Contenu connexe Similaire à Using Social Media Data to Drive Business Decisions (20) Plus de Fathom: A Digital Marketing Agency (15) Using Social Media Data to Drive Business Decisions2. Welcome!
Agenda
Benefits and Methodology of Social
Media Research
What kind of data is available and
how to use it Amy Marshall
Examples of research tools available Social Media Strategy & Research
COO, Columbus Division
The reality of what’s involved in
executing social media research
@amymarshall
@fathomonline
©Fathom SEO, LLC, all rights reserved 2013
3. Social Media Data can help “figure it out”
©Fathom SEO, LLC, all rights reserved 2013
4. All over the internet people are
sharing opinions,
writing reviews,
sharing experiences,
tweeting
about brands
©Fathom SEO, LLC, all rights reserved 2013
6. Customer Feedback
People are talking
about all brands
©Fathom SEO, LLC, all rights reserved 2013
7. Social Media Irony
Consumers
use social
media to learn
what to buy
Brands use
social media
to learn how to
sell
©Fathom SEO, LLC, all rights reserved 2013
8. Social Media
Monitor Listen Participate
Manage
Watch Participate in
customer
competitors conversations
service
Gather
Look for new Build strong
customer
opportunities relationships
opinions
Monitor Identify Gather direct
conversations influencers feedback
©Fathom SEO, LLC, all rights reserved 2013
9. Social Media is a Large Focus Group
Augment offline
research
such as phone
surveys or focus
groups,
with social media
conversation data
©Fathom SEO, LLC, all rights reserved 2013
10. Social Media Data
Why social media data can be “efficient” and “accurate”
Eliminates the observer effect
Eliminates self-selection
Huge amount of information and samplings, fast
©Fathom SEO, LLC, all rights reserved 2013
11. Social Media
Monitor Listen Participate Analyze
Manage Product
Watch Participate in
customer development
competitors conversation
service
Consumer
Gather messaging
Look for new Build strong
customer
opportunities relationships
opinions
Measurement
Monitor Identify Gather direct
Competitive
conversation influencers feedback
intelligence
©Fathom SEO, LLC, all rights reserved 2013
12. Social Media Data Research Methodology
Identify online Analyze the online Interpret the results
conversations channels, content into business goals
about the brand, and connections for and objectives
competitors and trends and behavior
product or services
©Fathom SEO, LLC, all rights reserved 2013
13. Research Plan
Brand
Competitor brands
Partner brands
Industry groups
Product names/services
Campaign names
Events
Industry terms
©Fathom SEO, LLC, all rights reserved 2013
14. Top Level Social Media Data Available
Volume of conversation
Channels where conversations are happening
Demographics – gender, age
Geography
Top posters
Influencers
Top keywords
Relational themes
Sentiment
Trends by social networks
©Fathom SEO, LLC, all rights reserved 2013
15. Analyzing the Data
Compare timeframes
Pre and post campaigns Trend keyword themes
Year over Year Brand messaging or
consumer messaging
Campaign driven, consumer
driven or media driven
Identify influencers
Sentiment
Brand advocates
Relevant, influential posters
Track targeted geographies
Office locations
Targeted campaigns
Segment personas or
target audience themes
Keyword themes used Channels
Channels talking on Different conversation themes
by channel – Message Map
©Fathom SEO, LLC, all rights reserved 2013
17. Report Examples
Volume of
conversation
examples
©Fathom SEO, LLC, all rights reserved 2013
19. Report Examples
Demographics
©Fathom SEO, LLC, all rights reserved 2013
23. Types of Social Media Tools
Monitoring Tools
• Google Alerts, Social Mention, NetVibes, Trackur,
Viralheat, Lithium Technologies, Radian6, Sysomos
Engagement Management Tools
• ArgyleSocial, SproutSocial, HubSpot, Hootsuite,
Sysomos, Visible Technologies
Conversation Research & Analysis Tools
• Radian6, Sysomos, Nielsen, Visible Technologies,
Crimson Hexagon, Brandwatch
©Fathom SEO, LLC, all rights reserved 2013
25. The Reality of Social Media Research
Search setups are critical
Cleaning the data can be tedious
Depending on the brands and goals, it can take a lot of time
Can get “sucked into” the never ending data and segmentation options
Interpreting the data into business outcomes and actions is a skill
Need to analyze research on a regular basis
©Fathom SEO, LLC, all rights reserved 2013
26. Questions?
Amy Marshall
@amymarshall
amarshall@fathomdelivers.com
www.fathomdelivers.com (Social Media Intelligence)
©Fathom SEO, LLC, all rights reserved 2013