Category Archives: Social Media

Social Intelligence Beyond Monitoring #3: Real Time Marketing

Job Muscroft CEO photo

In this series I want to look at the emerging uses cases for social media intelligence which go beyond counting mentions of brand and consumer sentiment. Previous blogs have explored social intelligence for brand positioning and product innovation.

This month, I’ll show how social media listening can help brands improve engagement with their digital marketing activities – and get actionable feedback in realtime to boost campaign performance.

The Brief

A large global retail brand needed social media intelligence to maximise the impact of their 7 day online treasure hunt promotion, the key activity in launching their new season campaign.

What we did

  • Live social media tracking of all competition mention of keywords and hashtags across 7 days the campaign was live
  • Analysis of the client’s owned channel analytics – Facebook Insights, Google Analytics, and promoted Twitter and Facebook spend
  • Multiple-daily updates to both the client and their digital advertising agency

Why this worked

Social media listening picks up the spontaneous or ‘organic’ discussion missed by owned channel analytics. But presenting that on its own would only have been half the picture. Key to the success of this project was our ability to work with multiple data sources to provide an integrated view of the campaign.

This meant we could convert basic social media metrics into real KPIs such as volume of organic buzz created per £1 spent, or the extent the campaign was driving conversions to new website visits.

Results

The client found this use of social intelligence during the live campaign helped them make agile and better decisions about where to invest in the campaign to maximise the engagement with consumers:

  • On Day 1 of the campaign the client up-weighted promotion on Facebook which increased overall engagement levels of the campaign over the next 6 days by 50%
  • Day 2 of the campaign the client reduced the spend on more expensive prizes and diverted to small prizes that generated more organic consumer conversations which increased ROI by 30%
  • Year-on-year with the same marketing budget the client increased their overall engagement levels with consumers by 25%

In the next blog in this series I will be highlighting how we can use social intelligence can help you in a PR crisis.

Any thoughts or questions, as always feel free to get in touch with me at @JobMuscroft and Job.Muscroft@Facegroup.com.

What’s new in… Charities & Social Media? FACE’s 5 Top Reads

In this week’s links round-up, Ed Hawes evaluates the relationship non-profit organisations have with social media, highlighting their challenges and successes.

Charities and non-profit organisations are often seen as being a little slower than the commercial sector in really integrating digital comms & technologies into how they operate – not least because they are held back by budgets.

I have collated five reads that ask: what are the challenges non-profits face with the uptake of social media? What are the best platforms to use to get your message heard? And which organisations are successes of the digital age?

With social media, charities can win the digital general election

Laura Keely, Guardian

“Platforms like Twitter are vital campaigning tools for the third sector. Charities can use them to force their issues up the political agenda.”

With social media charities can win the digital general election

In the run up to the general election, much has been said around social media’s role to persuade users to vote. Laura Keely – of Macmillan Cancer Support – talks about how charities can encourage existing supporters to champion their cause directly with local MPs.

Social media campaigns during the election period can raise the profiles of important issues and attract new supporters. Keely says online action from supporters is vital if charities want to ensure their issues are on the political agenda.

Our chief executive’s refusal to use social media is holding the charity back

Anonymous, Guardian

“I have worked in charity marketing and communications for more than 15 years and, now more than ever, understand the importance and impact of a personal social media presence. It raises our profile in a crowded space and can be more effective than sending out a press release or posting a story on our own website.”

Our chief executive's refusal to use social media is holding the charity back

The author makes it clear that the charity sector should not solely rely on traditional marketing methods. A charity’s CEO is responsible for being accessible to their followers, which as a result can raise the organisations’ profile in an already crowded market. Not having this medium, however, can stunt their growth.

The article quotes a study claiming eight out of 10 people are more likely to trust an organisation whose CEO and leadership team are on social media. Leaders need to acknowledge this as a way to access a vast range of demographics and new opportunities.

