Brandwatch Masterclass: Market Research

Using Brandwatch for Market Research

Rebecca Carson /Head of Insights

Agenda

• A brief history of social media research

• Planning a successful social market research project

• Introducing “research queries”

• Case Study Examples Gigs, breakfast and HIV

A BRIEF HISTORY OR SOCIAL MEDIA

ANALYTICS

#brandwatchtips © 2014 Brandwatch.com | 3

Evolution of Social Media Analytics


Volume & Share

SentimentAuthor

Segmentation

Thematic CategoryAnalysis

SentimentDrivers

me my competition my category my consumers

Why Social?


Conducting Social Research can sometimes feel a bit like this…


Now what..?

Its not an insight unless you can do something with it


That’s interestingDATA

MIND BLOWNINSIGHT

PLANNING A SUCCESSFUL

SOCIAL RESEARCH PROJECT


There’s An Old Saying…


OUT

…a great social insights report is all in the preparation

IN

=

Think About Why You’re Doing This

• What value are we hoping social will bring to the research mix?

• What do we want to be able to do that is new or different based on this report?


Consider Your Audience

• What is their level of understanding about this kind of work?

• What decisions are they empowered to make in their roles?


Think About Benchmarking

Think about:

• 1-2 competitors who they think of as being pretty similar to them, to help to understand where they are NOW.

• 1-2 competitors who are aspirational in some way that is relevant to all the other aims/background you’ve already asked them about, to help show them how to get to where they want to be.


• How will you know what good looks like?

And finally…be specific

• Create a project plan containing the specific questions you want to answer, so you can plan metrics that will answer them.


RESEARCH QUERIES


What do we mean by “research queries”


LUCOZADE

Brand Query

ENERGY DRINKS

Research Query

HEALTH IMPACT OF

ENERGY DRINKS

Research Query

What do we mean by “research queries”


BEYONCÉ CONCERT

Brand Query

GIGS AT THE O2 ARENA

Research Query

BUYING GIG TICKETS IN

THE UK

Research Query

(((ticket* OR gig OR gigs OR concert* OR comedy OR "live shows" OR "see live"~2 OR "saw live"~2 OR "live show"~2 mcintyre OR "lee evans" OR "john bishop" OR "miranda hart" OR "mrs brown" OR "Mrs browns" OR "jimmy carr" OR "russel howard" OR "milton jones" OR "jon richardson" OR "john richardson" OR "lee mack" OR "robin ince" OR "tig notaro" OR "ross noble" OR "arcade fire" OR elbow OR "lily allen" OR rudimental OR metalica OR "jack white" OR "robert plant" OR "lana del ray" OR "lana delray" OR kelis OR kasabian OR "black keys" OR "ed sheeran" OR "paolo nutini" OR haim OR "john newman" OR "jake bugg" OR "manic street preachers" OR manics OR "imagine dragons" OR "massive attack" OR "ellie goulding" OR "bombay bicycle" OR "the horrors" OR "sam smith" OR "White lies" OR "the subways" OR "bryan ferry" OR goldfrapp OR disclosure OR "kaiser chiefs" OR kaiserchiefs OR mgmt OR "twin atlantic" OR "royal blood" OR "london grammar" OR beyonce* OR kylie* OR "one direction" OR 1d OR onedirection* OR JT OR timberlake OR "chris brown" OR rhianna OR "the saturdays" OR thesaturdays OR Littlemix OR "little mix" OR gaga OR ladygaga OR madonna OR bubl? OR miley OR cyrus OR "taylor swift" OR "katy perry" OR katyperry )

NEAR/15 (aecc OR "phones4u arena" OR "phones 4u arena" OR phones4uarena OR "manchester arena"~1 OR "odyssey arena" OR "The odyssey" OR "The o2" OR "o2 arena" OR "liverpool arena"~1 OR "convention centre liverpool"~1 OR "motorpoint arena" OR "motorpoint cardiff"~2 OR "cardiff area"~1 OR "LG arena" OR "The nia" OR "nia arena" OR "bournemouth centre"~2 OR "brighton centre"~2 OR "bournemouth center"~2 OR "brighton center"~2 OR "royal albert hall" OR "earls court" OR olympia OR wembley OR "alexandra Palace" OR "ally pally" OR allypally OR "ricoh arena" OR "nottingham arena"~1 OR "capitalFM arena" OR "capital FM arena" OR "sheffield arena"~1 OR "first direct arena" OR "Firstdirect arena" OR "Leeds arena"~1 OR "metro arena"~1 OR "metroradio arena" OR "newcastle arena"~1 OR "SSE hydro" OR 02arena))

