Social as a grown-up consumer insight tool

Rebecca Carson | Head of Insights | [email protected] | Tel: +44 (0)1273 234 290

Coming Up/

• Introductions

• Social Media Research: how far we’ve come

• Practical help: making sense of social data

• Case Study Example: attitudes towards HIV treatment

2© 2014 Brandwatch | www.brandwatch.com | @brandwatch

© 2014 Brandwatch | www.brandwatch.com

Brandwatch/ Company Overview

1000+Clients in 15 Markets

94% Customer Satisfaction

Twitter Certified Product Supporting

Clients in

27 Languages

World Class Development & Services Team

180 Employees

50 Product Developers

7 PhD Staff Members

Rapidly Growing Client Base

137% YoY

International Presence• Brighton

• Berlin

• Chicago

• New York


CrawlStore and

Index

2

How it Works

1

Analyse

3

Present

4

Engagement partner

5

• Crawl 70M+ sites including key social networks

• 27 languages

• Powerful search operators

• 20Bn + indexed URLs

• Years of historical data

• Automated topic & sentiment analysis in all 27 languages

• Automate common tasks including alerts

• Advanced analytics modules

• Automatic categorisation with rules

• Custom dashboards

• Reporting & alerts

• Action insight via integrations


Insights at Brandwatch

Rebecca has nearly seven years experience in commercial research with over four years specialising in social media insight.

Rebecca CarsonHead of Insights


Rebecca has six years experience in commercial research with over four years specialising in social media insight.

Introductions

Rebecca Carson

AndrewKey

EmelieSwerre

EdwardCrook

Head of Insights Junior AnalystSenior AnalystSenior Analyst

Edward has been a social media analyst with us since 2012, and working in digital media for three years.

Emelie has four years research experience, with two years specialising in turning big data into useful insights.

Andrew joined the team following his MA in Critical Theory, and his role as a researcher for data visualisations.


Social Media ResearchHow far we’ve come


Evolution of Social Media Analytics

8

Volume & Share

© 2014 Brandwatch | www.brandwatch.com | @brandwatch


9

SentimentVolume &

Share



10

Volume & Share

SentimentSentiment

Drivers



11

Volume & Share

SentimentSentiment

Drivers

Thematic CategoryAnalysis



Volume & Share

SentimentSentiment

Drivers


Author Segmentation



Volume & Share

SentimentSentiment

Drivers


Author Segmentation

me my competiton my category my consumers


Practical HelpMaking Sense of Social Data

© 2014 Brandwatch | www.brandwatch.com 14

There’s a lot of talk about companies using social media

Jan-12 May-12 Sep-12 Jan-13 May-13 Sep-13 Jan-140

1000

2000

3000

4000

5000

6000

7000

# M

EN

TIO

NS

PE

R W

EE

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Brandwatch data from the UK, all page types for social media related to business and analytics

15

UK ONLINE CONVERSATIONS ABOUT SOCIAL FOR BUSINESS INSIGHT


Now what…?


Step One/ De-mystifying social data



18

Exciting

!



19

Exciting Messy

!



20

Exciting Messy Detailed

!



21


Intimidating

!



22


Intimidating Just data

!


Step Two/ Understand why you’re doing this

WHY am I doing this?


Step Three/ Understand your audience


Step Four/ Ask yourself how often is it helpful to see this data?


Step Five/ Consider what you already know


Step Six/ Make sure you’ll know what “good” looks like


Step Seven/ Cross your data points as much as you can

Author Type Attitude ChannelDiscussion

Topics




Topics

Author Type Attitudex = CONSUMER SEGMENTATION




Topics


Discussion Topics

Attitude x = SUCCESS & PAIN POINTS




Topics


Discussion Topics


Author TypeDiscussion

Topicsx = INFORM TARGETED MESSAGING




Topics


Discussion Topics


Author TypeDiscussion

Topicsx = INFORM TARGETED MESSAGING

All of the above x Channel = INFORM ONLINE CHANNEL STRATEGY


Case StudyUnderstanding attitudes towards HIV Treatment


Understanding attitudes towards HIV Treatment

The need:

Inform communication strategy for treatments.

The approach:

Better understand how different author groups interests/priorities differ, in order to inform targeted messaging.

The methodology:

1. Design a query to bring back discussion of HIV treatment solutions

2. Take statistically confident random samples

3. Categorize and segment author types and topics within the sample, in a detailed and organic/data-lead analysis

PHARMA CLIENT

A leading pharmaceutical agency

P


Patient

Journalist

HCP

Support Worker

Medical Publisher

Patient Group

Medical Students

Care giver

Other Consumers

Naturally occurring author segments

AUTHOR GROUPS DISCUSSING HIV TREATMENT

The author has HIV

Individual journalist/news owned accounts

Healthcare Professionals

Employed by a HIV support group

Social accounts of Medical publications

Patient support group account

Currently studying medicine

Any other individual/general consumers

Relative/close friend of patient

31%

1%

24%

12%

8%

11%6%

4%

3%


Key perceived benefits of treatment

Less likely to pass on Increased life expectancy

Cure/Long term remission

Living a normal life Less likely to pass in utero

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

% T

OT

AL

ME

NT

ION

S

BENEFITS OF TREATMENT DISCUSSED ONLINE

TWITTER@june96

“ If you are living with HIV and taking treatment regularly, you are up to 96% less likely to pass on the virus #LoveIsInMyBlood”

BLOGGmfa.org.uk

“ Although I know my life would be easier if I were HIV-negative, the politically incorrect truth is that being positive just isn't that bad. All the trouble I have comes from other people's attitudes and opinions”


Treatment benefit discussion varied to reflect different interests

Less

likely

to p

ass

on

Incr

ease

d life

exp

ecta

ncy

Cure/

Long

term

rem

ission

Living

a n

orm

al life

Less

likely

to p

ass

in ut

ero

0%

25%

50%

75%

100%

Patient Journalist HCP Support Worker

Medical Publisher Patient Group Medical Students Other Consumers

% O

F B

EN

EF

IT M

EN

TIO

NS


Key Thoughts


Key thoughts about social media as a grown-up research tool

• Social media is a valuable resource for consumer insight.

• Don’t be dazzled by all the buzz and hype.

• To get the best out of it, approach it logically and apply the same process

and rigour as you would when using other data sets:

• Think about your objectives

• Plan your project well

• Cross your data points as much as you can

• Always be thinking about how your business can take action on the finding

• Put understanding your consumers at the heart of social research


Thanks for listening / Say hello

@brandwatch

www.brandwatch.com

UK: +44 (0)1273 358 635

[email protected]


Social as a grown-up consumer insight tool

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