Social media tools for audience research and measurement and relevant influencer network mapping with NodeXL - BreakingNews.ie Measurement Conference

Social media tools for audience
insight
Measurement.ie
Beth Granter
@bethgranter
September 2014
TTeexxtt
@brilliantnoise
brilliantnoise.com

Hello! I’m Beth Granter.
I’m a digital consultant
at Brilliant Noise.

Agenda
- Some tools for audience research and measurement
- What is influencer mapping and why do it?
- Why we need to move on from basic influencer
identification based on Twitter bios, to finding people
based on their network connections.
- Drawing networks on NodeXL to visually communicate
relevance to senior stakeholders.
- Using conversational data from influencer networks to
inform and evaluate content strategy.
4

Some tools for audience
research and measurement
6

What we can use social media data for
To discover:
- who is talking about a topic and who’s influential
- what is being said
- what vocabulary is being used
- when and where relevant conversations happen
!
- To baseline, assess current amount of buzz
- To measure digital customer journeys and evaluate
campaign success
7

8
Google’s search filters
Finding locally authored blogs:
- Pages from Ireland (only
available when you’re in
Ireland!)
- Blogs

9
Google trends
- Check timing & popularity of
terms
- Competitor analysis
- Regional interest
- Folksonomy (what words
people really use)

10
Topsy
- Find top tweets and
influencers
- Include advanced boolean
queries (search terms)
- Filter results by tweeted
photos, links and videos

11
Topsy
- Compare volumes of
mentions over time -
phrases, topics,
users, competitors

12
Tweetreach
- Measure estimated reach of
past 50 tweets matching
search term
- Top contributors
- Timeline of tweet volume
- Most retweeted tweets
- Download XLS or PDF
- Additional volume available on
paid accounts

13
Twittercounter
- Measure volume of followers
over time
- Up to three months history
free
- Competitor analysis
- Paid options to export data
& track ongoing, track
unfollows

14
Tweriod
- When do your followers tweet?
- When do you get the most @replies?

15
Followerwonk
About your followers or those you
follow:
- Location
- Follower count
- Account ages
- Recencies of tweets
- Total tweets
- Languages
- % retweets within tweets
- @mentions outbound

16
Followerwonk
About your followers or those
you follow:
- Authority
- Gender
- Most active hours
- bio wordcloud

17
Twiangulate
- Twitter user search by
complex boolean query
(keywords) including
regional limit
- Search within a particular
users’ followers, list, mutual
followers
- Sort results by followers
- Export list of Twitter
usernames

18
Tweetstats
- When did you tweet? By
month, day and time.
- Who do you @mention the
most?
- Who do you retweet the
most?
- Word cloud of your tweets

19
Brandwatch / buzz
monitoring tools
- Volume by theme.
- Top sites.
- Top authors.
- Top tweets.
- Top news articles.
- Trending topics.

What is influencer mapping and
why do it?
21

What is influencer mapping and why do it?
- Who is your current audience?
- Who is your target audience?
- What is your audience talking about?
- Who influences your current/target audience?
- What are your audience’s influencers talking about?
!
- Answers to the above can inform your content strategy.
22

Why we need to move on from
basic influencer identification
based on Twitter bios, to finding
people based on their network
connections.
23

Basic influencer identification
Discovery:
- Search Twitter bios for key words
- Search Twitter conversations
- Search blogs based on blog title and content
Prioritisation:
- Follower count
- Klout influence score
- MozRank or inbound links
24

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28

Basic influencer identification outputs
29
- Self-proclaimed experts/obsessives who define as such
- Highly vocal people around a key topic
- People who are generally influential online

Basic influencer identification outputs
- ...but not necessarily people who
are influential around the key topic
30

Influence score is not related to
who they’re speaking to or what
the topic is
31

Advanced influencer
identification
33

Prioritising influencers:
number of relevant topic
mentions
34

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An improved measure of
influence/relevance:
network follower count
The number of connections
within a network of influencers
37

Network follower count
A = 0
Not followed by anyone in
the primary network
B = 2
Followed by 2 other
followers of @measurefest
A
B
C
A
C
D
B

Advanced influencer identification
Discovery:
- Same as basic plus...
- Who does your initially discovered influencer/target list follow?
- Who is your initially discovered influencer/target list followed by?
Prioritisation:
- Number of relevant mentions
- Likelihood to be followed by / follow initial influencer list
39

Drawing networks on
NodeXL to visually
communicate relevance
to senior stakeholders.
40

NODEXL
NodeXL is a free, open-source template
for Microsoft® Excel® 2007, 2010 and
2013 that makes it easy to explore
network graphs.
With NodeXL, you can enter a network
edge list in a worksheet, click a button
and see your graph, all in the familiar
environment of the Excel window.
41

Network follower count
A = 0
Not followed by anyone in
the primary network
B = 2
Followed by two other
A
B
C
A
C
D
B

Who ELSE is influential
to @measurefest
followers?
47

Network follower count in a simple two-tier network
A = 0
B = 2
C = 1
Followed by one of
@measurefest’s followers
D = 2
Followed by two other
A
B
C
D
A
B
C
D

Get ‘friends’ of (people followed by) refined list
49

When the primary
influencer list is broad,
@stephenfry normally
comes up as top by
network follows
51

So, calculate network
follows as a
PERCENTAGE of total
followers, to get a more
reliable relevance score
52

Sort and filter by network follows as a percentage of total follows
53

Using conversational data
from influencer networks
to inform and evaluate
content strategy.
55

Author based query (not keyword based)
57

Using conversational data from influencer networks to inform
and evaluate content strategy
Inform:
- What are your target audience / influencers talking about?
Evaluate:
- Have you managed to influence the conversation with your
content?
- What volume of mentions from your target audience relate to your
content?
58

In summary...
- Finds generally influential people online
- Who define themselves as experts, or talk a lot about a topic
Advanced influencer network mapping
- Considers the relevance of an influencer within a niche network
- Creates a visual to illustrate the value of the method to senior
stakeholders
60

Social media tools for audience research and measurement and relevant influencer network mapping with NodeXL - BreakingNews.ie Measurement Conference

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Social media tools for audience research and measurement and relevant influencer network mapping with NodeXL - BreakingNews.ie Measurement Conference