SlideShare una empresa de Scribd logo
1 de 23
Descargar para leer sin conexión
NOW YOU KNOW | BRANDWATCH.COM #NYKCON
F
Asking more from your
social research
Edward Crook/ Research Manager, NA & LatAm
#NYKCON
F
• Asking the right questions
• Approaches to research
• A common example: influencers
What we’ll cover
Edward Crook
@ed_crook
Brandwatch
Research Manager, NA & LatAm
#NYKCON
F
1. Asking the
right questions
#NYKCON
F
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
#NYKCON
F
DIFFEREN
T
#NYKCON
FBRANDWATCH.COM
Am I your
favourite?
Did you see my
campaign?
Have you
heard of me?
Are we in the
same space?
How
Why
Threat or opportunity?
Did it influence your
decision?
#NYKCON
F
2. Approaches to
Research
#NYKCON
F
Top-down approach
#NYKCON
F
Bottom-up approach
#NYKCON
F
Combining approaches
Some predefined categories, some allowed to emerge from the data
#NYKCON
F
1. Automated
Rules
2. Random
Sampling
#NYKCON
F
Marketing
e.g.: “Tell me about the Brandwatch team”
Technology
Marketing
Technology
Business
Pets
Science
#NYKCON
F
Marketing
e.g.: “Tell me about the Brandwatch team”
Technology
Marketing
Technology
Business
Pets
Science
#NYKCON
F
3. Examples
#NYKCON
F
Who are my top influencers?
#NYKCON
F
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
#NYKCON
F
• 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
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.
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.
#NYKCON
F
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
#NYKCON
F
Recap
#NYKCON
F
@ed_crook
Edward Crook
Research Manager, Brandwatch
#NYKCON
F
Now You Know

Más contenido relacionado

La actualidad más candente

Creating an automatic marketing culture
Creating an automatic marketing cultureCreating an automatic marketing culture
Creating an automatic marketing cultureDonnie Claudino
 
Social Media Recruiting
Social Media RecruitingSocial Media Recruiting
Social Media RecruitingJoseph Fung
 
Scott Smith (Changeist) @ MFW13
Scott Smith (Changeist) @ MFW13Scott Smith (Changeist) @ MFW13
Scott Smith (Changeist) @ MFW13Media Perspectives
 
Teach the Conspiracies
Teach the ConspiraciesTeach the Conspiracies
Teach the ConspiraciesRenee Hobbs
 
Five tricks to grow your audience using social media
Five tricks to grow your audience using social mediaFive tricks to grow your audience using social media
Five tricks to grow your audience using social mediaDave LaFontaine
 
Games for Learning About Conflict Agile Tour Montreal 2013
Games for Learning About Conflict Agile Tour Montreal 2013Games for Learning About Conflict Agile Tour Montreal 2013
Games for Learning About Conflict Agile Tour Montreal 2013Agile Partnership
 
News Literacy for NC LIVE Librarians, May 2018
News Literacy for NC LIVE Librarians, May 2018News Literacy for NC LIVE Librarians, May 2018
News Literacy for NC LIVE Librarians, May 2018Stephanie Willen Brown
 
Does anyone know the way to Web Accessibility Utopia?
Does anyone know the way to Web Accessibility Utopia?Does anyone know the way to Web Accessibility Utopia?
Does anyone know the way to Web Accessibility Utopia?Sandi Wassmer
 

La actualidad más candente (11)

SBMU Laycock Social Media
SBMU Laycock Social MediaSBMU Laycock Social Media
SBMU Laycock Social Media
 
Creating an automatic marketing culture
Creating an automatic marketing cultureCreating an automatic marketing culture
Creating an automatic marketing culture
 
Social Media Recruiting
Social Media RecruitingSocial Media Recruiting
Social Media Recruiting
 
Scott Smith (Changeist) @ MFW13
Scott Smith (Changeist) @ MFW13Scott Smith (Changeist) @ MFW13
Scott Smith (Changeist) @ MFW13
 
Teach the Conspiracies
Teach the ConspiraciesTeach the Conspiracies
Teach the Conspiracies
 
