Social media tools for audience research and measurement and relevant influencer network mapping...

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Measurement.ie

@brilliantnoise brilliantnoise.com

Beth Granter @bethgranter September 2014

Social media tools for audience

insight

Hello! I’m Beth Granter. I’m a digital consultant at Brilliant Noise.

Brands I have worked with

- Some tools for audience research and measurement

- What is influencer mapping and why do it?

- Why we need to move on from basic influencer identification based on Twitter bios, to finding people based on their network connections.

- Drawing networks on NodeXL to visually communicate relevance to senior stakeholders.

- Using conversational data from influencer networks to inform and evaluate content strategy.

Agenda

Some tools for audience research and measurement

To discover:

- who is talking about a topic and who’s influential

- what is being said

- what vocabulary is being used

- when and where relevant conversations happen

- To baseline, assess current amount of buzz

- To measure digital customer journeys and evaluate campaign success

What we can use social media data for

Finding locally authored blogs:

- Pages from Ireland (only available when you’re in Ireland!)

- Blogs

Google’s search filters

- Check timing & popularity of terms

- Competitor analysis

- Regional interest

- Folksonomy (what words people really use)

Google trends

- Find top tweets and influencers

- Include advanced boolean queries (search terms)

- Filter results by tweeted photos, links and videos

- Compare volumes of mentions over time - phrases, topics, users, competitors

- Measure estimated reach of past 50 tweets matching search term

- Top contributors

- Timeline of tweet volume

- Most retweeted tweets

- Download XLS or PDF

- Additional volume available on paid accounts

Tweetreach

Twittercounter - Measure volume of followers

over time

- Up to three months history free

- Competitor analysis

- Paid options to export data & track ongoing, track unfollows

Tweriod - When do your followers tweet?

- When do you get the most @replies?

Followerwonk About your followers or those you follow:

- Location

- Follower count

- Account ages

- Recencies of tweets

- Total tweets

- Languages

- % retweets within tweets

- @mentions outbound

Followerwonk About your followers or those you follow:

- Authority

- Gender

- Most active hours

- bio wordcloud

- Twitter user search by complex boolean query (keywords) including regional limit

- Search within a particular users’ followers, list, mutual followers

- Sort results by followers

- Export list of Twitter usernames

Twiangulate

Tweetstats - When did you tweet? By

month, day and time.

- Who do you @mention the most?

- Who do you retweet the most?

- Word cloud of your tweets

Brandwatch / buzz monitoring tools - Volume by theme.

- Top sites.

- Top authors.

- Top tweets.

- Top news articles.

- Trending topics.

What is influencer mapping and why do it?

- Who is your current audience?

- Who is your target audience?

- What is your audience talking about?

- Who influences your current/target audience?

- What are your audience’s influencers talking about?

- Answers to the above can inform your content strategy.

What is influencer mapping and why do it?

Why we need to move on from basic influencer identification

based on Twitter bios, to finding people based on their network

connections.

Discovery:

- Search Twitter bios for key words

- Search Twitter conversations

- Search blogs based on blog title and content

Prioritisation:

- Follower count

- Klout influence score

- MozRank or inbound links

Basic influencer identification

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- Curabitur varius sollicitudin elit nullam

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Basic influencer identification outputs

- Self-proclaimed experts/obsessives who define as such

- Highly vocal people around a key topic

- People who are generally influential online

- ...but not necessarily people who are influential around the key topic

Basic influencer identification outputs

Influence score is not related to who they’re speaking to or what

the topic is

Advanced influencer identification

Prioritising influencers: number of relevant topic

mentions

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An improved measure of influence/relevance:

network follower count

The number of connections within a network of influencers

Network follower count

Not followed by anyone in the primary network

Followed by 2 other followers of @measurefest

Discovery:

- Same as basic plus...

- Who does your initially discovered influencer/target list follow?

- Who is your initially discovered influencer/target list followed by?

Prioritisation:

- Number of relevant mentions

- Likelihood to be followed by / follow initial influencer list

Advanced influencer identification

Drawing networks on NodeXL to visually

communicate relevance to senior stakeholders.

NodeXL is a free, open-source template for Microsoft® Excel® 2007, 2010 and 2013 that makes it easy to explore network graphs.

With NodeXL, you can enter a network edge list in a worksheet, click a button and see your graph, all in the familiar environment of the Excel window.

NODEXL

Get list of followers

Import list into NODEXL

Unfiltered network

Network follower count

Not followed by anyone in the primary network

Followed by two other followers of @measurefest

Filtered network

Who ELSE is influential to @measurefest

followers?

Network follower count in a simple two-tier network

Followed by one of @measurefest’s followers

Followed by two other followers of @measurefest

Get ‘friends’ of (people followed by) refined list

When the primary influencer list is broad, @stephenfry normally

comes up as top by network follows

So, calculate network follows as a

PERCENTAGE of total followers, to get a more reliable relevance score

Sort and filter by network follows as a percentage of total follows

Using conversational data from influencer networks

to inform and evaluate content strategy.

Author based query (not keyword based)

Inform:

- What are your target audience / influencers talking about?

Evaluate:

- Have you managed to influence the conversation with your content?

- What volume of mentions from your target audience relate to your content?

Using conversational data from influencer networks to inform and evaluate content strategy

In summary...

- Finds generally influential people online

- Who define themselves as experts, or talk a lot about a topic

Advanced influencer network mapping

- Considers the relevance of an influencer within a niche network

- Creates a visual to illustrate the value of the method to senior stakeholders

In summary...

Thanks! !

Links: http://delicious.com/bethgranter/tools !

@bethgranter brilliantnoise.com !

Social media tools for audience research and measurement and relevant influencer network mapping...

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