Utilising social media analytics to drive more targeted marketing

Utilising social media analytics to drive more targeted marketingJamie Riddell & Jim HaysomBirdSong & Auto Trader
ad:tech London22 Oct 2014

Join the conversation @jamieriddell @jimhaysom #adtech_london
About Us
Auto Trader is the largest motoring marketplace in
the UK. Over 12,000 automotive retailers use our
tools and services to buy, sell, manage and market
their businesses.
BirdSong is the world’s leading pay as you go social
analytics tool. We support thousands of users with on
demand insights for Twitter, Facebook & Instagram.

Our View
We believe that success on Twitter starts with the
right content, to the right audience at the right
time.
These foundations can help improve Twitter’s
potential for customer engagement and marketing.

8 key points for consideration
1. Audience
2. Signposting
3.Branding
4. Presence
5.Timing
6.Content
7. Customer Care
8.Engagement

1. Audience

Audiences
The number of followers is not a strong enough
metric to define potential success or otherwise.
Understanding more about our audience will help
shape expectations, communications and more.

How your audience define themselves
First name analysis Biography analysis helps us understand their interests
helps us identify gender

Location - Are they in your target catchment?
1 in 5 car
buyers are
willing to
travel
anywhere in
the UK to
view a car.
Average is
60 miles.
Yes No
@EasternBMW (Edinburgh)

Can we define loyalty from follower patterns?
By understanding the
relationship of followers
and brands, we can start
to identify elements of
loyalty or interest.
Follower overlap for @LancasterJaguar @RybrookJaguar @hafoxjaguar
@RidgewayJaguar @WatfordJaguar

Should we worry about ‘roving’ Followers?
Are the followers for
Lancaster Jaguar more
receptive for rival
competitor messages?

Audience vs Customers
Not every follower will be a customer.
Take time to analyse your customer and prospect
database to identify social profiles.
Ask your customers for their social profiles.
Segment your customer database with the new
insights.

2. Signposting

Social profile links on your website
Have you included all social profiles?
Are social logos up-to-date and linked correctly?
Is tracking set up in analytics?

Tracking inbound traffic & user behaviour
Is social referral traffic set up in your analytics?
What’s the behaviour of a social media visitor?
Is social retargeting tracking set up for remarketing?
@VinesBMW Twitter profile Website homepage

Signposting social media in physical location
Leverage insights from offline behaviour, consumer
demographics and social engagement.
On the forecourt Outdoor signage Inside showroom

Signposting social media in physical location
Encourage social
sharing and
participation
within the retail
environment.
• Customer areas
• POS
• Decals
• Windows
• Business cards
• Invoices

Why should I follow you?
Signposting alone is not sufficient.
Like email, you need to provide
reasons for someone to follow you.

3. Branding

Branding - Quiz
Which Twitter account is Stratstone Mercedes,
Mercedes F1 and Mercedes official Twitter account?

Branding
How is your brand presented?
Are you maximising the potential for recognition?

Is header image the recommended 1500×500px and
does profile image compliment your brand and CI?
Use all pixels to showcase brand

Don’t cut and paste existing creative
Consistency of marketing creative builds familiarity,
but optimise your creative for each social platform.

Don’t do a half job
Your audience has made the effort to seek you out
on social media. Make first impressions count.

Don’t confuse your audience
What do you want your audience to do?
Read tweets, follow you, watch video, visit website?

Keeping your naming aligned & easy
564 Franchise Group accounts categorised:
• 81% include
Dealer Group
• 49% include
Franchise
• 30% include
Location or
abbreviation

Keeping your naming aligned & easy
And the not so good…
• @mmgealavwr
• @perthaudi759
• @HurstNissan1
• @Vertuhonda2
• @STRATYYY
The good…

4. Presence

Presence
To succeed on Twitter a brand needs to maintain a
solid presence.
This includes frequent and regular activity, a mix of
tweet styles and consideration of followers.

Dealing with lapsed accounts
Current profile Lapsed profile

Audience overlap for Ridgeway Group
199 85 857
@ridgewayskoda
284 followers
Current profile
@JewsonSkoda
942 followers
Lapsed profile
Are customers still
engaging with this
account, e.g.
complaints?
What’s the social
referral traffic
impact to website?
What’s the equity
of your follower
base?
What’s my closure
and comms plan?
Understand who
the most
valuable and
influential profiles
are that you want
to migrate across
to current profile.
Create and
execute a
migration plan of
followers to
current profile.

