In the session we will be discussing how best to approach and plan social research in order to answer more interesting questions. The session will include stories of innovative use cases and practical tips for conducting robust consumer research using social data. You'll leave this session with a new framework to help you go beyond monitoring and start using social data to solve problems and provide answers for your business.

1. Asking more
from your social research
EDWARD CROOK/ RESEARCH MANAGER, NA & LATAM

2. @ed_crook
edwardc@brandwatch.com
Contact Ed Crook
Research Manager, NA & LATAM
BRANDWATCH.COM

3. BRANDWATCH.COM
Agenda
Track 1: Doing More with Social
9:30 Asking more from your Social Research
10:10 Doing more with Queries and Rules
11:00 Case Studies: real examples of actionable research
11:30 Audience based Community Management
14:00 The importance of Good Storytelling
14:30 Storytelling with Dashboards / Vizia
15:00 Case Study: Ditch The Label
15:30 Product Roadmap
Track 2: CMI
Now The Value of Audience
Segmentation in social
listening
Next Case studies: audience
segmentation

4. Title
BRANDWATCH.COM
DIFFERENT

5. BRANDWATCH.COM
Am I your
favourite?
Did you see my
campaign?
Have you
heard of me?
Are we in the
same space?

6. Approaches to
research

7. BRANDWATCH.COM
Top-down approach
Quick
Efficient
Quantitative

8. BRANDWATCH.COM
Bottom-up approach
Open
Detailed
Explorative

9. Combining approaches
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Some predefined categories, some allowed to emerge from the data

10. Query
Random sample
Identify key categories
Automated rules
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11. Vegetarian product pricing in Germany
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Leading German Supermarkets
ShareofConversation

12. BRANDWATCH.COM
19.5
26.4
10.1
19.7
14.7
0%
25%
50%
75%
100%
Product research Purchase First time use Long term use
PERCENTAGEOFMENTIONS
Loyal
Optimistic
Humor
Sarcastic
Neutral
Questioning
Struggling
Frustration
Anger
Tracking the customer journey
Allow custom categories to emerge from the data

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19.5
26.4
10.1
19.7
14.7
0%
25%
50%
75%
100%
Product research Purchase First time use Long term use
PERCENTAGEOFMENTIONS
Loyal
Optimistic
Humor
Sarcastic
Neutral
Questioning
Struggling
Frustration
Anger
Tracking the customer journey
Educat
e

14. BRANDWATCH.COM
19.5
26.4
10.1
19.7
14.7
0%
25%
50%
75%
100%
Product research Purchase First time use Long term use
PERCENTAGEOFMENTIONS
Loyal
Optimistic
Humor
Sarcastic
Neutral
Questioning
Struggling
Frustration
Anger
Tracking the customer journey
Solve/alle
viate

15. BRANDWATCH.COM
19.5
26.4
10.1
19.7
14.7
0%
25%
50%
75%
100%
Product research Purchase First time use Long term use
PERCENTAGEOFMENTIONS
Loyal
Optimistic
Humor
Sarcastic
Neutral
Questioning
Struggling
Frustration
Anger
Tracking the customer journey
Engage
with
humor

16. BRANDWATCH.COM
19.5
26.4
10.1
19.7
14.7
0%
25%
50%
75%
100%
Product research Purchase First time use Long term use
PERCENTAGEOFMENTIONS
Loyal
Optimistic
Humor
Sarcastic
Neutral
Questioning
Struggling
Frustration
Anger
Tracking the customer journey
Cultivate

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Recap
Agile
Semi-structured
‘Unknown unknowns’

18. Examples

19. Who are my top influencers?
BRANDWATCH.COM

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Identifying top influencers
Three common definitions:
Author Mentions
@SMMarketing_EU 3,127
@Brandwatch 976
@Tomphrey 648
@willmcinnes 584
@rwoodman91 375
Author Followers
@MTV 13,656,931
@hootsuite 7,805,839
@NPR 5,039,690
@nprpolitics 1,945,900
@drjoyce_knudsen 1,033,309
Author Impact
@SMMarketing_EU 96
@Brandwatch 40
@Tomphrey 25
@willmcinnes 25
@rwoodman91 16
1. The loudest 2. Largest audience 3. Most impact

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• We’re talking about social networks, so network analysis is important!
• Spam and quasi-spam authors can also be loud
• Large audiences might not be relevant audiences
• It’s possible to buy followers
• What’s impactful in your next campaign might be different
Identifying top influencers

22. BRANDWATCH.COM
Bastian M., Heymann S., Jacomy M. (2009). Gephi: an
open source software for exploring and manipulating
networks. International AAAI Conference on Weblogs
and Social Media.
• In this network,
each node is an
author and each
edge is an
interaction (reply,
retweet or
@mention).
• Nodes color-coded
by centrality:
orange authors are
‘well-connected’.

23. BRANDWATCH.COM Bastian M., Heymann S., Jacomy M. (2009). Gephi: an open source software for exploring and manipulating networks. International AAAI Conference on Weblogs and
Social Media.
@MTV
has the most followers,
But isn’t well-connected
within the BW
community
@Hootsuite
Relevant to
authors interested
in BW
@GLJoyce
has a small following,
but unlocks a broader
audience

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Identifying top influencers
Back in table format:
Author Centrality Followers Bio
@willmcinnes 0.593 7,726
CMO @brandwatch. Passionate. Demanding.
Hungry. My opinions.
@SolidRecs 0.308 5,977
Showcasing the best online tools to the
people who need them.
@jimmyrey 0.245 3,465
Working at @Brandwatch. Do things that
make your kids proud.
@tweetqureet 0.245 5,483
Find customers on Twitter. Get real-time alert
emails…
@brandwatchjobs 0.199 711
Keep updated with all the career opportunities
@Brandwatch…
Most Well-connected Influencers

25. What do customers think about my brand?
BRANDWATCH.COM

26. Are breakfast biscuits considered healthy?
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Healthy Unhealthy
• Is this normal?
• What other options are there for
consumers?
• Are there any gaps in the market?

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Consume
r options
Consumer Priorities

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UNHEALTHY
HEALTHY
HEAVY
LIGHT
HEARTY
MEAGERINDULGENT
CONTROLLED

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Unhealthy

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Recap: Asking more from your social
research
1. Mix top-down and bottom-up
approaches
There may be questions we don’t know to ask at the beginning
2. Critically assess your questions
Are they loaded with assumptions or limiting your view?
3. Be ambitious
Experiment with new ways of segmenting and representing the data

31. Q&A

32. BRANDWATCH.COM | #NYKCONF