case study: social media & geo targeting demographic
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8/7/2019 Case Study: Social Media & Geo Targeting Demographic
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2040 14th Suite 200 Boulder, CO 80302 720-259-3060 http://www.collectiveintellec
OurClientsGoals
CollectiveIntellect(CI)collaboratedwitha
client,whowasdesigningapitchforaspecific
alcoholicbeveragewithintheirproductgroup.
Othermoretraditionalresearchhadbeen
conducted,butourclientwasinterestedina
veryspecifictypeofanalysis,geo-targeting,that
wouldvalidatesomeoftheseinitialfindings.
Ourclientwantedtoisolateandcompareon-
topic,brandconversationsfromtheSanFrancisco/LosAngelesregiontothoseoccurring
intheNewYorkarea.Itwascriticalthatthe
conversationsincludedbeonlyfrommale
authors21andolder.
Results
CollectiveIntellectdevelopedatestable,
repeatableprocessforanalyzinganddiscoveringsocialmediaconversation,
representativeofaspecificgeographyanddemographic.Coupledwiththis
precisequantitativeinsight,ourexperiencedresearchersfoldedinadvanced
thematicandtruewhitespaceanalysiscombinedwithqualitativeresearchof
brandmentionswithinthetargetedgeo-group.
ProjectHighlights
GoalGeo-targeted
socialmedia
conversationsto
specificregionswithin
theUS,includingonly
conversationsfrom
consumersaged21+.
ResultsCreated
repeatableandprovengeo-specific,age-
appropriateanalytics
reporting,whichwas
usedtoaugment
traditionalresearchfor
marketingcampaigns.
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8/7/2019 Case Study: Social Media & Geo Targeting Demographic
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2040 14th Suite 200 Boulder, CO 80302 720-259-3060 http://www.collectiveintellec
Resultsfromthisanalysiswereusedtocorroboratenewmessagingand
marketingefforts.
Ourclientsinternalprocesses,confirmingtheresultinganalysiscomplied
withminimumagedrinkinglaws,vettedtheageoftheauthorsandsources.
CollectiveIntellectwastheonlysocialmediaandtextanalyticscompanyable
toprovidedatatotheclientthatmettheirlegalrequirements;thisrepeatable
analyticsprocesswasproventoachieveover95%dataaccuracy.
HowCIApproachedtheProject
Workingwithourclient,CIfirstdeterminedwherealongthesocialmediamaturitycurvetheclientorganizationwaslocated.Together,weconcluded
thattheirinitialbusinessgoalscouldbemetbyapplyingacombinationof
SocialResearch&SocialCRM&Targetingmethodologyandtools.
Utilizingamulti-dimensionalanalysisthatblendsqualitativeandquantitative
research,CIwasable
toprovideourclienta
robustandaccurate
understandingofthe
consumerbehavior
landscapebothfroma
brandandproduct
perspective.
Byapplyingour
semantictechnology
toisolateandconfiguresocial
conversationsfrom
maleconsumersinSanFrancisco,LosAngelesandNewYork,CIwasableto
provideanalysiscomparingbrandmentionswithinaspecificage-
demographic.
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8/7/2019 Case Study: Social Media & Geo Targeting Demographic
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2040 14th Suite 200 Boulder, CO 80302 720-259-3060 http://www.collectiveintellec
CIsanalysissurfacedsomeunexpectedconversations.MentionsofJay-Z
emergedbecausesomeofhissonglyricsreferencedourclientsbrandof
alcohol.RelyingonBooleanorkeywordtechnologyintheformofsimplenot
Jay-Zfilterstocleanthedatawouldhavebeenineffective.Conversations
includingthetermJay-Zwouldhavebeenremovedbutnotanyofthesong
lyricsunlesshisnamewasspecificallymentioned.Theresultingdatawould
nothavebeenasaccurateorcredibleandmayhavebeenmisleadinginits
interpretation.
CIssolutionaddressestheinaccuracyandbluntnessofkeywordsearch
throughtheuseoflatentsemanticanalysis(LSA).Byusingsemanticfilters,CI
isabletoisolateandcategorizecontentandselectconversationsbasedon
theirmeaning.Theresultingdataismorerelevantandpertinenttoaresearchquery,whichisacriticalcomponentofsocialbusinessintelligence.
SuggestedNextSteps
Asbusinessesmovealongthesocialmediamaturitycurve,their
understandingandintegrationofsocialmediadataevolves.Companiesatthe
SocialResearchphasearenotonlyactivelyengagedwiththeircustomersbut
arebeginningtoincludecustomerinputtohelpdriveproductdevelopment,
communications,activation,salesandstrategicpartnerships.
Socialdataprovidesrelevantcustomerinsightsthatcanhelpextend
traditionalCRMsystemswithonlineprofileorauthorinformation.We
recommendedtothisclientthattheynowbegintofullyintegratesocialmedia
dataforaugmentationwithinaCRMapplicationtofurtherrefineandextend
theirunderstandingoftheircustomerspreferencesandintentions.Social
CRMcancreateamoreinclusivecustomerdatapicture,marryingonlineand
offlineprofiledetails,tocreatemoreeffectiveandtailoredsocialtargeting.
Simplyput,youcancommunicatetherightmessage,fromtherightemployee,
totherightcustomerorprospect,attherightplaceandtimetoachievea
desiredconsumerresponse,associatedbehaviorandthusROI.
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2040 14th Suite 200 Boulder, CO 80302 720-259-3060 http://www.collectiveintellec
OurSemanticMethodology
CollectiveIntellectusessemantictechnologybasedonLatentSemantic
Analysis(LSA)toexposelatentcontextual-meaningwithinalargebodyof
text.Sophisticatedlanguageprocessingisthecriticalfoundationfor
successfulsocialmediaanalysis.Accurateinsightsofconsumerconversations
thatarerepeatable,scalableandconsistentcanonlybeachievedusing
technologythatisabletocategorizeenormousvolumesofsocialmedia
conversationsforcustomerpreferences,intent,demographics,even
sentiment.
CIServices&ToolsUsedonProjectCIInsight-providesmulti-dimensionalanalysis,blendedqualitativeand
quantitativeanalysis,demographicsandpsychographicsanalysis,inan
integratedconsumerconversationanalyticalhub.
CILearn-supportsclientswithawidearrayoffullservice,customized
socialmediaresearchdeliverablesthatuncovervaluableinsightsinto
consumersunpromptedandunbiasedthoughts,opinions,considerationsandpreferencesthattheyexpressinsocialmediaconversations.
CIViewoffersamanagementdashboardwhichhighlightskey
performanceindicators,andtrackshoweffectivetheclient/agencyareat
influencingcustomerbehaviorandattitudesthroughmarketing,salesand
customersupportactivities.Itisacustomizabledataviewer,displaying
continuouslyupdatedandfullyanalyzedsocialmediaconversations.
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