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Unlocking Insights with
Facebook Topic Data
Practical use cases on how you can use
Sysomos Scout to analyze Facebook topic
data and boost your social strategy.
1
Agenda
• Why Facebook data
• What is Facebook topic data
• What is Sysomos Scout
• Scout Use Cases
• Question Period
Why Facebook Data?
1B+
DAILY ACTIVE USERS
People spend 46 mins/day
on Facebook
SME BUSINESS
With active Facebook Pages
ACTIVE ADVERTISERS
$5.6B Q415 Ad Revenue
1.59 billion people
monthly active users
Demographics not available
via other sources
Data structured for
easy analysis
Content designed for
their friends
Source: Facebook Q4 2015 Earnings Report
40M+ 2M+
What is Topic Data?
Sysomos Scout captures insights drawn from millions of posts, reactions, comments, and shares across the entire
Facebook network – all in a way that keeps personal information private.
Topic Data is anonymous and aggregated content data about specific activities, events, brand names and other
subjects that people are sharing on Facebook.
What is Topic Data: Insights From a Network of 1.59 Billion People
WITHOUT FACEBOOK TOPIC DATA + FACEBOOK TOPIC DATA
Analysis across public social data sources
6x
Source: DataSift, analysis includes Twitter, Tumblr, blogs, forums.
(Search done on an automotive brand)
• Facebook has historically been a black box
• Because of Facebook’s massive user base, combined
with highly accurate demographic data (birthday, geo,
etc.), brands now can understand their audience in new
ways
• A much more representative view of their social media
analysis
What is Topic Data: Additional Reporting Capabilities
Sysomos Scout: Facebook Topic Data Analysis Tool
Age Ranges: 18-24, 25-34, 35-44, 45-54, 55-64, 65+, unknown
Author Type Fan page or user page
Country Breakdown by country
Gender Breakdown by gender
Hashtags Find out what the top hashtags used are
Interaction Type Story, comment, like, share, or reshare
Links Top links shared around a topic
Media Type Post, photo, share, link, video, or note
Top Topics “Top Topics” and related topics (determined by Facebook)
Sentiment Sentiment of posts (determined by Facebook)
8
Sysomos Scout: What Targets are Available for Analysis?
Sysomos Scout: Scout Data Within the Facebook Ecosystem?
• Facebook Audience Insights
o Builds customized audiences for targeting
purposes
• Facebook Page Insights
o Gives a brand deep analytics on visits,
reach, posts, comments, shares to their
own brand pages
• Sysomos Scout can help to inform strategies for
BOTH of these Facebook tools
o Topic Data is a much more macro view of
Facebook conversations
Using Sysomos Scout
Beyond Basic Reporting
10
Industry Audience Brand
Industry Benchmarking
Topic Analysis
Trend Monitoring
Content Discovery
Audience Discovery & Expansion
Audience Affinity Analysis
Targeted Campaign Development
Brand Management
Campaign Analysis
Competitive Benchmarking
Use Scout Across Your Business
Challenge
• Weight loss company needed to confirm their
target audience before running a campaign.
• Company assumed target audience was middle-
aged women.
Use Case: Audience Validation and Content Creation
Solution
• Researched engagement around their brand
and weight loss topics to surface:
o The demographics of the most engaged
audiences
o Uncover most popular topics being
associated with weight loss
Results
• After seeing the results, conversations about
weight loss was largely being lead by men.
• Repurposed marketing materials to be more
gender neutral and adjusted ad buys to reach
more men.
• Brand also learned that “yoga” and “hiking”
were popular topics
• Created marketing material highlighting these
activities to drive engagement and sales
Use Case: Audience Validation and Content Creation
Challenge
• Large media company wanted to increase ad
sales for their TV networks
Use Case: Ad Sales
Solution
• Researched audiences engaging with their
various networks and shows
• Compared interaction volumes and mentions of
other shows airing at the same time
Results
• Demographic metrics showed prospective brands
exactly what audiences they would reach by
advertising on specific networks and shows
• Increased ad sales by showing new opportunities
to existing advertisers and added new clients
based on these audience insights
• Also helped them understand audiences to target
their own marketing content
Use Case: Ad Sales
Use Case: Product Development
Challenge:
• An audio company was planning to release a new
version of their bluetooth speaker in hopes of
increasing sales.