5 lessons from the ways charities use social media

Mary Mitchell, Technology Trust

“Charities with large audiences have discovered that consolidating their presence on Facebook might not be as useful as developing a campaign on Snapchat if they’re targeting a young audience, and that changes to the Facebook algorithm can alter everything.”

5 lessons from the ways charities use social media

Social media has evolved as a place of “expressive capability” where people are collaborative in groups. With this in mind, Mitchell draws on five trends and techniques she delivered in her ‘How international development charities are using social media’ report. This ranges from making sure you deliver the right message on a platform which holds your target audience, to prioritising new voices. These are crucial tips to any non-profit looking for new mediums.

Mary Mitchell’s main point? Social media opens up a pool of new opportunities to bring the Western world closer to developing countries.

Like Instagram. It’ll do wonders for your charity

Zoe Amar, Guardian

“From a National Trust photo campaign to snaps from the Ebola frontline, Instagram can bring your supporters right up to the action.”

Like Instagram. It'll do wonders for your charity

We’ve discussed the importance of charities using social media overall, but which platforms are the most effective and far-reaching? Author Zoe Amar highlights interesting case studies on how Instagram is being used effectively by non-profits. Essentially the app allows charities to take users to the forefront of their activities, be that in Syria or Nigeria. It also brings the topic to a younger audience. Co-creating campaigns on Instagram with your audience as well as involving them in campaigns can be key to retaining interest.

UNICEF is using Snapchat to highlight children missing out on their childhood in Nigeria 

Owen Williams, TNW

“Snapchat is a powerful tool for UNICEF to reach younger people, who might not otherwise take the time to learn the full story. The organization, which is reliant on funding from governments and private donors, is facing a severe funding shortfall, and needs new methods to reach people.”

 

UNICEF is using Snapchat to highlight children missing out on their childhood in Nigeria

In contrast to the second article on charity CEOs who can’t see social media’s potential, this article shows how a non-profit is investing boldly in new social frontiers. UNICEF have used Snapchat as a vertical that brings awareness of humanitarian issues to a generation who wouldn’t usually seek out these headlines – Generation X.

What UNICEF are doing with Snapchat is a powerful example of how non-profits can utilise social media’s potential to influence a younger audience – an audience that is mostly far removed from the issues UNICEF raise.

Join us in a fortnight for another sector round up. Send over any suggestions to me at @FaceResearch.

Introducing SONIC reports: on-demand social media insight

We’re proud to be introducing SONIC – our new social analytics reporting offer that can kick start your social media journey.

Struggling for time to analyse and interpret your social media data?  SONIC is the tool you need to raise visibility and understanding of social media across your business.

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Get the social media reporting you need

SONIC reports present you with the facts that you need to measure the effectiveness of your social media practices in a clear and engaging format, saving you valuable time in data prep and analysis. Set the pace of reporting, choose between different report lengths, and drive decision-making with minimum investment.

Three levels of reporting are available:

Executive Monthly snapshots to provide you with clear indicators and strategic, actionable insights to evaluate your performance on social media channels

Essential A report bundle delivering key metrics alongside qualitative deep-dives to give you a continuous, holistic view of your brand presence online

Elite An exploratory package giving you a detailed understanding of your online brand equity, based on crucial benchmark figures and contextual analysis.

Prices start from just £1800 per month and we can offer rapid turnaround to help you meet your deadlines – so get in touch with our lead analyst Giuseppe (Giuseppe.Polimeno@Facegroup.com) to find out more.

Custom options and full-service social media research is also available.  Learn more here, or contact Info@Facegroup.com to discuss how we can help you gain smart strategic insight from social data.

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Why we’ve developed SONIC social media reports

At FACE and Pulsar, our mission is to make sense of social data so our customers can make faster, smarter decisions about their brands, campaigns and customers. We deliver this through the cutting edge data science, analytics and visualisations on our social media monitoring platform…

…But we know sometimes our clients might not have even have an hour or two spare to dig into their data every week. Lack of resource is  still a major barriers to businesses becoming more socially intelligent, resulting in many social media programs becoming siloed in the digital team and not reaching across the business.

