Creating Actionable Social Media Reporting Masterclass 2015, London

1. Emelie Swerre / Senior Insights Analyst for Brandwatch
Creating actionable social media reporting

2. Agenda
Hints for successful social media research (10 mins)
• Including listening in your social engagement
• Planning and structuring research projects
Case studies (10 mins)
• Identifying influencer networks
• Knowing when best to engage with your online audiences and
measuring the success of your social interactions
Questions & Discussion (10 mins)
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3. PLANNING A
SUCCESSFUL
SOCIAL
RESEARCH
PROJECT
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4. Don’t rush in
Without listening, Social ROI is hard to establish:
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PLAN ENGAGE ROI?

5. Evidence based social brand management
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LISTEN PLAN ENGAGE
LISTENROI

6. Conducting Social Research can sometimes
feel a bit like this…
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Now what…?

7. We don’t just want data, we want INSIGHT
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That’s interesting
DATA
Mind BLOWN
INSIGHT

8. There’s an old saying…
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IN OUT
=
…a great social insights report is all in the preparation

9. Think about why you’re doing this…
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• What value are we hoping social will bring to the research mix?
• What do we want to be able to do that is new or different based
on this report?

10. Consider your audience…
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• What is their level of understanding about this kind of work?
• What decisions are they empowered to make in their roles?

11. Think about benchmarking
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• How will you know what good looks like?
Think about:
• 1-2 competitors who they think of
as being pretty similar to them, to
help to understand where they
are NOW.
• 1-2 competitors who are aspirational
in some way that is relevant to all
the other aims/background you’ve
already asked them about, to help
show them how to get to where
they want to be.

12. And finally…be specific
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Create a project plan containing the specific questions you
want to answer, so you can plan metrics that will answer them.

13. CASE STUDY 1
Identifying influencer networks/
Slippers for Shelter
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14. Identifying influencer networks
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CHARITY
The scope/
Locate individuals for Twitter outreach,
understanding how these individuals
are connected and who is influential
within the network.
Method/
1. Identify influencers using Brandwatch.
2. Visualise how these influencers
are connected to identify key players
in the network.

15. Refine and filter your list
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Figure 6/ Most influential online authors discussing @Shelter

16. Make sense of your influencers and their connections
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…Now you know who you should be connecting with!
http://www.aaai.org/ocs/index.php/ICWSM/09/paper/view/154/1009
"Made with Brandwatch data plugged into Gephi"

17. CASE STUDY 2
Knowing when best to engage
with your online audiences/
Telecom Client
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18. Knowing when best to engage with your audiences
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TELECOM CLIENT
The scope/
To understand when your audiences are
most active online to know when best to
carry out your social interactions and how
to measure the impact of your customer
engagement.
Method/
1. Using Brandwatch’s new average
Time-of-Day analytics as a base for
creating a Twitter engagement/
customer service strategy.
2. Looking at before and after audience
sentiment following customer service
interactions.
3. Measuring social customer service
response rates.

19. Average daily interactions/ Twitter
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0%
2%
4%
6%
8%
10%
00:00
02:00
04:00
06:00
08:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
%MENTIONSPERHOUR
COMPETITOR 1
0%
2%
4%
6%
8%
10%
00:00
02:00
04:00
06:00
08:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
COMPETITOR 2
0%
2%
4%
6%
8%
00:00
02:00
04:00
06:00
08:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
COMPETITOR 3
• Brand Replies • Consumer Posts

20. Average time of the day trend/ Twitter
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0%
5%
10%
15%
20%
0%
5%
10%
15%
• @mentions
• Owned
• RTs
• All other
2013 2014

21. Measuring the success of Twitter CS engagements
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-36%
-40%
-20%
0%
25%
50%
75%
100%
Competitor 1 Competitor 2 Competitor 3
%CSTWEETS
SENTIMENT AT ENGAGEMENT START
-19%
-29%
0%
0%
25%
50%
75%
100%
Competitor 1 Competitor 2 Competitor 3
%CSTWEETS
SENTIMENT AT ENGAGEMENT END
-40%
-36%
-20%
0%
25%
50%
75%
100%
Deutsche Telekom O2 Vodafone
%CSTWEETS
SENTIMENT AT ENGAGEMENT START
Negative Neutral Positive NET SENTIMENT 17% 11% 19%

22. Detailed response time data
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TWITTER Minimum Average Maximum
Competitor 3 33 sec 51.9 min 23.56 hr
Competitor 1 64 sec 57.8 min 2.0 days
Competitor 2 2.65 min 23.26 hr 12 days
FACEBOOK
(first response)
Minimum Average Maximum
Competitor 3 1.28 min 1.46 hr 4.5 days
Competitor 1 1.22 min 1.85 hr 5.6 days
Competitor 2 1.28 min 10.57 hr 6.3 days

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24. Document Limitation
The information given in this document has been checked for accuracy and completeness however Brandwatch
shall not be liable for any errors or omissions.
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