#dmldn

Agenda

6.30 pm Networking

7.00 pm Jamie Riddell - Jaywing

7.30 pm Networking

7.45 pm Jeremy Waite - Adobe

8.15 pm Networking

Getting Social @DigitalDoughnut@jamieriddell@jeremywaite

Identifying Opportunities in Social

BirdSong: Social Media Reconnaissance

@BirdSongDTT @Jamieriddell

What is BirdSong?• Social Media Insights on demand

• Identify key metrics of presence for any brand on Twitter & Facebook

Background• Never before has there been so much ‘open’

data on how brands are ‘doing’ their marketing

• The trick is to pinpoint what you want to know, then find the right tool to show you

• By focusing on what your competitors are doing, or not doing will give you some great insights to improve your own work

Basic Data

• Followers and Following stats are standard and easily available

• Here are Russia’s 3 mobile ‘phone giants

Brand + Network Data

MINING THE INSIGHTS FOR ACTIONABLE DATA

Focusing on Actions first, mentions later

40% Of all Twitter users say NOTHING

How do you measure the sentiment on that?

By focusing on actions first, and mentions later, we can have a better picture of what's’ going on

Want to know when your competitor is active?

Time of Day

Want to know when your competitor is active?

Day of Week

The biggest day for online fashion shopping?

Could Sunday night be a competitive opportunity?

Want to know more about your social audience?

We can identify basic gender from first names

Identify audience interest with follower overlap

People interested in flights to Israel

Using Follower Overlaps

• By understanding the correlation between two accounts we can start to identify a potential audience for engagement

• E.g. Following Netaporter AND Chanel will show people with an interest in fashion + shopping, not just fashion

How do they describe themselves?

Identifying Engaging Content

Identifying the ‘Value’ of popular content

Data provided from Bit.ly

What are the accounts saying?

Real World Relevance

BirdSong White Paper

A crisis = Follower growth

No other bank saw growth

The social presence did not match offline

The bank was slow to react

It took until the 26th June for the bank to start actively engaging with their audience. This was after the weekend

of 23/24 June when the bank posted automated tweets with links to online help, at a time when branches were

open and NatWest advisors were working.

Crisis

A missed opportunity for the competition

Tying it all together

• With BirdSong we can identify who is sharing what with whom, when and what the result is

• From there you can build an informed social strategy or create the base to add on additional elements like influence profiles or sentiment analysis

These insights and many more are available at

www.birdsongdtt.com

On demand reporting Free trial

Networking

Go and find someone you don’t know and buy them a drink!

#dmldn

@DigitalDoughnut@jamieriddell@jeremywaite