The SONIC concept was developed as we wanted to deliver a cost-effective way of reporting social data insights. We identified that many businesses don’t require full strategic social insight or long reports. Sometimes you just need to measure what’s happening on your own channels, benchmark competitor performance, and check in on customer opinion.

Think of SONIC reports as your outsourced social media insight department. Our reporting can give your social media efforts greater visibility within your organisation, and they’ll give you the ability to  share bite sized social media insights on a large scale.

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What makes our social media reporting different?

  1. Expert analysts. Our reports are written by experienced market researchers who also work on major global brands such as Tesco, Mazda and Telefonica
  2. Actionable insights. We don’t just report metrics: our analysts know how to dig insight out of social data and make clear recommendations about what this means for your brand and comms strategy
  3. Full global coverage. Pulsar can track social data in 170 languages and our trusted international network of analysts can deliver social media reporting in any European language plus Arabic, Japanese, Chinese and Korean
  4. Flexible report formats, not rigid, one size fits all templates. We can customise our reporting options to answer your specific business queries
  5. On-demand reporting options that allows you to design a support system that truly works in alignment with your business needs, practices and objectives.

Case study: how Mazda used SONIC reports to drive their social business strategy across Europe

Sonic client Mazda facebook page

CHALLENGE Mazda Motor Europe wanted to introduce social media listening as a new way to gather customer feedback and inform its first brand-led marketing campaign in Europe.

They came to Pulsar for our advanced analytics capacities and the fact our platform integrates social listening (Pulsar TRAC) and CRM (Pulsar FLOW) into a one stop social media management tool.

APPROACH A tailor-made set of SONIC reporting options available to the Central team to assess brand performance and measure the effectiveness of different marketing practices at both local and European level.

RESULTS SONIC reports are playing an instrumental role in raising awareness of social media across Mazda’s 12 key European markets. Mazda is now actively integrating social media in its Europewide marketing planning for 2015 and SONIC reports are being integrated with Mazda’s wider agency roster for consistent and long-lasting performance evaluation

Mazda say, “Since rolling out Pulsar across 12 European countries, we’ve been able to get truly insightful information from our customers in real time”

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So that’s our SONIC reporting offer: providing you with the expert resource you need to measure the impact of your activities and prove the value of social media to key stakeholders.

If you want to find out more about SONIC reporting then contact our lead analyst, Giuseppe (Giuseppe.Polimeno@facegroup.co.uk) to build a package that’s right for you.

Social Intelligence Beyond Monitoring: #1 Brand Positioning

Job Muscroft FACE MDWelcome to our new blog series on Social Intelligence Beyond Monitoring, from FACE MD Job Muscroft. In this series, Job will be showing how brands can get high-value insights from social media listening – first up, Brand Positioning.

 

There are now hundreds of social media monitoring tools on the market that allow you to quickly and easily mine thousands of conversations about brands and topics you are interested in learning about. In fact, as social listening has become an established part of brand health monitoring, most brands now subscribe to a platform and use key word search strategies to conduct basic monitoring around 2 main use cases:

  1. Measure how visible a brand is in comparison to its competitors.
  2. Track sentiment of customers likes and dislike about brand/products.

This type of monitoring is usually conducted by agencies on behalf of brands and feeds into the development of creative and comms strategies. This, in a world where digital and social advertising spend is now overtaking traditional spend, is crucial.

In this series of blogs I want to look at the emerging use cases for social intelligence which go beyond counting mentions of brands and quantifying consumer sentiment. I want to and talk about where the big value lies for companies who invest in building the capabilities of analysts and research teams to look at social data strategically – to go beyond saying what happened  to work out why, and what to do about it.

Social Intelligence for Brand Positioning

Brief

A large US female haircare brand with a strong legacy in the market is facing the reality that consumer perception has changed quickly over the last 2 years. It’s is looking to strengthen its brand positioning and identify new opportunities to engage with women.

