Writing Key Findings, General Trends and Recommendations

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After listening comes writing. . . Here are more tips in delivering useful reports out of disorganized and sometimes chaotic social media conversations.

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Writing Key Findings, General Trends and Recommendations

  1. 1. Writing Key Findings, General Trends and Recommendations © 2011 brandtology. All rights reserved.
  2. 2. © 2011 brandtology. All rights reserved. 2
  3. 3. FINDINGS© 2011 brandtology. All rights reserved. 3
  4. 4. How to search for actionable key findings© 2011 brandtology. All rights reserved. 4
  5. 5. How to search for actionable key findings© 2011 brandtology. All rights reserved. 5
  6. 6. How to search for actionable key findings© 2011 brandtology. All rights reserved. 6
  7. 7. How to search for actionable key findings© 2011 brandtology. All rights reserved. 7
  8. 8. How to search for actionable key findings© 2011 brandtology. All rights reserved. 8
  9. 9. Pay attention to positive comments that have been consistently mentionedby netizens. POSITIVE © 2011 brandtology. All rights reserved. 9
  10. 10. Watch out for negative comments that have been recurring for months. NEGATIVE XXXXX XXXX XXXXX X X © 2011 brandtology. All rights reserved. 10
  11. 11. How to search for actionable key findings© 2011 brandtology. All rights reserved. 11
  12. 12. How to search for actionable key findings© 2011 brandtology. All rights reserved. 12
  13. 13. How to search for actionable key findings© 2011 brandtology. All rights reserved. 13
  14. 14. How to search for actionable key findings Brandtology Wheel© 2011 brandtology. All rights reserved. 14
  15. 15. How to search for actionable key findingsFind behavioural patterns. Identify opportunities and threats that could have impact on our client’s brand. Never take individual insights but do not totally ignore them. Discover strengths and weaknesses of our clients and their competitors. Identify recurring issues. Notice how netizens use social media. Get in touch with current events. See opposing views. © 2011 brandtology. All rights reserved. 15
  16. 16. Writing Key Findings and General Trends © 2011 brandtology. All rights reserved. 16
  17. 17. How do we write Key Findings and General Trends? Key Findings vs General Trends Cluster Analysis Trend AnalysisCluster Analysis is a class of statistical In statistics, trend analysis often refers totechnique that can be applied to data that techniques for extracting an underlying patternexhibit “natural” groupings. of behaviour in a time series which would otherwise be partly or nearly completely hidden by noise. © 2011 brandtology. All rights reserved. 17
  18. 18. Cluster Analysis for Key Findings 18
  19. 19. Cluster Analysis 19
  20. 20. Cluster Analysis The Key Findings capture the general clusters which are then elaborated on the body of the report.Examples:Key Finding: Country of origin impacts Singaporean netizens’ purchase intention.Key Finding: Chinese netizens buy makeup products with high credibility. 20
  21. 21. Trend Analysis for General TrendsTime factor Showing the trend could help our clients predict future events. Daily Weekly Quarterly Yearly © 2011 brandtology. All rights reserved. 21
  22. 22. Trend Analysis A finding that persists across time can be considered a trend. Trend Analysis can be extremely valuable as an early warning indicator of potential problems and issues with product line and service level changes that impact customers. © 2011 brandtology. All rights reserved. 22
  23. 23. Writing Effective Recommendations © 2011 brandtology. All rights reserved. 23
  24. 24. Writing Effective Recommendations © 2011 brandtology. All rights reserved. 24
  25. 25. Writing Recommendations that work Marketing perspective actionable and specific + HOW Recommendations should not be product-specific, unless the client specifically requests to see those in our reports. 25
  26. 26. Writing Recommendations that work Use Marketing Terms Some resources: American Marketing Association Resource Library Social Media Marketing Terms Marketing Made Simple RECOMMENDATIONS have to be specific. Direct action. The conversation is still active and clients can do something about it. 26
  27. 27. Sample Recommendations Facebook is where the people are; it’s incredibly share-heavy, engagement prone, and media loving. -Excelamktg Social Media Marketing Create a call to action- promote shares, likes, and ask questions Post photos and video content often Tag users whenever appropriate Be human. Expand content from solely about the company- broaden the posts to industry news, ask for opinions from fans, and always respond. Facebook still the top referer 27
  28. 28. Sample Recommendations We need to combat Facebook Fatigue. “Get creative, get surprising, get shocking.” Unexpected ideas are more likely to stick because surprise makes us pay attention and think. “Think outside your industry, your mission and your business.” It’s “important to go off-topic”, especially on your Facebook page, because “Facebook fans are people first”. “Get visual.” Articles also have more weight, when accompanied by a brief summary, a good title and a compelling photo. This type of content tends to get more likes and more shares. Offer value that fans can get ONLY from Facebook. 28
  29. 29. Sample Recommendations Twitter is incredibly information-hungry, article-sharing, and media-loving. It is a venue for real-time, brief, valuable information -Excelamktg Social Media Marketing Post articles that are relevant to the industry Opt out of open-ended questions; instead, use “yes-no” type of questions, polls, or action-prone content Utilize trending topics when appropriate (#hashtags) Post tweets based on data showing the best times to tweet RT industry influencers and followers when appropriate 29
  30. 30. Sample RecommendationsCompany BlogYour brand’s blog isn’t necessarily a socialnetworking platform by definition, but when talkingabout best practices for each social site, it’s vital totake a look at your blog’s current performance. -Excelamktg Social Media Marketing Make a point to always be relevant, updated and consistent . Post something that has absolutely nothing to do with the brand (but still relevant to the industry) . Don’t neglect holidays or important current events. Open up the floor to your subscribers. 30
  31. 31. Thank you!© 2011 brandtology. All rights reserved. 31

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