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London Brandwatch Masterclass Session, 3 October 2014
Citation preview
Using Brandwatch for Market Research
Rebecca Carson /Head of Insights
Agenda
• A brief history of social media research
• Planning a successful social market research project
• Introducing “research queries”
• Case Study Examples Gigs, breakfast and HIV
A BRIEF HISTORY OR SOCIAL MEDIA
ANALYTICS
#brandwatchtips © 2014 Brandwatch.com | 3
Evolution of Social Media Analytics
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Volume & Share
SentimentAuthor
Segmentation
Thematic CategoryAnalysis
SentimentDrivers
me my competition my category my consumers
Why Social?
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Conducting Social Research can sometimes feel a bit like this…
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Now what..?
Its not an insight unless you can do something with it
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That’s interestingDATA
MIND BLOWNINSIGHT
PLANNING A SUCCESSFUL
SOCIAL RESEARCH PROJECT
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There’s An Old Saying…
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OUT
…a great social insights report is all in the preparation
IN
=
Think About Why You’re Doing This
• What value are we hoping social will bring to the research mix?
• What do we want to be able to do that is new or different based on this report?
#brandwatchtips © 2014 Brandwatch.com | 10
Consider Your Audience
• What is their level of understanding about this kind of work?
• What decisions are they empowered to make in their roles?
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Think About Benchmarking
Think about:
• 1-2 competitors who they think of as being pretty similar to them, to help to understand where they are NOW.
• 1-2 competitors who are aspirational in some way that is relevant to all the other aims/background you’ve already asked them about, to help show them how to get to where they want to be.
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• How will you know what good looks like?
And finally…be specific
• Create a project plan containing the specific questions you want to answer, so you can plan metrics that will answer them.
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RESEARCH QUERIES
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What do we mean by “research queries”
#brandwatchtips © 2014 Brandwatch.com | 15
LUCOZADE
Brand Query
ENERGY DRINKS
Research Query
HEALTH IMPACT OF
ENERGY DRINKS
Research Query
What do we mean by “research queries”
#brandwatchtips © 2014 Brandwatch.com | 16
BEYONCÉ CONCERT
Brand Query
GIGS AT THE O2 ARENA
Research Query
BUYING GIG TICKETS IN
THE UK
Research Query
(((ticket* OR gig OR gigs OR concert* OR comedy OR "live shows" OR "see live"~2 OR "saw live"~2 OR "live show"~2 mcintyre OR "lee evans" OR "john bishop" OR "miranda hart" OR "mrs brown" OR "Mrs browns" OR "jimmy carr" OR "russel howard" OR "milton jones" OR "jon richardson" OR "john richardson" OR "lee mack" OR "robin ince" OR "tig notaro" OR "ross noble" OR "arcade fire" OR elbow OR "lily allen" OR rudimental OR metalica OR "jack white" OR "robert plant" OR "lana del ray" OR "lana delray" OR kelis OR kasabian OR "black keys" OR "ed sheeran" OR "paolo nutini" OR haim OR "john newman" OR "jake bugg" OR "manic street preachers" OR manics OR "imagine dragons" OR "massive attack" OR "ellie goulding" OR "bombay bicycle" OR "the horrors" OR "sam smith" OR "White lies" OR "the subways" OR "bryan ferry" OR goldfrapp OR disclosure OR "kaiser chiefs" OR kaiserchiefs OR mgmt OR "twin atlantic" OR "royal blood" OR "london grammar" OR beyonce* OR kylie* OR "one direction" OR 1d OR onedirection* OR JT OR timberlake OR "chris brown" OR rhianna OR "the saturdays" OR thesaturdays OR Littlemix OR "little mix" OR gaga OR ladygaga OR madonna OR bubl? OR miley OR cyrus OR "taylor swift" OR "katy perry" OR katyperry )