OR ((I OR Im OR Ive OR me OR my OR mine OR myself OR ya*y OR oo*ps OR yess* OR m8 OR eh OR ehh* OR xo OR xoxo OR fanx OR "thank u" OR bye OR byee* OR byebye OR aha* OR haha* OR fuu* OR rly OR plz OR LOL OR LOLZ OR LMAO OR LMFAO OR LOFL OR ROFL OR YOLO OR FFS OR FML OR FTW OR STFU OR WTF OR WTH OR OMG OR OMFG OR TGIF OR TFIF OR YMMD OR BTW OR raw:("<3" OR ":-)" OR ":-D" OR ":)" OR ":D" OR ";-)" OR ";-D" OR ";)" OR ";D" OR ":-p" OR ";-p" OR ":-]" OR ";-]" OR ":]" OR ":-[" OR ";-[" OR ":[" OR ";[" OR ":-(" OR ":(" OR ":-/" OR ":o" OR ":O" OR ":'(" OR ";(" OR "o_O" OR "O_o" OR "Oo" OR "oO" OR "^_^" OR "^.^" OR "^^”))

AND (mcintyre OR "lee evans" OR "john bishop" OR "miranda hart" OR "mrs brown" OR "Mrs browns" OR "jimmy carr" OR "russel howard" OR "milton jones" OR "jon richardson" OR "john richardson" OR "lee mack" OR "robin ince" OR "tig notaro" OR "ross noble" OR "arcade fire" OR elbow OR "lily allen" OR rudimental OR metalica OR "jack white" OR "robert plant" OR "lana del ray" OR "lana delray" OR kelis OR kasabian OR "black keys" OR "ed sheeran" OR "paolo nutini" OR haim OR "john newman" OR "jake bugg" OR "manic street preachers" OR manics OR "imagine dragons" OR "massive attack" OR "ellie goulding" OR "bombay bicycle" OR "the horrors" OR "sam smith" OR "White lies" OR "the subways" OR "bryan ferry" OR goldfrapp OR disclosure OR "kaiser chiefs" OR kaiserchiefs OR mgmt OR "twin atlantic" OR "royal blood" OR "london grammar" OR beyonce* OR kylie* OR "one direction" OR 1d OR onedirection* OR JT OR timberlake OR "chris brown" OR rhianna OR "the saturdays" OR thesaturdays OR Littlemix OR "little mix" OR gaga OR ladygaga OR madonna OR bubl? OR miley OR cyrus OR "taylor swift" OR "katy perry" OR katyperry OR gig OR gigs OR concert* OR comedy OR "live shows" OR "see live"~2 OR "saw live"~2 OR "live show"~2) NEAR/5 (ticket* OR going OR went OR saw OR seeing OR were OR "to see" OR "go see" OR "go to")))

AND (country:uk)

NOT (glastonbury* OR festival* OR vfestival OR bestival OR film* OR movie* OR theatre* OR theater* OR cinema* OR glasto*)


CASE STUDY 1Understanding gig ticket purchase behaviour

Access Demand /By Category


Comedy

Indie/Rock

Pop/R&B

0% 10% 20% 30% 40% 50% 60% 70% 80%

SHARE OF BUZZ DRIVEN BY EVENT TYPES

Access Demand /Artists & Performers


24%

14%

10%9%

9%

8%

8%

7%

6%6%

INDIE/ROCK ARTISTS

Kasabian Ed Sheeran Sam Smith

Disclosure Arcade Fire Lily Allen

Kaiser Chiefs Ellie Goulding Black Keys

Twin Atlantic

30%

22%11%

9%

8%

7%

7%

3% 2% 1%

COMEDIANS

Lee Evans Micheal McintyreJohn Bishop Miranda HartMrs Brown Jimmy CarrJon Richardson Lee MackMilton Jones Ross Noble

36%

12%10%

9%

8%

6%

8%

5%

4%1% 1%

R&B/POP ARTISTS

One Direction Lady GagaKaty Perry BeyoncéLittle Mix EminemMyley Cyrus KylieJustin Timberlake Chris BrownThe Saturdays

Access Demand /Geographically

In this map, each point represents a Twitter mention for which geo location was publicly available.

Mention density was greatest in urban areas including London, Birmingham, Manchester, Newcastle and Glasgow.


Understand Behaviour /Gig Travel

In this map, mentions are colour coded to show references to key venues.

The Manchester arena was mostly discussed by local authors, with reach not extending further than Chester and Stoke on Trent.

By contrast, both Wembley and the O2 Arena had nation-wide appeal. Wembley was the most-mentioned venue in the UK, but the O2 Arena was most prominent among authors in Scotland between Glasgow and Edinburgh.


Understand Behaviour /Who is The Purchaser?

