29
Immigration Reform Leveraging Data to Inform Social Strategy

Immigration Reform: Keyword Analysis

Embed Size (px)

DESCRIPTION

Social data can teach you a lot about a topic, and help you form a marketing strategy. In this use case, we examined keywords around the topic of Immigration Reform. Take a look!

Citation preview

Page 1: Immigration Reform: Keyword Analysis

Immigration Reform

Leveraging Data to Inform Social Strategy

Page 2: Immigration Reform: Keyword Analysis

2 © 2013 Simply Measured, Inc

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

Page 3: Immigration Reform: Keyword Analysis

Sizing the Conversation & Opportunity

Page 4: Immigration Reform: Keyword Analysis

4 © 2013 Simply Measured, Inc

Comparing Conversations on Twitter

Keyword #1 - #immigrationreform

Keyword #2 – Immigration with filtering

Page 5: Immigration Reform: Keyword Analysis

5 © 2013 Simply Measured, Inc

Top Influencers - Immigration with Filtering

Influencers Include News Sources and Prominent Politicians

Page 6: Immigration Reform: Keyword Analysis

6 © 2013 Simply Measured, Inc

Top Influencers - #Immigrationreform

Influencers Include Activists and Foundations

Page 7: Immigration Reform: Keyword Analysis

7 © 2013 Simply Measured, Inc

Influential Topics - Immigration with Filtering

Influential Topics Conflict, but are Undoubtedly Political

Page 8: Immigration Reform: Keyword Analysis

8 © 2013 Simply Measured, Inc

Influential Topics - #Immigrationreform

Influential Topics Conflict, but are Undoubtedly Political

Page 9: Immigration Reform: Keyword Analysis

9 © 2013 Simply Measured, Inc

Comparing Conversations on Twitter

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

Page 10: Immigration Reform: Keyword Analysis

10 © 2013 Simply Measured, Inc

Immigration with Filtering

Key Political Leaders are not Using #hashtags!

Page 11: Immigration Reform: Keyword Analysis

11 © 2013 Simply Measured, Inc

Geographic Data - Immigration with Filtering

Geographic Distribution Aligns with Assumptions

Page 12: Immigration Reform: Keyword Analysis

12 © 2013 Simply Measured, Inc

Geographic Data - #Immigrationreform

There are Several Surprises in this Distribution

Page 13: Immigration Reform: Keyword Analysis

13 © 2013 Simply Measured, Inc

Underlying Topics - #immigrationreform

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

Page 14: Immigration Reform: Keyword Analysis

14 © 2013 Simply Measured, Inc

Raw Data - #Immigrationreform

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

Page 15: Immigration Reform: Keyword Analysis

15 © 2013 Simply Measured, Inc

Virtual March - #Immigrationreform

Tweets are all RTs, and they Originate from @proimmigrationr

Page 16: Immigration Reform: Keyword Analysis

16 © 2013 Simply Measured, Inc

#tntweeters - #Immigrationreform

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

Page 17: Immigration Reform: Keyword Analysis

17 © 2013 Simply Measured, Inc

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

Page 18: Immigration Reform: Keyword Analysis

Comparing Leading Organizations

Page 19: Immigration Reform: Keyword Analysis

19 © 2013 Simply Measured, Inc

Identifying Leading Organizations

Top Tweeted Domains Identified Orgs Leading the Conversation

Page 20: Immigration Reform: Keyword Analysis

20 © 2013 Simply Measured, Inc

America’s Voice vs. FWD.us

FWD Leads in Engagement & Engagement as a % of Followers

Page 21: Immigration Reform: Keyword Analysis

21 © 2013 Simply Measured, Inc

America’s Voice vs. FWD.us

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

Page 22: Immigration Reform: Keyword Analysis

22 © 2013 Simply Measured, Inc

America’s Voice vs. FWD.us

FWD Uses @replies for Conversation

Page 23: Immigration Reform: Keyword Analysis

23 © 2013 Simply Measured, Inc

America’s Voice vs. FWD.us

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

Page 24: Immigration Reform: Keyword Analysis

Take Action

Page 25: Immigration Reform: Keyword Analysis

25 © 2013 Simply Measured, Inc

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

Page 26: Immigration Reform: Keyword Analysis

26 © 2013 Simply Measured, Inc

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

Page 27: Immigration Reform: Keyword Analysis

27 © 2013 Simply Measured, Inc

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

Page 28: Immigration Reform: Keyword Analysis

28 © 2013 Simply Measured, Inc

Free Trials - Let us Know!

www.simplymeasured.com/trial

Page 29: Immigration Reform: Keyword Analysis

Jeff GibbStrategic Account Executive

@[email protected]

Visit www.simplymeasured.com