce duplicate computations and thus could help reduce iteration time. Road networks often have chains which can be short-circuited before pagerank computation to improve performance. Final ranks of chain nodes can be easily calculated. This could reduce both the iteration time, and the number of iterations. If a graph has no dangling nodes, pagerank of each strongly connected component can be computed in topological order. This could help reduce the iteration time, no. of iterations, and also enable multi-iteration concurrency in pagerank computation. The combination of all of the above methods is the STICD algorithm. [sticd] For dynamic graphs, unchanged components whose ranks are unaffected can be skipped altogether.
1. How to get more
from your social presence
with competitor analytics
Jamie Riddell –
Co-Founder BirdSong Analytics
May 2015
2. 3
Who is Jamie Riddell?
• Formerly:
– One of the first UK buyers of ‘online ads’ 1996/1997
– Co-Founder of Digital Agency ‘Cheeze’ 1999 – 2009
– Director/Significant Shareholder Jaywing PLC
– National Media Museum Advisor, Internet
– Writer for TheNextWeb, Archant, Global Marketing Alliance
• Now:
– Co-Founder BirdSong Analytics
– Co-Founder/CEO Digital Tomorrow Today
– Director – V4 Technical
Google “Jamie Riddell” for more…
www.birdsonganalytics.com
4. 5
What is BirdSong?
• On demand social media analytics tool for any brand on Twitter, Facebook,
Instagram and shortly, YouTube
• We deliver insights on the who, what and when of a brands’ activity on
social media
• Brand activity & results is our focus. Brand mentions & sentiment are well
catered for in this industry
5
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3 Areas to make improvements
• We believe success comes from focusing on three areas of a
strategy:
• The Right Audience
• At The Right Time
• With The Right Message
• Throughout this presentation we will take examples of brand
activity across Twitter & Facebook
• All this data is available from and analysed with BirdSong
• BirdSong does not administer any of these Facebook pages or manage
their Twitter/Instagram accounts
www.birdsonganalytics.com
7. 8
Are we talking to the right people?
• The number of fans/followers is of no use if
we are not talking to the right audience.
• With Facebook & Instagram a third party can
only see the active users of any page – those
that engage with the page/account.
• With Twitter we can see a lot more about the
followers for much deeper analysis…
www.birdsonganalytics.com
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Understanding Twitter Followers
• Every follower can provide more
information about themselves including:
– Name
– Biography/Interests
– Location
• And more about themselves with:
– Accounts they follow
– Frequency of Tweeting
– Tools they use
www.birdsonganalytics.com
9. 10
The Audience
Twitter will tell us how many followers and following any account has
But what else can we learn about our followers?
www.birdsonganalytics.com
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Active Followers?
• How many followers are active?
• How many followers are ‘real’?
Are these new or
experienced users?
www.birdsonganalytics.com
11. 12
Gender & Location
First Name Lookup
Biography Location, if Provided
Understanding gender & location
Is a first step to knowing more
about our audience
www.birdsonganalytics.com
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Interests/Activity
How do the followers define their interests?
If we understand more of their interests can we create more relevant content?
www.birdsonganalytics.com
13. 14
Interests/Activity
CIM may not tell us much so let’s look at someone else..
• Cycling, Fan, Bike, Sports – all obvious
• Husband, Dad, Father shows these are family men
• Should we be creating content to further reflect their status?
Analysis of all Twitter followers from @TeamSKY
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Interests/Activity
What can we learn from @Selfridges ?
• Fashion, Beauty, Designer all obvious
• Student, Blogger, Food, Instagram
• Can we learn any more about their potential purchasing intent?
Analysis of all Twitter followers from @selfridges
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Location –
Are they in your target catchment?
• Location becomes important when you have selling
boundaries..
– Retail, Drive Time, Country Rules
Research from
AutoTrader suggests 1
in 5 car buyers are
willing to travel
anywhere in the UK to
view a car.
The average is 60
miles.
How does this match
your Twitter audience?
www.birdsonganalytics.com
16. 17
Take it Further
• Twitter follower data is publicly available
• We can see your followers AND your competitors
• www.birdsonganalytics.com/export-twitter-followers-2015/
• Export and analyse your followers competitors
• Create an engagement strategy for your target
followers –
– Follow Back
– Create Lists
– Advertise with Tailored Audiences
www.birdsonganalytics.com
18. 19
When is the Right Time on Twitter?
• When is the best time to tweet?
• Is it based on your tweet activity?
– That will only highlight what you’ve already done
• Is it based on when you’re in the office?
– Assuming no-one tweets evenings & weekends
• Or is it based on when your audience is
active?
www.birdsonganalytics.com
19. 20
When does Sky tweet?
