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Masterclass: Using Brandwatch for Market Research

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Using Brandwatch for Market Research
Masterclass 2015, NY

Publicado en: Redes sociales
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Masterclass: Using Brandwatch for Market Research

  1. 1. Brian Stump /Client Services Executive Using Brandwatch for Market Research
  2. 2. Agenda • A brief history of social media research • Planning a successful social market research project • Introducing “research queries” • Case Study Examples  Concerts, Breakfast, and HIV #brandwatchtips © 2015 Brandwatch.com | 2
  3. 3. A BRIEF HISTORY OF SOCIAL MEDIA ANALYTICS #brandwatchtips © 2015 Brandwatch.com | 3
  4. 4. Evolution of Social Media Analytics #brandwatchtips © 2015 Brandwatch.com | 4 Volume & Share Sentiment Author Segmentation Thematic Category Analysis Sentiment Drivers me my competition my category my consumers
  5. 5. Conducting social research can sometimes feel a bit like this… #brandwatchtips © 2015 Brandwatch.com | 5 Now what..?
  6. 6. Its not an insight unless you can do something with it #brandwatchtips © 2015 Brandwatch.com | 6 That’s interesting DATA MIND BLOWN INSIGHT
  7. 7. PLANNING A SUCCESSFUL SOCIAL RESEARCH PROJECT #brandwatchtips © 2015 Brandwatch.com | 7
  8. 8. There’s an old saying… #brandwatchtips © 2015 Brandwatch.com | 8 OUT …a great social insights report is all in the preparation IN =
  9. 9. 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? #brandwatchtips © 2015 Brandwatch.com | 9
  10. 10. Think About Your Audience • What is their level of understanding about this kind of work? • What decisions are they empowered to make in their roles? #brandwatchtips © 2015 Brandwatch.com | 10
  11. 11. Think About Benchmarking 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. #brandwatchtips • How will you know what good looks like? © 2015 Brandwatch.com | 11
  12. 12. 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. #brandwatchtips © 2015 Brandwatch.com | 12
  13. 13. RESEARCH QUERIES #brandwatchtips © 2015 Brandwatch.com | 13
  14. 14. What do we mean by “research queries” #brandwatchtips RED BULL ENERGY DRINKS HEALTH IMPACT OF ENERGY DRINKS Brand Query Research Query Research Query © 2015 Brandwatch.com | 14
  15. 15. What do we mean by “research queries” #brandwatchtips BEYONCÉ CONCERT CONCERTS AT THE O2 ARENA BUYING CONCERT TICKETS IN THE UK Brand Query Research Query Research Query © 2015 Brandwatch.com | 15
  16. 16. ((((ticket* OR gig OR gigs OR concert* OR comedy OR "live shows" OR "see live"~2 OR "saw live"~2 OR "live show"~2 mcintyre OR "lee evans" OR "john bishop" OR "miranda hart" OR "mrs brown" OR "Mrs browns" OR "jimmy carr" OR "russel howard" OR "milton jones" OR "jon richardson" OR "john richardson" OR "lee mack" OR "robin ince" OR "tig notaro" OR "ross noble" OR "arcade fire" OR elbow OR "lily allen" OR rudimental OR metalica OR "jack white" OR "robert plant" OR "lana del ray" OR "lana delray" OR kelis OR kasabian OR "black keys" OR "ed sheeran" OR "paolo nutini" OR haim OR "john newman" OR "jake bugg" OR "manic street preachers" OR manics OR "imagine dragons" OR "massive attack" OR "ellie goulding" OR "bombay bicycle" OR "the horrors" OR "sam smith" OR "White lies" OR "the subways" OR "bryan ferry" OR goldfrapp OR disclosure OR "kaiser chiefs" OR kaiserchiefs OR mgmt OR "twin atlantic" OR "royal blood" OR "london grammar" OR beyonce* OR kylie* OR "one direction" OR 1d OR onedirection* OR JT OR timberlake OR "chris brown" OR rhianna OR "the saturdays" OR thesaturdays OR Littlemix OR "little mix" OR gaga OR ladygaga OR madonna OR bubl? OR miley OR cyrus OR "taylor swift" OR "katy perry" OR katyperry ) NEAR/15 (aecc OR "phones4u arena" OR "phones 4u arena" OR phones4uarena OR "manchester arena"~1 OR "odyssey arena" OR "The odyssey" OR "The o2" OR "o2 arena" OR "liverpool arena"~1 OR "convention centre liverpool"~1 OR "motorpoint arena" OR "motorpoint cardiff"~2 OR "cardiff area"~1 OR "LG arena" OR "The nia" OR "nia arena" OR "bournemouth centre"~2 OR "brighton centre"~2 OR "bournemouth center"~2 OR "brighton center"~2 OR "royal albert hall" OR "earls court" OR olympia OR wembley OR "alexandra Palace" OR "ally pally" OR allypally OR "ricoh arena" OR "nottingham arena"~1 OR "capitalFM arena" OR "capital FM arena" OR "sheffield arena"~1 OR "first direct arena" OR "Firstdirect arena" OR "Leeds arena"~1 OR "metro arena"~1 OR "metroradio arena" OR "newcastle arena"~1 OR "SSE hydro" OR 02arena) OR (I OR Im OR Ive OR me OR my OR mine OR myself OR ya*y OR oo*ps OR yess* OR m8 OR eh OR ehh* OR xo OR xoxo OR fanx OR "thank u" OR bye OR byee* OR byebye OR aha* OR haha* OR fuu* OR rly OR plz OR LOL OR LOLZ OR LMAO OR LMFAO OR LOFL OR ROFL OR YOLO OR FFS OR FML OR FTW OR STFU OR WTF OR WTH OR OMG OR OMFG OR TGIF OR TFIF OR YMMD OR BTW OR raw:("<3" OR ":-)" OR ":-D" OR ":)" OR ":D" OR ";-)" OR ";-D" OR ";)" OR ";D" OR ":-p" OR ";-p" OR ":-]" OR ";-]" OR ":]" OR ":-[" OR ";-[" OR ":[" OR ";[" OR ":-(" OR ":(" OR ":-/" OR ":o" OR ":O" OR ":'(" OR ";(" OR "o_O" OR "O_o" OR "Oo" OR "oO" OR "^_^" OR "^.^" OR "^^")) AND ((mcintyre OR "lee evans" OR "john bishop" OR "miranda hart" OR "mrs brown" OR "Mrs browns" OR "jimmy carr" OR "russel howard" OR "milton jones" OR "jon richardson" OR "john richardson" OR "lee mack" OR "robin ince" OR "tig notaro" OR "ross noble" OR "arcade fire" OR elbow OR "lily allen" OR rudimental OR metalica OR "jack white" OR "robert plant" OR "lana del ray" OR "lana delray" OR kelis OR kasabian OR "black keys" OR "ed sheeran" OR "paolo nutini" OR haim OR "john newman" OR "jake bugg" OR "manic street preachers" OR manics OR "imagine dragons" OR "massive attack" OR "ellie goulding" OR "bombay bicycle" OR "the horrors" OR "sam smith" OR "White lies" OR "the subways" OR "bryan ferry" OR goldfrapp OR disclosure OR "kaiser chiefs" OR kaiserchiefs OR mgmt OR "twin atlantic" OR "royal blood" OR "london grammar" OR beyonce* OR kylie* OR "one direction" OR 1d OR onedirection* OR JT OR timberlake OR "chris brown" OR rhianna OR "the saturdays" OR thesaturdays OR Littlemix OR "little mix" OR gaga OR ladygaga OR madonna OR bubl? OR miley OR cyrus OR "taylor swift" OR "katy perry" OR katyperry OR gig OR gigs OR concert* OR comedy OR "live shows" OR "see live"~2 OR "saw live"~2 OR "live show"~2) NEAR/5 (ticket* OR going OR went OR saw OR seeing OR were OR "to see" OR "go see" OR "go to")) AND (country:uk) NOT (glastonbury* OR festival* OR vfestival OR bestival OR film* OR movie* OR theatre* OR theater* OR cinema* OR glasto*)
  17. 17. #brandwatchtips CASE STUDY 1 Understanding concert ticket purchase behavior © 2015 Brandwatch.com | 17
  18. 18. Access Demand /By Category #brandwatchtips 0% 10% 20% 30% 40% 50% 60% 70% 80% Comedy Indie/Rock Pop/R&B SHARE OF BUZZ DRIVEN BY EVENT TYPES © 2015 Brandwatch.com | 18
  19. 19. Access Demand /Artists & Performers #brandwatchtips 23% 14% 10% 9% 9% 8% 8% 7% 6% 6% INDIE/ROCK ARTISTS Kasabian Ed Sheeran Sam Smith Disclosure Arcade Fire Lily Allen Kaiser Chiefs Ellie Goulding Black Keys Twin Atlantic 30% 22%11% 9% 8% 7% 7% 3% 2% 1% COMEDIANS Lee Evans Micheal Mcintyre John Bishop Miranda Hart Mrs Brown Jimmy Carr Jon Richardson Lee Mack Milton Jones Ross Noble 36% 12% 10% 9% 8% 6% 8% 5% 4%1% 1% R&B/POP ARTISTS One Direction Lady Gaga Katy Perry Beyoncé Little Mix Eminem Myley Cyrus Kylie Justin Timberlake Chris Brown The Saturdays © 2015 Brandwatch.com | 19
  20. 20. Access Demand /Geographically In this map, each point represents a Twitter mention for which geo location was publicly available. Mention density was greatest in urban areas including London, Birmingham, Manchester, Newcastle, and Glasgow. #brandwatchtips © 2015 Brandwatch.com | 20
