Masterclass: Using Brandwatch for Market Research
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Using Brandwatch for Market Research Masterclass 2015, NY
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Masterclass: Using Brandwatch for Market Research
- 1. Brian Stump /Client Services Executive Using Brandwatch for Market Research
- 2. Agenda • A brief history of social media research • Planning a successful social market research project • Introducing “research queries” • Case Study Examples Concerts, Breakfast, and HIV #brandwatchtips © 2015 Brandwatch.com | 2
- 3. A BRIEF HISTORY OF SOCIAL MEDIA ANALYTICS #brandwatchtips © 2015 Brandwatch.com | 3
- 4. Evolution of Social Media Analytics #brandwatchtips © 2015 Brandwatch.com | 4 Volume & Share Sentiment Author Segmentation Thematic Category Analysis Sentiment Drivers me my competition my category my consumers
- 5. Conducting social research can sometimes feel a bit like this… #brandwatchtips © 2015 Brandwatch.com | 5 Now what..?
- 6. Its not an insight unless you can do something with it #brandwatchtips © 2015 Brandwatch.com | 6 That’s interesting DATA MIND BLOWN INSIGHT
- 7. PLANNING A SUCCESSFUL SOCIAL RESEARCH PROJECT #brandwatchtips © 2015 Brandwatch.com | 7
- 8. There’s an old saying… #brandwatchtips © 2015 Brandwatch.com | 8 OUT …a great social insights report is all in the preparation IN =
- 9. Think About Why You’re Doing This • What value are we hoping social will bring to the research mix? • What do we want to be able to do that is new or different based on this report? #brandwatchtips © 2015 Brandwatch.com | 9
- 10. Think About Your Audience • What is their level of understanding about this kind of work? • What decisions are they empowered to make in their roles? #brandwatchtips © 2015 Brandwatch.com | 10
- 11. Think About Benchmarking Think about: • 1-2 competitors who they think of as being pretty similar to them, to help to understand where they are NOW. • 1-2 competitors who are aspirational in some way that is relevant to all the other aims/background you’ve already asked them about, to help show them how to get to where they want to be. #brandwatchtips • How will you know what good looks like? © 2015 Brandwatch.com | 11
- 12. And finally…be specific • Create a project plan containing the specific questions you want to answer, so you can plan metrics that will answer them. #brandwatchtips © 2015 Brandwatch.com | 12
- 13. RESEARCH QUERIES #brandwatchtips © 2015 Brandwatch.com | 13
- 14. What do we mean by “research queries” #brandwatchtips RED BULL ENERGY DRINKS HEALTH IMPACT OF ENERGY DRINKS Brand Query Research Query Research Query © 2015 Brandwatch.com | 14
- 15. What do we mean by “research queries” #brandwatchtips BEYONCÉ CONCERT CONCERTS AT THE O2 ARENA BUYING CONCERT TICKETS IN THE UK Brand Query Research Query Research Query © 2015 Brandwatch.com | 15
- 16. ((((ticket* OR gig OR gigs OR concert* OR comedy OR "live shows" OR "see live"~2 OR "saw live"~2 OR "live show"~2 mcintyre OR "lee evans" OR "john bishop" OR "miranda hart" OR "mrs brown" OR "Mrs browns" OR "jimmy carr" OR "russel howard" OR "milton jones" OR "jon richardson" OR "john richardson" OR "lee mack" OR "robin ince" OR "tig notaro" OR "ross noble" OR "arcade fire" OR elbow OR "lily allen" OR rudimental OR metalica OR "jack white" OR "robert plant" OR "lana del ray" OR "lana delray" OR kelis OR kasabian OR "black keys" OR "ed sheeran" OR "paolo nutini" OR haim OR "john newman" OR "jake bugg" OR "manic street preachers" OR manics OR "imagine dragons" OR "massive attack" OR "ellie goulding" OR "bombay bicycle" OR "the horrors" OR "sam smith" OR "White lies" OR "the subways" OR "bryan ferry" OR goldfrapp OR disclosure OR "kaiser chiefs" OR kaiserchiefs OR mgmt OR "twin atlantic" OR "royal blood" OR "london grammar" OR beyonce* OR kylie* OR "one direction" OR 1d OR