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A Pilot Study
July 4, 2011
Only now these views and experiences are being shared online
And subsequently...
Agencies and brands are starting to take social media seriously.
With just about everyone oering some form of monitoring and analysis.
Report 1
Typically, a baseline social media audit is created based on an analysis of brand names, competitors, and relevant issues.
Report 1
Report 2
The next report, for a dierent time period, is created from new data. If comparisons to the rst report are made, they are aggregate or trend-based.
Report 1
Report 2
Report 3
With each subsequent social media report, the process remains the same.
Pretty charts.
More people spoke positively about kittens this week.
1500
500
and analysis.
Here are our top kitten inuencers this month.
But are all these kitten lovers net new people every month? Is this just a one time spike because of something in the news? Are we building relationships with any of these people?
A Real-World Example
We decided to use Nikon (geoltered to Canada) as a pilot case. We explored using both Radian6 and Sysomos MAP. We settled on Sysomos MAP to pull the data we needed due to a feature that allowed us to pull an individuals raw tweets with no search lters applied.
Some Charts
Most of the tools can give us access to data and clues that lead to insights, but the built-in charts arent that helpful on their own.
Inuence in Sysomos
Sysomos gives us a list of the top Twitter inuencers based on an algorithmic authority score of 7/10 or higher, sorted by volume.
It falls apart
With this chart, if we dive deeper and look at these users, we discover nearly all are spam or of little value to the brand.
Are these truly the most passionate and inuential Nikon brand advocates?
Inuence in Radian6
Some tools, like Radian6, integrate Klout or other similar theoretical metrics of absolute inuence. But our attempts to generate lists of people who care about a brand with these tools generates primarily spammers and big name web celebrities.
A new approach.
What if we started to wonder about the people who are consistently talking about our brand or issue? What could we learn if we werent wiping the slate clean every time we run a new search?
A new approach.
We believe these are people who are passionate about your brand. We call them the consistently engaged. They are NOT the most inuential Klout or PeerIndex users. They are the people who have an ongoing relationship with your brand. Good, bad or otherwise.
Report 1
Report 2
Report 3
Simply put, we nd the individuals who are consistently talking about and engaging with your brand across time periods.
Our hypothesis
The consistently engaged who love your brand are: Findable Of value to the brand (promotions, research, reach) Ignored by most brands
The list on the left includes people with the most volume over the past six months, in regards to the brand in question. The list on the right includes people who consistently engaged with or mentioned the brand a minimum of four times in both quarters.
@bdicroce @caltek79 @CFN007 @cicychan @Digital_zin @dorisdays88 @ginette4 @jedgar @JohnBiehler @justinlee_ @jwsutts @kinematicdigit @KingKabuz @Kosmatos @Lalalalal8 @maryellenphotos @missemcee @misssh @msjconnoly @neek247
The green boxes show the people consistent between the two methods. If you are using the standard method (left side) then you are ignoring up to 70% of the people consistently engaging with your brand. We need to focus on the users who are consistent in order to nd the true brand advocates.
@bdicroce @caltek79 @CFN007 @cicychan @Digital_zin @dorisdays88 @ginette4 @jedgar @JohnBiehler @justinlee_ @jwsutts @kinematicdigit @KingKabuz @Kosmatos @Lalalalal8 @maryellenphotos @missemcee @misssh @msjconnoly @neek247
Rethinking Inuence
The list of inuencers most social media tools give us arent very meaningful as they tend to use the standard method on the left or just nd the big name web celebrities. With our Nikon example, they ignore a huge segment of people who are passionate about Nikon but will never appear on any top list.
Finding these people was just the rst step. Now we need to understand: 1. Who are these people? 2. What are their other interests? 3. Their relationship to our brand 4. Their potential value
@dorisdays88 @jedgar @justinlee_ @maryellenphotos @msjconnolly @neek247 @nortonphoto @jonah_lewis @quotetasticc @RajaKalsi @RDslva @Redawna @samobeid @scottoakley @ShaniceAshley_ @stephaniefusco @vickiesbphoto @wifewithknives @ZtheWayfarer @zeefred
Its akin to doing an ethnography study where we ignore all the things the individual does or says that dont directly involve our product. Not particularly valid.
So we need to export all the activity and analyze it using a qualitative tagging methodology
Professional Canon shooter but blogged about a positive experience shooting with Nikon equipment
Owns a Nikon D300 and mostly uses older manual-focus lenses. Just bought rst modern Nikon lens.
iPhone BlackBerry
iPhone users more likely to talk about photo related apps than BlackBerry users
Almost half of all iPhone mentions had to do with a photo-related app Only 4% of BlackBerry mentions were about photo-related apps
Coee Mentions
People spoke of coee 1.7 times more often than tea. Of the tea mentions, DavidsTea was the most mentioned product/brand.
Quick Recap
1. The consistently engaged are a better way to nd the relationships you are building (or not building) in social. 2. Finding the consistently engaged is simply a matter of not throwing the data away and paying attention to who is engaging with your brand across time periods. 3. Deeper analysis can lead to better insights into who your brand advocates are, their needs and their interests.
Our Methodology
A) Finding consistent users across two quarters 1. Extract two time periods of data from Sysomos MAP. Export. 2. Merge data into a single spreadsheet with each quarter in a separate column. 3. Cross-reference columns to nd users who are consistent across quarters. 4. De-dupe results in the third result column to get a complete list of consistent users.
Our Methodology
B) Determining tweet volume for consistent users 1. Merge Tweet content from both quarters into a single speadsheet column 2. Sort alphabetically and run subtotal based on usernames. Sort subtotals by volume. 3. Set a threshold (we used 4 tweets across quarters) 4. Cross-reference with list (result of part A) of consistent users across quarters. 5. Manually remove any spammy users above threshold. 6. Extract user list of top 20-30 casually engaged.
Our Methodology
C) Removing the lter and exporting all user tweets for casually engaged list 1. Using the from:username operator in Sysomos MAP, extract all top 20-30 user tweets to CSV over same two quarter period (Export is limited to 5000 tweets so generally each user must be done separately) 2. Merge resulting CSV les for each user into a single spreadsheet. Discard all data except tweet content. 3. Set up qualitative tagging system and methodology. 4. Import data in NVivo or similar qualitative analysis tool.
Our Methodology
D) Running qualitative analysis to nd insights about users 1. Identify an area of interest and goals. Translate these into a structured coding frame. 2. Tag the data according to the coding frame. 3. Analyze the data based on the categories and codes. Pull insights and ndings. 4. Put together recommendations based on key ndings
Colophon
Sean Howard is a freelancer and Associate at Thornley Fallis and spends his life searching for what drives and identies the most passionate online and oine.
Eric Portelance is a Strategist at Thornley Fallis and a regular podcaster on the show Attention Surplus. Hes passionate about using new technologies to build engaging online experiences. Twitter: @eportelance
Katie Charbonneau is an Account Coordinator at Thornley Fallis with an MSc in Media and Communications. Shes a data junkie with a keen interest in American politics.
Twitter: @passitalong