Auto Trader & BirdSong Research
Auto Trader identified 647 UK based Twitter profiles;
• 564 Automotive Franchise Retail Groups
• 43 Independent Automotive Retailers
• 40 Automotive Manufacturers
During October 2014, BirdSong analysed each
account for their BOS, benchmarking the industry
presence and activity.

BOS - BirdSong Optimisation Score
The BOS aims to condense any brand’s presence,
engagement and activity into one score, out of 100.
BOS measures over 20 key data points for any
account to measure for presence, consistency,
activity, engagement.
The score does not include follower size as a
definition of success but does analyse the follower
to following ratio of any account.

Leading Automotive vs. Retail BOS
Information completed on 17 Oct 2014. E&OE.
Download the full automotive BOS leaderboard at www.birdsongdtt.com

5. Timing

Timing
When is the best time to tweet?
Is it when you’ve had the most success so far?
Is it when your audience is active on Twitter or
visiting your website?
Or should it match your dealership footfall?

When are Perrys Motors active?
@perrysmotors
Source: BirdSong

How does this compare to daily web activity?
Daily Twitter activity
Source: BirdSong Source: Perrys Motors
Daily website activity
@perrysmotors

How does this compare to hourly web activity?
Hourly Twitter activity Hourly website activity
@perrysmotors
Source: BirdSong Source: Perrys Motors

Dealership footfall to Eastern BMW
@EasternBMW
Daily Twitter activity Daily showroom footfall
Source: BirdSong Source: Eastern Western Motor Group

Dealership footfall to Eastern BMW
Hourly Twitter activity Hourly showroom footfall
@EasternBMW
Source: BirdSong Source: Eastern Western Motor Group

6. Content

Content
Your best content is useless if you share it at the
wrong time, in the wrong format or to the wrong
audience.
Understanding what has worked and failed in the
past, will empower you to make better decisions in
the moment and for the future.
It’s good to understand your competitors’ activity to
identify new opportunities and gaps you can fill.

Twitter Analytics
With Twitter Analytics
you can look deeper
into the performance
of any of your recent
tweets.

Understanding your tweet performance
View your tweet
timeline and the key
metrics:
• Impressions
• Engagements
• Engagement rate

The first few hours are critical for reach
Understand your
tweet engagement
in the first 24 hours
across key metrics:
• Embed media clicks
• Detail expands
• RTs & Favourites
• User profile clicks
• Hashtag & link
clicks
• Replies

Export tweet data to analyse in detail
Download your tweet activity to interrogate the data,
discover trends and performance activity.
Example @jimhaysom tweet activity

Identify what works and replicate?
Identifying what works
may be a useful ‘first
base’ for reviewing or
improving tweet content.
Here is an example of
@landrover_UK’s most
popular tweets.

7. Customer Care

Customer Care on Twitter
How should customers raise their issues? Main
account or search for a dedicated CS account?
Understand how your customers want to engage?
Tweet, DM, live chat, telephone, email, letter, and
what’s their expectations around your response.
Who are these complainers? Do you have a single
view of this customer, and what’s their social
influence, size of social network, frequency of activity?

Are customer service accounts easy to find?
Mobile search Composing a tweet Mobile search Composing a tweet
“Evans Halshaw” “Arnold Clark”

How do people use Customer Service accounts?

Spot the difference?

Are the tweets supportive?

Do they answer the query or pass it on?

8. Engagement

Wider Engagement
Listening for social signals
and dealing with customer
engagement requires a
plan and a process.
Social analytics plays an
important part in this so
that you can test, learn
and improve user
engagement.
Important,
but not
urgent
DECIDE
Urgent and
important
DO IT NOW
Not
important,
not urgent
DO IT LATER
Urgent, but
not
important
DELEGATE
A response matrix

Listening & Joining the Conversation

Consumer Advocacy is Priceless

8 key points to finish
1. Audience
2. Signposting
3.Branding
4. Presence
5.Timing
6.Content
7. Customer Care
8.Engagement

Thank You
Get this presentation at
www.birdsongdtt.com
Analyse any Twitter brand
or Facebook account, on
demand.
Simply pay as you go.

Connect with us!
@jamieriddell @jimhaysom

Utilising social media analytics to drive more targeted marketing

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