  21. 21. Understand Behavior /ConcertTravel In this map, mentions are color coded to show references to key venues. The Manchester arena was mostly discussed by local authors, with reach not extending further than Chester and Stoke on Trent. By contrast, both Wembley and the O2 Arena had nation-wide appeal. Wembley was the most-mentioned venue in the UK, but the O2 Arena was most prominent among authors in Scotland between Glasgow and Edinburgh. #brandwatchtips © 2015 Brandwatch.com | 21
  22. 22. Understand Behavior /Who is The Purchaser? …the person talking is not always the decision maker #brandwatchtips 82% 18% Kids/Teens Talking Parents Talking ~18% of purchase mentions related to parents buying for their kids © 2015 Brandwatch.com | 22
  23. 23. Understand Behavior /By Category #brandwatchtips 0% 20% 40% 60% 80% 100% Kids/Teens Talking Parents Talking Blog Forum Review Twitter CHANNEL BY AUTHOR TYPE Artists % of parental buying conversation One Direction 43% Kasabian 11% Lady Gaga 9% Katy Perry 4% Kylie 3% Myley Cyrus 3% Disclosure 2% Beyoncé 2% Ed Sheeran 2% Jake Bugg 2% ARTISTS DRIVING PARENTAL BUYING © 2015 Brandwatch.com | 23
  24. 24. Understand Behavior /When to reach your consumers #brandwatchtips SHARE OF BUZZ DRIVEN BY EVNT TYPES 0% 1% 2% 3% 4% 5% 6% 7% 8% %DISTRIBUTIONOFMENTIONS Overall Gig Conversation Buying Tickets © 2015 Brandwatch.com | 24
  25. 25. #brandwatchtips CASE STUDY 2 Spotting a gap in the breakfast market © 2015 Brandwatch.com | 25
  26. 26. Mapping your category #brandwatchtips SHAKES YOGURT FRUIT SWEET BAKED GOODS BARS/BISCUITS HOT CEREALS BREAD COLD CEREALS EGGS/ DAIRY MEAT/FISH -8 -6 -4 -2 0 2 4 6 8 10 -8 -6 -4 -2 0 2 4 6 8 10 HEALTHY UNHEALTHY HEAVY LIGHT NEW PRODUCT IN DEVELOPMENT TWITTER “ Why can’t I find anything both good for you and filling for breakfast? ” FORUM “ Winter is coming and yogurt just isn’t going to cut it in the mornings… ” © 2015 Brandwatch.com | 26
  27. 27. #brandwatchtips CASE STUDY 3 Inform brand positioning: HIV treatment category © 2015 Brandwatch.com | 27
  28. 28. Positioning branded messaging in a complex category 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 research query to bring back discussion of HIV treatment solutions 2. Categorize and segment author types and topics in a detailed and organic/data-lead analysis #brandwatchtips A leading pharmaceutical agency P PHARMIWEB © 2015 Brandwatch.com | 28
  29. 29. Understand Author Groups /Who can you listen to & target online #brandwatchtips Patient Journalist HCP Support Worker Medical Publisher Patient Group Medical Students Care giver Other Consumers 31 % 1 % 24 % 12 % 8 % 11 %6 % 4 % 3 % 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 © 2015 Brandwatch.com | 29
  30. 30. Inform Messaging /By Category #brandwatchtips 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Less likely to pass on Increased life expectancy Cure/Long term remission Living a normal life Less likely to pass in utero %TOTALMENTIONS 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” BLOG Gmfa.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” © 2015 Brandwatch.com | 30
  31. 31. Smart Targeting /Granular insights on author #brandwatchtips 0% 25% 50% 75% 100% Less likely to pass on Increased life expectancy Cure/Long term remission Living a normal life Less likely to pass in utero %OFBENEFITMENTIONS Patient Journalist HCP Support Worker Medical Publisher Patient Group Medical Students Other Consumers © 2015 Brandwatch.com | 31
  32. 32. Document Limitation The information given in this document has been checked for accuracy and completeness however Brandwatch shall not be liable for any errors or omissions. Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053 4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom Email contact@brandwatch.com Web brandwatch.com Twitter @brandwatch Telephone UK +44 (0)1273 234290 US +1 212 229 2240 DE +49 (0)30568 370 040

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