onedirection* OR JT OR timberlake OR "chris brown" OR rhianna OR "the saturdays" OR thesaturdays OR Littlemix OR "little mix" OR gaga OR ladygaga OR madonna OR bubl? OR miley OR cyrus OR "taylor swift" OR "katy perry" OR katyperry ) NEAR/15 (aecc OR "phones4u arena" OR "phones 4u arena" OR phones4uarena OR "manchester arena"~1 OR "odyssey arena" OR "The odyssey" OR "The o2" OR "o2 arena" OR "liverpool arena"~1 OR "convention centre liverpool"~1 OR "motorpoint arena" OR "motorpoint cardiff"~2 OR "cardiff area"~1 OR "LG arena" OR "The nia" OR "nia arena" OR "bournemouth centre"~2 OR "brighton centre"~2 OR "bournemouth center"~2 OR "brighton center"~2 OR "royal albert hall" OR "earls court" OR olympia OR wembley OR "alexandra Palace" OR "ally pally" OR allypally OR "ricoh arena" OR "nottingham arena"~1 OR "capitalFM arena" OR "capital FM arena" OR "sheffield arena"~1 OR "first direct arena" OR "Firstdirect arena" OR "Leeds arena"~1 OR "metro arena"~1 OR "metroradio arena" OR "newcastle arena"~1 OR "SSE hydro" OR 02arena) OR (I OR Im OR Ive OR me OR my OR mine OR myself OR ya*y OR oo*ps OR yess* OR m8 OR eh OR ehh* OR xo OR xoxo OR fanx OR "thank u" OR bye OR byee* OR byebye OR aha* OR haha* OR fuu* OR rly OR plz OR LOL OR LOLZ OR LMAO OR LMFAO OR LOFL OR ROFL OR YOLO OR FFS OR FML OR FTW OR STFU OR WTF OR WTH OR OMG OR OMFG OR TGIF OR TFIF OR YMMD OR BTW OR raw:("<3" OR ":-)" OR ":-D" OR ":)" OR ":D" OR ";-)" OR ";-D" OR ";)" OR ";D" OR ":-p" OR ";-p" OR ":-]" OR ";-]" OR ":]" OR ":-[" OR ";-[" OR ":[" OR ";[" OR ":-(" OR ":(" OR ":-/" OR ":o" OR ":O" OR ":'(" OR ";(" OR "o_O" OR "O_o" OR "Oo" OR "oO" OR "^_^" OR "^.^" OR "^^")) AND ((mcintyre OR "lee evans" OR "john bishop" OR "miranda hart" OR "mrs brown" OR "Mrs browns" OR "jimmy carr" OR "russel howard" OR "milton jones" OR "jon richardson" OR "john richardson" OR "lee mack" OR "robin ince" OR "tig notaro" OR "ross noble" OR "arcade fire" OR elbow OR "lily allen" OR rudimental OR metalica OR "jack white" OR "robert plant" OR "lana del ray" OR "lana delray" OR kelis OR kasabian OR "black keys" OR "ed sheeran" OR "paolo nutini" OR haim OR "john newman" OR "jake bugg" OR "manic street preachers" OR manics OR "imagine dragons" OR "massive attack" OR "ellie goulding" OR "bombay bicycle" OR "the horrors" OR "sam smith" OR "White lies" OR "the subways" OR "bryan ferry" OR goldfrapp OR disclosure OR "kaiser chiefs" OR kaiserchiefs OR mgmt OR "twin atlantic" OR "royal blood" OR "london grammar" OR beyonce* OR kylie* OR "one direction" OR 1d OR onedirection* OR JT OR timberlake OR "chris brown" OR rhianna OR "the saturdays" OR thesaturdays OR Littlemix OR "little mix" OR gaga OR ladygaga OR madonna OR bubl? OR miley OR cyrus OR "taylor swift" OR "katy perry" OR katyperry OR gig OR gigs OR concert* OR comedy OR "live shows" OR "see live"~2 OR "saw live"~2 OR "live show"~2) NEAR/5 (ticket* OR going OR went OR saw OR seeing OR were OR "to see" OR "go see" OR "go to")) AND (country:uk) NOT (glastonbury* OR festival* OR vfestival OR bestival OR film* OR movie* OR theatre* OR theater* OR cinema* OR glasto*)
- 17. #brandwatchtips CASE STUDY 1 Understanding concert ticket purchase behavior © 2015 Brandwatch.com | 17
- 18. Access Demand /By Category #brandwatchtips 0% 10% 20% 30% 40% 50% 60% 70% 80% Comedy Indie/Rock Pop/R&B SHARE OF BUZZ DRIVEN BY EVENT TYPES © 2015 Brandwatch.com | 18
- 19. Access Demand /Artists & Performers #brandwatchtips 23% 14% 10% 9% 9% 8% 8% 7% 6% 6% INDIE/ROCK ARTISTS Kasabian Ed Sheeran Sam Smith Disclosure Arcade Fire Lily Allen Kaiser Chiefs Ellie Goulding Black Keys Twin Atlantic 30% 22%11% 9% 8% 7% 7% 3% 2% 1% COMEDIANS Lee Evans Micheal Mcintyre John Bishop Miranda Hart Mrs Brown Jimmy Carr Jon Richardson Lee Mack Milton Jones Ross Noble 36% 12% 10% 9% 8% 6% 8% 5% 4%1% 1% R&B/POP ARTISTS One Direction Lady Gaga Katy Perry Beyoncé Little Mix Eminem Myley Cyrus Kylie Justin Timberlake Chris Brown The Saturdays © 2015 Brandwatch.com | 19
