Utilising social media analytics to drive more targeted marketing

Utilising social media analytics to drive more
targeted marketing
Jamie Riddell & Jim Haysom
BirdSong
SAScon
2 December 2014

About Us
BirdSong is the world’s leading pay as you go social analytics tool. We
support thousands of users with on demand insights for Twitter,
Facebook & Instagram.
Jim Haysom is a digital marketing consultant and has previously worked
for brands such as Auto Trader, eBay, Ministry of Sound and Shopzilla.
Jim has experience across social media, search marketing, display
advertising and strategic partnerships.
Join the conversation @jamieriddell @jimhaysom #SAScon

Our View
We believe that success with social media starts with the right content, to the
right audience at the right time.
These foundations can help improve social’s potential for customer
engagement and marketing.
Analytics can help us identify benchmarks, trends and opportunities that can
be harnessed for greater success.

6 key points for consideration
1. Metrics for Success
2. Followers & Fans - Creating an Audience
3. Engagement
4. Presence & Timing
5. Branding
6. Customer Care

1. Metrics for Success
The ultimate measure of success will be dictated by the brand or car dealer.
These could be:
● Enquiries, Test Drives and Sales.
Softer Metrics will influence these results including:
● Fans / Followers
● Talking About
● Engagement Rate
● Post Reach
● Likes
● Shares
● Comments
● Check-ins
These softer metrics can be the basis for industry analysis, benchmarking
and more.

2. Followers & Fans - Creating an audience
The number of followers or fans is not a standalone metric of success.
It can however point to a potential audience that can be harnessed for
engagement and clicks.

UK Auto Brands - Top 10 pages by Fan Count
See the full list at www.birdsonganalytics.com/auto

Major Auto Dealers - Top 10 pages by Fan Count

Can we learn anything from these fan tables?
● The total number of fans or followers is not truly insightful without context
● Fan size can be influenced by advertising, organic growth and offline
signposting
● How does the fan base grow over time?
● Is there a difference between recent fans vs legacy fans?
● Does fan size reflect the ‘in-market’ opportunity or market share?
● Churn; does this reflect consumer behaviour or content you are posting?
● What is your net audience following across all social channels?
● For all social channels, we need to analyse ‘who’ is following us or liking
us

How your audience defines themselves
Biography First name analysis helps us analysis helps us understand their interests
identify gender

Location - Are they in your catchment?
According to
recent Auto
Trader research;
1 in 5 car buyers
are willing to
travel anywhere in
the UK to view a
car. The average
is 60 miles.
Yes @EasternBMW (Edinburgh) No

Can we define loyalty from follower patterns?
By understanding the
relationship of followers and
brands, we can start to identify
elements of loyalty or interest.
Follower overlap for @LancasterJaguar @RybrookJaguar @hafoxjaguar @RidgewayJaguar
@WatfordJaguar

Should we worry about ‘roving’ followers?
Are the followers for Lancaster
Jaguar more receptive for rival
competitor messages?

Audience vs. Customers
Not every fan or follower will be a customer.
Take time to analyse your customer and prospect database to identify social
profiles.
Ask your customers for their social profiles.
Segment your customer database with the new insights.

Dealing with lapsed accounts
Lapsed profile
Current profile

Audience overlap for Ridgeway Group
@ridgewayskoda
284 followers
Current profile
@JewsonSkoda
942 followers
Lapsed profile Are customers still
199 85 857
engaging with this account,
e.g. complaints?
What’s the social referral
traffic impact to website?
What’s the equity of your
follower base?
What’s my closure and
comms plan?
Understand who the
most valuable and
influential profiles
are that you want to
migrate across to
current profile.
Create and execute
a migration plan of
followers to current
profile.

Growing an audience
Harness existing assets for fan encouragement.
The total number of followers fans is not truly insightful without context.
Fan size can be influenced by advertising, organic growth and offline
signposting.

Social profile links on website and email marketing
Are your social signposts easy to find, e.g. pages, placement and up-to-date?
Have you implemented tracking to capture audience segments and outbound
engagement to better understand profile follower conversion?

Tracking inbound traffic and user behaviour
Is social referral traffic set up in your analytics?
What’s the behaviour of a social media visitor on and off your website?
Is social retargeting tracking set up for remarketing?
@VinesBMW Twitter profile Website homepage

Signposting in the physical environment
Leverage insights
from offline
behaviour,
consumer
demographics and
social
engagement.
Who is checking
in, clicking on links
or sharing their
experience?
Swarm Check-in Facebook Check-in SMS & QR Code

Signposting in the physical environment
Encourage social
participation
within the retail
environment.
• Customer areas
• Point of sale
• Windows
• Decals
• Business cards
• Stationary
Customer Service Showroom windows Decals on cars

Why should I find you on Facebook?
Signposting alone is not sufficient.
Like email, you need to provide
reasons for someone to follow you.

