How to get competitive social media insights without 'Robin' the bank
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How you can use social media analytics to identify competitor activity and audiences which could be used to improve your own social media marketing. In this presentation we focus on social media insights that can be gained using BirdSong. We look at where you can find free social media insights, the problems with just looking at your own data and the opportunities presented by analysing competitor activity. Insights used within this presentation were created using BirdSong, the world's leading 'Pay as You Go' social media analytics tool.
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How to get competitive social media insights without 'Robin' the bank
- 1. How to get competitive social insights without ‘Robin’ the bank Jamie Riddell BirdSong www.birdsonganalytics.com
- 2. www.birdsonganalytics.com Jamie’s Background • Co-Founder of Cheeze – one of the UK’s leading independent digital marketing agencies 1999 – 2009 • Advisor to the National Media Museum • Writer for the Next Web & EADT 2010 – 2012 • Creator of BirdSong Social Media Analytics
- 3. Social Media Analytics Analytics helps us understand more about our social media activity, how it is received and where it can be improved. Analytics can include Twitter & Facebook Analytics, Google Analytics, Buffer, Hootsuite and much more www.birdsonganalytics.com
- 5. The Challenge of looking at your own data • It can only tell you what you have done, and how well it worked • It cannot tell you how you should do it • It cannot tell you what the competitors did
- 6. Why would competitor’s insights? • Fast Track your own learning • Identify gaps for exploiting • Identify new relevant audiences to engage with
- 7. www.birdsonganalytics.com Where to get free insights • Plenty of content shared on Google, Pinterest, Twitter, Quora & Slideshare. • Use this as a starting point but not as your defining guide
- 8. The Challenge of looking at industry/free data
- 9. Is Rush Hour a great time to engage?
- 10. Rush Hour East Anglian Style
- 11. www.birdsonganalytics.com What Insights do we need? We believe success in Social Media comes from maximizing: The Right Audience With The Right Message At the Right Time The following insights have all been taken from BirdSong Analytics www.birdsonganalytics.com
- 12. www.birdsonganalytics.com The Right Audience • Moving the question from “how many followers” to “who is following” • Such insights can help shape what you share, when you share it and what the expected outcome will be
- 13. www.birdsonganalytics.com The Right Audience? Are your Twitter followers in your expected target?
- 14. www.birdsonganalytics.com How does your audience define themselves? As we’d expect most followers are interested in insurance industry Therefore, potentially the account is talking to its peers, not its customers
- 15. Are they in the right location? As a UK regulated financial services company, are French followers of value? www.birdsonganalytics.com
- 16. Can we define interests by follower overlap? Can we identify a potential audience by their interests in other brands? www.birdsonganalytics.com
- 17. www.birdsonganalytics.com The Right Message • The right message may be in line with brand strategy • It may want to engage, enrage, or amuse • But it needs to stand out
- 18. Is it on brand/on message?
- 19. Is it engaging?
- 20. Facebook - Will it engage? (average FB engagement by update type) % of all updates
- 21. What is proving interesting? (Adnams most popular Instagram pictures)
- 22. Is there a theme for popular messages?
- 23. The Right Time The best message is of no value if it’s shared with the right audience at the wrong time
- 24. www.birdsonganalytics.com Best Time to Tweet? • Analyzing your previous tweets could tell you when to tweet, based on your activity • This may be different to a time you’ve never tried • Measuring when your audience is most active may identify new times to try
- 25. www.birdsonganalytics.com Axa’s best time to tweet Based on follower’s activity, not on historic tweets Note the followers are active well into the evening
- 26. www.birdsonganalytics.com Axa’s best day to tweet www.birdsonganalytics.com Note the total lack of weekend presence
- 27. Best time to Post on Facebook? www.birdsonganalytics.com
- 28. Best time to Post on Facebook? www.birdsonganalytics.com
- 29. www.birdsonganalytics.com Download the Data to analyse yourself • We can provide Follower exports for any Twitter account • Downloads for the last 3,200 tweets • All Facebook post data to .csv • All Instagram post data • For any account
- 30. Insights without ‘Robin’ the bank • BirdSong provides on demand insights for any brand on Twitter, Facebook & Instagram • Reports start from £14.99* with no monthly commitment • Built in East Anglia, used around the world www.birdsonganalytics.com *PLUS VAT www.birdsonganalytics.com
Notas del editor
- https://www.flickr.com/photos/stevenpjohnson/6700564715/
- It can only tell you what you have done, and how well it worked It cannot tell you how you should do it
- Twitter & Facebook are global audiences Research is global in nature May not be directly relevant for your business E.g. Best time to tweet is in on the commute?
- No one is connected!