Social CMI: The value of audience segmentation in social listening
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Social listening has evolved greatly over the past few years. Having started primarily as a brand tracking tool, social data is now being used more to its full potential as a platform for understanding consumers in rich, unprompted detail. In this keynote, our Research Manager for EMEA will demonstrate the value of using social listening for consumer insight, in particular understanding the role that audience segmentation can play in CMI.
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Social CMI: The value of audience segmentation in social listening
- 1. The Value of Audience Segmentation in Social Listening October 2016 EMELIE SWERRE/ RESEARCH MANAGER EMEA & APAC
- 2. Agenda 9.30 Asking More from your Social research BRANDWATCH.COM 9.30 The value of Audience Segmentation in Social listening 10.00 Audience Segmentation Case Studies 11.00 Audiences workshop 14.00 Tapping in to Topics - Sven Bergvall @ Ericsson 14.30 Challenges with Using Social Data in the Real World 15.00 Data Integration: When? Why? And How? Ash Tapia & Jason Hardman @ Unilever
- 3. The evolution of social listening BRANDWATCH.COM VOLUME & SHARE SENTIMENT AUTHOR SEGMENTATION THEMATIC CATEGORY ANALYSIS SENTIMENT DRIVERS ME MY COMPETITION MY CATEGORY MY CONSUMERS
- 4. Audience segmentation in traditional research BRANDWATCH.COM
- 6. Why social lends itself to audience segmentation • We have a good cross section of society represented on social. • Have access to everything they have written. • Easy to slice and dice the data. Quick and easy to do compared to surveys. • We can re-analyse the data. • Any downfalls? BRANDWATCH.COM
- 7. Ways of finding and analysing social audiences BRANDWATCH.COM SEGMENTING AUDIENCE BASED ON THEIR CONVERSATIONS SELECTING AN AUDIENCE AND LISTENING TO THEIR CONVERSATIONS ?
- 8. Reaching the niche/sub-groups BRANDWATCH.COM AGE “ I’m a grandma ” “ my friends at school ” “ ..at primary school, my daughter ” “ we’ve been married for 40 years ” “ starting uni tomorrow! ”
- 9. BRANDWATCH.COM Teenage boys Office workers interested in exercise Busy parentsBachelors Fashion conscious 50+ women Junior Doctors AUDIENCE GROUPS
- 10. BRANDWATCH.COM ? “in the office today” “I am OOO tomorrow” “Marketing officer at” “go for a run this evening” “played football with the guys” “bought new gym gear” OFFICE WORKERS
- 11. BRANDWATCH.COM No time/ Always late Like to stay active Rushing to get ready ? “my DD” “when I was pregnant” “proud dad of two boys” PARENTS
- 12. BRANDWATCH.COM “My grandchildren” “When I turned 50” “I am grandma to Elsa” Fashion OR clothes OR skirt OR dress OR blouse OR underwear ? +50 WOMEN
Editor's Notes
- This track – which is track 2 we have more of a CMI focus Examples of how you can do good audience segmentation research
- Needed to focus more on sentiment - not actionable if we don’t know positives / negatives but we have been around for a while now, THE INDUSTRY HAS GONE THROUGH THIS – HELP ON JOURNEY
- social being a newer research method – PEOPLE ARE exploration stage can seem a little difficult to segment specific audiences due to large volumes, MORE BASIC: TOPIC OR BRAND WHAT WE MIGHT AT A LATER STAGE REALISE IS THAT NOT EVERYONE WE TARGET IS THE SAME - BRAND BIG OR TOPIC WIDE JUST BECAUSE THEY TALK ABOUT SAME - DOESN’T MEAN THEY ARE SAME OR LIKE, RESPOND THE SAME WAY THE IDEAL WOULD BE TO TARGET EACH OF OUR AUDIENCE INDIVIDUALLY AS EVERYONE IS DIFFERENT,– NOT PRACTICAL - BUT AT LEAST WE CAN FIND SMALLER GROUPS CREATING A CUSTOMER PROFILE IS IMPORTANT FOR PRODUCT DEVELOPMENT, PRICING, PROMOTION – TO TARGET THE RIGHT PEOPLE WITH THE RIGHT MESSAGE AND THE RIGHT PRODUCT/ SERVICE
- 2 WAYS CAN CHOOSE TO LISTEN TO EVERYONE - WORLDS LARGEST FOCUS GROUP, WE LISTEN IN AN UNPROMPTED WAY - IF WE WANT TO MAKE SURE WE HAVE A REPRESENTATIVE AUDIENCE, WE CAN WEIGHT THE AUDIENCE – FIND THE RIGHT PEOPLE - COMPARE TO OTHER DATA – compliments other TYPEs OF RESEARCH well– adds extra layer of insight, from people who have not been prompted to respond
- We capture their emotions. Once you know them you can discover more about them Instant insight PAUL SEIGEL –SOCIAL BIASES
- LIFESTAGE / INTERESTS/ ACTIVE ELSEWHERE ON SOCIAL/ WHERE THEY ARE WHEN POSTING/ WHEN THEY ARE MOST ACTIVE Which audience groups are your FOLLOWERS/ ADVOCATES + WHICH ONES ARE HARDER TO WIN OVER
- SO THESE ARE RELATIVELY EASY TO IDENTIFY (PREVIOUS PAGE) – BUT HOW DO WE FOR EXAMPLE REACH MORE NICHE GROUPS? Image recognition – not always reliable and accurate – what we can offer is text based solution This is a structured way of finding – can also do manual sampling HOW OLD
- WHAT STEPS MAY WE TAKE TO FIND THESE AUDIENCES AND GET TO KNOW THEM? FIRST DISCOVER, THEN YOU SEGMENT WITH ADDED SEARCHES/ RULES TO FIND CERTAIN THINGS they identify with, THEN WE OBSERVE THEIR BEHAVIOUR HELP MARKETING/ PR TEAM FIND OUT WHAT CONTENT THEY FOLLOW/ WATCH/ LIKE, WHAT KIND OF ACTIVITIES THEY DO WHICH CAN INSPIRE EVENT PLANNING
- HERE ARE SOME EXAMPLES: If we know that office workers who are interested and talk about exercise struggle to make it to the gym on mondays, we as a gym may want to think of incentives to get our customers through the door or put out content on a Monday morning/ lunchtime to get them excited about exercise that afternoon. MORE EXAMPLES. OR THEY ARE NOT ACTIVE ON SOCIAL IN THE WEEK – REACH THEM THROUGH OTHER OFFLINE SOURCES AND FOCUS ATTENTION/ SCHEDULE ONCE YOU HAVE FOUND THEM, WHAT DO YOU DO WITH THEM?
- Find self-identified parents talking about being a parent or their children Create a parent audience, then overlay this with conversation about having no time etc. To understand their needs, emotions and interests If we know that busy mothers often say that they infact like to stay active, we could potentially market our sports/ active wear towards this group, or target them with interesting things to do when the kids are asleep
- If we know that 50+ women are concerned with issues around the fit of underwear/ think that clothing targeted towards them is too frumpy – we as a womenswear brand may want to consider looking at tweaking our lines, or if we don’t want to go that far we can change or messaging or consider how we style the clothing in campaigns THESE ARE JUST SOME EXAMPLES – CHARLOTTE AND PETER WILL TALK IN MORE DETAIL ABOUT 2 SPECIFIC USE CASES – HOW THEY WENT ABOUT IT AND THE RESULTS + WORKSHOP I will now take any questions – also encourage you to Drop by the research pod