NEAR/15 (aecc OR "phones4u arena" OR "phones 4u arena" OR phones4uarena OR "manchester arena"~1 OR "odyssey arena" OR "The odyssey" OR "The o2" OR "o2 arena" OR "liverpool arena"~1 OR "convention centre liverpool"~1 OR "motorpoint arena" OR "motorpoint cardiff"~2 OR "cardiff area"~1 OR "LG arena" OR "The nia" OR "nia arena" OR "bournemouth centre"~2 OR "brighton centre"~2 OR "bournemouth center"~2 OR "brighton center"~2 OR "royal albert hall" OR "earls court" OR olympia OR wembley OR "alexandra Palace" OR "ally pally" OR allypally OR "ricoh arena" OR "nottingham arena"~1 OR "capitalFM arena" OR "capital FM arena" OR "sheffield arena"~1 OR "first direct arena" OR "Firstdirect arena" OR "Leeds arena"~1 OR "metro arena"~1 OR "metroradio arena" OR "newcastle arena"~1 OR "SSE hydro" OR 02arena))
OR ((I OR Im OR Ive OR me OR my OR mine OR myself OR ya*y OR oo*ps OR yess* OR m8 OR eh OR ehh* OR xo OR xoxo OR fanx OR "thank u" OR bye OR byee* OR byebye OR aha* OR haha* OR fuu* OR rly OR plz OR LOL OR LOLZ OR LMAO OR LMFAO OR LOFL OR ROFL OR YOLO OR FFS OR FML OR FTW OR STFU OR WTF OR WTH OR OMG OR OMFG OR TGIF OR TFIF OR YMMD OR BTW OR raw:("<3" OR ":-)" OR ":-D" OR ":)" OR ":D" OR ";-)" OR ";-D" OR ";)" OR ";D" OR ":-p" OR ";-p" OR ":-]" OR ";-]" OR ":]" OR ":-[" OR ";-[" OR ":[" OR ";[" OR ":-(" OR ":(" OR ":-/" OR ":o" OR ":O" OR ":'(" OR ";(" OR "o_O" OR "O_o" OR "Oo" OR "oO" OR "^_^" OR "^.^" OR "^^”))
AND (mcintyre OR "lee evans" OR "john bishop" OR "miranda hart" OR "mrs brown" OR "Mrs browns" OR "jimmy carr" OR "russel howard" OR "milton jones" OR "jon richardson" OR "john richardson" OR "lee mack" OR "robin ince" OR "tig notaro" OR "ross noble" OR "arcade fire" OR elbow OR "lily allen" OR rudimental OR metalica OR "jack white" OR "robert plant" OR "lana del ray" OR "lana delray" OR kelis OR kasabian OR "black keys" OR "ed sheeran" OR "paolo nutini" OR haim OR "john newman" OR "jake bugg" OR "manic street preachers" OR manics OR "imagine dragons" OR "massive attack" OR "ellie goulding" OR "bombay bicycle" OR "the horrors" OR "sam smith" OR "White lies" OR "the subways" OR "bryan ferry" OR goldfrapp OR disclosure OR "kaiser chiefs" OR kaiserchiefs OR mgmt OR "twin atlantic" OR "royal blood" OR "london grammar" OR beyonce* OR kylie* OR "one direction" OR 1d OR onedirection* OR JT OR timberlake OR "chris brown" OR rhianna OR "the saturdays" OR thesaturdays OR Littlemix OR "little mix" OR gaga OR ladygaga OR madonna OR bubl? OR miley OR cyrus OR "taylor swift" OR "katy perry" OR katyperry OR gig OR gigs OR concert* OR comedy OR "live shows" OR "see live"~2 OR "saw live"~2 OR "live show"~2) NEAR/5 (ticket* OR going OR went OR saw OR seeing OR were OR "to see" OR "go see" OR "go to")))
AND (country:uk)
NOT (glastonbury* OR festival* OR vfestival OR bestival OR film* OR movie* OR theatre* OR theater* OR cinema* OR glasto*)
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CASE STUDY 1Understanding gig ticket purchase behaviour
Access Demand /By Category
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Comedy
Indie/Rock
Pop/R&B
0% 10% 20% 30% 40% 50% 60% 70% 80%
SHARE OF BUZZ DRIVEN BY EVENT TYPES
Access Demand /Artists & Performers
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24%
14%
10%9%
9%
8%
8%
7%
6%6%
INDIE/ROCK ARTISTS
Kasabian Ed Sheeran Sam Smith
Disclosure Arcade Fire Lily Allen
Kaiser Chiefs Ellie Goulding Black Keys
Twin Atlantic
30%
22%11%
9%
8%
7%
7%
3% 2% 1%
COMEDIANS
Lee Evans Micheal McintyreJohn Bishop Miranda HartMrs Brown Jimmy CarrJon Richardson Lee MackMilton Jones Ross Noble
36%
12%10%
9%
8%
6%
8%
5%
4%1% 1%
R&B/POP ARTISTS
One Direction Lady GagaKaty Perry BeyoncéLittle Mix EminemMyley Cyrus KylieJustin Timberlake Chris BrownThe Saturdays
Access Demand /Geographically
In this map, each point represents a Twitter mention for which geo location was publicly available.
