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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!
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Immigration Reform
Leveraging Data to Inform Social Strategy
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
Sizing the Conversation & Opportunity
4 © 2013 Simply Measured, Inc
Comparing Conversations on Twitter
Keyword #1 - #immigrationreform
Keyword #2 – Immigration with filtering
5 © 2013 Simply Measured, Inc
Top Influencers - Immigration with Filtering
Influencers Include News Sources and Prominent Politicians
6 © 2013 Simply Measured, Inc
Top Influencers - #Immigrationreform
Influencers Include Activists and Foundations
7 © 2013 Simply Measured, Inc
Influential Topics - Immigration with Filtering
Influential Topics Conflict, but are Undoubtedly Political
8 © 2013 Simply Measured, Inc
Influential Topics - #Immigrationreform
Influential Topics Conflict, but are Undoubtedly Political
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
10 © 2013 Simply Measured, Inc
Immigration with Filtering
Key Political Leaders are not Using #hashtags!
11 © 2013 Simply Measured, Inc
Geographic Data - Immigration with Filtering
Geographic Distribution Aligns with Assumptions
12 © 2013 Simply Measured, Inc
Geographic Data - #Immigrationreform
There are Several Surprises in this Distribution
13 © 2013 Simply Measured, Inc
Underlying Topics - #immigrationreform
Using a Conversation Driver Analysis, #Tntweeters Appears in 42% of all #immigrationreform Tweets
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)
15 © 2013 Simply Measured, Inc
Virtual March - #Immigrationreform
Tweets are all RTs, and they Originate from @proimmigrationr
16 © 2013 Simply Measured, Inc
#tntweeters - #Immigrationreform
#TNTweeters Users Register and are Sent Emails with Links to Easily Tweet/Post
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
Comparing Leading Organizations
19 © 2013 Simply Measured, Inc
Identifying Leading Organizations
Top Tweeted Domains Identified Orgs Leading the Conversation
20 © 2013 Simply Measured, Inc
America’s Voice vs. FWD.us
FWD Leads in Engagement & Engagement as a % of Followers
21 © 2013 Simply Measured, Inc
America’s Voice vs. FWD.us
FWD Following is Larger but America’s Voice is Growing Faster
22 © 2013 Simply Measured, Inc
America’s Voice vs. FWD.us
FWD Uses @replies for Conversation
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
Take Action
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
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
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
28 © 2013 Simply Measured, Inc
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