Date post: | 27-Jan-2015 |
Category: |
Marketing |
Upload: | brandwatch |
View: | 106 times |
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Rebecca Carson | Head of Insights | [email protected] | 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 Languages
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
3© 2014 Brandwatch | www.brandwatch.com | @brandwatch
CrawlStore and
Index
2
How it Works
1
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
4© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Insights at Brandwatch
Rebecca has nearly seven years experience in commercial research with over four years specialising in social media insight.
Rebecca CarsonHead of Insights
5© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Rebecca has six years experience in commercial research with over four years specialising in social media insight.
Introductions
Rebecca Carson
AndrewKey
EmelieSwerre
EdwardCrook
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.
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Social Media ResearchHow far we’ve come
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Evolution of Social Media Analytics
8
Volume & Share
© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Evolution of Social Media Analytics
9
SentimentVolume &
Share
© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Evolution of Social Media Analytics
10
Volume & Share
SentimentSentiment
Drivers
© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Evolution of Social Media Analytics
11
Volume & Share
SentimentSentiment
Drivers
Thematic CategoryAnalysis
© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Evolution of Social Media Analytics
Volume & Share
SentimentSentiment
Drivers
Thematic CategoryAnalysis
Author Segmentation
12© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Evolution of Social Media Analytics
Volume & Share
SentimentSentiment
Drivers
Thematic CategoryAnalysis
Author Segmentation
me my competiton my category my consumers
13© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Practical HelpMaking Sense of Social Data
© 2014 Brandwatch | www.brandwatch.com 14
There’s a lot of talk about companies using social media
Jan-12 May-12 Sep-12 Jan-13 May-13 Sep-13 Jan-140
1000
2000
3000
4000
5000
6000
7000
# M
EN
TIO
NS
PE
R W
EE
K
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
© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Now what…?
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Step One/ De-mystifying social data
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Step One/ De-mystifying social data
18
Exciting
!
© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Step One/ De-mystifying social data
19
Exciting Messy
!
© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Step One/ De-mystifying social data
20
Exciting Messy Detailed
!
© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Step One/ De-mystifying social data
21
Exciting Messy Detailed
Intimidating
!
© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Step One/ De-mystifying social data
22
Exciting Messy Detailed
Intimidating Just data
!
© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Step Two/ Understand why you’re doing this
WHY am I doing this?
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Step Three/ Understand your audience
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Step Four/ Ask yourself how often is it helpful to see this data?
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Step Five/ Consider what you already know
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Step Six/ Make sure you’ll know what “good” looks like
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Step Seven/ Cross your data points as much as you can
Author Type Attitude ChannelDiscussion
Topics
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Step Seven/ Cross your data points as much as you can
Author Type Attitude ChannelDiscussion
Topics
Author Type Attitudex = CONSUMER SEGMENTATION
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Step Seven/ Cross your data points as much as you can
Author Type Attitude ChannelDiscussion
Topics
Author Type Attitudex = CONSUMER SEGMENTATION
Discussion Topics
Attitude x = SUCCESS & PAIN POINTS
30© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Step Seven/ Cross your data points as much as you can
Author Type Attitude ChannelDiscussion
Topics
Author Type Attitudex = CONSUMER SEGMENTATION
Discussion Topics
Attitude x = SUCCESS & PAIN POINTS
Author TypeDiscussion
Topicsx = INFORM TARGETED MESSAGING
31© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Step Seven/ Cross your data points as much as you can
Author Type Attitude ChannelDiscussion
Topics
Author Type Attitudex = CONSUMER SEGMENTATION
Discussion Topics
Attitude x = SUCCESS & PAIN POINTS
Author TypeDiscussion
Topicsx = INFORM TARGETED MESSAGING
All of the above x Channel = INFORM ONLINE CHANNEL STRATEGY
32© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Case StudyUnderstanding attitudes towards HIV Treatment
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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
34© 2014 Brandwatch | www.brandwatch.com | @brandwatch
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%
35© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Key perceived benefits of treatment
Less likely to pass on Increased life expectancy
Cure/Long term remission
Living a normal life Less likely to pass in utero
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
% T
OT
AL
ME
NT
ION
S
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”
BLOGGmfa.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”
36© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Treatment benefit discussion varied to reflect different interests
Less
likely
to p
ass
on
Incr
ease
d life
exp
ecta
ncy
Cure/
Long
term
rem
ission
Living
a n
orm
al life
Less
likely
to p
ass
in ut
ero
0%
25%
50%
75%
100%
Patient Journalist HCP Support Worker
Medical Publisher Patient Group Medical Students Other Consumers
% O
F B
EN
EF
IT M
EN
TIO
NS
37© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Key Thoughts
38© 2014 Brandwatch | www.brandwatch.com | @brandwatch
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
39© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Thanks for listening / Say hello
@brandwatch
www.brandwatch.com
UK: +44 (0)1273 358 635
40© 2014 Brandwatch | www.brandwatch.com | @brandwatch