The Value of Audience Segmentation in Social ListeningOctober 2016

EMELIE SWERRE/ RESEARCH MANAGER EMEA & APAC

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Agenda9.30 Asking More from your Social research

9.30 The value of Audience Segmentation in Social listening

10.00 Audience Segmentation Case Studies

11.00 Audiences workshop

14.00 Tapping in to Topics - Sven Bergvall @ Ericsson

14.30 Challenges with Using Social Data in the Real World

15.00 Data Integration: When? Why? And How?Ash Tapia & Jason Hardman @ Unilever

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The evolution of social listening

VOLUME & SHARE SENTIMENT AUTHOR

SEGMENTATIONTHEMATIC CATEGORYANALYSIS

SENTIMENTDRIVERS

ME MY COMPETITION MY CATEGORY MY CONSUMERS

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Audience segmentation in traditional research

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Traditional vs. social

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Why social lends itself to audience segmentation• We have a good cross section of society represented on social. • Have access to everything they have written. • Easy to slice and dice the data. Quick and easy to do compared

to surveys.• We can re-analyse the data.• Any downfalls?

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Ways of finding and analysing social audiences

SEGMENTING AUDIENCE BASED ON THEIR CONVERSATIONS

SELECTING AN AUDIENCE AND LISTENING TO THEIR CONVERSATIONS

?

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Reaching the niche/sub-groups

AGE“ I’m a

grandma ”“ my friends at

school ”

“ ..at primary school, my daughter ”

“ we’ve been married for 40

years ”

“ starting uni tomorrow! ”

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Teenage boysOffice workers interested in

exercise

Busy parentsBachelors

Fashion conscious

50+ womenJunior Doctors

AUDIENCEGROUPS

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?

“in the office today”

“I am OOO tomorrow”

“Marketing officer at”

“go for a run this evening”

“played football with the guys”

“bought new gym gear”

OFFICE WORKERS

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No time/ Always late

Like to stay active

Rushing to get ready

?

“my DD”

“when I was pregnant”

“proud dad of two boys”

PARENTS

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“My grandchildren”

“When I turned 50”

“I am grandma to Elsa”

Fashion OR clothes OR skirt OR dress OR

blouse OR underwear

?

+50 WOMEN

Questions?

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