Immigration Reform: Keyword Analysis

Immigration Reform

Leveraging Data to Inform Social Strategy

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Leveraging Data to Inform Social Strategy

Topic: Immigration Reform

Goal: Develop a Strategy to Significantly Impact the Immigration Reform Conversation

Process:1. Size the opportunity

- Identify #hashtags & keywords - Analyze Geographical Location- Identify Key Influencers

2. Compare the Groups Leading the Conversation3. Take Action

Sizing the Conversation & Opportunity

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Comparing Conversations on Twitter

Keyword #1 - #immigrationreform

Keyword #2 – Immigration with filtering

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Top Influencers - Immigration with Filtering

Influencers Include News Sources and Prominent Politicians

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Top Influencers - #Immigrationreform

Influencers Include Activists and Foundations

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Influential Topics - Immigration with Filtering

Influential Topics Conflict, but are Undoubtedly Political

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Influential Topics - #Immigrationreform

Influential Topics Conflict, but are Undoubtedly Political

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Comparing Conversations on Twitter

- The #hashtag has 2x the Daily Volume- The Plain Text Keyword has 4x the Daily Impressions

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Immigration with Filtering

Key Political Leaders are not Using #hashtags!

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Geographic Data - Immigration with Filtering

Geographic Distribution Aligns with Assumptions

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Geographic Data - #Immigrationreform

There are Several Surprises in this Distribution

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Underlying Topics - #immigrationreform

Using a Conversation Driver Analysis, #Tntweeters Appears in 42% of all #immigrationreform Tweets

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Raw Data - #Immigrationreform

Raw Data Reveals 48% of Tweets Coming from TNTweeters as a Client (vs. Twitter for iphone or Hootsuite)

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Virtual March - #Immigrationreform

Tweets are all RTs, and they Originate from @proimmigrationr

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#tntweeters - #Immigrationreform

#TNTweeters Users Register and are Sent Emails with Links to Easily Tweet/Post

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Which Conversation is Best?

Participation in Both Conversations is Recommended, but if Ads are an option, opt for Immigration with Filtering

Immigration with Filtering #Immigrationreform

Pro Con Pro Con

Influencers participating

Keyword is not searchable

Keyword is searchable

Spam and noise

Comparing Leading Organizations

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Identifying Leading Organizations

Top Tweeted Domains Identified Orgs Leading the Conversation

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America’s Voice vs. FWD.us

FWD Leads in Engagement & Engagement as a % of Followers

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America’s Voice vs. FWD.us

FWD Following is Larger but America’s Voice is Growing Faster

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America’s Voice vs. FWD.us

FWD Uses @replies for Conversation

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America’s Voice vs. FWD.us

Content Types Differ, but Engaging Photos May Explain FWD’s Lead on Total Engagement

Take Action

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Create a Content Plan & Calendar

1. Review & replicate top performing copy

2. Optimize content types based on Engagement Rates

3. Test and optimize optimal times/days to tweet

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Influencer Outreach

1. Identify top influencers participating in the conversation

2. Reach out by sharing content, engaging with their tweets

3. Offer involvement in campaign efforts

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Leverage Simply Measured to Target Twitter Ads

Twitter Ads Targeting

Promoted Accounts Promoted Tweets

Similar Users ✓ ✓

Interests/Keywords ✓ ✓

Locations ✓ ✓

Device Type NA ✓

✓ = Simply Measured can provide data to inform targeting parameter

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Jeff GibbStrategic Account Executive

@jeffgibbjgibb@simplymeasured.com

Visit www.simplymeasured.com