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Rebecca Carson | Head of Insights | rebeccac@brandwatch.com | Tel: +44 (0)1273 234 290
Coming Up/
• Introductions
• Social Media Research: how far we’ve come
• Practical help: making sense of social data
• Case Study Example: attitudes towards HIV treatment
2© 2014 Brandwatch | www.brandwatch.com | @brandwatch
© 2014 Brandwatch | www.brandwatch.com
Brandwatch/ Company Overview
1000+
Clients
in 15
Markets
94%
Customer
Satisfaction
Twitter Certified Product Supporting
Clients in
27
Language
s
World
Class
Development
& Services
Team
180 Employees
50 Product Developers
7 PhD Staff Members
Rapidly Growing
Client Base
137% YoY
International Presence
• Brighton
• Berlin
• Chicago
• New York
3© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Crawl
Store and
Index
How it Works
Analyse
3
Present
4
Engagement
partner
5
• Crawl 70M+
sites including
key social
networks
• 27 languages
• Powerful search
operators
• 20Bn + indexed
URLs
• Years of historical
data
• Automated topic &
sentiment analysis
in all 27
languages
• Automate
common tasks
including alerts
• Advanced
analytics modules
• Automatic
categorisation
with rules
• Custom
dashboards
• Reporting &
alerts
• Action insight
via integrations
4© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Insights at Brandwatch
Rebecca has
nearly seven
years experience
in commercial
research with
over four years
specialising
in social
media insight.
Rebecca
Carson
Head of Insights
5© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Rebecca has six
years experience
in commercial
research with
over four years
specialising
in social
media insight.
Introductions
Rebecca
Carson
Andrew
Key
Emelie
Swerre
Edward
Crook
Head of Insights Junior AnalystSenior AnalystSenior Analyst
Edward has been
a social media
analyst with us
since 2012,
and working in
digital media for
three years.
Emelie has four
years research
experience,
with two years
specialising
in turning big data
into useful insights.
Andrew joined the
team following his
MA in Critical
Theory, and his role
as a researcher for
data visualisations.
6© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Social Media
Research
How far we’ve come
7© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Evolution of Social Media Analytics
8
Volume &
Share
© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Evolution of Social Media Analytics
9
Sentiment
Volume &
Share
© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Evolution of Social Media Analytics
10
Volume &
Share
Sentiment
Sentiment
Drivers
© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Evolution of Social Media Analytics
11
Volume &
Share
Sentiment
Sentiment
Drivers
Thematic
Category
Analysis
© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Evolution of Social Media Analytics
Volume &
Share
Sentiment
Sentiment
Drivers
Thematic
Category
Analysis
Author
Segmentation
12© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Evolution of Social Media Analytics
Volume &
Share
Sentiment
Sentiment
Drivers
Thematic
Category
Analysis
Author
Segmentation
me my competiton my category my consumers
13© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Practical Help
Making Sense of Social Data
© 2014 Brandwatch | www.brandwatch.com 14
There’s a lot of talk about companies using social
media
0
1000
2000
3000
4000
5000
6000
7000
Jan-12 May-12 Sep-12 Jan-13 May-13 Sep-13 Jan-14
#MENTIONSPERWEEK
Brandwatch data from the UK, all page types for social media related to business and analytics
15
UK ONLINE CONVERSATIONS ABOUT SOCIAL FOR BUSINESS INSIGHT
© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Now what…?
16© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Step One/ De-mystifying social data
17© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Step One/ De-mystifying social data
18
Exciting
!
© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Step One/ De-mystifying social data
19
Exciting Messy
!
© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Step One/ De-mystifying social data
20
Exciting Messy Detailed
!
© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Step One/ De-mystifying social data
21
Exciting Messy Detailed
Intimidating
!
© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Step One/ De-mystifying social data
22
Exciting Messy Detailed
Intimidating Just data
!
© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Step Two/ Understand why you’re doing this
WHY am I doing this?
23© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Step Three/ Understand your audience
24© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Step Four/ Ask yourself how often is it helpful to see
this data?
25© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Step Five/ Consider what you already know
26© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Step Six/ Make sure you’ll know what “good” looks like
27© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Step Seven/ Cross your data points as much as you can
Author Type Attitude Channel
Discussion
Topics
28© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Step Seven/ Cross your data points as much as you can
Author Type Attitude Channel
Discussion
Topics
Author Type Attitudex = CONSUMER SEGMENTATION
29© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Step Seven/ Cross your data points as much as you can
Author Type Attitude Channel
Discussion
Topics
Author Type Attitudex = CONSUMER SEGMENTATION
Discussion
Topics
Attitude x = SUCCESS & PAIN POINTS
30© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Step Seven/ Cross your data points as much as you can
Author Type Attitude Channel
Discussion
Topics
Author Type Attitudex = CONSUMER SEGMENTATION
Discussion
Topics
Attitude x = SUCCESS & PAIN POINTS
Author Type
Discussion
Topicsx = INFORM TARGETED MESSAGING
31© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Step Seven/ Cross your data points as much as you can
Author Type Attitude Channel
Discussion
Topics
Author Type Attitudex = CONSUMER SEGMENTATION
Discussion
Topics
Attitude x = SUCCESS & PAIN POINTS
Author Type
Discussion
Topicsx = INFORM TARGETED MESSAGING
All of the above x Channel = INFORM ONLINE CHANNEL STRATEGY
32© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Case Study
Understanding attitudes
towards HIV Treatment
33© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Understanding attitudes towards HIV Treatment
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 query to bring back discussion of HIV treatment
solutions
2. Take statistically confident random samples
3. Categorize and segment author types and topics within the
sample, in a detailed and organic/data-lead analysis
PHARMA CLIENT
A leading pharmaceutical
agency
P
34© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Patient
Journalist
HCP
Support Worker
Medical Publisher
Patient Group
Medical Students
Care giver
Other Consumers
Naturally occurring author segments
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
31%
1%
24%
12%
8%
11%
6%
4%
3%
35© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Key perceived benefits of treatment
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”
36© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Treatment benefit discussion varied to reflect
different interests
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
37© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Key Thoughts
38© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Key thoughts about social media as a grown-up
research tool
• Social media is a valuable resource for consumer insight.
• Don’t be dazzled by all the buzz and hype.
• To get the best out of it, approach it logically and apply the same process
and rigour as you would when using other data sets:
• Think about your objectives
• Plan your project well
• Cross your data points as much as you can
• Always be thinking about how your business can take action
on the finding
• Put understanding your consumers at the heart of social research
39© 2014 Brandwatch | www.brandwatch.com | @brandwatch
Thanks for listening / Say hello
@brandwatch
www.brandwatch.com
UK: +44 (0)1273 358 635
rebeccac@brandwatch.com
40© 2014 Brandwatch | www.brandwatch.com | @brandwatch

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Social as a grown-up consumer insight tool

  • 1. Rebecca Carson | Head of Insights | rebeccac@brandwatch.com | Tel: +44 (0)1273 234 290
  • 2. Coming Up/ • Introductions • Social Media Research: how far we’ve come • Practical help: making sense of social data • Case Study Example: attitudes towards HIV treatment 2© 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 3. © 2014 Brandwatch | www.brandwatch.com Brandwatch/ Company Overview 1000+ Clients in 15 Markets 94% Customer Satisfaction Twitter Certified Product Supporting Clients in 27 Language s World Class Development & Services Team 180 Employees 50 Product Developers 7 PhD Staff Members Rapidly Growing Client Base 137% YoY International Presence • Brighton • Berlin • Chicago • New York 3© 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 4. Crawl Store and Index How it Works Analyse 3 Present 4 Engagement partner 5 • Crawl 70M+ sites including key social networks • 27 languages • Powerful search operators • 20Bn + indexed URLs • Years of historical data • Automated topic & sentiment analysis in all 27 languages • Automate common tasks including alerts • Advanced analytics modules • Automatic categorisation with rules • Custom dashboards • Reporting & alerts • Action insight via integrations 4© 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 5. Insights at Brandwatch Rebecca has nearly seven years experience in commercial research with over four years specialising in social media insight. Rebecca Carson Head of Insights 5© 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 6. Rebecca has six years experience in commercial research with over four years specialising in social media insight. Introductions Rebecca Carson Andrew Key Emelie Swerre Edward Crook Head of Insights Junior AnalystSenior AnalystSenior Analyst Edward has been a social media analyst with us since 2012, and working in digital media for three years. Emelie has four years research experience, with two years specialising in turning big data into useful insights. Andrew joined the team following his MA in Critical Theory, and his role as a researcher for data visualisations. 