Mention density was greatest in urban areas including London, Birmingham, Manchester, Newcastle and Glasgow.
#brandwatchtips © 2014 Brandwatch.com | 21
Understand Behaviour /Gig Travel
In this map, mentions are colour coded to show references to key venues.
The Manchester arena was mostly discussed by local authors, with reach not extending further than Chester and Stoke on Trent.
By contrast, both Wembley and the O2 Arena had nation-wide appeal. Wembley was the most-mentioned venue in the UK, but the O2 Arena was most prominent among authors in Scotland between Glasgow and Edinburgh.
#brandwatchtips © 2014 Brandwatch.com | 22
Understand Behaviour /Who is The Purchaser?
…the person talking is not always the decision maker
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82%
18%
Kids/Teens Talking Parents Talking
~18% of purchase mentions related to parents buying for
their kids
Understand Behaviour /By Category
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Kids/Teens Talking
Parents Talking
0% 10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Blog Forum Review Twitter
CHANNEL BY AUTHOR TYPE
Artists % of parental buying conversation
One Direction 43%
Kasabian 11%
Lady Gaga 9%
Katy Perry 4%
Kylie 3%
Myley Cyrus 3%
Disclosure 2%
Beyoncé 2%
Ed Sheeran 2%
Jake Bugg 2%
ARTISTS DRIVING PARENTAL BUYING
Understand Behaviour /When to reach your consumers
#brandwatchtips © 2014 Brandwatch.com | 25
SHARE OF BUZZ DRIVEN BY EVNT TYPES
00:0
0:00
01:0
0:00
02:0
0:00
03:0
0:00
04:0
0:00
05:0
0:00
06:0
0:00
07:0
0:00
08:0
0:00
09:0
0:00
10:0
0:00
11:0
0:00
12:0
0:00
13:0
0:00
14:0
0:00
15:0
0:00
16:0
0:00
17:0
0:00
18:0
0:00
19:0
0:00
20:0
0:00
21:0
0:00
22:0
0:00
23:0
0:00
0%
1%
2%
3%
4%
5%
6%
7%
8%
Overall Gig Conversation Buying Tickets
% D
IST
RIB
UT
ION
OF
ME
NT
ION
S
#brandwatchtips © 2014 Brandwatch.com | 26
CASE STUDY 2Spotting a gap in the breakfast market
Mapping your category
#brandwatchtips © 2014 Brandwatch.com | 27
-8 -6 -4 -2 0 2 4 6 8 1 0
-8
-6
-4
-2
0
2
4
6
8
1 0
SHAKES
YOGURT
FRUIT
SWEET BAKED GOODS
BARS/BISCUITS
HOT CEREALS
BREAD
COLD CEREALS
EGGS/DAIRY
MEAT/FISH
HEALTHY
UNHEALTHY
HE
AV
Y LIG
HT
NEW PRODUCT IN DEVELOPMENT
“ Why can’t I find anything both good for you and filling for breakfast? ”
FORUM
“ Winter is coming and yogurt just isn’t going to cut it in the mornings… ”
#brandwatchtips © 2014 Brandwatch.com | 28
CASE STUDY 3Inform brand positioning: HIV treatment category
Positioning branded messaging in a complex category
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 research query to bring back discussion of HIV treatment solutions
2. Categorize and segment author types and topics n a detailed and organic/data-lead analysis
#brandwatchtips © 2014 Brandwatch.com | 29
A leading pharmaceutical agency
PPHARMIWEB
Understand Author Groups /Who can you listen to & target online
#brandwatchtips © 2014 Brandwatch.com | 30
Patient
Journalist
HCP
Support Worker
Medical Publisher
Patient Group
Medical Students
Care giver
Other Consumers
31%
1%
24%
12%
8%
11%6
%
4%
3%
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
Inform Messaging /By Category
#brandwatchtips © 2014 Brandwatch.com | 31
Less likely to pass on Increased life expectancy
Cure/Long term remission
Living a normal life Less likely to pass in utero
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
% T
OT
AL
ME
NT
ION
S
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”
Smart Targeting /Granular insights on author
#brandwatchtips © 2014 Brandwatch.com | 32
Less
likely
to p
ass
on
Incr
ease
d life
exp
ecta
ncy
Cure/
Long
term
rem
ission
Living
a n
orm
al life
Less
likely
to p
ass
in ut
ero
0%
25%
50%
75%
100%
Patient Journalist HCP Support Worker
Medical Publisher Patient Group Medical Students Other Consumers
% O
F B
EN
EF
IT M
EN
TIO
NS
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