Five tricks to grow your audience using social media
Five tricks to grow your audience using social mediaFive tricks to grow your audience using social media
Five tricks to grow your audience using social media
 
Ausvotes
AusvotesAusvotes
Ausvotes
 
Games for Learning About Conflict Agile Tour Montreal 2013
Games for Learning About Conflict Agile Tour Montreal 2013Games for Learning About Conflict Agile Tour Montreal 2013
Games for Learning About Conflict Agile Tour Montreal 2013
 
News Literacy for NC LIVE Librarians, May 2018
News Literacy for NC LIVE Librarians, May 2018News Literacy for NC LIVE Librarians, May 2018
News Literacy for NC LIVE Librarians, May 2018
 
Michael lazerow ad age deck
Michael lazerow ad age deckMichael lazerow ad age deck
Michael lazerow ad age deck
 
Does anyone know the way to Web Accessibility Utopia?
Does anyone know the way to Web Accessibility Utopia?Does anyone know the way to Web Accessibility Utopia?
Does anyone know the way to Web Accessibility Utopia?
 

Similar a Asking More from your Social Research

Asking more from your social research - Doing More With Social
Asking more from your social research - Doing More With Social Asking more from your social research - Doing More With Social
Asking more from your social research - Doing More With Social Brandwatch
 
How To Use Influencers To Build Your Business
How To Use Influencers To Build Your BusinessHow To Use Influencers To Build Your Business
How To Use Influencers To Build Your BusinessSocial Fresh Conference
 
Using Social Media to Engage Your Audiences
Using Social Media to Engage Your AudiencesUsing Social Media to Engage Your Audiences
Using Social Media to Engage Your AudiencesCorey McPherson Nash
 
Social Media and Small Business
Social Media and Small BusinessSocial Media and Small Business
Social Media and Small BusinessStrategyWorks
 
Listening: social media research
Listening: social media researchListening: social media research
Listening: social media researchRowan Hetherington
 
Social Media - Influencing Online Communities
Social Media - Influencing Online CommunitiesSocial Media - Influencing Online Communities
Social Media - Influencing Online CommunitiesBullseye
 
Sweeny smx-social-media-2014 with-notes
Sweeny smx-social-media-2014 with-notesSweeny smx-social-media-2014 with-notes
Sweeny smx-social-media-2014 with-notesBrightEdge
 
Jameelah Khalid-Khan Research Portfolio
Jameelah Khalid-Khan Research PortfolioJameelah Khalid-Khan Research Portfolio
Jameelah Khalid-Khan Research Portfoliojkhalidkhan
 
Creating an electronic footprint super women group event june nc raleigh
Creating an electronic footprint super women group event june nc raleighCreating an electronic footprint super women group event june nc raleigh
Creating an electronic footprint super women group event june nc raleighthe bureau, digital agency
 
Run. Walk. Ride. Foundation
Run. Walk. Ride. FoundationRun. Walk. Ride. Foundation
Run. Walk. Ride. FoundationJeff Risley
 
Jcc manhattan boot camp
Jcc manhattan boot campJcc manhattan boot camp
Jcc manhattan boot campLisa Colton
 
Managing and Connecting with your Influencers (by W2O Group & SBA)
Managing and Connecting with your Influencers (by W2O Group & SBA)Managing and Connecting with your Influencers (by W2O Group & SBA)
Managing and Connecting with your Influencers (by W2O Group & SBA)W2O Group
 
Coors Light Facebook OPGA Feb 09
Coors Light Facebook OPGA Feb 09Coors Light Facebook OPGA Feb 09
Coors Light Facebook OPGA Feb 09Mark Thompson
 
Social media action plan (2010 update)
Social media  action plan (2010 update)Social media  action plan (2010 update)
Social media action plan (2010 update)Ian Farmer
 
Going Deep with Social: Methods to Listen and
Going Deep with Social: Methods to Listen andGoing Deep with Social: Methods to Listen and
Going Deep with Social: Methods to Listen andRipple6, Inc.
 
