brandwatch masterclass: using brandwatch for market research

Using Brandwatch for Market Research

James Lovejoy /Content Researcher

Agenda

• What is social media research?

• Planning a successful social market research project

• Understanding research queries

• Case Study Examples Beer brands, Bacon vs. Kale, UK Concert Behaviors

BACKGROUND: WHAT EXACTLY IS

SOCIAL MEDIA RESEARCH?

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Evolution of Social Media Analytics

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Volume & Share

SentimentAuthor

Segmentation

Thematic CategoryAnalysis

SentimentDrivers

me my competition my category my consumers

Why Social?

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The Old Days…

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Or Consumer Surveys…

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Or Commissioned Experiments

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How To Understand Social Media Research

PROS:

• Naturally occurring public statements

• Analyses are faster and require less labor

• Sample sizes can be quite large

• Less expensive than many traditional forms of research

CONS:

• Data is entirely unstructured and imperfect

• Certain types of information are difficult to identify

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PLANNING A SUCCESSFUL

SOCIAL RESEARCH PROJECT

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There’s An Old Saying…

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OUT

…a great social insights report is all in the preparation

IN

=

Think About Why You’re Doing This

• What value are we hoping social will bring to the research mix?

• What do we want to be able to do that is new or different based on this report?

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RESEARCH QUERIES

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Conducting Social Research can sometimes feel a bit like this…

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Now what...?

Parsing apart conversations to narrow in on key insights

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What do we mean by “research queries”

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GATORADE

Brand Query

ENERGY DRINKS

Research Query

HEALTH IMPACT OF

ENERGY DRINKS

Research Query

INSIGHTS!

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CASE STUDY 1Evaluating online discussions of

beer brands

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Share of Voice / Brand Presence as measured by Volume of Mentions

5% LAGUNITASLagunitas had the smallest share of voice with 46,240 mentions

30% GUINNESSGuinness was the second in share of

voice with 268,771 mentions

8% BLUE MOONBlue Moon had 70,590 mentions on social

MENTIONS

914K

15% SAM ADAMSWith 141,093 mentions, Sam Adams led the share of voice, out of the crafts in the key five brands

42% HEINEKENEven after removing Sports Sponsorship and music sponsorship mentions, Heineken still had the most number of mentions on social out of the five key brands with 387,016 mentions

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BeerAdvocate Share of Voice / Volume of Mentions

43% LAGUNITAS

9% GUINNESS

8% BLUE MOON

33% SAM ADAMS

6% HEINEKEN

MENTIONS

678K

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CASE STUDY 2Locating your audience:

Bacon vs. Kale

Comparing discussions across key groups

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Understanding regional preferences

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CASE STUDY 3Understanding concert

ticket purchase behavior

Access Demand /By Category

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Comedy

Indie/Rock

Pop/R&B

0% 10% 20% 30% 40% 50% 60% 70% 80%

SHARE OF BUZZ DRIVEN BY EVENT TYPES

Access Demand /Artists & Performers

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24%

14%

10%9%

9%

8%

8%

7%

6%6%

INDIE/ROCK ARTISTS

Kasabian Ed Sheeran Sam Smith

Disclosure Arcade Fire Lily Allen

Kaiser Chiefs Ellie Goulding Black Keys

Twin Atlantic

30%

22%11%

9%

8%

7%

7%

3% 2% 1%

COMEDIANS

Lee Evans Micheal McintyreJohn Bishop Miranda HartMrs Brown Jimmy CarrJon Richardson Lee MackMilton Jones Ross Noble

36%

12%10%

9%

8%

6%

8%

5%

4%1% 1%

R&B/POP ARTISTS

One Direction Lady GagaKaty Perry BeyoncéLittle Mix EminemMyley Cyrus KylieJustin Timberlake Chris BrownThe Saturdays

Understand Behavior /Who is The Purchaser?

…the person talking is not always the decision maker

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82%

18%

Kids/Teens Talking Parents Talking

~18% of purchase mentions related to parents buying for

their kids

Understand Behavior /By Category

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Kids/Teens Talking

Parents Talking

0% 10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Blog Forum Review Twitter

CHANNEL BY AUTHOR TYPE

Artists % of parental buying conversation

One Direction 43%

Kasabian 11%

Lady Gaga 9%

Katy Perry 4%

Kylie 3%

Myley Cyrus 3%

Disclosure 2%

Beyoncé 2%

Ed Sheeran 2%

Jake Bugg 2%

ARTISTS DRIVING PARENTAL BUYING

Understand Behavior /When to reach your consumers

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SHARE OF BUZZ DRIVEN BY EVNT TYPES

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Overall Gig Conversation Buying Tickets

% D

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RIB

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KEY TAKEAWAYS

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Wrapping Up

• The capabilities of social media research are evolving

• Its applications extend to many parts of the business

• Careful planning is key!

• Identifying the value of research helps mitigate any potential problems and saves time

• Research can be used to extract business-driving insights

Document LimitationThe information given in this document has been checked for accuracy and completeness however Brandwatch shall not be liable for any errors or omissions.

Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 38980534th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom

Email contact@brandwatch.com

Web brandwatch.com

Twitter @brandwatch

Telephone

UK +44 (0)1273 234290

US +1 212 229 2240

DE +49 (0)30568 370 040

What do we mean by “research queries”

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BEYONCÉ CONCERT

Brand Query

BUYING GIG TICKETS IN

THE UK

Research Query

GIGS AT THE O2 ARENA

Research Query

And finally…be specific

• Research beforehand to understand

• What types of noise will affect the data?

• Is our methodology reliable?

• Create a project plan containing the specific questions you want to answer, so you can plan metrics that will answer them.

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The Annual Outlook

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July August September October November December January February March April0

10000

20000

30000

40000

50000

60000

70000

80000

90000

100000Blue Moon Guinness

Heineken Lagunitas

Samuel Adams

ME

NT

ION

S