Social as a grown-up consumer insight tool

Rebecca Carson | Head of Insights | rebeccac@brandwatch.com | Tel: +44 (0)1273 234 290

Coming Up/
• Introductions
• Social Media Research: how far we’ve come
• Practical help: making sense of social data
• Case Study Example: attitudes towards HIV treatment
2© 2014 Brandwatch | www.brandwatch.com | @brandwatch

© 2014 Brandwatch | www.brandwatch.com
Brandwatch/ Company Overview
1000+
Clients
in 15
Markets
94%
Customer
Satisfaction
Twitter Certified Product Supporting
Clients in
27
Language
s
World
Class
Development
& Services
Team
180 Employees
50 Product Developers
7 PhD Staff Members
Rapidly Growing
Client Base
137% YoY
International Presence
• Brighton
• Berlin
• Chicago
• New York

Crawl
Store and
Index
How it Works
Analyse
3
Present
4
Engagement
partner
5
• Crawl 70M+
sites including
key social
networks
• 27 languages
• Powerful search
operators
• 20Bn + indexed
URLs
• Years of historical
data
• Automated topic &
sentiment analysis
in all 27
languages
• Automate
common tasks
including alerts
• Advanced
analytics modules
• Automatic
categorisation
with rules
• Custom
dashboards
• Reporting &
alerts
• Action insight
via integrations

Insights at Brandwatch
Rebecca has
nearly seven
years experience
in commercial
research with
over four years
specialising
in social
media insight.
Rebecca
Carson
Head of Insights

Rebecca has six
years experience
in commercial
research with
over four years
specialising
in social
media insight.
Introductions
Rebecca
Carson
Andrew
Key
Emelie
Swerre
Edward
Crook
Head of Insights Junior AnalystSenior AnalystSenior Analyst
Edward has been
a social media
analyst with us
since 2012,
and working in
digital media for
three years.
Emelie has four
years research
experience,
with two years
specialising
in turning big data
into useful insights.
Andrew joined the
team following his
MA in Critical
Theory, and his role
as a researcher for
data visualisations.

Social Media
Research
How far we’ve come

Evolution of Social Media Analytics
8
Volume &
Share
© 2014 Brandwatch | www.brandwatch.com | @brandwatch

9
Sentiment
Volume &
Share

10
Volume &
Share
Sentiment
Sentiment
Drivers

11
Volume &
Share
Sentiment
Sentiment
Drivers
Thematic
Category
Analysis

Volume &
Share
Sentiment
Sentiment
Drivers
Thematic
Category
Analysis
Author
Segmentation

Volume &
Share
Sentiment
Sentiment
Drivers
Thematic
Category
Analysis
Author
Segmentation
me my competiton my category my consumers

Practical Help
Making Sense of Social Data
© 2014 Brandwatch | www.brandwatch.com 14

There’s a lot of talk about companies using social
media
0
1000
2000
3000
4000
5000
6000
7000
Jan-12 May-12 Sep-12 Jan-13 May-13 Sep-13 Jan-14
#MENTIONSPERWEEK
Brandwatch data from the UK, all page types for social media related to business and analytics
15
UK ONLINE CONVERSATIONS ABOUT SOCIAL FOR BUSINESS INSIGHT

Now what…?

Step One/ De-mystifying social data

18
Exciting
!

19
Exciting Messy
!

20
Exciting Messy Detailed
!

21
Intimidating
!

22
Intimidating Just data
!

Step Two/ Understand why you’re doing this
WHY am I doing this?

Step Three/ Understand your audience

Step Four/ Ask yourself how often is it helpful to see
this data?

Step Five/ Consider what you already know

Step Six/ Make sure you’ll know what “good” looks like

Step Seven/ Cross your data points as much as you can
Author Type Attitude Channel
Discussion
Topics

Discussion
Topics
Author Type Attitudex = CONSUMER SEGMENTATION

Discussion
Topics
Discussion
Topics
Attitude x = SUCCESS & PAIN POINTS

Discussion
Topics
Discussion
Topics
Author Type
Discussion
Topicsx = INFORM TARGETED MESSAGING

Discussion
Topics
Discussion
Topics
Author Type
Discussion
Topicsx = INFORM TARGETED MESSAGING
All of the above x Channel = INFORM ONLINE CHANNEL STRATEGY

Case Study
Understanding attitudes
towards HIV Treatment

Understanding attitudes towards HIV Treatment
The need:
Inform communication strategy for treatments.
The approach:
Better understand how different author groups interests/priorities differ, in
order to inform targeted messaging.
The methodology:
1. Design a query to bring back discussion of HIV treatment
solutions
2. Take statistically confident random samples
3. Categorize and segment author types and topics within the
sample, in a detailed and organic/data-lead analysis
PHARMA CLIENT
A leading pharmaceutical
agency
P

Patient
Journalist
HCP
Support Worker
Medical Publisher
Patient Group
Medical Students
Care giver
Other Consumers
Naturally occurring author segments
AUTHOR GROUPS DISCUSSING HIV TREATMENT
The author has HIV
Individual journalist/news owned accounts
Healthcare Professionals
Employed by a HIV support group
Social accounts of Medical publications
Patient support group account
Currently studying medicine
Any other individual/general consumers
Relative/close friend of patient
31%
1%
24%
12%
8%
11%
6%
4%
3%

Key perceived benefits of treatment
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Less likely to pass on Increased life
expectancy
Cure/Long term
remission
Living a normal life Less likely to pass in
utero
%TOTALMENTIONS
BENEFITS OF TREATMENT DISCUSSED ONLINE
TWITTER
@june96
“ If you are living with HIV and taking
treatment regularly, you are up to 96%
less likely to pass on the virus
#LoveIsInMyBlood”
BLOG
Gmfa.org.uk
“ Although I know my life would be easier if I were
HIV-negative, the politically incorrect truth is that
being positive just isn't that bad. All the trouble I
have comes from other people's attitudes and
opinions”

Treatment benefit discussion varied to reflect
different interests
0%
25%
50%
75%
100%
Less likely to pass on Increased life
expectancy
Cure/Long term
remission
Living a normal life Less likely to pass in
utero
%OFBENEFITMENTIONS
Patient Journalist HCP Support Worker Medical Publisher Patient Group Medical Students Other Consumers

Key Thoughts

Key thoughts about social media as a grown-up
research tool
• Social media is a valuable resource for consumer insight.
• Don’t be dazzled by all the buzz and hype.
• To get the best out of it, approach it logically and apply the same process
and rigour as you would when using other data sets:
• Think about your objectives
• Plan your project well
• Cross your data points as much as you can
• Always be thinking about how your business can take action
on the finding
• Put understanding your consumers at the heart of social research

Thanks for listening / Say hello
@brandwatch
www.brandwatch.com
UK: +44 (0)1273 358 635
rebeccac@brandwatch.com

Social as a grown-up consumer insight tool

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