This document discusses how data research can help with content strategy. It provides three key takeaways: 1) Most data needed is already available, 2) Use this data to tell your story, 3) Present data in interesting ways using cheap/free tools. Examples are given of analyzing hashtag data on Twitter about a conference using network graphs and maps to identify influential accounts and geographic trends. The document promotes using data and creative planning together to craft compelling stories and presentations.

1. Content strategy through data
Johary Rafidison
17 July 2014

2. Hi, I am Jojo

3. AT A GLANCE 138of the world’s
biggest companies
54offices
15
time zones
50+affiliates
Highly rated
by clients
of our business
is multi-market
Cutting edge
proprietary tools
consultants
1,000
Embedded
DIGITAL
expertise
26countries
5 core values
of our staff
are bilingual
2/3
ALWAYS-ON
RESEARCH
REGIONAL HUBS
ESTABLISHED
over
years ago
Data
Driven
Measurements
43languages
30
6
1/3 PASSION
INSIGHT
CONNECTION
INNOVATION
ACTION

4. What I would like to cover
How data research can help you hone your content strategy

5. Three key takeaways
• Most of the data that you need is already available
• Please use this data to tell your story
• Don’t forget these very cool and cheap tools to present your data

6. Best market research companies in the world?
“We are not aware of most of what we see and sense
around us, or even of how were responding to it. We are
not who we think we are.”
The Social Animal, David Brooks.

7. Trust what people do, not what they say

8. Google trends world cup
http://bit.ly/1mG2q3o

9. Google trends world cup

10. Facebook data science team
http://bit.ly/1qcagoF http://bit.ly/1qcagoF

11. Facebook data science team
http://on.fb.me/1kHPd9A

12. A few tips for your content strategy

13. Most of the data that you need is already available
and most of the time you can get it for free

14. Use this data to make your story
A creative planner working in tandem with a data analyst is one of the best way to craft stories

15. Present this data in an interesting or cool
way
You will find out that they are so many tools that you can use for a very good price or
sometimes for almost nothing.

16. #BrightonSEO

17. Methodology
Number of #BrightonSEO tweets generated on the 24 April 2014
Data source: Sysomos Map
Visualisation tools: Gephi & CartoDB
Location: UK only

18. Key figures
Number of UK tweets: 3,637
Number of UK Twitter impressions: 7,000,000
Average no. of followers: 1,900
Most active accounts:
• @Tim_Grice
• @kelvinnewman
• @charliesaidthat
• @staceycav

19. Gephi – Network Analysis
Malcolm Coles
General Manager Daily Mirror
http://bit.ly/1reelIK

20. Gephi – Network Analysis
Malcolm Coles
General Manager at Daily Mirror
http://bit.ly/1reelIK
Matt Fielding
SEO Director at CustardMedia
http://bit.ly/W7ybZ1

21. Gephi – Network Analysis
Malcolm Coles
General Manager Daily Mirror
http://bit.ly/1reelIK
Matt Fielding
SEO Director at CustardMedia
http://bit.ly/W7ybZ1
Stacey MacNaught
Search Director Tecmark
http://bit.ly/1wriUNv

22. Gephi – Network Analysis
Malcolm Coles
General Manager Daily Mirror
http://bit.ly/1reelIK
kelvin Newman
Organises#brightonseo#contentmarket
http://bit.ly/U7HaHY
Matt Fielding
SEO Director at CustardMedia
http://bit.ly/W7ybZ1
Stacey MacNaught
Search Director Tecmark
http://bit.ly/1wriUNv

23. Gephi – Network Analysis

24. CartoDB – Mapping analysis
http://bit.ly/1n74iTV

25. Three key takeaways
• Most of the data that you need is already available
• Please use this data to tell your story
• Don’t forget these very cool and cheap tools to present your data

26. Thank you