Twitter Strategies (LISMBC)
Twitter Strategies (LISMBC)Twitter Strategies (LISMBC)
Twitter Strategies (LISMBC)Lisa Colton
 

Similar a Asking More from your Social Research (20)

Asking more from your social research - Doing More With Social
Asking more from your social research - Doing More With Social Asking more from your social research - Doing More With Social
Asking more from your social research - Doing More With Social
 
UCDA Design Summit 2010 Keynote
UCDA Design Summit 2010 KeynoteUCDA Design Summit 2010 Keynote
UCDA Design Summit 2010 Keynote
 
How To Use Influencers To Build Your Business
How To Use Influencers To Build Your BusinessHow To Use Influencers To Build Your Business
How To Use Influencers To Build Your Business
 
Using Social Media to Engage Your Audiences
Using Social Media to Engage Your AudiencesUsing Social Media to Engage Your Audiences
Using Social Media to Engage Your Audiences
 
Social Media and Small Business
Social Media and Small BusinessSocial Media and Small Business
Social Media and Small Business
 
Listening: social media research
Listening: social media researchListening: social media research
Listening: social media research
 
Social Media - Influencing Online Communities
Social Media - Influencing Online CommunitiesSocial Media - Influencing Online Communities
Social Media - Influencing Online Communities
 
Sweeny smx-social-media-2014 with-notes
Sweeny smx-social-media-2014 with-notesSweeny smx-social-media-2014 with-notes
Sweeny smx-social-media-2014 with-notes
 
Social Listening
Social ListeningSocial Listening
Social Listening
 
Jameelah Khalid-Khan Research Portfolio
Jameelah Khalid-Khan Research PortfolioJameelah Khalid-Khan Research Portfolio
Jameelah Khalid-Khan Research Portfolio
 
Creating an electronic footprint super women group event june nc raleigh
Creating an electronic footprint super women group event june nc raleighCreating an electronic footprint super women group event june nc raleigh
Creating an electronic footprint super women group event june nc raleigh
 
Run. Walk. Ride. Foundation
Run. Walk. Ride. FoundationRun. Walk. Ride. Foundation
Run. Walk. Ride. Foundation
 
Jcc manhattan boot camp
Jcc manhattan boot campJcc manhattan boot camp
Jcc manhattan boot camp
 
Newsmonkey
NewsmonkeyNewsmonkey
Newsmonkey
 
Managing and Connecting with your Influencers (by W2O Group & SBA)
Managing and Connecting with your Influencers (by W2O Group & SBA)Managing and Connecting with your Influencers (by W2O Group & SBA)
Managing and Connecting with your Influencers (by W2O Group & SBA)
 
Nola
NolaNola
Nola
 
Coors Light Facebook OPGA Feb 09
Coors Light Facebook OPGA Feb 09Coors Light Facebook OPGA Feb 09
Coors Light Facebook OPGA Feb 09
 
Social media action plan (2010 update)
Social media  action plan (2010 update)Social media  action plan (2010 update)
Social media action plan (2010 update)
 
Going Deep with Social: Methods to Listen and
Going Deep with Social: Methods to Listen andGoing Deep with Social: Methods to Listen and
Going Deep with Social: Methods to Listen and
 
Twitter Strategies (LISMBC)
Twitter Strategies (LISMBC)Twitter Strategies (LISMBC)
Twitter Strategies (LISMBC)
 

Más de Brandwatch

Identifying and Analyzing a target audience with Analytics
Identifying and Analyzing a target audience with Analytics Identifying and Analyzing a target audience with Analytics
Identifying and Analyzing a target audience with Analytics Brandwatch
 
Brand protection & Crisis Aversion
Brand protection & Crisis AversionBrand protection & Crisis Aversion
Brand protection & Crisis AversionBrandwatch
 
Leveraging Insights with Creative Segmentation
Leveraging Insights with Creative SegmentationLeveraging Insights with Creative Segmentation
Leveraging Insights with Creative SegmentationBrandwatch
 
Life As a Brandwatch Analyst
Life As a Brandwatch AnalystLife As a Brandwatch Analyst
Life As a Brandwatch AnalystBrandwatch
 