• They needed to research engagement around their current
product
• The brand also wanted to identify the most important
and popular product features
• Wanted to use insights to inform product development
Use Case: Product Development
Solution:
• Studied competitive landscape to understand how their
engagement stacked up against competitors
• Analyzed the way consumers discussed specific
product features in their product vs. competitors
• Identified strengths and weaknesses in their product
• These audience insights helped the product
development teams prioritize features
Results:
• The new product addressed the most important
features their customers desired
• Highlighted new features in their marketing campaigns
• Continued to monitor conversations around their
product throughout the release to track sentiment or
engagement shifts.
• Ultimately contributed to sales success
Use Case: Reach your Audience in a Competitive Industry
Challenge:
• Leading sports drink company was faced with a new
market entrant and feared losing market share.
• Traditional alternatives for research were expensive and
time intensive.
Use Case: Reach your Audience in a Competitive Industry
Solution:
• Compared engagement rates across
demographic groups with more specific
product features (price, taste, etc.)
• Surfaced content and competitive
messaging
Results:
• Ability to repurpose and accurately target
content for increased engagement and cost
savings
• Helped inform Facebook advertising
strategies
• Identified a new demographic group they
didn’t know engaged with their brand
• Surfaced topics frequently mentioned with
their brand to inform content creation and
possible partnership opportunities
Use Case: Market Research
Challenge:
• A high-end hotel chain wanted to pursue a
partnership with an automotive brand to provide
rides to the hotel from the regional airport
• They wanted to understand what automotive
brands are most popular amongst their customer
base so they could come up with unique ways to
market to their audience and differentiate their
guest services
Use Case: Market Research
Solution:
• They researched the average profile of their
guests (men, business traveler, ages 30-50) to
surface the car brands these groups were
discussing most.
Results:
• The company learned that a luxury car brand
was the most popular vehicle and pursued a
partnership to:
o Create co-branded marketing efforts to
expand their reach to more of their target
customers
o Improve customer experience and retention
rates by offering complimentary car service
for their customers
Learn More
• If you’d like a demo of Scout please contact
your account team or visit sysomos.com/scout
and fill out the demo request form
• Feel free to contact us for follow up questions
o Facebook facebook.com/sysomos
o Twitter @sysomos
o Email community@sysomos.com
• Please visit sysomos.com/webinars to sign up
for our great webinar topics.
Thank You For Joining Us
23

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Unlocking Insights With Facebook Topic Data

  • 1. Unlocking Insights with Facebook Topic Data Practical use cases on how you can use Sysomos Scout to analyze Facebook topic data and boost your social strategy. 1
  • 2. Agenda • Why Facebook data • What is Facebook topic data • What is Sysomos Scout • Scout Use Cases • Question Period
  • 3. Why Facebook Data? 1B+ DAILY ACTIVE USERS People spend 46 mins/day on Facebook SME BUSINESS With active Facebook Pages ACTIVE ADVERTISERS $5.6B Q415 Ad Revenue 1.59 billion people monthly active users Demographics not available via other sources Data structured for easy analysis Content designed for their friends Source: Facebook Q4 2015 Earnings Report 40M+ 2M+
  • 4. What is Topic Data? Sysomos Scout captures insights drawn from millions of posts, reactions, comments, and shares across the entire Facebook network – all in a way that keeps personal information private. Topic Data is anonymous and aggregated content data about specific activities, events, brand names and other subjects that people are sharing on Facebook.
  • 5. What is Topic Data: Insights From a Network of 1.59 Billion People WITHOUT FACEBOOK TOPIC DATA + FACEBOOK TOPIC DATA Analysis across public social data sources 6x Source: DataSift, analysis includes Twitter, Tumblr, blogs, forums. (Search done on an automotive brand)
  • 6. • Facebook has historically been a black box • Because of Facebook’s massive user base, combined with highly accurate demographic data (birthday, geo, etc.), brands now can understand their audience in new ways • A much more representative view of their social media analysis What is Topic Data: Additional Reporting Capabilities
  • 7. Sysomos Scout: Facebook Topic Data Analysis Tool
  • 8. Age Ranges: 18-24, 25-34, 35-44, 45-54, 55-64, 65+, unknown Author Type Fan page or user page Country Breakdown by country Gender Breakdown by gender Hashtags Find out what the top hashtags used are Interaction Type Story, comment, like, share, or reshare Links Top links shared around a topic Media Type Post, photo, share, link, video, or note Top Topics “Top Topics” and related topics (determined by Facebook) Sentiment Sentiment of posts (determined by Facebook) 8 Sysomos Scout: What Targets are Available for Analysis?
