Upcoming webinar: Leading innovation with Digital Consumer Intelligence

Instant Registration

Upcoming webinar: Leading innovation with Digital Consumer Intelligence

Instant Registration
Marketing

Published December 4th 2014

Turning Data into Insights: 3 Intriguing Use Cases

Sometimes things just don’t make sense unless put into context.

For instance, every brand knows it should be monitoring owned content, but reading a successful use case from another company certainly makes it all the more compelling to employ the practices themselves.

Everybody needs a little bit of inspiration.

So we’ve gathered three real-life examples of social research projects conducted by brands to ignite those research fires.


Key points to consider when undertaking research projects

There are several elements that need to be considered when conducting social research yourself.

  • Why are you doing this research, and will it bring value or insight to your organization?
  • How will it affect your current marketing practices?
  • Who will be reading the results of this research, and what will it tell them?
  • What does good look like in your industry?

Having a specific plan is essential for gathering insightful results rather then simply collating data. Understanding what questions you need answered and working towards this will eliminate irrelevant searches.


Case Study 1: Locating Relevant Influencers

The Company:

A healthcare professional specialist

The Need:

They wanted to locate individuals for Twitter outreach

The Outcome: 

Using social media monitoring, healthcare/science industry authors were found and segmented into three variables. These were their specialty, the number of posts they had written on a certain subject and how long they engaged with the topic.

Once this list was collated it was then refined and filtered by the healthcare organization to determine which Twitter authors were the most relevant to their outreach programme.

 

Screen Shot 2014-12-02 at 10.45.55 AM

For example, how big was their following and what was their influence score?

Once connecting with their influencers the healthcare brand tracked their engagement.

Looking at the impact of their tweets would allow for better processes with future influencer outreach as well as which author garnered the most results for them.


Case Study 2: Responding to Industry News

The Brand:

A beverage company

The Need:

They wanted to monitor and understand the changing consumer conversations around key issues in their industry.

The Outcome:

By tracking key themes that generate conversations, this soda company could quickly pinpoint spikes in conversations.

When monitoring the buzz on sweeteners they saw a dramatic increase in the conversation.

Understanding where the source of this discussion was emanating from allowed the brand to address the conversation on the right platforms.

It is clear that Twitter was the driving force for the sudden rise in mentions of sweeteners.

 

Screen Shot 2014-12-02 at 10.22.05 AM

Assessing the impact of emerging conversations like this will inform brands how best to respond to a PR crisis.

Looking at the soda brand in relation to other key topics within the industry discussion allowed them to determine what the true sentiments of the audience were.


Case Study 3: Evaluating and Evolving Content Strategy

The Brand:

A FMCG company

The Need:

They wanted to understand the impact of branded content on social media in comparison to competitors, and take this data and use it to inform changes to optimize content.

The Outcome:

When looking at the owned Twitter account of the brand their virality was less than their competitors. This means they received less RTs and shares in comparison to their competition.

It seems that their content, although popular, was not reaching the follower networks that they wanted to connect with.

Looking at how content was doing across different social channels demonstrated that certain topics performed better on select platforms. For example, seasonal content was better received on Twitter in comparison to Facebook.

Screen Shot 2014-12-02 at 10.21.45 AM

From this insight the brand learned that in their sector it is not enough to simply write one piece of content and push it on all social channels. Instead, they learnt that tailoring their content is needed for engagement.


Share this post
Categories
Research
Search the blog
React Newsletter

Sign-up to receive the latest insights into online trends.

Sign up

Crimson Hexagon has merged with Brandwatch. You’re in the right place!

From May 8th, all Crimson Hexagon products are now on the Brandwatch website. You’ll find them under ‘Products’ in the navigation. If you’re an existing customer and you want to know more, your account manager will be happy to help.