Tweets from @skyHD based on the latest 3,200 tweets
• Tweet volume focused on office hours with evening extension
• Largest volume of tweets at 13:00 and 15:00
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When is the audience most active?
Tweets from @skyHD based on the latest 3,200 tweets
• Followers most active in the evening
• Focusing more resource later in the evening could provide better engagement
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What about Facebook?
• Improving your timing on Facebook could
make a real difference
• We know organic reach is low but it’s not a
conspiracy to push paid ads
• It’s because Facebook has so many other
stories they could show a user at any one
time
• Why would they share yours?
www.birdsonganalytics.com
22. 23
Herd Mentality?
• Here is the posting schedule for 64 of the UK’s largest
retailers
• Heavy focus on office hours – peaking at 9am and 5pm
• All the brands want your attention at the same time!
www.birdsonganalytics.com
23. 24
Everyone at once?
• Here is the daypart posting schedule for 4 of the biggest
supermarkets
• Slight variations in volume but a steady pattern of presence
www.birdsonganalytics.com
24. 25
Is Facebook closed at weekends?
• Here is the weekday posting schedule for 4 of the
biggest supermarkets
All brands decrease weekend activity
www.birdsonganalytics.com
25. 26
Why is this a problem?
• All brands are competing with each other
• If a user followed more than one
Supermarket brand (or any brand), Facebook
will have to choose which ones to promote
• That’s assuming the audience is active during
office hours
• The smarter marketer would find some
clearer air for greater engagement potential
26
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When can we achieve better engagement?
Average number of likes per post is lower in the day than posts in the evening
In part due to the lower volume but consider when you are on Facebook?
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Finding the right time
• Finding a better time to post can help
improve engagement rates, provide greater
potential reach and achieve more results
• By analysing brand activity we can better
understand when our competitors are active,
how well they perform and when our potential
audience is active
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The Right Time & Right Audience
• We now know who our audience is, and (on
Twitter) who our competitor’s audience are
– We can better target our own messages,
engage or advertise to our competitors’
followers
• We also know more about when our audience is
active and when we should be posting better
• We know this for our competitors too..
• Use these opportunities to trial new messages or
‘go fishing’ when your competitors are sleeping!
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Tailor the Message to the Audience
• If we know about our audience on Twitter we
can better tailor a message.
• If they define themselves as husbands or
fathers, try some more content focused
around these elements.
• If the followers are interested primarily in
digital marketing, ensure a good volume of
digital marketing content.
31www.birdsonganalytics.com
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What Content do we share?
• What works well for
our competitors?
• Can we learn from
what other brands
are posting?
www.birdsonganalytics.com
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Is it on brand?
An old example from Confused.com and Money Supermarket Facebook posts
www.birdsonganalytics.com
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What Format on works best on Facebook?
• Photos work well for engagement
• Videos are starting to achieve even higher
engagement
• Check your weighting for post type – push more
of the engaging types
Average Engagements on Facebook
Averages across 94,138 UK retail posts
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Call to action – Like for Likes
• If you want engagement, ask for it!
• Based on the analysis of 94,138 UK retail posts on Facebook
– Posts without a call to action averaged
– 430 likes
– 86 shares
– 54 comments
• Posts with a ‘Like This’ call to action averaged
– 6,295 likes
– 544 shares
– 653 comments
• Posts with a simple call to action increase engagement across all metrics
• Is that so hard to achieve?
www.birdsonganalytics.com
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Want increased reach? Ask for it!
• Don’t expect people to share if you don’t ask
• Based on the analysis of 94,138 UK retail posts on Facebook
– Posts without a call to action averaged
– 430 likes
– 54 comments
– 86 shares
• Posts with a ‘Share This’ call to action averaged
– 1,368 likes
– 985 shares
– 260 comments
• Asking to share could double your reach. For Free!!
• Is that so hard to achieve?
www.birdsonganalytics.com
36. 37
Right Audience, Right Time, Right Message
1. Understanding your audience & competitor
audience can help improve your connection.
2. Improving your timing can provide better
chance for reach or engagement.
3. Identifying competitor content performance can
help shape/improve your own work. Asking for
engagement can more than double it.
3 simple processes you could do before we’ve
discussed advertising budgets…
www.birdsonganalytics.com
37. 38
Insights from BirdSong Analytics
• All insights were provided from BirdSong
• We provide insights for any brand
• No monthly fees
BirdSong is wholly owned by Digital Tomorrow Today Ltd.
Visit www.birdsonganalytics.com to find out more
Editor's Notes
This is a picture of me looking really important
Exporting Twitter Followers, the definitive guide www.birdsonganalytics.com/export-twitter-followers-2015/
We can understand more about our followers for greater success