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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
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Some tools for audience research and measurement
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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
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Finding locally authored blogs:
- Pages from Ireland (only available when you’re in Ireland!)
- Blogs
Google’s search filters
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- Check timing & popularity of terms
- Competitor analysis
- Regional interest
- Folksonomy (what words people really use)
Google trends
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- Find top tweets and influencers
- Include advanced boolean queries (search terms)
- Filter results by tweeted photos, links and videos
Topsy
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- Compare volumes of mentions over time - phrases, topics, users, competitors
Topsy
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- 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
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Twittercounter - Measure volume of followers
over time
- Up to three months history free
- Competitor analysis
- Paid options to export data & track ongoing, track unfollows
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Tweriod - When do your followers tweet?
- When do you get the most @replies?
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Followerwonk About your followers or those you follow:
- Location
- Follower count
- Account ages
- Recencies of tweets
- Total tweets
- Languages
- % retweets within tweets
- @mentions outbound
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Followerwonk About your followers or those you follow:
- Authority
- Gender
- Most active hours
- bio wordcloud
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- 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
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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
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Brandwatch / buzz monitoring tools - Volume by theme.
- Top sites.
- Top authors.
- Top tweets.
- Top news articles.
- Trending topics.
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What is influencer mapping and why do it?
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- 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?
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Why we need to move on from basic influencer identification
based on Twitter bios, to finding people based on their network
connections.
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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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Section Header
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- Consectetur adipiscing elit
- Elit vurabitur varius sollicitudin elit nullam
- Aliquam malesuada
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- Curabitur varius sollicitudin elit nullam
- Consectetur adipiscing elit
Section Header
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- Elit vurabitur varius sollicitudin elit nullam
- Aliquam malesuada
- Nullam sollicitudin varius adipiscing
- Curabitur varius sollicitudin elit nullam
- Consectetur adipiscing elit
Section Header
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Basic influencer identification
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Basic influencer identification outputs
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- 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
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Influence score is not related to who they’re speaking to or what
the topic is
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Advanced influencer identification
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Prioritising influencers: number of relevant topic
mentions
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- Consectetur adipiscing elit
- Elit vurabitur varius sollicitudin elit nullam
- Aliquam malesuada
- Nullam sollicitudin varius adipiscing
- Curabitur varius sollicitudin elit nullam
- Consectetur adipiscing elit
Section Header
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- Consectetur adipiscing elit
- Elit vurabitur varius sollicitudin elit nullam
- Aliquam malesuada
- Nullam sollicitudin varius adipiscing
- Curabitur varius sollicitudin elit nullam
- Consectetur adipiscing elit
Section Header
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An improved measure of influence/relevance:
network follower count
The number of connections within a network of influencers
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Network follower count
A = 0
Not followed by anyone in the primary network
B = 2
Followed by 2 other followers of @measurefest
A
B
C
D
A
C
DB
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
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Drawing networks on NodeXL to visually
communicate relevance to senior stakeholders.
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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
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Get list of followers
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Import list into NODEXL
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Unfiltered network
Network follower count
A = 0
Not followed by anyone in the primary network
B = 2
Followed by two other followers of @measurefest
A
B
C
D
A
C
DB
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Filtered network
Who ELSE is influential to @measurefest
followers?
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Network follower count in a simple two-tier network
A = 0
B = 2
C = 1
Followed by one of @measurefest’s followers
D = 2
Followed by two other followers of @measurefest
A
B
C
D
A
B
C
D
Get ‘friends’ of (people followed by) refined list
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When the primary influencer list is broad, @stephenfry normally
comes up as top by network follows
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So, calculate network follows as a
PERCENTAGE of total followers, to get a more reliable relevance score
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Sort and filter by network follows as a percentage of total follows
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Using conversational data from influencer networks
to inform and evaluate content strategy.
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Author based query (not keyword based)
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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
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In summary...
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Basic influencer identification
- 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...
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Thanks! !
Links: http://delicious.com/bethgranter/tools !
@bethgranter brilliantnoise.com !
© 2014 Brilliant Noise All rights reserved
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