- 20. Access Demand /Geographically In this map, each point represents a Twitter mention for which geo location was publicly available. Mention density was greatest in urban areas including London, Birmingham, Manchester, Newcastle, and Glasgow. #brandwatchtips © 2015 Brandwatch.com | 20
- 21. Understand Behavior /ConcertTravel In this map, mentions are color coded to show references to key venues. The Manchester arena was mostly discussed by local authors, with reach not extending further than Chester and Stoke on Trent. By contrast, both Wembley and the O2 Arena had nation-wide appeal. Wembley was the most-mentioned venue in the UK, but the O2 Arena was most prominent among authors in Scotland between Glasgow and Edinburgh. #brandwatchtips © 2015 Brandwatch.com | 21
- 22. Understand Behavior /Who is The Purchaser? …the person talking is not always the decision maker #brandwatchtips 82% 18% Kids/Teens Talking Parents Talking ~18% of purchase mentions related to parents buying for their kids © 2015 Brandwatch.com | 22
- 23. Understand Behavior /By Category #brandwatchtips 0% 20% 40% 60% 80% 100% Kids/Teens Talking Parents Talking Blog Forum Review Twitter CHANNEL BY AUTHOR TYPE Artists % of parental buying conversation One Direction 43% Kasabian 11% Lady Gaga 9% Katy Perry 4% Kylie 3% Myley Cyrus 3% Disclosure 2% Beyoncé 2% Ed Sheeran 2% Jake Bugg 2% ARTISTS DRIVING PARENTAL BUYING © 2015 Brandwatch.com | 23
- 24. Understand Behavior /When to reach your consumers #brandwatchtips SHARE OF BUZZ DRIVEN BY EVNT TYPES 0% 1% 2% 3% 4% 5% 6% 7% 8% %DISTRIBUTIONOFMENTIONS Overall Gig Conversation Buying Tickets © 2015 Brandwatch.com | 24
- 25. #brandwatchtips CASE STUDY 2 Spotting a gap in the breakfast market © 2015 Brandwatch.com | 25
- 26. Mapping your category #brandwatchtips SHAKES YOGURT FRUIT SWEET BAKED GOODS BARS/BISCUITS HOT CEREALS BREAD COLD CEREALS EGGS/ DAIRY MEAT/FISH -8 -6 -4 -2 0 2 4 6 8 10 -8 -6 -4 -2 0 2 4 6 8 10 HEALTHY UNHEALTHY HEAVY LIGHT NEW PRODUCT IN DEVELOPMENT TWITTER “ Why can’t I find anything both good for you and filling for breakfast? ” FORUM “ Winter is coming and yogurt just isn’t going to cut it in the mornings… ” © 2015 Brandwatch.com | 26
- 27. #brandwatchtips CASE STUDY 3 Inform brand positioning: HIV treatment category © 2015 Brandwatch.com | 27
- 28. Positioning branded messaging in a complex category 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 research query to bring back discussion of HIV treatment solutions 2. Categorize and segment author types and topics in a detailed and organic/data-lead analysis #brandwatchtips A leading pharmaceutical agency P PHARMIWEB © 2015 Brandwatch.com | 28
- 29. Understand Author Groups /Who can you listen to & target online #brandwatchtips Patient Journalist HCP Support Worker Medical Publisher Patient Group Medical Students Care giver Other Consumers 31 % 1 % 24 % 12 % 8 % 11 %6 % 4 % 3 % 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 © 2015 Brandwatch.com | 29
- 30. Inform Messaging /By Category #brandwatchtips 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” © 2015 Brandwatch.com | 30
- 31. Smart Targeting /Granular insights on author #brandwatchtips 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 © 2015 Brandwatch.com | 31
- 32. Document Limitation The information given in this document has been checked for accuracy and completeness however Brandwatch shall not be liable for any errors or omissions. Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053 4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom Email contact@brandwatch.com Web brandwatch.com Twitter @brandwatch Telephone UK +44 (0)1273 234290 US +1 212 229 2240 DE +49 (0)30568 370 040
Notas do Editor