3. Engagement
Building a larger audience is only
of value if you can measure the
results and success.
Social media engagement should
not be a passive experience.
Your audience will simply stand
up and walk away if they are not
receiving value.
Image credit: TimeOut.com

Use analytics to get a competitive advantage
Your best content is useless if you share it at the wrong time, in the wrong
format or to the wrong audience.
Understanding what has worked and failed in the past, will empower you to
make better decisions in the moment and for the future.
It’s good to understand your competitors’ activity to identify new opportunities
and gaps you can fill.
Implement social interaction tracking with GA, use social platform analytics
and various third party tools that can provide you meaningful insights.

How engagement can help reach
Two reasons are stated for decreasing organic reach on Facebook:
1. Increased competition of other news sources Facebook could show you
at any one time.
1. Improved algorithm to bubble up quality content.
Addressing these issues does not have to be an immediate rush to paid
promotions

Facebook Insights
What does good content
look like?
• Focus on business and
marketing objectives
• Analyse types of content
and timings
• Consider average reach
per post and not just
engagement rate
• Have a CRM mentality and
use Custom Audiences
• Implement Conversion
pixels

Twitter Analytics
With Twitter Analytics you can look
deeper into the performance of any
of your recent tweets.

Understanding your tweet performance
View your tweet timeline and the
key metrics:
• Impressions
• Engagements
• Engagement rate

The first few hours are critical for reach
Understand your tweet
engagement in the first 24
hours across key metrics:
• Embed media clicks
• Detail expands
• RTs & Favourites
• User profile clicks
• Hashtag & link clicks
• Replies

Export tweet data to analyse in detail
Download your tweet activity to interrogate the data, discover trends and
performance activity.
Example @jimhaysom tweet activity

Facebook Engagement Rates
Engagement Rates can be a useful benchmark to identify the success of a
page.
It is a soft metric that can highlight areas of strength or improvement for
further investigation.
Engagement Rates change regularly based on the latest fan count and page
activity.

The most Engaging UK Auto Brands
The average engagement rate
for UK Auto brands is 1.68%.
17 brands are below average
for engagement.

UK Auto dealers by Engagement Rate
Any guesses why the engagement rate is so high?

What can we learn from Engaging Brands?

Sharing is caring. Or is it because you asked.
The most popular FB updates from Eastern BMW - ranked by shares

Likes, Shares & Comments
‘Total Talking About’ is measured against all forms of user action in relation
to the page & posts.
These include Likes, Comments, Shares and Check-ins.
Should we attribute the same value to a like, comment or share?

4. Presence & Timing
When is the best time to post?
Is it when you’ve had the most success so far?
Is it when your audience is active on Facebook or visiting your website?
Or should it match your dealership footfall?

Does Facebook activity match website activity?
Hourly Facebook activity Hourly website activity
Source: BirdSong
Source: Perrys Motors

Dealership footfall to Eastern BMW
Daily Facebook activity Daily Showroom footfall
Source: BirdSong
Source: Eastern Western Motor Group

Dealership footfall to Eastern BMW
Hourly Facebook activity Hourly Showroom footfall
Source: BirdSong
Source: Eastern Western Motor Group

6. Branding
How your brand is presented will contribute to your performance in converting a
lapsed, existing or future customer into becoming a social follower or fan.

Profile naming conventions and claiming vanity URLs
Are you making it easy for consumers to find, recognise and trust you?

Don’t cut and paste existing creative
Consistency of marketing creative builds familiarity, but optimise your
creative for each social platform.

Make sure your profile set-up is complete
Your audience has made the effort to seek you out on social media. Make
first impressions count.

Consistency is imperative across your social portfolio
Make sure all your profiles are not forgotten and reflect a professional image.

Don’t confuse your audience
What do you want your audience to do?
Read tweets, follow you, watch video, visit website?

Branding in the timeline
Remember, not everyone will regularly visit your page.
They will consume your content in the timeline so make sure your brand is
recognisable.

‘On Brand’
Here is a great example of ‘on brand’ content - can you name the brand?

‘Off Brand’
Here is an interesting example that we’d call off brand - can you recognise
the brand?

6. Customer Care
How should customers raise their issues? Main account or search for a
dedicated Customer Service account?
Analytics can help us understand how your customers want to engage, when
and how, and what’s their expectations around your response.
It can also identify who are these complainers? Do you have a single view of
this customer, and what’s their social influence, size of social network,
frequency of activity?

Are customer service accounts easy to find?
“Evans Halshaw” “Arnold Clark”
Mobile search Composing a tweet Mobile search Composing a tweet

How & When do people engage?

How do brands respond?

Are the tweets supportive?

Do they answer the query or pass it on?

Closing Thoughts
Never before has so much analysis been available to the industry.
Choose your data points carefully.
Don’t be afraid to challenge the data.
You still need work to convert analytics to insights.

Thank you
Get this presentation at
www.birdsonganalytics.com
Analyse any brand on Twitter, Facebook
and Instagram.
Simply pay as you go.

Connect with us
@jamieriddell @jimhaysom

Utilising social media analytics to drive more targeted marketing

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