After listening comes writing. . . Here are more tips in delivering useful reports out of disorganized and sometimes chaotic social media conversations.

1. Writing Key Findings, General Trends
and Recommendations
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3. FINDINGS
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4. How to search for actionable key findings
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5. How to search for actionable key findings
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6. How to search for actionable key findings
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7. How to search for actionable key findings
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8. How to search for actionable key findings
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9. Pay attention to positive comments that have been consistently mentioned
by netizens.
POSITIVE
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10. Watch out for negative comments that have been recurring for months.
NEGATIVE
XXXXX
XXXX
XXXXX
X
X
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11. How to search for actionable key findings
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12. How to search for actionable key findings
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13. How to search for actionable key findings
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14. How to search for actionable key findings
Brandtology Wheel
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15. How to search for actionable key findings
Find behavioural patterns.
Identify opportunities and threats that could have impact on our client’s brand.
Never take individual insights but do not totally ignore them.
Discover strengths and weaknesses of our clients and their competitors.
Identify recurring issues.
Notice how netizens use social media.
Get in touch with current events.
See opposing views.
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16. Writing Key Findings and General Trends
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17. How do we write Key Findings and General
Trends?
Key Findings vs General Trends
Cluster Analysis Trend Analysis
Cluster Analysis is a class of statistical In statistics, trend analysis often refers to
technique that can be applied to data that techniques for extracting an underlying pattern
exhibit “natural” groupings. of behaviour in a time series which would
otherwise be partly or nearly completely hidden
by noise.
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18. Cluster Analysis for Key Findings
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19. Cluster Analysis
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20. Cluster Analysis
The Key Findings capture the general clusters which are then
elaborated on the body of the report.
Examples:
Key Finding: Country of origin impacts Singaporean netizens’ purchase intention.
Key Finding: Chinese netizens buy makeup products with high credibility.
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21. Trend Analysis for General Trends
Time factor Showing the trend could help our clients predict future
events.
Daily Weekly Quarterly Yearly
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22. Trend Analysis
A finding
that persists across time can be considered
a
trend.
Trend Analysis can be extremely valuable as an early
warning indicator of potential problems and issues
with product line and service level changes
that impact customers.
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23. Writing Effective Recommendations
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24. Writing Effective Recommendations
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25. Writing Recommendations that work
Marketing perspective
actionable and specific
+ HOW
Recommendations should not be product-specific, unless the client specifically
requests to see those in our reports.
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26. Writing Recommendations that work
Use Marketing Terms
Some resources:
American Marketing Association Resource Library
Social Media Marketing Terms
Marketing Made Simple
RECOMMENDATIONS have to be specific. Direct action. The
conversation is still active and clients can do something about
it.
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27. Sample Recommendations
Facebook is where the people are;
it’s incredibly share-heavy, engagement prone, and media loving.
-Excelamktg Social Media Marketing
Create a call to action- promote shares, likes,
and ask questions
Post photos and video content often
Tag users whenever appropriate
Be human. Expand content from solely
about the company- broaden the posts to
industry news, ask for opinions from fans,
and always respond.
Facebook still the top referer
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28. Sample Recommendations
We need to combat Facebook Fatigue.
“Get creative, get surprising, get shocking.” Unexpected ideas are
more likely to stick because surprise makes us pay attention and think.
“Think outside your industry, your mission and your
business.” It’s “important to go off-topic”, especially on your Facebook page,
because “Facebook fans are people first”.
“Get visual.” Articles also have more weight, when accompanied
by a brief summary, a good title and a compelling photo.
This type of content tends to get more likes and more shares.
Offer value that fans can get ONLY from Facebook.
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29. Sample Recommendations
Twitter is incredibly information-hungry, article-sharing,
and media-loving. It is a venue for real-time, brief,
valuable information
-Excelamktg Social Media Marketing
Post articles that are relevant to the industry
Opt out of open-ended questions; instead, use “yes-no” type of questions, polls,
or action-prone content
Utilize trending topics when appropriate (#hashtags)
Post tweets based on data showing the best times to tweet
RT industry influencers and followers when appropriate
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30. Sample Recommendations
Company Blog
Your brand’s blog isn’t necessarily a social
networking platform by definition, but when talking
about best practices for each social site, it’s vital to
take a look at your blog’s current performance.
-Excelamktg Social Media Marketing
Make a point to always be relevant, updated and consistent .
Post something that has absolutely nothing to do with the brand (but still
relevant to the industry) .
Don’t neglect holidays or important current events.
Open up the floor to your subscribers.
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31. Thank you!
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