- So to summarise, over the past five years I’ve seen social media research move from being very brand centric, to focusing more on consumers. Social media can provide us an unprompted and self sculpted view of consumer motivations and needs. PAUSE This slide is a bit misleading in that we’ve used the whole space – there should really be a huge blank space to the right to allow for all the future innovations that are still to come. For me one of the most important questions social research is facing now is how to better integrate insights from social media into the existing research mix. We’re starting to map social research more onto existing data held by our clients, but how to make this easier and and more accessible and to use it to gain further insights through data integration is a really exciting challenge facing social research.
- Just data. And it can be wrangled into order like any other data-set. So, panic over, we’re on to step two.
- KEY POINTS For the purpose of this analysis, we’ve broken down “gigs” into three main types; Pop/R&B music, Indie/Rock music and comedy (stand-up). Categorising data in this way can help you to better understand which types of event are most likely to be successful when marketed through social channels, and assist with engagement planning. In the next two slides, we’ll see how you can use categories like this, alongside Brandwatch Demographics data, to better understand who’s talking about/going to your events, and who to target.
- KEY POINTS Here I’m trying to demonstrate the granularity that you can go into. We got this list of acts by searching for those acts who had toured this year, or were going to, or were generally big acts in 2014. We then included them in our search and wrote rules to section them out. Comedians and R&B/Pop both saw a pattern where two or three main artists drove over 50% of the conversation, suggesting the importance of big head line acts to those verticals – social can help you find out who these are and track their popularity over time. Indie/Rock artists saw a more even distribtution, suggesting less clustering/importance on just a few acts, and a need to cater to a wider variety for those interested in this type of music.
- KEY POINTS This map was powered with Brandwatch data, using a third party data visualization tool. It shows how Tweets about gigs were distributed throughout the UK. Mentions were highly clustered in urban areas. Consumers in southern rural/suburban areas were more likely than those in the north to talk about gigs. So long as we have enough data, we can look at how Brandwatch categories break down over geographical regions too, as shown on the next slide
- KEY POINTS This map is showing how conversation about the three most talked about venues was distributed across the UK, indicating how far people were willing to travel for gigs at each arena. The london arenas were far more likely than the Manchester arena to draw people in from further away, even consumers in Scotland and towns nearer to Manchester (such as Birmingham and others in the midlands) were more likely to travel to London arenas than to Manchester. Further analysis could reveal if this was due to particular acts who perhaps were not featured so strongly in northern arenas (in which case this could aid understanding of demand and future planning of events) or it could be that other factors are driving this. For example, people may simply not be aware of the gigs happening in Manchester (in which case increased awareness campaigns could help to draw more people in from the further surrounding areas). It could be that the experience of going to the large London arenas is what the travelling consumers are craving, and a deeper analysis into conversation about these areans could help to inform marketing messaging for the Manchester (and other non-London) arenas, to help them create some similar excitement to that surrounding the London arenas.
