Great research starts with insightful questions. But what are the ‘right’ questions to ask, and how do I plan for the unforeseen? In this session we’ll shed light on approaches to making the most of social data. We’ll question the meaning of ‘influencers’ and tackle data segmentation. This is a session for those who are ready to level up their research but not sure where to begin.
1. NOW YOU KNOW | BRANDWATCH.COM #NYKCON
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Asking more from your
social research
Edward Crook/ Research Manager, NA & LatAm
2. #NYKCON
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• Asking the right questions
• Approaches to research
• A common example: influencers
What we’ll cover
Edward Crook
@ed_crook
Brandwatch
Research Manager, NA & LatAm
4. #NYKCON
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Cutting a path through the wilderness
Management
Climb the tallest tree, surveys the entire
situation, and yells “Wrong Jungle”
Leadership
Stephen Covey
“The Seven Habits of Highly Effective People”
1989
16. #NYKCON
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Three common definitions:
Author Mentions
@BW_React 1,380
@TweetQureet 781
@thesimetcalfe 558
@SolidRecs 331
@willmcinnes 193
Author Followers
@hootsuite 8,040,409
@TimesFashion 2,375,562
@nokia 2,210,907
@nine_oh 1,068,418
@caitlinmoran 591,097
Author Impact
@BW_React 95
@TweetQureet 68
@thesimetcalfe 48
@SolidRecs 30
@willmcinnes 21
1. The loudest 2. Largest audience 3. Most impact
Identifying top influencers
Data collected Jan 1, 2017 –April 25, 2017, @brandwatch central account excluded
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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
18. 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.
19. 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.
@Hootsuite is well
connected (high
centrality) and has a
large audience.
@TimesFashion has a
large audience but is not
well-connected within the
Brandwatch community.
@Nokia has a similar
following but much
stronger connections.
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Identifying top influencers
Back in table format:
Author Centrality Followers Bio
@lilachbullock 1 101,036
CMO @brandwatch. Passionate. Demanding.
Hungry. My opinions.
@TweetQureet 0.852 9,574
Showcasing the best online tools to the
people who need them.
@SolidRecs 0.613 13,373
Working at @Brandwatch. Do things that
make your kids proud.
@willmcinnes 0.311 7,980
Find customers on Twitter. Get real-time alert
emails…
@BW_React 0.248 45,512
Keep updated with all the career opportunities
@Brandwatch…
Most Well-connected Influencers