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?

#brandwatchtips © 2014 Brandwatch.com | 3

Evolution of Social Media Analytics


Volume & Share

SentimentAuthor

Segmentation

Thematic CategoryAnalysis

SentimentDrivers

me my competition my category my consumers

Why Social?


The Old Days…


Or Consumer Surveys…


Or Commissioned Experiments


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


PLANNING A SUCCESSFUL

SOCIAL RESEARCH PROJECT


There’s An Old Saying…


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?


RESEARCH QUERIES


Conducting Social Research can sometimes feel a bit like this…


Now what...?

Parsing apart conversations to narrow in on key insights


What do we mean by “research queries”


GATORADE

Brand Query

ENERGY DRINKS

Research Query

HEALTH IMPACT OF

ENERGY DRINKS

Research Query

INSIGHTS!



CASE STUDY 1Evaluating online discussions of

beer brands


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


BeerAdvocate Share of Voice / Volume of Mentions

43% LAGUNITAS

9% GUINNESS

8% BLUE MOON

33% SAM ADAMS

6% HEINEKEN

MENTIONS

678K


CASE STUDY 2Locating your audience:

Bacon vs. Kale

Comparing discussions across key groups


Understanding regional preferences



CASE STUDY 3Understanding concert

ticket purchase behavior

Access Demand /By Category


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


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


82%

18%

Kids/Teens Talking Parents Talking

~18% of purchase mentions related to parents buying for

their kids

Understand Behavior /By Category


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


SHARE OF BUZZ DRIVEN BY EVNT TYPES

00:0

0:00

01:0

0:00

02:0

0:00

03:0

0:00

04:0

0:00

05:0

0:00

06:0

0:00

07:0

0:00

08:0

0:00

09:0

0:00

10:0

0:00

11:0

0:00

12:0

0:00

13:0

0:00

14:0

0:00

15:0

0:00

16:0

0:00

17:0

0:00

18:0

0:00

19:0

0:00

20:0

0:00

21:0

0:00

22:0

0:00

23:0

0:00

0%

1%

2%

3%

4%

5%

6%

7%

8%

Overall Gig Conversation Buying Tickets

% D

IST

RIB

UT

ION

OF

ME

NT

ION

S

KEY TAKEAWAYS


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 [email protected]

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”


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.


The Annual Outlook


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

brandwatch masterclass: using brandwatch for market research

Social Media

social media researchpros

research mix

great social insights

key brands with387

shareof voice

smallestshare of voice

key groups

key takeaways