Intelligence: The Fundamentals
Intelligence: The Fundamentals Intelligence: The Fundamentals
Intelligence: The Fundamentals Brandwatch
 
Control vs. Culture: The New Technology Operating Environment
Control vs. Culture: The New Technology Operating EnvironmentControl vs. Culture: The New Technology Operating Environment
Control vs. Culture: The New Technology Operating EnvironmentBrandwatch
 
Collective creativity for better intelligence
Collective creativity for better intelligenceCollective creativity for better intelligence
Collective creativity for better intelligenceBrandwatch
 
Ethics and humanity in the age of technology
Ethics and humanity in the age of technology Ethics and humanity in the age of technology
Ethics and humanity in the age of technology Brandwatch
 
Digital transformation in a regulated industry
Digital transformation in a regulated industry Digital transformation in a regulated industry
Digital transformation in a regulated industry Brandwatch
 
Emotional Intelligence
Emotional Intelligence Emotional Intelligence
Emotional Intelligence Brandwatch
 
25 things we learned analyzing billions of tweets
25 things we learned analyzing billions of tweets   25 things we learned analyzing billions of tweets
25 things we learned analyzing billions of tweets Brandwatch
 
PSB + Aga Khan Foundation: United We Brand
PSB + Aga Khan Foundation: United We BrandPSB + Aga Khan Foundation: United We Brand
PSB + Aga Khan Foundation: United We BrandBrandwatch
 
Ditch the Label and Brandwatch: Mental Health Study, 2017
Ditch the Label and Brandwatch: Mental Health Study, 2017Ditch the Label and Brandwatch: Mental Health Study, 2017
Ditch the Label and Brandwatch: Mental Health Study, 2017Brandwatch
 
Telling a story with your social insights
Telling a story with your social insightsTelling a story with your social insights
Telling a story with your social insightsBrandwatch
 
Combining Brandwatch and non Brandwatch data using Vizia 2
Combining Brandwatch and non Brandwatch data using Vizia 2Combining Brandwatch and non Brandwatch data using Vizia 2
Combining Brandwatch and non Brandwatch data using Vizia 2Brandwatch
 
How can social listening help to determine ROI?
How can social listening help to determine ROI?How can social listening help to determine ROI?
How can social listening help to determine ROI?Brandwatch
 
One step ahead: How Co-op uses Brandwatch to inform their business
One step ahead: How Co-op uses Brandwatch to inform their businessOne step ahead: How Co-op uses Brandwatch to inform their business
One step ahead: How Co-op uses Brandwatch to inform their businessBrandwatch
 
Today’s Reality: Managing & Monitoring Campus Crises through Social Media
Today’s Reality: Managing & Monitoring Campus Crises through Social MediaToday’s Reality: Managing & Monitoring Campus Crises through Social Media
Today’s Reality: Managing & Monitoring Campus Crises through Social MediaBrandwatch
 
Social Truth: Revealing what Truly Matters to Customers
Social Truth: Revealing what Truly Matters to CustomersSocial Truth: Revealing what Truly Matters to Customers
Social Truth: Revealing what Truly Matters to CustomersBrandwatch
 
Social Maturity
Social MaturitySocial Maturity
Social MaturityBrandwatch
 

Más de Brandwatch (20)

Identifying and Analyzing a target audience with Analytics
Identifying and Analyzing a target audience with Analytics Identifying and Analyzing a target audience with Analytics
Identifying and Analyzing a target audience with Analytics
 
Brand protection & Crisis Aversion
Brand protection & Crisis AversionBrand protection & Crisis Aversion
Brand protection & Crisis Aversion
 
Leveraging Insights with Creative Segmentation
Leveraging Insights with Creative SegmentationLeveraging Insights with Creative Segmentation
Leveraging Insights with Creative Segmentation
 
Life As a Brandwatch Analyst
Life As a Brandwatch AnalystLife As a Brandwatch Analyst
Life As a Brandwatch Analyst
 
Intelligence: The Fundamentals
Intelligence: The Fundamentals Intelligence: The Fundamentals
Intelligence: The Fundamentals
 