6© 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 7. Social Media Research How far we’ve come 7© 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 8. Evolution of Social Media Analytics 8 Volume & Share © 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 9. Evolution of Social Media Analytics 9 Sentiment Volume & Share © 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 10. Evolution of Social Media Analytics 10 Volume & Share Sentiment Sentiment Drivers © 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 11. Evolution of Social Media Analytics 11 Volume & Share Sentiment Sentiment Drivers Thematic Category Analysis © 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 12. Evolution of Social Media Analytics Volume & Share Sentiment Sentiment Drivers Thematic Category Analysis Author Segmentation 12© 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 13. Evolution of Social Media Analytics Volume & Share Sentiment Sentiment Drivers Thematic Category Analysis Author Segmentation me my competiton my category my consumers 13© 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 14. Practical Help Making Sense of Social Data © 2014 Brandwatch | www.brandwatch.com 14
  • 15. There’s a lot of talk about companies using social media 0 1000 2000 3000 4000 5000 6000 7000 Jan-12 May-12 Sep-12 Jan-13 May-13 Sep-13 Jan-14 #MENTIONSPERWEEK Brandwatch data from the UK, all page types for social media related to business and analytics 15 UK ONLINE CONVERSATIONS ABOUT SOCIAL FOR BUSINESS INSIGHT © 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 16. Now what…? 16© 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 17. Step One/ De-mystifying social data 17© 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 18. Step One/ De-mystifying social data 18 Exciting ! © 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 19. Step One/ De-mystifying social data 19 Exciting Messy ! © 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 20. Step One/ De-mystifying social data 20 Exciting Messy Detailed ! © 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 21. Step One/ De-mystifying social data 21 Exciting Messy Detailed Intimidating ! © 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 22. Step One/ De-mystifying social data 22 Exciting Messy Detailed Intimidating Just data ! © 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 23. Step Two/ Understand why you’re doing this WHY am I doing this? 23© 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 24. Step Three/ Understand your audience 24© 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 25. Step Four/ Ask yourself how often is it helpful to see this data? 25© 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 26. Step Five/ Consider what you already know 26© 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 27. Step Six/ Make sure you’ll know what “good” looks like 27© 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 28. Step Seven/ Cross your data points as much as you can Author Type Attitude Channel Discussion Topics 28© 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 29. Step Seven/ Cross your data points as much as you can Author Type Attitude Channel Discussion Topics Author Type Attitudex = CONSUMER SEGMENTATION 29© 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 30. Step Seven/ Cross your data points as much as you can Author Type Attitude Channel Discussion Topics Author Type Attitudex = CONSUMER SEGMENTATION Discussion Topics Attitude x = SUCCESS & PAIN POINTS 30© 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 31. Step Seven/ Cross your data points as much as you can Author Type Attitude Channel Discussion Topics Author Type Attitudex = CONSUMER SEGMENTATION Discussion Topics Attitude x = SUCCESS & PAIN POINTS Author Type Discussion Topicsx = INFORM TARGETED MESSAGING 31© 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 32. Step Seven/ Cross your data points as much as you can Author Type Attitude Channel Discussion Topics Author Type Attitudex = CONSUMER SEGMENTATION Discussion Topics Attitude x = SUCCESS & PAIN POINTS Author Type Discussion Topicsx = INFORM TARGETED MESSAGING All of the above x Channel = INFORM ONLINE CHANNEL STRATEGY 32© 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 33. Case Study Understanding attitudes towards HIV Treatment 33© 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 34. Understanding attitudes towards HIV Treatment 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 query to bring back discussion of HIV treatment solutions 2. Take statistically confident random samples 3. Categorize and segment author types and topics within the sample, in a detailed and organic/data-lead analysis PHARMA CLIENT A leading pharmaceutical agency P 34© 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 35. Patient Journalist HCP Support Worker Medical Publisher Patient Group Medical Students Care giver Other Consumers Naturally occurring author segments 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 31% 1% 24% 12% 8% 11% 6% 4% 3% 35© 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 36. Key perceived benefits of treatment 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” 36© 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 37. Treatment benefit discussion varied to reflect different interests 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 37© 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 38. Key Thoughts 38© 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 39. Key thoughts about social media as a grown-up research tool • Social media is a valuable resource for consumer insight. • Don’t be dazzled by all the buzz and hype. • To get the best out of it, approach it logically and apply the same process and rigour as you would when using other data sets: • Think about your objectives • Plan your project well • Cross your data points as much as you can • Always be thinking about how your business can take action on the finding • Put understanding your consumers at the heart of social research 39© 2014 Brandwatch | www.brandwatch.com | @brandwatch
  • 40. Thanks for listening / Say hello @brandwatch www.brandwatch.com UK: +44 (0)1273 358 635 rebeccac@brandwatch.com 40© 2014 Brandwatch | www.brandwatch.com | @brandwatch