INFLUENCING YOUR INFLUENCER GROUPS SOCIAL SEGMENTATIONS

•  A  LITTLE  BIT  ABOUT  SYNTHESIO  •  THE  NEW  MODEL  OF  CONSUMER  /  BRAND  RELATIONSHIPS  •  AUDIENCE  UNDERSTANDING  IS  PARAMOUNT  •  SEGMENTATION  AS  AN  EFFICIENT  AND  VERSATILE  SOLUTION  

TODAY’S AGENDA

SYNTHESIO - MARKET LEADING SOCIAL MEDIA MONITORING

“SYNTHESIO IS THE LEADER IN THIS STUDY DUE TO ITS SUPERIOR GLOBAL DATA COVERAGE, AUTOMATED ANALYSIS BUILT FROM HUMAN CODING, AND FUNCTIONAL DASHBOARDS. WELL-SATISFIED CUSTOMER REFERENCES SCORE THE VENDOR HIGHLY FOR ITS FLEXIBILITY AND THE FREQUENCY WITH WHICH IT RECOMMENDS NEW APPROACHES.” THE FORRESTER WAVE™: ENTERPRISE LISTENING PLATFORMS, Q1 2014 REPORT

A DEDICATED TEAM OF (SOCIAL MEDIA) MARKET RESEARCHERS FROM DIFFERENT BACKGROUNDS INCLUDING MEDIA PLANNING AND EVALUATION AGENCIES, MEDIA OWNERS, BOUTIQUE QUALITATIVE AGENCIES AND TECH/DATA PROGRAMMING. WE HELP CLIENTS LEVERAGE THE POWER OF SOCIAL DATA IN ANSWERING SPECIFIC BUSINESS OR RESEARCH OBJECTIVES. WE HAVE DEVELOPED METHODOLOGIES THAT SUCCESSFULLY UTILISE SOCIAL DATA TO ANSWER A RANGE OF COMMUNICATIONS & RESEARCH NEEDS:  

ABOUT SYNTHESIO INSIGHTS

INFLUENCER IDENTIFICATION

CONSUMER TREND ANALYSIS

COMMS STRATEGY PLANNING

BRAND (HEALTH ) TRACKING

CUSTOMER JOURNEY MAPPING

NEED STATE MAPPING

NEW PRODUCT DEVELOPMENT

AUDIENCE SEGMENTATION

TRADITIONAL BUSINESSES HAVE A

TRANSACTIONAL RELATIONSHIP

WITH CUSTOMERS

YOUR BUSINESS

PURCHASES & INTENT

YOUR CUSTOMERS

SERVICES & SUPPORT

THE CONSUMER MATTERS MORE THAN EVER BEFORE…

SOCIAL MEDIA =

LARGE, ORGANIC, UNBIASED

FOCUS GROUP

Sources: Nielsen/Synacapse

THERE IS A NEED TO SPEAK TO THEM WITH TAILORED CONTENT…

WHY PEOPLE FOLLOW BRANDS ON TWITTER

0% 10% 20% 30% 40% 50% 60%

TO GIVE FEEDBACK

ACCESS TO EXCLUSIVE CONTENT

TO GET FREEBIES

THEY TWEET INTERESTING CONTENT

CURRENT CUSTOMERS

TAKE PART IN COMPETITIONS

LEARNING ABOUT NEW PRODUCTS AND SERVICES

STAYING UP TO DATE WITH BRAND NEWS

TO BE NOTIFIED OF SPECIAL OFFERS

THEY LIKE THE BRAND

YOUR BUSINESS

BY PUTTING CUSTOMERS AT THE

CENTER OF THEIR BUSINESS

YOUR CUSTOMERS

SOCIAL COMPANIES ARE CHANGING THE GAME

0%

10%

20%

30%

40%

50%

60%

16-34 35-54 55+

“I LIKE IT WHEN BRANDS ASK CONSUMERS TO GET INVOLVED THROUGH CROWDSOURCING, CREATING BRAND VIDEOS, ETC.”

AND CONSUMERS WANT TO BE INCLUDED

BUT THE QUESTIONS REMAIN…

WHAT  CONTENT?  

TO  WHOM?  

WHEN?  

ON  WHICH  CHANNEL?  

? …THERE ARE 3 BROAD SOLUTIONS

1)  AGGREGATED AUDIENCE PROFILING GENDER, AGE, INCOME, BRANDS, INTERESTS, CONTENT SHARED

…BUT AGGREGATED VIEWS OFTEN LEAVE FURTHER QUESTIONS UNANSWERED

SOURCE: DEMOGRAPHICS PRO

WE IDENTIFIED THE 150 MOST INFLUENTIAL ON TWITTER THEN ANALYZED ALL THEIR CONTENT OVER 2 MONTHS, TO UNDERSTAND:

2) THEIR ENGAGEMENT WITH OTHER TOPICS

1) LINGUISTIC STYLES

2) DEFINE CONSUMER GROUPS AND TRACK THEIR CONTENT

VOLU

ME

GRASSROOTS COMMUNITY

AND WELLBEING

EXTREME ACTIVITIES

ENGAGE WITH CSR INITIATIVES

TIME

AND FIND CONTENT HOOKS WITH WHICH TO ENGAGE AND INFLUENCE THEIR THINKING…

…BUT YOU WANT SOCIAL DATA TO INFORM

YOU WHO TO TRACK

TIMELY FLEXIBLE (RELATIVELY) INEXPENSIVE HARD TO REACH/QUIET AUDIENCES TRACKABLE

3) SOCIAL SEGMENTATIONS

BUILDING SEGMENTATIONS – THE DATA OPTIONS

AGGREGATE DATA FROM RELEVANT SAMPLE  

ANALYZE BASED ON DATA WE CAN HARVEST

BUILD TYPOLOGIES AND INSIGHTS  

WHAT THEY SAY  

WHAT THEY SEE  

HOW THEY DESCRIBE

THEMSELVES

1  

2  

3  

NETWORK AFFILIATIONS

PEACOCKS ARE ALL ABOUT GAMIFICATION OF SOCIAL AND SELF-PROMOTION.  

DREAMERS ARE ARTISTIC, CREATIVE AND NON-CONFORMIST.  

ACHIEVERS PROPAGATE THEIR BELIEFS, CHALLENGE THEMSELVES AND THEIR PEERS.  

SMITTEN KITTENS DEFINE THEMSELVES BY THE CELEBRITIES THEY LOVE AND SOLICIT FOR ATTENTION.  

18! Dance with your own rhythm

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SOCIAL TEENS IN APAC BUILT ON TEXT AND VISUAL DATA

PEACOCKS - BEHAVIORAL PROPENSITIES AND STORIES THEY FOLLOW

GAMIFICATION – SOCIAL AS A VANITY PROJECT

HALLOWEEN AFFORDED THE OPPORTUNITY TO DRESS UP

EXPRESSION OF BRAND DESIRES & ADMIRATION OF CELEBRITIES

GLAMOUR BRANDS AND HIGH END FASHION EVENTS ENGAGE MOST

MISS WORLD, ADVERTISING CAMPAIGNS. FASHION LAUNCHES

ENGAGE WITH WIDER BEAUTY AND FASHION TIPS, ACCESS TO EXCLUSIVE BEAUTY AND PRODUCT CONTENT. CONSIDER TIMINGS OF COMMUNCATIONS AROUND KEY FASHION AND PARTY SEASONS r  

PLAN OUT YOUR CONTENT WITH TIME STAMPED DATA

0.000  

0.005  

0.010  

0.015  

0.020  

7   8   10   12   14   16   18   20   22   23  9   11   19  13   15   21  17  

CELEBRITY  

SPORT  

FACE  

SCHOOL  

FASHION  FOOD  FRIEND  MOTIVATIONAL  RELIGION  

TOPIC  

GOES TO SCHOOL  

POSTS SELFIES  

GETS FOOD AND HAS SOME

FASHION CONVERSATIONS  

TALKS WITH FRIENDS  

POSTS MOTIVATIONAL

QUOTES  

THE WEALTH OF METADATA CAN BE HARNESSED TO GENERATE AUDIENCE INSIGHTS AND INFORM CONTENT PLANNING

PEACOCKS  

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

INDIA TOTAL SAMPLE

SMITTEN KITTENS

DREAMERS

PEACOCKS

ACHIEVERS

IDENTIFY YOUR PRIMARY TARGETS, ACHIEVE EFFICIENCIES TYPOLOGIES - %

PRIMARY TYPOLOGIES SMITTEN KITTENS: MAKE MORE OF CELEBRITY TIE UPS – CREATE A NARRATIVE FOR THEM TO FOLLOW AND HELP THEM GET CLOSER TO THE CELEBRITY, OFFERING EXCLUSIVE INTERACTION AND DIALOGUE – ALL ACCESSIBLE VIA BRAND PAGES.   ACHIEVERS: TALK ABOUT CSR/CHARITABLE HOMESPUN INITIATIVES. FURNISH WITH EDUCATION CONTENT, TALK TO THEM AROUND EXAM TIMES IN PARTICULAR. ROLE MODELS WILL ENGAGE THESE PEOPLE, BUT THEY ARE MORE LIKELY TO BE SCIENTISTS AND/OR CELEBRITIES WITH ALTRUISTIC AGENDAS.  

AN CAMPAIGN EVALUATION TOOL

QUALITY MAINSTREAMERS BLINGERS

DETROITIANS

INDUSTRY ACCOUNTS

DIGI-NATIVES

MOTOR MUMS

SPORTING DADS

COMEDY VALUES

TEENIES WW DOTTY

NASCAR CONSERVATIVES

HIP-SPANICS

IDENTIFY NEW AND GROWING SEGMENTS

ENABLES US TO IDENTIFY STRENGTH OF SHARED AFFINITIES AND LIKELIHOOD THAT BRAND MESSAGES WILL BE SHARED WITHIN CLUSTERS

TOTAL SAMPLE

WHO ARE THE MOST “AUDIBLE” SEGMENT?