  • 9. Sysomos Scout: Scout Data Within the Facebook Ecosystem? • Facebook Audience Insights o Builds customized audiences for targeting purposes • Facebook Page Insights o Gives a brand deep analytics on visits, reach, posts, comments, shares to their own brand pages • Sysomos Scout can help to inform strategies for BOTH of these Facebook tools o Topic Data is a much more macro view of Facebook conversations
  • 10. Using Sysomos Scout Beyond Basic Reporting 10
  • 11. Industry Audience Brand Industry Benchmarking Topic Analysis Trend Monitoring Content Discovery Audience Discovery & Expansion Audience Affinity Analysis Targeted Campaign Development Brand Management Campaign Analysis Competitive Benchmarking Use Scout Across Your Business
  • 12. Challenge • Weight loss company needed to confirm their target audience before running a campaign. • Company assumed target audience was middle- aged women. Use Case: Audience Validation and Content Creation
  • 13. Solution • Researched engagement around their brand and weight loss topics to surface: o The demographics of the most engaged audiences o Uncover most popular topics being associated with weight loss Results • After seeing the results, conversations about weight loss was largely being lead by men. • Repurposed marketing materials to be more gender neutral and adjusted ad buys to reach more men. • Brand also learned that “yoga” and “hiking” were popular topics • Created marketing material highlighting these activities to drive engagement and sales Use Case: Audience Validation and Content Creation
  • 14. Challenge • Large media company wanted to increase ad sales for their TV networks Use Case: Ad Sales
  • 15. Solution • Researched audiences engaging with their various networks and shows • Compared interaction volumes and mentions of other shows airing at the same time Results • Demographic metrics showed prospective brands exactly what audiences they would reach by advertising on specific networks and shows • Increased ad sales by showing new opportunities to existing advertisers and added new clients based on these audience insights • Also helped them understand audiences to target their own marketing content Use Case: Ad Sales
  • 16. Use Case: Product Development Challenge: • An audio company was planning to release a new version of their bluetooth speaker in hopes of increasing sales. • They needed to research engagement around their current product • The brand also wanted to identify the most important and popular product features • Wanted to use insights to inform product development
  • 17. Use Case: Product Development Solution: • Studied competitive landscape to understand how their engagement stacked up against competitors • Analyzed the way consumers discussed specific product features in their product vs. competitors • Identified strengths and weaknesses in their product • These audience insights helped the product development teams prioritize features Results: • The new product addressed the most important features their customers desired • Highlighted new features in their marketing campaigns • Continued to monitor conversations around their product throughout the release to track sentiment or engagement shifts. • Ultimately contributed to sales success
  • 18. Use Case: Reach your Audience in a Competitive Industry Challenge: • Leading sports drink company was faced with a new market entrant and feared losing market share. • Traditional alternatives for research were expensive and time intensive.
  • 19. Use Case: Reach your Audience in a Competitive Industry Solution: • Compared engagement rates across demographic groups with more specific product features (price, taste, etc.) • Surfaced content and competitive messaging Results: • Ability to repurpose and accurately target content for increased engagement and cost savings • Helped inform Facebook advertising strategies • Identified a new demographic group they didn’t know engaged with their brand • Surfaced topics frequently mentioned with their brand to inform content creation and possible partnership opportunities
  • 20. Use Case: Market Research Challenge: • A high-end hotel chain wanted to pursue a partnership with an automotive brand to provide rides to the hotel from the regional airport • They wanted to understand what automotive brands are most popular amongst their customer base so they could come up with unique ways to market to their audience and differentiate their guest services
  • 21. Use Case: Market Research Solution: • They researched the average profile of their guests (men, business traveler, ages 30-50) to surface the car brands these groups were discussing most. Results: • The company learned that a luxury car brand was the most popular vehicle and pursued a partnership to: o Create co-branded marketing efforts to expand their reach to more of their target customers o Improve customer experience and retention rates by offering complimentary car service for their customers
  • 22. Learn More • If you’d like a demo of Scout please contact your account team or visit sysomos.com/scout and fill out the demo request form • Feel free to contact us for follow up questions o Facebook facebook.com/sysomos o Twitter @sysomos o Email community@sysomos.com • Please visit sysomos.com/webinars to sign up for our great webinar topics.
  • 23. Thank You For Joining Us 23

Editor's Notes

  1. Facebook is unlike any other social network. It has the largest active user base, and the the most complex demographic data, so you can understand your audience like never before.
  2. Are you already analyzing Facebook data from public sources? Well here on the left is how much data you’re getting compared to how much data you can access with Facebook topic data. Facebook Topic Data is 2-6x Twitter volumes Facebook Topic Data is 10x Facebook Brand Pages
  3. We built Sysomos Scout to help you make sense of all this Facebook data, so you can turn insights into action.