Social as a grown-up consumer insight tool

Rebecca Carson | Head of Insights | rebeccac@brandwatch.com | 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

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

CrawlStore and

How it Works

Analyse

Present

Engagement partner

• 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

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

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.

Social Media ResearchHow far we’ve come

Evolution of Social Media Analytics

Volume & Share

SentimentVolume &

Volume & Share

SentimentSentiment

Drivers

Volume & Share

SentimentSentiment

Drivers

Thematic CategoryAnalysis

Volume & Share

SentimentSentiment

Drivers

Author Segmentation

Volume & Share

SentimentSentiment

Drivers

Author Segmentation

me my competiton my category my consumers

Practical HelpMaking Sense of Social Data

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

Brandwatch data from the UK, all page types for social media related to business and analytics

UK ONLINE CONVERSATIONS ABOUT SOCIAL FOR BUSINESS INSIGHT

Now what…?

Step One/ De-mystifying social data

Exciting

Exciting Messy

Exciting Messy Detailed

Intimidating

Intimidating Just data

Step Two/ Understand why you’re doing this

WHY am I doing this?

Step Three/ Understand your audience

Step Four/ Ask yourself how often is it helpful to see this data?

Step Five/ Consider what you already know

Step Six/ Make sure you’ll know what “good” looks like

Step Seven/ Cross your data points as much as you can

Author Type Attitude ChannelDiscussion

Topics

Author Type Attitudex = CONSUMER SEGMENTATION

Topics

Discussion Topics

Attitude x = SUCCESS & PAIN POINTS

Topics

Discussion Topics

Author TypeDiscussion

Topicsx = INFORM TARGETED MESSAGING

Topics

Discussion Topics

Author TypeDiscussion

Topicsx = INFORM TARGETED MESSAGING

All of the above x Channel = INFORM ONLINE CHANNEL STRATEGY

Case StudyUnderstanding attitudes towards HIV Treatment

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

Patient

Journalist

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

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

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”

Treatment benefit discussion varied to reflect different interests

likely

d life

ission

Living

al life

likely

Patient Journalist HCP Support Worker

Medical Publisher Patient Group Medical Students Other Consumers

Key Thoughts

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

Thanks for listening / Say hello

@brandwatch

www.brandwatch.com

UK: +44 (0)1273 358 635

rebeccac@brandwatch.com

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