solariat social intention report
DESCRIPTION
TRANSCRIPT
Solariat Social Intention Analysis Fitness industry use case: Identifying consumer needs, wants, likes, problems, considerations and asks
• Solariat monitored the Twitter Open Stream for ~24 hours
• We analyzed a selection of fitness topics including: – gym membership – personal trainer – Zumba – Aerobics – kick boxing
• Solariat identified posts where both a selected topic and intention type were present – Intention types include: needs/wants, asks, likes,
problems, check-ins, consideration
Methodology
Post volumes Solariat identified almost 20k posts containing the selected topics in the 24 period. ~10% of the posts contained intention
Hot Intention Topics These were the most frequently occurring intention topic terms
Top Needs The top “needs” identified were “personal trainer” (245 = 48% of needs), “gym memberships” (155 = 31% of needs) and “trainer” (53 = 10% of needs)
Sample “needs” posts Personal trainer need
Gym membership need
Zumba class need
Top Asks The top “asks” identified were for a “personal trainer” (39 = 35% of asks), “Zumba” (32 = 28% of asks) and “gym membership” (21 = 19% of needs)
Sample “asks” posts Personal trainer ask
Zumba ask
Gym membership ask
Top Likes The top “likes” identified were for a “Zumba” (65 = 53% of likes), “Zumba class” (25 = 20% of likes) and personal trainer (16 = 13% of likes)
Sample “likes” posts Zumba like
Zumba class like
Personal trainer like
Sample engagement responses
• There is a lot of intention present in Twitter around fitness topics
• This is one day of data, but trend analysis will provide insight into important demand signals – Trending Intention types & topics
• Effective engagement with helpful, relevant and entertaining content will lead to social sharing
Summary
• Topic Monitoring – monitor social networks for specific topics and intention types e.g. needs/wants around a specific product/service category
• Audience Monitoring – monitor specific audiences e.g. @brand’s followers & fans, competition, etc. for insights into the needs, wants, likes, dislikes of a brand’s audience
• Content marketing optimization – leverage consumer intention profiles to inform content marketing strategies
• Traffic acquisition – drive consumers seeking specific information to helpful content (Q&A, tech support, product reviews, social communities, etc.)
• Lead generation – respond to opportunities for your (or your competition’s) products & services
• Customer support – respond in real-time to problems related to your products & services
• Social SEO – boost your content in search by effectively engaging in social
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