DEEP DIVE MOTORS MUMS

WHICH ACCOUNTS INFLUENCE THEM? CELEBRITY, NEWS & LIFESTYLE

UNIQUE INFLUENCERS TO THIS AUDIENCE: ICONIC FEMALE LEADS

HOW THEY DESCRIBE THEMSELVES AND THE BRAND CATEGORIES THEY FOLLOW

DIAL UP AESTHETIC AND TECHNOLOGY PRODUCT FEATURES

ARTS AND ENTERTAINMENT CONTENT PROMPTS THE MOST ENGAGEMENT…

SEGMENT % KEY  TRAITS IMPLICATIONS  FOR  COMMUNICATIONS QUALITY  MAINSTREAM 17% STANDARD  MAINSTREAM  GROUP,  WITH  FEWER  DEFINABLE  AFFINITIES.    

HIGHER  PROPORTION  OF  LURKERS.  PASSIVE  CONSUMERS  OF  TWITTER  CONTENT

REQUIRE  FURTHER  INVESTIGATION.  TRACK  SAMPLE  ONGOING  TO  TEASE  OUT  INTERACTIONS  AND  ENGAGEMENT  MOMENTS.  

BLINGERS 14% STRONG  AFRICAN  AMERICAN  COMMUNITY,  UNITED  IN  LOVE  OF  ARTS  AND  MUSIC,  STYLE  &  FASHION.  

STRONGLY  ENGAGED  WITH  MUSIC,  CONSIDER  COMMUNICATING  TECHNOLOGY/ENTERTAINMENT  SYSTEMS.

INDUSTRY  ACCOUNTS 13% COMPETITORS/JOURNALIST/PROFESSIONAL  ACCOUNTS. CRUCIAL  REACH  DRIVERS.    HYGIENE  FACTOR.

DIGI-­‐NATIVES 11% DIGITALLY  SAVVY,  YOUNG  AND  CAREER  DRIVEN. REACH  ACROSS  QUALITY  NEWS  PROFESSIONAL  ENVIRONMENTS.  POSITION/ACCENTUATE  THE  URBAN  DRIVE/PROFESSIONAL  CHOICE.

MOTOR  MUMS 10% INDEPENDENT,  KNOWLEDGE  DRIVEN  WITH  SENSE  OF  FUN  AND  ADVENTURE.  STRONG  CULTURAL/ENTERTAINMENT  FOCUS.

MIX  FAMILY  FUN  WITH  ESCAPIST  ELEMENTS.

SPORTING  DADS 8% YOUNGER  ACTIVE  DADS,  INTEREST  IN  SPORTS  OF  ALL  TYPES. ACCENTUATE  LIFESTYLE  BENEFITS  OF  MODELS,  IN  TERMS  OF  SPACING,  COMFORT  AND  FAMILY  LIFE.

COMEDY  VALUES 7% ENGAGE  WITH  LOW  VALUE,  FRIVOLOUS  CONTENT.  HEAVILY  ACTIVE. NEED  APPROPRIATE  CONTENT.  DIFFICULT  TO  ENGAGE  WITH  SERIOUS  BRAND  MESSAGES.

TEENIES 6% YOUNG  AUDIENCE,  HEAVILY  ENGAGED  IN  CELEBRITY  CONTENT.  GAMIFICATION  IS  KEY.

CELEBRITY  ENDORSEMENT,  BUT  NOT  A  SERIOUS  AUDIENCE  FOR  CONSIDERATION.

NASCAR  CONSERVATIVES 4% SOUTHERN  SKEW,  CONSERVATIVE  VIEWS,  HIGHLY  POLITICIZED. ACCENTUATE  BRAND’S  STATUS  AS  A  HIGH  PERFORMANCE  US  BRAND.  

WW  DOTTY 4% WRESTING  FANS,  LIKELY  TEENAGE  BOYS. AVOID  TARGETED  COMMUNICATIONS

DETROITIANS 3% DETROIT  COMMUNITY  FOCUSED  ACCOUNTS,  HEAVILY  INTERCONNECTED. CRUCIAL  CONDUITS  FOR  CSR  INITIATIVES.

HIP-­‐SPANICS 2% OUTLIER  HISPANIC  COMMUNITY  WITH  INTEREST  IN  MUSIC  &  CULTURE DISCREET  ENGAGEMENT,  TARGETED  AT  IDENTIFIED  INFLUENCERS.

SEGMENTS AT-A-GLANCE

•  BUILD ALWAYS-ON PANELS •  TEST CAMPAIGN IMPACT •  PROVIDE PERSONALISED BRAND CONTENT •  NPD / TESTING

TAKING IT FORWARD…

IN SUMMARY

•  BRANDS NEED TO TAILOR CONTENT TO AUDIENCES LINKED BY MORE THAN THEIR LIKING OF A BRAND

•  RICH DATA SETS AFFORD DEEP AND VARIED SEGMENTATION OPPORTUNITIES

•  A CRUCIAL COMPONENT OF ANY SOCIAL LISTENING PROGRAMME

THANK YOU! oliver@synthesio.com