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Facebook Topic Data With Sysomos Scout

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How can you analyze what people are sharing and engaging with on Facebook? Up until recently this was not possible, but now it is with Facebook Topic Data.

In this presentation we'll cover what this means for the world of marketing (and doing business in general). We’ll also cover ways you can analyze Facebook Topic data – and turn it into actionable intelligence – through Sysomos Scout.

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Facebook Topic Data With Sysomos Scout

  1. 1. DataSift and Facebook Topic Data
  2. 2. Who is DataSift?
  3. 3. What is Facebook Topic Data?
  4. 4. Marketers Are Making Big Investments in Facebook 1 BILLION+ DAILY ACTIVE USERS PEOPLE SPEND 46 MINS/DAY ON FACEBOOK (1) 50M+ SME BUSINESSES WITH ACTIVE FACEBOOK PAGES 2.5M+ ACTIVE ADVERTISERS $5.6B Q415 AD REVENUES GROWING 57% YoY Source: Facebook Q4 2015 Earnings Report (1) Facebook, Messenger, Instagram.
  5. 5. Don’t Settle for Partial Insights Without Facebook topic data you only get a glimpse of what is possible!
  6. 6. Topic Data Unlocks Unique Insights for Marketers DATASIFT + FACEBOOK Partnership FACEBOOK TOPIC DATA ENGAGEMENT ACROSS FACEBOOK
  7. 7. Facebook Topic Data Insights From Scout
  8. 8. What Targets Are Available for Analysis in Scout? Age Ranges: 18-24, 25-34, 35-44, 45-54, 55-64, 65+, unknown Author Type Fan page or user page Country Breakdown by country Gender Breakdown by gender Hashtags Find out what the top hashtags used are Interaction Type Story, comment, like, share, or re-share Links Top links shared around a topic Media Type Post, photo, share, link, video, or note Top Topics “Top Topics” and related topics (determined by Facebook) Sentiment Sentiment of posts (determined by Facebook) This different “Targets” are ways users can filter reports and can be “stacked together” like top links from women in the UK
  9. 9. So what can we do with this data?
  10. 10. Sysomos Scout Capabilities: Unlock Unique Insights Brand • Product Content • Links Industry • Topic Audience Brand Analytics Content & Media Analysis Industry & Topic Research Market Research to Inform Creative & CampaignsBrand Reputation Management Campaign Analysis Competitive Analysis Influential Media Analysis Topic Analysis Content Discovery Industry Benchmarking Topic-Specific Analysis Vertical Applications (e.g. TV) Creative & Campaign Design Audience Affinity Analysis Audience Discovery/Expansion
  11. 11. Sysomos Scout will support any use case that does not rely on the specific identity of the individual, including, but not limited to: • Market Research • Creative Content Optimization • Reputation Management • Share of Voice • Measuring Customer Satisfaction • Demand Forecasting • Risk Management • Resource Allocation Sysomos Scout data provides secondary support to use cases such as influencer identification and customer service by providing the big picture behind the individual-level interactions. …Across Your Organization BRAND HEALTH CUSTOMER EXPERIENCE MARKETING OPTIMIZATION OPERATIONAL EFFICIENCY REVENUE GENERATIONINNOVATION
  12. 12. Use Case: Content Validation • Weight loss company assumes target audience is middle-aged women • Turned to Scout to validate claim, learning engagement is being lead by men • Used this insight to retarget their campaign to appeal to both men and women
  13. 13. Use Case: Display Ads • Game developer is about to launch a new game • Using Sysomos Scout, they identify the sources (YouTube Blogs, etc.) being shared most often by their target demographic when interacting around a competitor • Use this information to sponsor the same channels with targeted influencers and display advertising to push the launch of the new game
  14. 14. Thank You! @Sysomos