Social Data
Analysing
Presented by: Andrew Jude Rajanathan | Nov 2013
Case Study I
1
2
3
4 Concluding Thoughts
Case Study II
Contents
Why Does Social Data Matter?
Why does Social Data
Matter?
These platforms have created a myriad of social data. The data has created an
enormous opportunity for brands to achieve their goals.
So, social data comes from…
PaidInternet
Advertising
PPC – Search Marketing
Mobile Advertising
Sponsorships
Paid Applications
Paid OwnedSocial Media
(Pages and Feeds)
Word of Mouth
User Forums
News, PR, Announcements
Blogger Relationships
Internet Advertising
PPC – Search Marketing
Mobile Advertising
Sponsorships
Paid Applications
Paid Owned EarnedBrand and Product
Websites
Mobile Brand and Product Websites
Proprietary Mobile Applications
Customer Care Services
Proprietary Blogs
Internet Advertising
PPC – Search Marketing
Mobile Advertising
Sponsorships
Paid Applications
Social Media (Pages and Feeds)
Word of Mouth
User Forums
News, PR, Announcements
Blogger Relationships
But social data is still notclearly understood…
Thankfully there is a universe of third party tools that can help
us understand all this social data
Case Study IManaging a
brand in real time
Rajasthan Royals – The current situation
FOLLOWERS 172,856
FOLLOWING 332
SENTIMENT 80/100*50+ = positive
TWEETS 15,528
*Topsy Sentiment Score – First 180 days (2013)STRATEGYObjectives
• Build the largest follower base out of all the IPL cricket teams on Twitter
• Identify and engage brand advocates to lead supporters communities
• Manage the brand in a real time
Approach• 5-10 daily posts including media (video, photo,
sound)
Call to Action• Encourage users to Retweet your content• Use clear language to tell users what you’d like them to
do
RECOMMENDATION: Use Media in Tweets to drive more engagement.
League Table – Where do the Rajasthan Royals Stand?
Pune Warrior India
Sunrisers Hyderbad
Kings XI Punjab
Delhi Daredevils
Rajasthan Royals
Royal Challenger Bangalore
Mumbai Indians
Kolkata Knightriders
Chennai Super Kings
0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000
IPL 2013 Teams – Follower Base
The Rajasthan Royals have a strong follower base of 172,856. Overall the team sits right in the middle if we compare them to the other IPL teams on Twitter. This is a great opportunity for the team to think about creative ways to attract new followers and engage new and existing audience.
Brand Advocates – Who are your biggest influencers on Twitter?
The key influencers can be split into four groups:
1. Celebrities (Sports/Film/Entrepreneurs)
2. Fortune 500 companies
3. IPL & Individual IPL Team
4. Cricket Specific Twitter Accounts
Action: Target these groups to act as advocates for your brand!
Reach – How many people can I reach?
The Topsy reach estimator indicates the Rajasthan Royals have enormous reach in India (Population 1.2 billion). These means for them to grow their audience they have a large pool of potential followers to deliver a compelling and entertaining message to especially during cricket tournaments during the year.
16
Sentiment Analysis – How do users feel about The Rajasthan Royals?
The Topsy sentiment score for @rajasthanroyals was 80 for the first six months of 2013. This compares favorably to the average Topsy sentiment score of 69.6 for 2012. Overall sentiment towards the Rajasthan Royals is very positive with over 35,000 positive tweets sent by users on Twitter.
Case Study IIDriving
Downloads
Shane Warne – The current situation
Twitter Facebook
Mobile Game
YouTube
Goal: Leverage all of Shane Warne’s Assets to drive game downloads
100K 1.1M 18K
Twitter Mirror
The IPL and Twitter worked together to create the ♯TwitterMirror. This would help advertisers or IPL fans to ‘join the conversation’ and contribute to the discussions taking place on the platform.
Learnings:
✔ Simple Tweet Copy ✔ Real Time Images ✔ Branded Hashtags
Shane Warne Cricket – Using Twitter to drive downloads
ENGAGEMENTS
1290
SENTIMENT 61/100*50+ = positive
TWEETS 1650
FOLLOWERS 700
STRATEGY Objectives
• Promote downloads of the app• Embed into cricket community• Curate and manage game community
Approach• 7-10 posts per day• Mixing opinion, game and product specific tweets (1:1:1)
Call to Action• Download the app• Review the app (40 app store reviews prompted)• Give an opinion on the IPL or world cricket• Give feedback on the app
*Topsy Sentiment Score – First 180 days (2013)
Advertising StrategyDriving Users To A Space Where They Can Be Monetized
Case Study ICase Study: Chris Gayle Record Breaker
This Tweet informed users Chris Gayle broke nine records against Pune Warriors India! The Tweet was shared within 30 seconds of appearing on Live TV and generated 900+ Retweets and 200 Favorites.
RESULT: Campaign led to a 20% uplift in downloads
✔ Bold Headline Copy
✔ Record Breaking Event ✔ Timely & Visual Content
✔ Branded Hashtags
Case Study IICase Study: IPL Money Ball
This Tweet informed users that the Rajasthan Royals squad cost is less than one third of the Mumbai Indians. The Tweet generated 100+ Retweets and 24 Favorites and achieved 1,402x its normal reach.
RESULT: Campaign led to a 12% uplift in downloads
✔ Informative Statistic
✔ Timely ✔ Visual Content
✔ Branded Hashtags
Case Study IIReach
These Tweets reached 2.6M potential users on Twitter. The Tweet was sent out before yesterday’s match between the Rajasthan Royals and Mumbai Indians.
RESULT: Increased audience reach by 100% from previous week.
ConcludingThoughts
AnalysingSocial Data
Lets you measure:
Frequency Influence
ReachTraffic
ActivityConversations
SentimentTransactions
With a myriadof tools like:
AlexaCompeteComScoreQuantcast
Crimson Hexagon
TweetDeckTopsy
YouTube Insights
Social data helps you:
Increase EngagementEnhance Brand
Create Customer LoyaltyAnd can help you
DRIVE REVENUE
“Social data should not be used just to make “big moves” on the chess board. It’s about the little moves made every day that eventually lead up to a major win.”- Jay Baer
Twitter.com/arajanathan
Thank You!
Facebook.com/andrew.rajanathan
Linkedin.com/in/andrewjude
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