Control vs. Culture: The New Technology Operating Environment
Control vs. Culture: The New Technology Operating EnvironmentControl vs. Culture: The New Technology Operating Environment
Control vs. Culture: The New Technology Operating Environment
 
Collective creativity for better intelligence
Collective creativity for better intelligenceCollective creativity for better intelligence
Collective creativity for better intelligence
 
Ethics and humanity in the age of technology
Ethics and humanity in the age of technology Ethics and humanity in the age of technology
Ethics and humanity in the age of technology
 
Digital transformation in a regulated industry
Digital transformation in a regulated industry Digital transformation in a regulated industry
Digital transformation in a regulated industry
 
Emotional Intelligence
Emotional Intelligence Emotional Intelligence
Emotional Intelligence
 
25 things we learned analyzing billions of tweets
25 things we learned analyzing billions of tweets   25 things we learned analyzing billions of tweets
25 things we learned analyzing billions of tweets
 
PSB + Aga Khan Foundation: United We Brand
PSB + Aga Khan Foundation: United We BrandPSB + Aga Khan Foundation: United We Brand
PSB + Aga Khan Foundation: United We Brand
 
Ditch the Label and Brandwatch: Mental Health Study, 2017
Ditch the Label and Brandwatch: Mental Health Study, 2017Ditch the Label and Brandwatch: Mental Health Study, 2017
Ditch the Label and Brandwatch: Mental Health Study, 2017
 
Telling a story with your social insights
Telling a story with your social insightsTelling a story with your social insights
Telling a story with your social insights
 
Combining Brandwatch and non Brandwatch data using Vizia 2
Combining Brandwatch and non Brandwatch data using Vizia 2Combining Brandwatch and non Brandwatch data using Vizia 2
Combining Brandwatch and non Brandwatch data using Vizia 2
 
How can social listening help to determine ROI?
How can social listening help to determine ROI?How can social listening help to determine ROI?
How can social listening help to determine ROI?
 
One step ahead: How Co-op uses Brandwatch to inform their business
One step ahead: How Co-op uses Brandwatch to inform their businessOne step ahead: How Co-op uses Brandwatch to inform their business
One step ahead: How Co-op uses Brandwatch to inform their business
 
Today’s Reality: Managing & Monitoring Campus Crises through Social Media
Today’s Reality: Managing & Monitoring Campus Crises through Social MediaToday’s Reality: Managing & Monitoring Campus Crises through Social Media
Today’s Reality: Managing & Monitoring Campus Crises through Social Media
 
Social Truth: Revealing what Truly Matters to Customers
Social Truth: Revealing what Truly Matters to CustomersSocial Truth: Revealing what Truly Matters to Customers
Social Truth: Revealing what Truly Matters to Customers
 
Social Maturity
Social MaturitySocial Maturity
Social Maturity
 

Último

Communication Accommodation Theory Kaylyn Benton.pptx
Communication Accommodation Theory Kaylyn Benton.pptxCommunication Accommodation Theory Kaylyn Benton.pptx
Communication Accommodation Theory Kaylyn Benton.pptxkb31670
 
Dynamics of Professional Presentationpdf
Dynamics of Professional PresentationpdfDynamics of Professional Presentationpdf
Dynamics of Professional Presentationpdfravleel42
 
Machine learning workshop, CZU Prague 2024
Machine learning workshop, CZU Prague 2024Machine learning workshop, CZU Prague 2024
Machine learning workshop, CZU Prague 2024Gokulks007
 
Burning Issue presentation of Zhazgul N. , Cycle 54
Burning Issue presentation of Zhazgul N. , Cycle 54Burning Issue presentation of Zhazgul N. , Cycle 54
Burning Issue presentation of Zhazgul N. , Cycle 54ZhazgulNurdinova
 
Juan Pablo Sugiura - eCommerce Day Bolivia 2024
Juan Pablo Sugiura - eCommerce Day Bolivia 2024Juan Pablo Sugiura - eCommerce Day Bolivia 2024
Juan Pablo Sugiura - eCommerce Day Bolivia 2024eCommerce Institute
 