- KEY POINTS For this analysis we wrote a search string to bring back people talking about actually purchasing tickets to a gig/event. We noticed a trend in our topic clouds relating to purchase – the appearance of the word “mum” Looking into this further it seemed that a reasonable amount of purchase conversation was relating to parents buying tickets for their kids (especially teenagers). To explore how significant this topic was, we wrote another search string to bring back all that conversation, and found that nearly one fifth of mentions about buying tickets for gigs online relating to parents buying them for their kids. Splitting it down further, in the pie chart you can see that of this conversation, over 80% of it was actually written by the teenager/kid, not the parent. Understanding who it is that is actually talking online, and what their relationship is to the actual purchaser/decision maker can help to inform messaging for social engagement around ticket sales. On the next slide we’ll go into some more details on this…
- KEY POINTS Here we’ve broken down the parent and kid/teen voices by channel – where are each group talking online. Both groups were active mostly on forums and Twitter, however parents were more likely to talk in forums, while their kids were found mostly on Twitter. The kids were also more likely to be blogging. Further research could locate specific parenting forums for targeted engagements and listening. If creating a campaign aimed at the teenagers, Twitter is the highest reach platform, and you could have some success with blogger outreach. To help inform tone and content, you can look deeper into which acts are driving this type of conversation – you can see in the table that almost half was driven by One Direction and the majority was pop/R&B focused.
- KEY POINTS This chart uses the same date range (the last three months) and shows the average day’s activity by the hour. Overall gig conversation starts to pick up at around 8am and builds steadily through the day, accelerating in the evening. This suggests that a large proportion of gig mentions happen in real time, at the events. Again when it comes to buying conversation we see a different pattern, with a sharp peak at 9am, and another later in the afternoon at 4pm, and again at 7pm. The reasons behind these changes can be sought through sampling data taken from each day of the week, and could also be explained and put into context by comparing with other data sources, such as sales figures and the usual timing of sale announcements. This can help to build up a pattern of prompted and unprompted consumer behaviour, and inform planning of times announcements both in and outside of social media. For a full study we’d recommend taking a longer date range in order to come up with some really reliable averages.
- Sample taken from about 7,500 mentions. Accurate to 95% with 5% confidence interval Naturally arising author groups based on manual sampling methodology – highlighting the most vocal/engaged author groups, who are not always the traditional target group. For Pharam the target group is often seen as being the Healthcare Professional, but in terms of social research and engagement, it’s the patients, caregivers and other online authors that can provide the most useful insights. HIV treatment conversation was distinct from other disease areas in that caregiver conversation was very low (only 1% came from a relative/friend of a HIV positive person, previous BW studies showed an average of ~20% caregiver conversation in the UK). The general public (other consumers) spoke almost three times more about HIV treatment than healthcare professionals, suggesting a broad interest in the topic and that online influencers may differ from offline.
- In order to inform messaging around treatment, we need to understand what benefits people are most likely to share/talk about – focusing on these messages could help to boost WOM by tapping into natural interest. In this case, the most highly talked about benefit is the reduction in the likelihood to pass on the HIV virus if the patient adheres to their medication routine. However, we can go one better… and take a look at how these priorities differ among key author groups….
- Here we’ve taken the same benefits and broken them down by author group, revealing quite different priorities Help with targeting different groups Patients – most likely to talk about the impact on their life, allowing them to live normally Other consumers – most likely to talk about limiting the spread/risk of becoming infected. Journalists – focus on the most “newsworthy”/extreme treatments claiming to be potential cures. All author groups – Increased life expectancy resonated across all groups, suggesting a good topic for broader awareness campaigns.