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NY Masterclass 2014 - #brandwatchtips
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Using Brandwatch for Market Research
James Lovejoy /Content Researcher
Agenda
• What is social media research?
• Planning a successful social market research project
• Understanding research queries
• Case Study Examples Beer brands, Bacon vs. Kale, UK Concert Behaviors
BACKGROUND: WHAT EXACTLY IS
SOCIAL MEDIA RESEARCH?
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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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The Old Days…
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Or Consumer Surveys…
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Or Commissioned Experiments
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How To Understand Social Media Research
PROS:
• Naturally occurring public statements
• Analyses are faster and require less labor
• Sample sizes can be quite large
• Less expensive than many traditional forms of research
CONS:
• Data is entirely unstructured and imperfect
• Certain types of information are difficult to identify
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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?
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RESEARCH QUERIES
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Conducting Social Research can sometimes feel a bit like this…
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Now what...?
Parsing apart conversations to narrow in on key insights
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What do we mean by “research queries”
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GATORADE
Brand Query
ENERGY DRINKS
Research Query
HEALTH IMPACT OF
ENERGY DRINKS
Research Query
INSIGHTS!
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CASE STUDY 1Evaluating online discussions of
beer brands
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Share of Voice / Brand Presence as measured by Volume of Mentions
5% LAGUNITASLagunitas had the smallest share of voice with 46,240 mentions
30% GUINNESSGuinness was the second in share of
voice with 268,771 mentions
8% BLUE MOONBlue Moon had 70,590 mentions on social
MENTIONS
914K
15% SAM ADAMSWith 141,093 mentions, Sam Adams led the share of voice, out of the crafts in the key five brands
42% HEINEKENEven after removing Sports Sponsorship and music sponsorship mentions, Heineken still had the most number of mentions on social out of the five key brands with 387,016 mentions
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BeerAdvocate Share of Voice / Volume of Mentions
43% LAGUNITAS
9% GUINNESS
8% BLUE MOON
33% SAM ADAMS
6% HEINEKEN
MENTIONS
678K
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CASE STUDY 2Locating your audience:
Bacon vs. Kale
Comparing discussions across key groups
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Understanding regional preferences
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CASE STUDY 3Understanding concert
ticket purchase behavior
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
Understand Behavior /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 Behavior /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 Behavior /When to reach your consumers
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SHARE OF BUZZ DRIVEN BY EVNT TYPES
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0%
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2%
3%
4%
5%
6%
7%
8%
Overall Gig Conversation Buying Tickets
% D
IST
RIB
UT
ION
OF
ME
NT
ION
S
KEY TAKEAWAYS
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Wrapping Up
• The capabilities of social media research are evolving
• Its applications extend to many parts of the business
• Careful planning is key!
• Identifying the value of research helps mitigate any potential problems and saves time
• Research can be used to extract business-driving insights
Document LimitationThe information given in this document has been checked for accuracy and completeness however Brandwatch shall not be liable for any errors or omissions.
Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 38980534th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom
Email [email protected]
Web brandwatch.com
Twitter @brandwatch
Telephone
UK +44 (0)1273 234290
US +1 212 229 2240
DE +49 (0)30568 370 040
What do we mean by “research queries”
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BEYONCÉ CONCERT
Brand Query
BUYING GIG TICKETS IN
THE UK
Research Query
GIGS AT THE O2 ARENA
Research Query
And finally…be specific
• Research beforehand to understand
• What types of noise will affect the data?
• Is our methodology reliable?
• 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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The Annual Outlook
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July August September October November December January February March April0
10000
20000
30000
40000
50000
60000
70000
80000
90000
100000Blue Moon Guinness
Heineken Lagunitas
Samuel Adams
ME
NT
ION
S