The Real Story Of Project Manager/Scrum Master From Where It Came?!
The Real Story Of Project Manager/Scrum Master From Where It Came?!The Real Story Of Project Manager/Scrum Master From Where It Came?!
The Real Story Of Project Manager/Scrum Master From Where It Came?!Loay Mohamed Ibrahim Aly
 
Communication Accommodation Theory Kaylyn Benton.pptx
Communication Accommodation Theory Kaylyn Benton.pptxCommunication Accommodation Theory Kaylyn Benton.pptx
Communication Accommodation Theory Kaylyn Benton.pptxkb31670
 
ISO 25964-1Working Group ISO/TC 46/SC 9/WG 8
ISO 25964-1Working Group ISO/TC 46/SC 9/WG 8ISO 25964-1Working Group ISO/TC 46/SC 9/WG 8
ISO 25964-1Working Group ISO/TC 46/SC 9/WG 8Access Innovations, Inc.
 

Último (8)

Communication Accommodation Theory Kaylyn Benton.pptx
Communication Accommodation Theory Kaylyn Benton.pptxCommunication Accommodation Theory Kaylyn Benton.pptx
Communication Accommodation Theory Kaylyn Benton.pptx
 
Dynamics of Professional Presentationpdf
Dynamics of Professional PresentationpdfDynamics of Professional Presentationpdf
Dynamics of Professional Presentationpdf
 
Machine learning workshop, CZU Prague 2024
Machine learning workshop, CZU Prague 2024Machine learning workshop, CZU Prague 2024
Machine learning workshop, CZU Prague 2024
 
Burning Issue presentation of Zhazgul N. , Cycle 54
Burning Issue presentation of Zhazgul N. , Cycle 54Burning Issue presentation of Zhazgul N. , Cycle 54
Burning Issue presentation of Zhazgul N. , Cycle 54
 
Juan Pablo Sugiura - eCommerce Day Bolivia 2024
Juan Pablo Sugiura - eCommerce Day Bolivia 2024Juan Pablo Sugiura - eCommerce Day Bolivia 2024
Juan Pablo Sugiura - eCommerce Day Bolivia 2024
 
The Real Story Of Project Manager/Scrum Master From Where It Came?!
The Real Story Of Project Manager/Scrum Master From Where It Came?!The Real Story Of Project Manager/Scrum Master From Where It Came?!
The Real Story Of Project Manager/Scrum Master From Where It Came?!
 
Communication Accommodation Theory Kaylyn Benton.pptx
Communication Accommodation Theory Kaylyn Benton.pptxCommunication Accommodation Theory Kaylyn Benton.pptx
Communication Accommodation Theory Kaylyn Benton.pptx
 
ISO 25964-1Working Group ISO/TC 46/SC 9/WG 8
ISO 25964-1Working Group ISO/TC 46/SC 9/WG 8ISO 25964-1Working Group ISO/TC 46/SC 9/WG 8
ISO 25964-1Working Group ISO/TC 46/SC 9/WG 8
 

Asking More from your Social Research

  • 1. NOW YOU KNOW | BRANDWATCH.COM #NYKCON F Asking more from your social research Edward Crook/ Research Manager, NA & LatAm
  • 2. #NYKCON F • 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 F 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
  • 6. #NYKCON FBRANDWATCH.COM Am I your favourite? Did you see my campaign? Have you heard of me? Are we in the same space? How Why Threat or opportunity? Did it influence your decision?
  • 10. #NYKCON F Combining approaches Some predefined categories, some allowed to emerge from the data
  • 12. #NYKCON F Marketing e.g.: “Tell me about the Brandwatch team” Technology Marketing Technology Business Pets Science
  • 13. #NYKCON F Marketing e.g.: “Tell me about the Brandwatch team” Technology Marketing Technology Business Pets Science
  • 15. #NYKCON F Who are my top influencers?
  • 16. #NYKCON F 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
  • 17. #NYKCON F • 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.
  • 20. #NYKCON F 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

Notas del editor

  1. END SLIDE EXAMPLE