Boosting Your Brand Marketing with Facebook Topic Data Insights

Kester FordDirector of Product

MarketingDATASIFT

Dary HsuProduct Marketing

ManagerDATASIFT

1. Facebook Topic Data Insights

2. Brand Health

3. Product Development

4. Understanding Viral Content

5. Campaign Analysis

6. Q&A

Agenda

Facebook Topic Data Insights

1

For years, companies struggled to get a complete view of their audience on Facebook and turn that information into useful insights

until….

DATASIFT + FACEBOOK PartnershipENGAGEMENT ACROSS FACEBOOKFACEBOOK TOPIC DATA

Topic Data Unlocks Unique Insights for Marketers

What is Facebook Topic Data?

7

What’s on your mind?

CONTENT DEMOGRAPHICS

LIKES and SHARES

Anonymized and aggregate topic data• Posts• Pages Posts

Plus engagement data• Likes on Posts• Shares on Posts• Comments (no text) on PostsData enriched with• Demographics• Topics• Sentiment

• Real-time access to the entire newsfeed with over 4.75 billion pieces of content shared a day.

• Gain anonymous & aggregated insights about specific activities, events, brand names, and other subjects that people are sharing on Facebook.

Not a Data Feed. Topic Data is Aggregated and Anonymized

8

New approach to provide privacy-first insights:Facebook is not a public social network.

User identity is removed from posts and engagement data processing.

Text and meta data from anonymized posts are indexed within Facebook’s infrastructure for analysis.

Developers query data collected in real-time to perform analysis. Data is aggregated at query time to provide aggregate results.

Privacy controls ensure results only provided if audience size thresholds are met.

Insights From a Network of 1.59 Billion People

WITHOUT FACEBOOK TOPIC DATA + FACEBOOK TOPIC DATAAnalysis across public social data sources

Example: Analysis of automotive brand

6xAnalysis includes Twitter, Tumblr, blogs, forums.9

Brand Health2

Brand Health

11

A measurement of consumer opinion towards a brand. It can be quantitative, such as a share of of voice versus competitors or qualitative, such as consumer sentiment. It is multi-faceted and can be understood differently through different factors.

The setup

12

“Cars”, “Automotive”,“Ford”,“BMW”,“Honda”

• Identify interactions for automotive industry and brands.

• Identify features to compare performance across brands.

“Style”,“Practicality”,“Purchase price”,“Environment”,“Reliability”

Classification rulesInteraction filter

Identify share of voice and over time

13

Discover:๏ Share of voice for brands - snapshot or over time

Identify sentiment

14

Discover:๏ Sentiment expressed toward brands by gender

Identify brand health by location

15

Discover:๏ Share of voice by region (US states)

Identify brand health by feature

16

Discover:๏ Brand performance by feature

Identify brand health by demographic group

17

Discover:๏ Share of voice by each demographic segment๏ Outlier by baselining - ex. BMW over-indexes among younger male audiences

How does Facebook topic data help?

18

Easily answer the below questions:• How much share of voice a brand achieves?• How share of voice varies over time?• How the brand performs within each demographic group?• How the brand performs in different geographies?• What features, products or services drive engagement for a

brand?

Product Development3

Product Development

20

A key component of product development is doing market research to understand what your customers really want, allowing you to tailor your product offering to meet demand and giving you a real competitive edge.

Evaluate new product ideas

Monitor product performance

Identify key features

Refine marketing campaigns

How do people do it now?

21

Market research on products can either be carried out in primary or secondary research.

Secondary research Published industry reports,

competitive research

Primary research Survey, interviews,

questionnaires

The setup

22

“galaxy”, “tab”, “tablet”, “tabpro”

• Identify interactions which mention existing products in the market.

• Identify and normalize mentions of brands, models and features.

“Samsung”, “Audio”,“Connectivity”,“Display”


Identify model share of voice

23

Discover:๏ Most popular model among your audience

Identify the most popular features

24

Discover:๏ Most engaged feature

Breakdown feature by demographic groups

25

Discover:๏ Most popular feature by gender and age๏ Outlier by baselining - younger segments care about style but brand under performing

Measure sentiments

26

Discover:๏ Sentiment by feature


27

Easily answer the below questions:• which brands are being discussed most.• which existing models are being discussed most.• which features of models are driving engagement.• how brands and models perform within each demographic group

and geography.• how features vary by demographic group and geography.• sentiment and opinion towards brands, models and features

Understanding Viral Content

4

Why Viral Content

29

Understanding what content has organically been picked up and spread by an audience is a key insight to inform future creative campaigns.

The setup

30

“Movie”, “Film”, “TV/Movie Award”

• Identify interactions from the audience who have engaged with your campaign.

• Identify topics, sources and personalities which influence content sharing.

“Online News”, “Video”,“Review”,“Gossip”


Monitor audience activity

31

Discover:๏ Peak audience engagement for viral content

Breakdown engagement by demographic groups

32

Discover:๏ Content engagement by gender and age๏ Outlier by baselining - F18-24 engages relatively less with the topic

Identify popular links

33

Discover:๏ Which links were engaged with most


34

Discover:๏ Popular links shared by country


35

Discover:๏ Popular links shared by gender and age

Analyze source of content

36

Discover:๏ Popular source of content


37

Easily answer the below questions:• When has there been a peak in sharing activity by your

audience?• Which are the most popular pieces of content being shared?• Which are the key sources from which people are sharing

content?• How does the content shared and source vary by demographic

group?• How quickly has each piece of content spread?• Which celebrities and topics are driving sharing?

Campaign Analysis5

Campaign Analysis

39

It is always important understand how a marketing campaign has performed so that you can optimize your next campaign.

Typical objectives for campaign analysis include:

• Identify best marketing channel• Identify best materials• Monitor traffic

How do people do it now?

40

Monitoring campaign performance requires advanced setup.• Manual - Ask people lots and lots of questions in your own forms (where are you

from, who are you)• Third party tools - Insert UTM codes everywhere (links, landing pages, etc),

The setup

41

“walking,dead:4”, “amc.com/shows/the-walking-dead”

• Identify interactions from the audience who have engaged with your campaign.

• Identify topics, sources and personalities which influence content sharing.

“social networks”, “video”,“news”,“gossips”


Monitor audience engagement

42

Discover:๏ Peak audience engagement

43

Identify most active demographic group

Discover:๏ Content engagement by demographic group๏ Outlier by baselining - F25-34 outperforms wider Facebook audience

Identify most popular content by age group

44

Discover:๏ Content engagement by age group

45

Discover:๏ Content engagement by demographic group๏ Outlier by baselining - older audience

Analyze content source performance

Identify topics driving engagement

46

Discover:๏ Popular topics driving engagement


47

Easily answer the below questions:• when your audience engaged with your campaign.• which pieces of content drove most engagement.• which sources (or publishers) generated the most

engagement.• which demographic groups engaged most with the

campaign.• how engagement varies by location.• which personalities proved influential.

48

Self-declared demographics that other networks don’t (and can’t) provide give deep insights into

audience opinion and allow comparisons

Not only is the total number of people more

representative of society, but usage is more evenly

spread across all demographic groups.

Sharing with friends and family, not just for self-

promotion. Posts are more authentic and insights more representative of

public opinion.

Audiences can be defined, understood and explored

Significant representation in all demographic groups

Not Just Bigger. Better!Authentic

representation of audience opinion

THANK YOU

Boosting Your Brand Marketing with Facebook Topic Data Insights

Technology

Transcript of Boosting Your Brand Marketing with Facebook Topic Data Insights