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AffinitiesHow Well Do You Know Your Customer?Uncovering Audience Interest Insights
Beyond Demographics
The Affinities Tool
Crimson Hexagon’sAffinities™ is a tool that adds
new and revealing context to yoursocial media analysis by providingvaluable insights about consumers,which in turn help users makemore informed business
decisions.
Understanding Affinities
In today's marketing landscape, it is of vital importance to understand your customer andtarget audience. By tapping into more than 600 billion social media posts, Affinities allowsbrands and agencies to gain access to a goldmine of insights that help them put thecustomer they choose at the center of any campaign.
Affinities analysis identifies the shared attributes within an audience and quantifies theoccurrence of specific interests, indexing against the larger Twitter population or theconversation surrounding a competitor.
Understanding the Affinities Bubbles
The Affinities bubble visualization illustrates the relative likelihood and proportion of interests within a specific conversation, in which:
• The size of each bubble represents the frequency of the interest among authors withinthe conversation.• The location of each bubble represents how unique the interest is to the audienceindexed against the larger Twitter population or a competitor.• Bubbles appearing closer to the left correlate highly with the audience, while bubbles tothe right do not.
On the next page, we show an example of Affinities with the interests of people talkingabout Samuel Adams beer on social media compared against the larger Twitterpopulation:
We found that people talking about Samuel Adams beer on social media are:
• 755 times more interested in Riesling and 114 times more interested in Sauvignon Blancthan the larger Twitter population.• 618 times more interested in Wineries and 216 times more interested in Home Brewingthan the larger Twitter population.• 51 times more interested in the Boston Celtics than the larger Twitter population.• 20 times more interested in the PGA Tour than the larger Twitter population• 9 times more interested in Star Trek and 2 times more interested in Comics than thelarger Twitter population.
These insights show that Samuel Adams consumers are very interested in wine and golf,as well as science fiction. Samuel Adams could use this information to plan and executebetter marketing campaigns that will resonate with their target market.
The Value of Audience Analysis
MeasureMarketing Efforts
Discover NewOpportunities
Reveal deeper audience insights and attractnew customers by adjusting your messaging
to appeal to specific audiences
Understand what marketing initiatives areresonating with your intended target market
The Value of Audience Analysis
IncreaseSales
CompetitiveAnalysis
Understand how people engaging with yourbrand compare to those engaging with your
competitors
Shape marketing
strategies and campaigns that will achieve business goals
The most valuable aspectof social media analytics is whatit can reveal about your customers.Crimson Hexagon's Affinities allowsyou to explore their interests andpassions like never before.
Click here to
schedule a demo
Interested inlearning more?
crimsonhexagon.com
@crimsonhexagon
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