using social media data to drive business decisions
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Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
Using Social Media Data to Drive Business DecisionsOnline Conversation Research
March 14, 2013
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
Agenda
Benefits and Methodology of Social Media Research
What kind of data is available and how to use it
Examples of research tools available
The reality of what’s involved in executing social media research
Welcome!
Amy Marshall
Social Media Strategy & Research
COO, Columbus Division
@amymarshall
@fathomonline
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Social Media Data can help “figure it out”
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All over the internet people are
sharing opinions,writing reviews,
sharing experiences,tweeting
about brands
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Ratings & Reviews
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People are talking about all brands
Customer Feedback
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Consumers use social
media to learn what to buy
Brands use social media
to learn how to sell
Social Media Irony
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Monitor
Watch competitors
Look for new opportunities
Monitor conversations
Listen
Manage customer service
Gather customer opinions
Identify influencers
Participate
Participate in conversations
Build strong relationships
Gather direct feedback
Social Media
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Augment offline research
such as phone surveys or focus groups,
with social media conversation data
Social Media is a Large Focus Group
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Why social media data can be “efficient” and “accurate”
Eliminates the observer effect Eliminates self-selection Huge amount of information and samplings, fast
Social Media Data
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Monitor
Watch competitors
Look for new opportunities
Monitor conversation
Listen
Manage customer service
Gather customer opinions
Identify influencers
Participate
Participate in conversation
Build strong relationships
Gather direct feedback
Analyze
Product development
Consumer messaging
Measurement
Competitive intelligence
Social Media
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
Identify online conversations about the brand, competitors and product or services
Analyze the online channels, content and connections for trends and behavior
Interpret the results into business goals and objectives
Social Media Data Research Methodology
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Brand Competitor brands Partner brands Industry groups Product names/services Campaign names Events Industry terms
Research Plan
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Volume of conversation Channels where conversations are happening Demographics – gender, age Geography Top posters Influencers Top keywords Relational themes Sentiment Trends by social networks
Top Level Social Media Data Available
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Compare timeframes Pre and post campaigns Year over Year
Identify influencers Brand advocates Relevant, influential posters
Segment personas or target audience themes Keyword themes used Channels talking on
Analyzing the Data
Trend keyword themes Brand messaging or
consumer messaging Campaign driven, consumer
driven or media driven Sentiment
Track targeted geographies Office locations Targeted campaigns
Channels Different conversation themes
by channel – Message Map
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Real Reports & Data
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Volume of conversation examples
Report Examples
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Channels
Report Examples
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Report Examples
Demographics
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Sentiment
Report Examples
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Tools
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Social Media Data Aggregation Tools
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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
Types of Social Media Tools
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The Reality
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
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
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
Amy Marshall
@amymarshall
www.fathomdelivers.com (Social Media Intelligence)
Questions?