Masterclass 2015: Creating Actionable Social Media Reporting

Emelie Swerre / Senior Insights Analyst for Brandwatch

Creating actionable social media reporting

Agenda

Hints for successful social media research (10 mins)

•  Including listening in your social engagement

•  Planning and structuring research projects

Case studies (10 mins)

•  Identifying influencer networks

•  Knowing when best to engage with your online audiences and measuring the success of your social interactions

Questions & Discussion (10 mins)

#brandwatchtips © 2015 Brandwatch.com | 2

PLANNING A SUCCESSFUL

SOCIAL RESEARCH PROJECT


Don’t rush in

Without listening, Social ROI is hard to establish:


PLAN ENGAGE ROI?

Evidence based social brand management


LISTEN PLAN ENGAGE

LISTEN ROI

Conducting Social Research can sometimes feel a bit like this…


Now what…?

We don’t just want data, we want INSIGHT


That’s interesting DATA

Mind BLOWN INSIGHT

There’s an old saying…


IN OUT

=

…a great social insights report is all in the preparation

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?

Consider your audience…


•  What is their level of understanding about this kind of work?

•  What decisions are they empowered to make in their roles?

Think about benchmarking


•  How will you know what good looks like?

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.

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.

CASE STUDY 1 Identifying influencer networks/

Slippers for Shelter


Identifying influencer networks


CHARITY

The scope/ Locate individuals for Twitter outreach, understanding how these individuals are connected and who is influential within the network.

Method/ 1.  Identify influencers using Brandwatch. 2.  Visualise how these influencers

are connected to identify key players in the network.

Refine and filter your list


Figure 6/ Most influential online authors discussing @Shelter

Make sense of your influencers and their connections


…Now you know who you should be connecting with!

http://www.aaai.org/ocs/index.php/ICWSM/09/paper/view/154/1009 "Made with Brandwatch data plugged into Gephi"

CASE STUDY 2 Knowing when best to engage

with your online audiences/ Telecom Client


Knowing when best to engage with your audiences


TELECOM CLIENT

The scope/ To understand when your audiences are most active online to know when best to carry out your social interactions and how to measure the impact of your customer engagement.

Method/ 1.  Using Brandwatch’s new average

Time-of-Day analytics as a base for creating a Twitter engagement/ customer service strategy.

2.  Looking at before and after audience sentiment following customer service interactions.

3.  Measuring social customer service response rates.

Average daily interactions/ Twitter


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COMPETITOR 3

•  Brand Replies •  Consumer Posts

Average time of the day trend/ Twitter


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•  @mentions •  Owned

•  RTs •  All other

2013 2014

Measuring the success of Twitter CS engagements


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Competitor 1 Competitor 2 Competitor 3

% C

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SENTIMENT AT ENGAGEMENT START

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Competitor 1 Competitor 2 Competitor 3 %

CS

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SENTIMENT AT ENGAGEMENT END

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Deutsche Telekom O2 Vodafone

% C

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SENTIMENT AT ENGAGEMENT START

Negative Neutral Positive NET SENTIMENT 17% 11% 19%

Detailed response time data


TWITTER Minimum Average Maximum

Competitor 3 33 sec 51.9 min 23.56 hr

Competitor 1 64 sec 57.8 min 2.0 days

Competitor 2 2.65 min 23.26 hr 12 days

FACEBOOK (first response) Minimum Average Maximum

Competitor 3 1.28 min 1.46 hr 4.5 days




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