…the person talking is not always the decision maker


82%

18%

Kids/Teens Talking Parents Talking

~18% of purchase mentions related to parents buying for

their kids

Understand Behaviour /By Category


Kids/Teens Talking

Parents Talking

0% 10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Blog Forum Review Twitter

CHANNEL BY AUTHOR TYPE

Artists % of parental buying conversation

One Direction 43%

Kasabian 11%

Lady Gaga 9%

Katy Perry 4%

Kylie 3%

Myley Cyrus 3%

Disclosure 2%

Beyoncé 2%

Ed Sheeran 2%

Jake Bugg 2%

ARTISTS DRIVING PARENTAL BUYING

Understand Behaviour /When to reach your consumers


SHARE OF BUZZ DRIVEN BY EVNT TYPES

00:0

0:00

01:0

0:00

02:0

0:00

03:0

0:00

04:0

0:00

05:0

0:00

06:0

0:00

07:0

0:00

08:0

0:00

09:0

0:00

10:0

0:00

11:0

0:00

12:0

0:00

13:0

0:00

14:0

0:00

15:0

0:00

16:0

0:00

17:0

0:00

18:0

0:00

19:0

0:00

20:0

0:00

21:0

0:00

22:0

0:00

23:0

0:00

0%

1%

2%

3%

4%

5%

6%

7%

8%

Overall Gig Conversation Buying Tickets

% D

IST

RIB

UT

ION

OF

ME

NT

ION

S


CASE STUDY 2Spotting a gap in the breakfast market

Mapping your category


-8 -6 -4 -2 0 2 4 6 8 1 0

-8

-6

-4

-2

0

2

4

6

8

1 0

SHAKES

YOGURT

FRUIT

SWEET BAKED GOODS

BARS/BISCUITS

HOT CEREALS

BREAD

COLD CEREALS

EGGS/DAIRY

MEAT/FISH

HEALTHY

UNHEALTHY

HE

AV

Y LIG

HT

NEW PRODUCT IN DEVELOPMENT

TWITTER

“ Why can’t I find anything both good for you and filling for breakfast? ”

FORUM

“ Winter is coming and yogurt just isn’t going to cut it in the mornings… ”


CASE STUDY 3Inform brand positioning: HIV treatment category

Positioning branded messaging in a complex category

The need: Inform communication strategy for treatments.

The approach:Better understand how different author groups interests/priorities differ, in order to inform targeted messaging.

The methodology:

1. Design a research query to bring back discussion of HIV treatment solutions

2. Categorize and segment author types and topics n a detailed and organic/data-lead analysis


A leading pharmaceutical agency

PPHARMIWEB

Understand Author Groups /Who can you listen to & target online


Patient

Journalist

HCP

Support Worker

Medical Publisher

Patient Group

Medical Students

Care giver

Other Consumers

31%

1%

24%

12%

8%

11%6

%

4%

3%

AUTHOR GROUPS DISCUSSING HIV TREATMENT

The author has HIV

Individual journalist/news owned accounts

Healthcare Professionals

Employed by a HIV support group

Social accounts of Medical publications

Patient support group account

Currently studying medicine

Any other individual/general consumers

Relative/close friend of patient

Inform Messaging /By Category


Less likely to pass on Increased life expectancy

Cure/Long term remission

Living a normal life Less likely to pass in utero

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

% T

OT

AL

ME

NT

ION

S

BENEFITS OF TREATMENT DISCUSSED ONLINE

TWITTER@june96

“ If you are living with HIV and taking treatment regularly, you are up to 96% less likely to pass on the virus #LoveIsInMyBlood”

BLOGGmfa.org.uk

“ Although I know my life would be easier if I were HIV-negative, the politically incorrect truth is that being positive just isn't that bad. All the trouble I have comes from other people's attitudes and opinions”

Smart Targeting /Granular insights on author


Less

likely

to p

ass

on

Incr

ease

d life

exp

ecta

ncy

Cure/

Long

term

rem

ission

Living

a n

orm

al life

Less

likely

to p

ass

in ut

ero

0%

25%

50%

75%

100%

Patient Journalist HCP Support Worker

Medical Publisher Patient Group Medical Students Other Consumers

% O

F B

EN

EF

IT M

EN

TIO

NS

Document LimitationThe information given in this document has been checked for accuracy and completeness however Brandwatch shall not be liable for any errors or omissions.

Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 38980534th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom

Email [email protected]

Web brandwatch.com

Twitter @brandwatch

Telephone

UK +44 (0)1273 234290

US +1 212 229 2240

DE +49 (0)30568 370 040

Brandwatch Masterclass: Market Research

Social Media

Transcript of Brandwatch Masterclass: Market Research