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Asking More from your Social Research

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Great research starts with insightful questions. But what are the ‘right’ questions to ask, and how do I plan for the unforeseen? In this session we’ll shed light on approaches to making the most of social data. We’ll question the meaning of ‘influencers’ and tackle data segmentation. This is a session for those who are ready to level up their research but not sure where to begin.

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Asking More from your Social Research

  1. 1. NOW YOU KNOW | BRANDWATCH.COM #NYKCON F Asking more from your social research Edward Crook/ Research Manager, NA & LatAm
  2. 2. #NYKCON F • Asking the right questions • Approaches to research • A common example: influencers What we’ll cover Edward Crook @ed_crook Brandwatch Research Manager, NA & LatAm
  3. 3. #NYKCON F 1. Asking the right questions
  4. 4. #NYKCON F Cutting a path through the wilderness Management Climb the tallest tree, surveys the entire situation, and yells “Wrong Jungle” Leadership Stephen Covey “The Seven Habits of Highly Effective People” 1989
  5. 5. #NYKCON F DIFFEREN T
  6. 6. #NYKCON FBRANDWATCH.COM Am I your favourite? Did you see my campaign? Have you heard of me? Are we in the same space? How Why Threat or opportunity? Did it influence your decision?
  7. 7. #NYKCON F 2. Approaches to Research
  8. 8. #NYKCON F Top-down approach
  9. 9. #NYKCON F Bottom-up approach
  10. 10. #NYKCON F Combining approaches Some predefined categories, some allowed to emerge from the data
  11. 11. #NYKCON F 1. Automated Rules 2. Random Sampling
  12. 12. #NYKCON F Marketing e.g.: “Tell me about the Brandwatch team” Technology Marketing Technology Business Pets Science
  13. 13. #NYKCON F Marketing e.g.: “Tell me about the Brandwatch team” Technology Marketing Technology Business Pets Science
  14. 14. #NYKCON F 3. Examples
  15. 15. #NYKCON F Who are my top influencers?
  16. 16. #NYKCON F Three common definitions: Author Mentions @BW_React 1,380 @TweetQureet 781 @thesimetcalfe 558 @SolidRecs 331 @willmcinnes 193 Author Followers @hootsuite 8,040,409 @TimesFashion 2,375,562 @nokia 2,210,907 @nine_oh 1,068,418 @caitlinmoran 591,097 Author Impact @BW_React 95 @TweetQureet 68 @thesimetcalfe 48 @SolidRecs 30 @willmcinnes 21 1. The loudest 2. Largest audience 3. Most impact Identifying top influencers Data collected Jan 1, 2017 –April 25, 2017, @brandwatch central account excluded
  17. 17. #NYKCON F • We’re talking about social networks, so network analysis is important! • Spam and quasi-spam authors can also be loud • Large audiences might not be relevant audiences • It’s possible to buy followers • What’s impactful in your next campaign might be different Identifying top influencers
  18. 18. Bastian M., Heymann S., Jacomy M. (2009). Gephi: an open source software for exploring and manipulating networks. International AAAI Conference on Weblogs and Social Media. • In this network, each node is an author and each edge is an interaction (reply, retweet or @mention). • Nodes color-coded by centrality.
  19. 19. Bastian M., Heymann S., Jacomy M. (2009). Gephi: an open source software for exploring and manipulating networks. International AAAI Conference on Weblogs and Social Media. @Hootsuite is well connected (high centrality) and has a large audience. @TimesFashion has a large audience but is not well-connected within the Brandwatch community. @Nokia has a similar following but much stronger connections.
  20. 20. #NYKCON F Identifying top influencers Back in table format: Author Centrality Followers Bio @lilachbullock 1 101,036 CMO @brandwatch. Passionate. Demanding. Hungry. My opinions. @TweetQureet 0.852 9,574 Showcasing the best online tools to the people who need them. @SolidRecs 0.613 13,373 Working at @Brandwatch. Do things that make your kids proud. @willmcinnes 0.311 7,980 Find customers on Twitter. Get real-time alert emails… @BW_React 0.248 45,512 Keep updated with all the career opportunities @Brandwatch… Most Well-connected Influencers
  21. 21. #NYKCON F Recap
  22. 22. #NYKCON F @ed_crook Edward Crook Research Manager, Brandwatch
  23. 23. #NYKCON F Now You Know

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