Identifying Opportunities in Social BirdSong: Social
What is BirdSong? Social Media Insights on demand Identify key metrics of presence for any brand on Twitter & Facebook
Background Never before has there been so much ‘open’ data on how brands are ‘doing’ their marketing The trick is to pinpoint what you want to know, then find the right tool to show you By focusing on what your competitors are doing, or not doing will give you some great insights to improve your own work
Basic Data Followers and Following stats are standard and easily available Here are Russia’s 3 mobile ‘phone giants
Brand + Network Data
MINING THE INSIGHTS FOR ACTIONABLE DATA
Focusing on Actions first, mentions later Of all Twitter users say NOTHING How do you measure the sentiment on that? By focusing on actions first, and mentions later, we can have a better picture of what's’ going on
Want to know when your competitor is active? Time of Day
Want to know when your competitor is active? Day of Week
The biggest day for online fashion shopping?
Could Sunday night be a competitive opportunity?
Want to know more about your social audience? We can identify basic gender from first names
Identify audience interest with follower overlap People interested in flights to Israel
Using Follower Overlaps By understanding the correlation between two accounts we can start to identify a potential audience for engagement E.g. Following Netaporter AND Chanel will show people with an interest in fashion + shopping, not just fashion
How do they describe themselves?
Identifying Engaging Content
Identifying the ‘Value’ of popular content Data provided from Bit.ly
What are the accounts saying?
Real World Relevance BirdSong White Paper
A crisis = Follower growth No other bank saw growth
The social presence did not match offline
The bank was slow to react It took until the 26th June for the bank to start actively engaging with their audience. This was after the weekend of 23/24 June when the bank posted automated tweets with links to online help, at a time when branches were open and NatWest advisors were working. Crisis
A missed opportunity for the competition
Tying it all together With BirdSong we can identify who is sharing what with whom, when and what the result is From there you can build an informed social strategy or create the base to add on additional elements like influence profiles or sentiment analysis
These insights and many more are available at On demand reporting Free trial
Networking Go and find someone you don’t know and buy them a @jeremywaite