Pinterest hair section

What we did

Our approach was informed by the fact that Haircare is a highly emotional category and generates high levels of conversation amongst women online. This social media discussion is highly visual who often share images within their networks in order to find the right solution for their hair.

  1. Started wide by listening to the whole category and identified a community of women driving the conversation around this product range and the most common articulated haircare needs
  2. Focused the next stage of the project on this active community by creating a social panel of women who we listened to for a month to give us insight into their lives beyond their care hair needs
  3. Aside from text analytics we spent time understanding the thousands of haircare images shared on Pinterest, Instagram, Tumblr and Twitter as an invaluable source of visual insight
  4. Workshop with client team to download insights and build positioning platforms together
Why this worked

The client stakeholder group found this approach to their challenge worked for them as it helped them to get closer to their consumers’ mindset than more traditional research groups or surveys. It additionally as it gave them strategic insights about both individual and group behaviour in the haircare market: it’s not just about one-to-one communication with your customer, but understanding how she shares with her friends.

  • Identified and brought to life a community of women that the brand needs to tap into if they are to reignite an connection with today’s consumers in this category.
  • Most importantly, it brough to to life the emotional struggles surrounding their ideals of beauty
  • Showed the specific language and aesthetic imagery that constructs the bonds within this community that can feed directly into more authentic creative executions
  • Gave insight into both individual and group behaviour in the haircare market: it’s not just about one-to-one communication with your customer, but understanding how she shares with her friends.
  • Highlighted the opportunities for the brand to position itself to engage the widest possible audience without alienating sub-communities

In the next blog in this series I will be highlighting how we can use social intelligence to help innovate products.

Connect with Job on LinkedIn or Twitter, or get in touch by email: Job@Facegroup.com

We’re in a book! 2 FACE essays included in new social media “book of blogs”

First you read them here, now get them on your Kindle! Two essays from the FACE social team have been included in a new book collecting together smart thinking on how to do social media research from across the commercial and academic worlds.

On 29 October, the blog NSMNSS (New Social Media, New Social Science) published a “book of blogs” called ‘Social Media in Social Research: Blogs on Blurring the Boundaries’.

This is a collection of over 50 blogs written by researchers from around the world, covering “a researcher’s journey from scoping phases to dissemination, demonstrating how new forms of data produced by social media can be integrated into a researcher’s toolkit.”

Social Media in Social Research

Two FACE essays are included:

  1. Francesco D’Orazio’s The Future of Social Media Research, first published in Research World magazine. In this post, Fran outlines the 10 ways to tackle the challenges facing the research industry’s use of social media monitoring.
  1. Jess Owens’s ‘10 Tactics For Rigour in Social Media Market Research’ outlining how you can ensure the insights from your research project are robust.

 

Research World Magazine

NSMNSS (New Social Media, New Social Science) is a blog that brings together academics, researchers and social scientists to discuss whether social science researchers should embrace social media, and what the implications would be if these methods and practices were used. The blog is jointly owned by NatCen Social Research (Britain’s leading independent social research institute) and SAGE, the research methods publishers.

In the social media research field we’re constantly trying to find new ways of getting insight, solving problems – and working out how to do this accurately, ethically and efficiently. We think it’s really valuable for NSMNSS to be supporting this dialogue between commercial and academic researchers who often have very different priorities. There’s a lot we in market research can learn from academic discussions of what can be legitimately deduced from a given method versus what’s just speculation or error. And we hope our focus on actionability might inspire some students to think more widely about how they might connect their research through into real-world applications.

Despite these differences, both sides are united by a keen interest in what’s next when it comes to making sense of social data. Pulsar has partnered with researchers at the University of Sheffield and 3 other universities to explore new techniques and technologies in visual social media and image analysis, and we’ll be reporting back from the first conference this Friday.

So here’s to blurring the boundaries between research worlds! It’s a fascinating and exciting place to be working.

Interested in Social Media In Social Research? Head over to Amazon to learn more and download the Kindle eBook.

Or find out more about how media research can help you by emailing us on
info@facegroup.com